Globant

Which B2B Brand 'Won' the World Cup?

The Drum asked social listening firm Meltwater to analyse seven B2B World Cup partners across three social metrics: mentions (loud), engagement (liked) and estimated reach (seen). Results diverged: Lenovo led in mentions (~8,700), Aramco led in engagement (~13.2m) and reach (driven largely by FIFA channels), while Verizon captured moment-driven attention. The piece highlights owned vs earned media, the dominance of LinkedIn (over 90% of B2B engagement), one-off spikes driven by celebrity posts or single assets for smaller partners, and limitations of social listening (e.g., aggregated sentiment masking negative Reddit threads). The conclusion: no single social-metric winner — each metric crowns a different brand and social listening alone cannot prove business outcomes.

B2B Infrastructure Keeps the World Cup Running

This opinion piece argues that while consumer-facing sponsors like Coca-Cola provide visibility and ritual at the World Cup, largely invisible B2B partners are operationally indispensable. The author highlights FIFA partners such as Lenovo (official technology partner), which deployed thousands of devices and engineers and runs servers at the International Broadcast Center; Salesforce, which uses Slack for workforce coordination across 16 host cities; Globant, which supplies IT and mobile-app work; Rock-it Cargo, the tournament logistics provider; and Stats Perform, which delivers official live data feeds and betting-grade stats. The article frames these B2B contracts as demonstrations of operational competence under intense scale and scrutiny, and suggests B2B brands benefit more from proving reliability than from emotional activations.

Globant and Vercel Alliance Enables One-Click AI Pods

Globant announced a multi-year strategic alliance with Vercel to enable Globant’s AI Pods — agent-orchestrated service units that design and build AI-native applications — to deploy AI-built web applications natively to Vercel in one click. Globant is launching Vercel-powered AI Pods focused on modernizing legacy frontends and building enterprise digital products on Next.js, promising record-time migration, one-click go-live, and faster time-to-market. The partnership aims to close the gap between agentic workflows and production deployment by returning secure, live web addresses in minutes and turning multi-month projects into same-week experiences. The release includes quotes from Martín Migoya (CEO and co-founder, Globant) and Guillermo Rauch (Founder and CEO, Vercel).