Football world championship in Qatar is one of the largest sporting events in a post-pandemic world. Enabled by the proliferation of digital media channels and internet/smartphone penetration, an unprecedented 5 billion consumers are expected to engage with the event. Consumption is expected to spike during the tournament which overlaps with the retail festive season. The sheer size of the audience that will engage with the event presents an opportunity to create an everlasting impact like none other. Brands and retailers should double their focus on digital media during this period to maximize value creation for themselves and their target consumers. This period of celebration promises to be one like no other and will create a legacy of its own.