Intersport’s 2026 World Cup campaign concluded with a multi-market final in Paris on Aug. 31, after a summer of grassroots tournaments, gaming competitions and retail activations across Europe. The outcome: Intersport said jersey sales increased 73 percent compared with EURO 2024.
More than 1 million visitors passed through Intersport Clubhouses opened in Berlin, Paris and Istanbul, while over 30,000 people took part in 3v3 football qualifiers and EA Sports FC 26 gaming tournaments held across Europe. Winning teams from ten markets, including France, Germany, the Netherlands and Türkiye, advanced to the Paris final, where France’s squad took the 3v3 title and Germany’s team won the EA Sports FC 26 competition. It was a rare bright spot for Germany’s football program this year, after the senior men’s team was eliminated in the Round of 32.
The sales increase was concentrated in personalized jerseys, with consumers adding player names and numbers to national-team shirts purchased through Intersport stores. For Intersport, which sells products from brands including Nike, adidas and PUMA, personalization was a central component of the campaign’s retail offer.
The campaign was built around the slogan “Your Passion. Your Place. Make It Your Game.” and expanded beyond traditional advertising into in-person activations. Clubhouses in Berlin, Paris and Istanbul formed the centerpiece of the program, alongside grassroots football competitions and EA Sports FC 26 tournaments that culminated in the Paris final.
Beyond the onsite activations, more than 1,000 stores were involved in the omnichannel campaign, which also spanned ecommerce, social, out-of-home and TV, with digital activity alone reaching 70 million consumers, according to the company. The retailer has separately renewed its EA Sports FC partnership, underpinning the gaming leg of this year’s tournaments.
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