The Super Bowl is big. The Olympics, even bigger. But the World Cup dwarfs them both. Just how big will this year’s soccer tournament be? Jimmy Lynn, Co-founder of Kisme Mobile and an instructor for Georgetown’s Sports Industry Management program, said that, by the time it’s all over, perhaps 3.5 billion people—nearly half the world’s population—will have watched. Here, he talks with Wendy Zajack, Faculty Director for Georgetown’s programs in Integrated Marketing Communications and Design Management & Communications, about the need for big advertisers to get involved, even if there isn’t a U.S. contender this time. “There are so many fans,” Zajack said. “And I think that if you’re a global brand of any sort, you’ve got to play everywhere.”
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