TWIG #253 John Riccitiello's Legacy / EA post FIFA in Numbers
Deconstructor of Fun
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The Fallout of FIFA World Cup License and Gen Z's Perception of the Brand
This chapter explores how the FIFA World Cup license has negatively impacted the FIFA brand, particularly among Gen Z consumers who are critical of the brand due to human rights violations and bribery scandals. It also discusses the significance of brand perception to Gen Z and their preference for brands that align with their values.
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