The FIFA web site illustrates the importance of thinking locally. Even though the World Cup is a global event, most people who visit the web site really care only about their home teams, so each language site is localized for fans of teams that share that language (see Figures 2 and 3). For the Japanese site, the choice is simple: Feature as much information as possible about the team from Japan. But the Spanish site is not so simple; more than half a dozen teams represent Spanish-speaking countries. Some teams do not have a language-specific site, such as Russia, Sweden, Brazil, and Italy, so FIFA is considering adding Italian and Portuguese sites for future World Cup events.

Figure 2. The FIFA languages sites provide localized ...

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