WHAT THE WORLD CUP 2026 TAUGHT US ABOUT BRAND FANDOM AND DELIGHT
Fandom is a powerful force. World Cup 2026 was full of fandom displays, from the Scottish Tartan Army takeover to the Norwegian rowing ritual. Fandom is ultimately about belonging, ritual, community, common purpose and delight. And it doesn’t matter if you are in a stadium experiencing it live screaming until your voice gives out, or […]