Celebrity partnerships drive short-term attention, but loyalty drives scalable growth. Image credit: FIFA
Navigating the FIFA World Cup through loyalty
Posted By Luxury Marketer Columnist On In Columns, Featured, Marketing, News, Sports | No Comments
Celebrity partnerships drive short-term attention, but loyalty drives scalable growth. Image credit: FIFA
{"ct":"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","iv":"83c9192319e516165af37f9c490c5500","s":"7858dafe5316bed7"}
