Stadium naming rights vs. shirt sponsorship: Which delivers more commercial value?
adidas dressed both World Cup finalists and generated €1.5 billion in sales
With 144 Goals, including 22 from Mbappé, Nike wins the World Cup boot battle
World Cup final draws millions of viewers across Europe
The World Cup drove consumer intent to record levels
2026 World Cup sets attendance record with 6.8 million fans and 99.7% stadium occupancy
Trends
Finance
Tadej Pogačar’s fifth Tour de France win adds momentum to ASO’s €375 million business
Premier League prepares €1.7 billion support package for lower leagues
Green Bay Packers set franchise revenue record with $753 million
Gianni Infantino has earned more than €32 million during his decade at FIFA
Manchester City set to top FIFA World Cup club payments
Sponsorship
Inter signs BBVA as new sleeve sponsor in multi-team partnership
Coca-Cola returns to Brazilian football with wide-ranging sponsorship deal
Como 1907 and Revolut extend partnership as fintech becomes front-of-shirt sponsor
FC Bayern Women and MCM sign two-year partnership combining football and luxury fashion
Marketing
NFL embraces World Cup momentum with soccer-inspired jersey collection
Inter brings baseball aesthetics to football with new 2026/27 away kit
Manchester City launches £7.50 ticket scheme for local residents around Etihad Stadium
World Cup success drives 70% surge in Adidas jersey sales
Chelsea becomes first Premier League club to launch on Strava
Louis Vuitton unveiled as official supplier of the FIFA World Cup 2026 trophy trunk
Atlético Madrid launches Casa Atleti Seoul following Lee Kang-in signing
Atlético Madrid has launched Casa Atleti Seoul, a four-day fan activation in South Korea just days after signing South Korean star Lee Kang-in from Paris Saint-Germain. The timing is significant. Lee Kang-in’s arrival gives Atlético Madrid one of Asia’s most recognisable footballers, while Casa…
Media
CAF secures last-minute broadcast deals for 2026 Women’s Africa Cup of Nations
The Confederation of African Football (CAF) has secured a series of broadcast agreements with major media companies for the 2026 Women’s Africa Cup of Nations (WAFCON), which is being held in Morocco. The deals were announced just one day before the tournament began and cover several key international markets. beIN…
Executive
Technology
Kamleon expands Premier League footprint with Manchester City partnership
Spanish health technology company Kamleon has begun deploying its smart biometric urinal technology at Manchester City, strengthening its presence in the…