Coca-Cola has released an advert for the World Cup that humorously taps into the fear of missing out when people have to look away from matches for even a moment. It's urging fans to stock up on Coke before games, recognising the immersive power of live entertainment.

The World Cup and the ‘beautiful game’ are conventionally used to highlight positive brand values, often focusing on people coming together to watch sporting excellence. JWT subverts this to draw attention to domestic violence; thereby giving a voice to victims who often suffer in silence.

From incomplete infrastructure a few months before kick-off to the threat of abuse against travelling LGBTQ fans, there were plenty of concerns from people abroad in the run-up to the 2018 World Cup in Russia. But how have locals embraced the sporting carnival both culturally and financially?

Never mind England or Brazil, Panini – the Italian, family-run company behind football stickers – is set to profit hugely from this year’s World Cup. In an age of Fortnite and FIFA 2018, Panini is still finding success with both children and adults, offering an analogue way for people to come together.