Social Football Summit: "An aim to reach 6 billion engagements during the 2026 World Cup" (R. Gai, FIFA)

"The aim is to reach 6 billion engagements over the entire 2026 World Cup," said Romy Gai, chief business officer at FIFA, at the Allianz Stadium in Turin (ITA) on 19/11/2025.

The Italian, who has held his post since April 2022, spoke at the Social Football Summit (SFS) on the occasion of the 8^th edition of the international event, which was held over two days (18 and 19/11/2025) in Piedmont.

"It will be the biggest event ever organised on Earth, without a doubt. There will be many firsts: the first World Cup in three countries, the first World Cup with 16 cities and as many stadiums, the first with 48 teams..." continued the former chief revenue officer of Juventus FC (Serie A Enilive).

"The average duration of a brand's partnership with FIFA is 28 years. It even exceeds 70 years for The Coca-Cola Company. It's a story of trust. It illustrates the good relationships we develop with brands. The first partner we brought on board for the Club World Cup 2025 was AB InBev with its Budweiser beer. When we started discussions with them a year earlier, the media part had not yet been…