In this interview, Prof. Dr. Nicole Fabisch, professor of Marketing & Sustainability Management at ISM Hamburg, discusses why football players have become brands in their own right today, the opportunities and risks that World Cup sponsorships present for companies, and why authenticity is more important than ever. She also uses concrete examples to explain when a brand’s positioning comes across as credible and what ultimately defines a successful World Cup campaign today.
In this interview, Prof. Dr. Nicole Behringer, professor of Business Psychology at ISM Stuttgart and Program Director of the distance learning Media & Communication Psychology Master, discusses why even non-fans suddenly get caught up in the excitement during a World Cup, what psychological effects lie behind the strong sense of community, and why major sporting events trigger such intense emotions. She also explains how social media is changing our experience of sports and how emotions also influence our consumer behavior.
16 host cities, three countries, one FIFA: The 2026 World Cup demands logistical excellence from the organizers. From 5G digital infrastructure to optimizing travel burdens for the teams – the challenges are enormous. How will the tournament be coordinated, and how sustainable is the schedule really?
Find the answers in our latest interview with Prof. Dr. Alexander Hodeck.
The first AACSB-accredited private German university of applied sciences
