It’s a good bet that in the thousands of stories written about the 2026 World Cup, not one mentioned the stores selling branded merchandise inside a stadium. Or the importance of managing the movement of VIPs, so they did not interfere with players and coaches. Or how to handle FIFA’s requirement that the locker rooms of the two teams at one site must be exactly the same, in every respect.
Stories were written instead about nail-biting matches, fantastic fan experiences, and other far more exciting aspects.
