Sponsorships at global sports events like the World Cup are prohibitively expensive, and the competition for attention is so intense that simple logo exposure is no longer enough. So we focused on a different moment. Son Heung-min—captain of the South Korean national team and former captain of Tottenham—is known worldwide by a single nickname: “Sonny.” And at Best Buy, we sell Sony products.
During the 2026 World Cup, we don’t buy billboards. We simply hijack the player’s name and use broadcast audio and fan culture as our media.
During the 2026 World Cup, we don’t buy billboards. We simply hijack the player’s name and use broadcast audio and fan culture as our media.
