FIFA World Cup 2026 | Sporting Events

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Campaigns and creativity

Lotto’s quiet comeback reaches the World Cup stage
2026-05-08T12:03:00+01:00By 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.
Adidas takes football back to ’90s New York
2026-05-07T13:28:00+01:00By Valentina Giannella
Adidas’ World Cup film supports a tournament the brand projects at around €250 million in product revenue.
Adidas gives Japan kit its own anthem
2026-04-16T08:51:00+01:00By 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.
PUMA unveils World Cup kits for 11 nations in NYC
2026-03-23T12:11:00+00:00By 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.

Brand partnerships and agreements

Adidas only sporting goods name at FIFA 2026
2026-03-27T16:51:00+00:00By SGI Europe Editorial Team
With all global slots filled and record revenue set, adidas is the only sporting goods brand in FIFA’s 2026 commercial line-up.
Fanatics to run FIFA 2026 retail
2025-12-08T15:56:00+00:00By SGI Europe Editorial Team
Fanatics will exclusively manage retail operations at FIFA World Cup 2026 stadiums and fan festivals across North America.

Products

Football fashion heats up ahead of World Cup 2026
2026-05-06T13:59:00+01:00By Valentina Giannella
From adidas x Miaou to Nike’s 7-label Cryo Shot programme, the 2026 World Cup is driving a major off-pitch fashion moment.