FIFA Must Be Careful With First World Cup Final Half-Time Show
FIFA is staging the first-ever World Cup final half-time show, featuring Madonna, Shakira, BTS, Justin Bieber, Burna Boy, Gustavo Dudamel, and the PS22 Chorus with Coldplay. The 11-minute performance will take place in New Jersey on Sunday. The article, written by brand expert Simon Dent, argues that while football traditionally needed no extra entertainment, the move reflects the modern competition for audience attention against streaming, gaming, and music. Dent warns FIFA against simply copying the Super Bowl model, emphasizing the need for authenticity and respect for football culture. He notes that the show is a commercial strategy to turn the final into a global entertainment property, but risks irritating fans if it feels contrived. The reception by supporters of the finalists will determine whether the show becomes a landmark or a gimmick.
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