When the teams are brands and the brands are stars and the fans are consumers, everything blends into one enormous business opportunity.
On Sunday, as Lionel Messi and the Argentine national team stood on the podium in Qatar in front of their World Cup trophy, the general mood was one of joy and admiration, though in some corners of the internet a few viewers had noticed a detail that had them raising their eyebrows.
Why had the gold statuette arrived on the field in a logo-bedecked steel-toned Louis Vuitton trunk?
The same reason that before the final game, Qatar had hosted what was billed as “the world’s biggest fashion show,” with looks
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