Marketing
June 28, 2026
Celebrity partnerships drive short-term attention, but loyalty drives scalable growth. Image credit: FIFA
{"ct":"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","iv":"4c6975ac8a4f14360b77cc210203230e","s":"acdc9e2094018ec3"}
Share your thoughts. Click here