@fastcompany: The 2026 FIFA World Cup will be the largest in history, and it's meeting a growing American soccer fanbase on home turf for the first time since the '90s. With companies paying millions to reach these fans, the challenge is standing out from the noise. Senior staff editor Jeff Beer explores what he's learned from Men in Blazers co-founder Roger Bennett about how brands can leverage compelling storytelling and authentic fan culture, which sometimes matter more than the action on the field. #fastcompany #worldcup #fifaworldcup

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Friday 13 February 2026 21:43:38 GMT