I don't know why after 50 years on this planet I have just discovered that everything at the World Cup culminates in all things golden. But it has finally dawned on me. Ultimately the FIFA World Cup is a Golden Bag, full of global superstars, generating over $15 billion. In one event, over 39 days. Holy Haaland!
Soccer is a gloriously sophisticated game worth billions. How have I never realized this before? As a rabid American sports fan I've been blind. I've been programmed to think Brady and LeBron are the pinnacle, with every Tiger Woods knee injury and traffic violation dominating the headlines. Yet over the last four weeks I've been introduced to the charming, expert and truly stylish global superstars roaming this earth.
Jude Bellingham rocking couture, being serenaded and scoring magnificent goals, while Lamine Yamal pivots, darts and dons Louis Vuitton purses, with ease. They both embody style, savvy and confidence at the ages of 23 and 19. What have we been missing? This World Cup offered a masterclass in brand refinement on and off the pitch, delivered by young maestros. Haaland, Mbappé, Olise, Madueke, oh my!
This is one example where I want the women to be exactly like the men. Not the US men, the global superstar men with their appeal, their fresh stories (who is Pau Cubarsí and how have I missed this baby genius?), their million-dollar endorsements and their on-field mastery. It's a big global sports world out there, and it's time we told the big global stories of the incredible stars coming our way in the Women's World Cup.
We need to ensure they achieve their Golden Bag and receive their own LVMH love. Onto Brazil. Vamos! This World Cup, too, will feature Spain's national soccer team. As reigning World champions may they be feted as enthusiastically by brands, sponsors and heads of state.
It's our golden opportunity to tell their stories and capture the imagination of sports fans with their magnificence. Aitana Bonmatí and Alexia Putellas, we're coming!
