The 2026 World Cup was kicked off with an exciting presentation of a study by the IMAS Institute.
The panel featured Paul Christian Eiselsberg, Senior Research Director at IMAS; Josef Pröll, Chairman of the Supervisory Board of the Austrian Football Association (ÖFB); Max Eiselsberg, of St. Pölten University and Managing Director of Visiomedia; Lisa-Maria Moosbrugger, Marketing Director at Coca-Cola Austria; and Philipp Bodzenta, President of the Austrian-American Society. The high-profile panel discussed how sports sponsorship is used as a marketing tool and to what extent companies benefit from the World Cup.
The event was held in collaboration with Coca-Cola.