Hosting the FIFA World Cup isn't just about matches—it's about creating a global brand experience. Bettina Garibaldi shares how New York and New Jersey are leveraging the global sporting event of the summer to redefine destination marketing and transform a once-in-a-generation opportunity into lasting cultural and impact. Through fan engagement, strategic partnerships, and storytelling on a global scale, this conversation shares what it takes to market a region when the entire world is watching.