‘PR is having an extraordinary renaissance with this World Cup’

About this episode

The episode discusses the significant impact of the World Cup on brand reputation and PR strategies, featuring insights from industry experts.

‘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…

People in this episode

Host: Danny Rogers

Guests: Steve Martin, Sarah Hartwell

Topics covered

• World Cup
• brand reputation
• PR strategies
• earned media
• reputation management
• sports communications

Keywords

• World Cup
• PR renaissance
• brand campaigns
• FIFA reputation
• sports communications
• earned media
• politicized tournament

Mentioned in this episode

Organizations: MSQ Sport & Entertainment, FIFA, Nike, Adidas, Irn-Bru, Duracell, Lego, Burberry

Places: Canada, Mexico, United States

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