‘If the world only remembers our World Cup sponsorship, we've failed’: Lenovo’s Fifa play
Articlecampaignlive.co.uk
Jeff Shafer, Lenovo's global exec, on why the tech major doesn't treat FIFA as a media buy. Yes, it’s invested in the most valuable brand real estate on Earth but being just another logo on the pitch would miss the point.
Last updated Apr 22, 2026 by ATDb automated enrichment