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Most brands think so. Elizabeth Lindsey, a managing partner with Wasserman, a company that strategizes with many of the brands that partner with the NFL, told Yahoo in 2017 that “it’s the last bastion of programming that people feel is must-see, in the moment, live,” and that “I would argue the Super Bowl is a cultural experience far more than it is an individual game. It’s a gathering. And regardless of how you watch, at the end of the day, it’s social.”
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