‘If you’re talking about brand reputation, this World Cup is probably the most important comms and strategy campaign for nations and for an organisation (FIFA) that we’ve ever seen… and it’s fraught with dangers,’ says MSQ Sport & Entertainment’s co-founder Steve Martin, on a World Cup Special podcast by PRWeek.

Speaking on the latest episode of Beyond the Noise, MSQ Sport & Entertainment co-founder Steve Martin, the most influential Sports Agency professional in PRWeek’s 2026 Power Book, argues that “PR is having an extraordinary renaissance” with this World Cup, bearing in mind both the amount of earned-media-led brand campaigns and the level of reputation management required in what is proving a highly politicised tournament.

Beyond the Noise looks at some of the biggest communications and PR issues. Download the podcast via Apple, Spotify, or listen on your favourite platform.

In this episode, Martin was joined by fellow sports comms expert Sarah Hartwell, executive director for sports entertainment consultancy 50 Sport, who is also a proud Canadian.

Hosted by PRWeek editor-in-chief Danny Rogers, Martin and Hartwell discuss successful brand campaigns from Nike, Adidas, Irn-Bru, Duracell, Lego, Burberry and others.

They also talk about some of the damaging stories that are impacting the reputation of FIFA and the United States, as well as the opportunities for fellow host nations Canada and Mexico.

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