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Lionel Messi celebrates scoring his team's second goal during the FIFA World Cup 2026 Round of 16 match between Argentina and Egypt at Atlanta Stadium on July 7. Photo: Koji Watanabe/Getty Images
Lenovo's pricey FIFA partnership was made possible by the trusted, direct relationship between Lenovo's CEO and his top communicators.
Why it matters: The company is spending big to showcase its tech and innovation as it looks to expand its brand, long synonymous with PCs.
