Two carriers with no official World Cup sponsorship have generated one of the tournament's biggest travel marketing moments – all without paying FIFA a cent.
Theaters and arenas are becoming year-round brand real estate for airlines targeting premium customers. Whether that presence pays off in bookings, rather than just awareness, remains to be seen.
Michael O'Leary has tied himself to Ryanair until 2032. He belongs to a shrinking class of airline chiefs who have become almost impossible to replace – which is exactly what makes their eventual departures so risky.