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Burberry's Play: How Football Became the New Territory of Luxury Heading for the World Cup 2026
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Football is no longer only played in stadiums. It is also played in cultural conversation, in fashion and, increasingly, in the strategy of premium brands. Under that logic, the British firm Burberry decided to bet on the most popular sport in the world, although not from traditional sponsorship or from the sports uniform. Her new campaign for autumn 2026, A Good Sport, turns football into a cultural and emotional symbol that redefines the langu…
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