Events
Industry events, trade shows, and sporting moments that drive business strategy,
partnerships, and market opportunity in the global sporting goods sector.
SPOTLIGHT
Shoptalk Europe 2026 wrap-up: AI and agentic commerce
The Barcelona event drew 4,500 leaders. Key takeaways on AI adoption, consumer trust and discovery-led commerce.
140 countries, one wellness show
The 20th-edition fitness and wellness trade show drew visitors from 140 countries, with international attendance up 25%.
Q2 2026 Event Radar: trade shows and conferences
Wellness and fitness take center stage in Q2, with FIBO, PEAK 2026 and RiminiWellness among the must-attend events of the quarter.
SGIE Daily Digest
Stay informed. Stay ahead.
Every weekday in your inbox.
The news, analysis and competitive signals that matter — curated for industry professionals.
Sign up for freeLATEST
Shoptalk Europe 2026 wrap-up: AI and agentic commerce
The Barcelona event drew 4,500 leaders. Key takeaways on AI adoption, consumer trust and discovery-led commerce.
140 countries, one wellness show
The 20th-edition fitness and wellness trade show drew visitors from 140 countries, with international attendance up 25%.
Sportsdays FS 2027: 200 brands, one market, two days
With independents still structurally dominant and most brands entering via distributors, sportsdays functions as coordination infrastructure, not just a trade show
Nostalgia is not a strategy for the European Outdoor Week
The outdoor trade show’s Riva comeback generated real energy, and real questions about whether the industry has truly moved on.
Nordic Fabric Fair tests the fashion-sport convergence
Stockholm textile fair expands into sport, outdoor and fitness in a December relaunch covering fashion and functional sourcing.
ISPO launches Leaders Summit with €3 million investment programme
The ISPO Leaders Summit will open ISPO 2026 on 3 November in Amsterdam, convening a senior audience of C-suite executives, policymakers and industry leaders from across the global sport, outdoor and winter market.
RiminiWellness turns 20 with longevity at the centre
RiminiWellness returns to Rimini on May 28–31 with an expanded startup showcase and longevity programming.
Everything padel has become is coming to Barcelona in May 2026
The British army, a former champion and the global federation of padel walk into a trade show. It’s not a joke, but the set-up for the Padel Summit.
Sporting events
How major sporting competitions translate into commercial opportunity—tracking sponsorship strategies, brand activations, and the business implications of cultural moments.
FIFA WORLD CUP 2026
World Cup 2026 breaks broadcast records in its first week
The 2026 World Cup is reaching consumers at scale not seen since 2018. Five markets, five days, one clear signal for brands.
The challenger brand that dressed the World Cup’s best story
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.
World Cup kit in 20 minutes: Sports Direct partners with Zapp
Zapp says 78% of football orders arrive within 90 minutes of kick-off, outside store hours. Sports Direct wants that demand.
A World Cup boost? German retailers expect little
Germany’s retail federation polled 400 companies: only sports and food retail expect a real impulse from the overseas event
The bonfire we’re no longer watching together
The 2026 World Cup reaches six billion people, but fragmented across time zones, devices and platforms. That’s the challenge for every sponsor.
adidas launches Climacool System for World Cup 2026
adidas is the first major kit supplier to deploy a systematic thermal management offer across a full tournament squad.
World Cup 2026 breaks broadcast records in its first week
The 2026 World Cup is reaching consumers at scale not seen since 2018. Five markets, five days, one clear signal for brands.
The bonfire we’re no longer watching together
The 2026 World Cup reaches six billion people, but fragmented across time zones, devices and platforms. That’s the challenge for every sponsor.
Technogym, World Athletics open RUN X registration
Fitness clubs, universities, hotels and corporate facilities can host qualifiers for the first World Treadmill Championship.
Alibaba named UEFA AI and e-commerce partner
Exclusive AI, cloud and e-commerce rights span Euro 2028 and six seasons of UEFA men’s club competitions.
LIV Golf funding crisis: season at risk
Saudi PIF confirmed it will end LIV funding after 2026. Now sources say payments may stop before the season does.
World Cup 2026: big event, small economic impact?
A new Goldman Sachs research note challenges FIFA’s $17 billion GDP forecast for the 2026 World Cup.
PUMA’s biggest World Cup kit roster in 20 years
The Herzogenaurach brand holds the deepest African kit portfolio at the tournament.
FIFA settled for a third of its ask in India
Indian media platform Zee Entertainment pays an estimated $30–35m for 2026 World Cup rights, against an opening demand of approximately $100m.
Adidas mines the archive ahead of FIFA WC 2026
Seven heritage reissues target collector and nostalgia demand without the cost of performance innovation.
Tennis league returns after 52 years as arena spectacle
World Team Tennis revives in December 2026 with primetime arena events, blending elite tennis with entertainment and local identity.
Watch now: Can Anta help Puma win in China again?
Watch the exclusive webinar with China’s latest e-commerce data.
Watch now: Engaging consumers through physical activity narratives
Nike and ASICS share exclusive insights into engaging consumers through physical activity marketing and communication campaigns.
Watch now: The New Luxury in China’s $40B Sports Market
Watch SGI Europe & Hot Pot to analyze FY2025 e-commerce data and the shift toward high-performance gear in China’s $40B sports market.
Intelligence, analysis and advice for the global sporting goods industry.
TOPICS
Corporate and FinancialRetail and Supply
Marketing
Consumer
People and HR
Events and Trade Shows
Legal
CSR and Sustainability
Technology and AI
Asia-Pacific
Athlete economy
China and APAC
MARKET ANALYSIS
Analysis and dataIndustry Scorecards
Reports
Case Studies
SERIES and SPECIALS
FIFA World Cup 2026Winter Olympics 2026
Circular Economy
Impact of Sports
Redefining CSR 2025
SUBSCRIPTIONS
Membership plansFAQs
ASK SGIE AI
For premium subscribersABOUT US
About usNewsroom and Contacts
Media solutions
- COPYRIGHT © EDM PUBLICATIONS GMBH
- Contact Us
- FAQS
- Terms and Conditions
- Privacy & Cookies Policy
- Impressum
- Issues
- Topics A-Z