Our insight this month, written by Jean-Yves Chereau discusses how strong brands and brand equity as seen in the recent FIFA World Cup are key drivers for potential future investment growth.
Now that the dust has settled on a controversial but successful FIFA 2018 World Cup andthe French team enjoys the celebrations we can reflect on the event and what aspects arerelevant to our investment world.
Not only is the FIFA World Cup one of the world’s largest sporting events, it is also one of the biggest commercial occasions. Brands are everywhere with several historic sponsors of the event like Coca Cola, Visa and Adidas. New names like Hyundai, Qatar Airways and Wanda are a potent reminder of the impact of globalisation and the changes afoot in the balance of economic power alongside Gazprom representing the hosts.