Jeff Bezos could join an investment consortium in talks to acquire a minority stake in Liverpool FC, according to reports. The group, led by Amit Bhatia, son-in-law of Indian steel magnate Lakshmi Mittal, is in discussions with Fenway Sports Group (FSG), Liverpool’s owner, over a potential “strategic minority investment” in the Premier League club. FSG…
The 2026 FIFA World Cup was not only the largest tournament in history, with 48 teams, 16 stadiums and 104 matches. It also served as a testing ground for new approaches to broadcast production, remote operations and digital content creation. Following Spain’s victory over Argentina in the final, Sports Video Group (SVG) analysed the production…
Commercial directors across English football are increasingly being forced to choose between two very different assets: the brand on the front of the shirt or the name above the turnstiles. Both offer prestige and the potential to generate significant revenue. But they differ considerably in terms of visibility, contract length and brand fit. Understanding which…
Spain and Argentina wore adidas kits in the 2026 World Cup final. So did the referees. The match ball was adidas too. For the German sportswear giant, the tournament delivered a commercial result that may have felt almost as satisfying as lifting the trophy itself. adidas is projecting around €1.5 billion in World Cup-related sales,…
Despite not featuring in the 2026 FIFA World Cup final, Nike finished top of the tournament’s boot manufacturer rankings, with players wearing the brand’s boots scoring 144 goals. Nike comfortably finished ahead of Adidas, whose players scored 116 goals, while Puma ranked third with 15. Nike also recorded five own goals, compared with six for…
Spain’s 1-0 extra-time victory over Argentina in the 2026 FIFA World Cup final attracted huge television audiences in both finalist nations, while millions more tuned in across Europe’s major broadcast markets. Spain secured its second World Cup title after its inaugural triumph in 2010. The final, played at MetLife Stadium in New Jersey, attracted an…
The 2026 FIFA World Cup was far more than a tournament watched by football fans. An analysis published after the competition by Captify found that the World Cup significantly influenced consumer behaviour across travel, shopping, sponsorship research and matchday experiences. Based on billions of real-time search signals, the study found that search interest throughout the…
The 2026 FIFA World Cup ended with a record 6,810,966 spectators attending matches across the United States, Canada and Mexico. The tournament, which featured 48 national teams and 104 matches, attracted an average of 65,490 fans per game, making it the most-attended World Cup in history. The final between Spain and Argentina at MetLife Stadium…
The NBA and WNBA have signed a multi-year agreement with TikTok aimed at increasing live game viewership and strengthening fan engagement. Under the partnership, creators will gain greater access to events and highlights, while TikTok GamePlan will be used to help fans discover live games directly through the platform. The financial terms and exact duration…
The 2026 FIFA World Cup final will add another chapter to one of football’s longest-running commercial rivalries—not between national teams, but between the world’s biggest sportswear brands. For the first time since 2014, the final will feature two Adidas-sponsored national teams, with Argentina and Spain both wearing the German brand. It also marks another milestone…
