Sorry but it looks as if your browser is out of date. To get the best experience using our site we recommend that you upgrade or switch browsers. Find a solution Trending Running Tennis and racquet sports Fitness Chiina and Asia-pacific Newsletters Subscription Plans Marketing Services Advisory & Data Webinars Jobs --> Site name --> --> SUBSCRIBE --> --> Mast navigation Sign In Search our site Search our site Search Menu Close menu Home Back to parent navigation item Home Latest news Topics Back to parent navigation item Topics Corporate Retail Brands Consumer CSR & Sustainability People Manufacture Legal Events Asia Pacific Racquet Sports Fitness Athlete economy Running Newsletters & Briefings Back to parent navigation item Newsletters & Briefings FREE Daily Digest Products Back to parent navigation item Products Subscribe Advertise Webinars Data & Advisory Market analysis and data Back to parent navigation item Market analysis and data Top European sports retailers Market reports Quarterly scorecards Case Studies About Us Back to parent navigation item About Us About Us Contact Us FAQs Corporate & Financial Retail Marketing Consumer People Sustainability Events About Us Back to parent navigation item About Us Subscribe FAQs Advertise with Us Contact Us Search Home Latest news Topics Corporate Retail Brands Consumer CSR & Sustainability People Manufacture Legal Events Asia Pacific Racquet Sports Fitness Athlete economy Running Newsletters & Briefings FREE Daily Digest Products Subscribe Advertise Webinars Data & Advisory Market analysis and data Top European sports retailers Market reports Quarterly scorecards Case Studies About Us About Us Contact Us FAQs Corporate & Financial Retail Marketing Consumer People Sustainability Events About Us Subscribe FAQs Advertise with Us Contact Us Search More from navigation items Insert ad code here --> Sporting Events FIFA World Cup 2026 The FIFA World Cup 2026 is the largest edition in history, with 48 teams across the United States, Canada, and Mexico. SGI Europe tracks the business story: brand strategies, retail impact, licensing deals, and the tournament’s effects across the sporting goods industry. 2026-07-31T13:15:00+01:00 Inventory is down 15.3 percent and free cash flow more than tripled, but PUMA does not expect a full recovery before 2027. 2026-07-31T11:02:00+01:00 Bjorn Gulden calls the fluorescent pink boot takeover an accident nobody wanted. 2026-07-28T15:12:00+01:00 adidas confirmed record sales. Route and Syndigo say fulfillment, returns and product data decide if it holds 2026-07-05T19:37:00+01:00 By Valentina Giannella Nike built Rip the Script as the opening move in a twelve-week World Cup rollout. Three weeks into the tournament, attention is rising faster than financial evidence. 2026-07-03T06:26:00+01:00 By Valentina Giannella A record eight players are over 40 at this World Cup. WHOOP built a Ronaldo campaign around exactly that. 2026-06-29T19:41:00+01:00 By SGI Europe Editorial Team Ōura’s World Cup campaign with Kane and Rice is built around a question, not an answer: “Are you ready?” 2026-06-19T13:37:00+01:00 By Valentina Giannella Jonathan David’s hat trick against Qatar. A 6-0 win. And five brand campaigns that spent months building toward exactly this. 2026-06-05T12:03:00+01:00 By SGI Europe Editorial Team JD Sports and adidas celebrate Scotland’s first World Cup in 28 years with a campaign fronted by Ally McCoist and current squad stars. 2026-06-04T15:00:00+01:00 By Valentina Giannella Built around players whose identities cross borders, the campaign says more about Snipes’ customer than about football. 2026-06-02T13:51:00+01:00 By SGI Europe Editorial Team Sports Direct banks on retro shirts and nostalgia to win the FIFA World Cup 2026 retail window 2026-05-28T19:21:00+01:00 By Valentina Giannella England’s former all-time scorer swaps the pitch for the stage in a World Cup campaign film that reaches back to the Bard. 2026-05-08T12:03:00+01:00 By Valentina Giannella The Italian sports brand has been rebuilding steadily toward a global relaunch – and now it has a World Cup campaign to show for it. 2026-05-07T13:28:00+01:00 By Valentina Giannella Adidas’ World Cup film supports a tournament the brand projects at around €250 million in product revenue. 2026-04-16T08:51:00+01:00 By SGI Europe Editorial Team Adidas deploys anime and J-pop artist Ado to extend Japan’s World Cup kit beyond football into Gen-Z culture. 2026-03-23T12:11:00+00:00 By SGI Europe Editorial Team German brand chose New York streets over stadium launches to unveil kits for five African nations and six others ahead of this summer’s World Cup. 2026-07-22T08:54:00+01:00 By Valentina Giannella Nike Football boss Camilo Andrade defends the brand’s execution even as its script for the final didn’t hold. 2026-07-20T17:38:00+01:00 By Valentina Giannella Spain and Argentina wore its kits in the final, and adidas is happy to let us know how much it sold. 2026-07-15T22:15:00+01:00 By Valentina Giannella As Argentina returns to the World Cup final, Adidas and Messi celebrate a partnership two decades in the making. 2026-07-15T16:02:00+01:00 By Valentina Giannella A brand still associated with comfort footwear is making its case to football not with performance claims, but with a fictional roadside motel and a World Cup-sized cast. 2026-07-14T17:53:00+01:00 By Valentina Giannella Spain, France, England and Argentina are down to four. adidas has already revealed the ball waiting for Sunday’s finalists. 2026-07-08T21:10:00+01:00 By Valentina Giannella Mexico topped adidas sales as champion. Brazil’s Nike kit still dominates style after elimination. 2026-07-07T16:15:00+01:00 By SGI Europe Editorial Team From neon boots to heat-reactive Stone Island cleats, New Balance turns color into its main World Cup storyline. 2026-06-30T16:47:00+01:00 By Valentina Giannella Kit supplier for Mexico’s 2002 World Cup and 2012 Olympic squad, Atlética targets a full comeback under new CEO Miguel Montes. 2026-06-30T11:32:00+01:00 By SGI Europe Editorial Team Nike’s USMNT jersey shortage and Adidas selling out of Curaçao’s never-worn away kit point to the same shift: World Cup kit demand is now driven more by fan sentiment and on-pitch performance than by allocation planning, leaving even brands with four years’ lead time caught short. 2026-06-29T11:22:00+01:00 By SGI Europe Editorial Team A cargo boat, a pixelated kit and Jamal Musiala: Nike’s World Cup teaser for Germany’s 2027 switch 2026-06-24T21:16:00+01:00 By Valentina Giannella Le Coq Sportif and the Maradona estate launch a capsule on the 40th anniversary of the most famous shirt in football. 2026-06-23T10:17:00+01:00 By Valentina Giannella Messi broke the all-time World Cup scoring record. adidas had the campaign, the boot and the story ready. 2026-06-22T14:24:00+01:00 By Valentina Giannella Nike, adidas, PUMA, New Balance and Skechers all launched pink tournament packs for 2026. Here is why. 2026-06-18T15:01:00+01:00 By SGI Europe Editorial Team High demand for Havertz, Undav and Pavlovic shirts halted online orders. Kits priced at €170 were back in stock within hours. 2026-06-15T13:52:00+01:00 By Valentina Giannella Behind Bosnia and Herzegovina’s blue shirt is a brand most of the world cannot name. It is also the fourth-biggest kit supplier at this World Cup: meet Kelme. 2026-06-11T14:46:00+01:00 By SGI Europe Editorial Team Zapp says 78% of football orders arrive within 90 minutes of kick-off, outside store hours. Sports Direct wants that demand. 2026-07-03T06:26:00+01:00 By Valentina Giannella A record eight players are over 40 at this World Cup. WHOOP built a Ronaldo campaign around exactly that. 2026-06-29T18:01:00+01:00 By Valentina Giannella The £20m Seat Unique raise is the latest move in Kane’s quietly expanding equity portfolio. 2026-06-17T20:57:00+01:00 By Valentina Giannella A hat-trick against Algeria also activated adidas, Dick’s and a commercial system already in place. 2026-07-14T17:53:00+01:00 By Valentina Giannella Spain, France, England and Argentina are down to four. adidas has already revealed the ball waiting for Sunday’s finalists. 2026-07-13T20:11:00+01:00 By SGI Europe Editorial Team Broadcast records in Canada and the US run alongside a larger, harder-to-monetize creator viewing base. 2026-06-16T16:05:00+01:00 By Valentina Giannella The 2026 World Cup is reaching consumers at scale not seen since 2018. Five markets, five days, one clear signal for brands. 2026-06-10T15:51:00+01:00 By Valentina Giannella The 2026 World Cup reaches six billion people, but fragmented across time zones, devices and platforms. That’s the challenge for every sponsor. 2026-06-05T09:53:00+01:00 By Valentina Giannella A new Goldman Sachs research note challenges FIFA’s $17 billion GDP forecast for the 2026 World Cup. 2026-06-03T17:54:00+01:00 By Valentina Giannella The Herzogenaurach brand holds the deepest African kit portfolio at the tournament. 2026-06-02T08:14:00+01:00 By Valentina Giannella Indian media platform Zee Entertainment pays an estimated $30–35m for 2026 World Cup rights, against an opening demand of approximately $100m. 2026-06-01T14:03:00+01:00 By SGI Europe Editorial Team Seven heritage reissues target collector and nostalgia demand without the cost of performance innovation. 2026-05-29T07:15:00+01:00 By SGI Europe Editorial Team Two attorneys general have put FIFA’s dynamic pricing strategy on legal notice. The precedent matters far beyond one tournament. 2026-05-21T07:47:00+01:00 By SGI Europe Editorial Team New York and Toronto host free fan spaces tying 14 federation kits, athlete marketing and retail into a six-week activation. 2026-05-20T08:22:00+01:00 By Valentina Giannella Science World’s 40-metre dome becomes a full-scale replica of the adidas Trionda, the official World Cup 2026 match ball 2026-05-20T08:16:00+01:00 By SGI Europe Editorial Team Mexico City goes first on June 11, followed by Toronto and Los Angeles, in a three-country opening ceremony series developed with Balich Wonder Studio. 2026-05-18T16:00:00+01:00 By Valentina Giannella Three brands outfit 77 percent of teams. Sponsorship is at record levels. And yet FIFA’s own pricing strategy may be the industry’s biggest risk. 2026-05-18T09:58:00+01:00 By SGI Europe Editorial Team PIF’s FIFA World Cup deal extends Gulf capital’s grip on global football from club level to the sport’s biggest stage Intelligence, analysis and advice for the global sporting goods industry. Site powered by Webvision Cloud
Curated by Taleb Kabbara · Source: www.sgieurope.com