Shadows had crept across MetLife Stadium as a tedious World Cup final dominated by Spain at an absurd clip lurched into extra time without a breakthrough Sunday. Lionel Messi and Argentina had no business clinging to hope of a second consecutive championship after failing to create a shot and or even link a few passes.

Lionel Messi said it "wound will take time to heal" from the pain after Argentina's World Cup final defeat against Spain.

When Argentina lost the World Cup final, the beer brand pulled the trigger on a pre-built campaign 20 years in the making. Here is how marketers can plan for real-time relevance.

There is a sense that we are awaiting the inevitable after Argentina were downed by Spain in the 2026 World Cup final. The tears rolling down Lionel Messi's face after the full-time whistle in New Jersey suggested he may well be about to call time on his glittering international career,

The Spanish midfielder has won it all, cementing his legacy as a one of the game’s all-time greats.