World Cup tour brings Bresh to ‘best ever numbers’

Argentinian live event brand Bresh has recorded its “best ever numbers” with its FIFA World Cup tour, as organisers tell IQ how targeting pre-curated audiences assembled around football matches helped them host 40,000 fans in 17 events across North America during the tournament.

Known as the Futbol Celebration Tour, the strategy involved staging events in cities hosting major World Cup matches, seeking to attract national fanbases gathering in cities around Latin American countries’ matches to the brand’s reggaeton and Latin-centric live events.

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