As the World Cup gets underway, I keep picturing Ted Lasso cheering on the arts marketers of the world from the stands. He’s a patron saint of taking what you know and applying it to something that’s new to you, then using the bridge between those things to craft a community.

Ted wouldn’t want you to skip thinking about the World Cup simply because it’s not as strong of an overlap to arts and culture orgs as say, the Academy Awards or the Grammys. No. Ted would encourage you to look a little bit deeper.