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News briefsDecathlon joins French football as Major Partner
Decathlon’s in-house football brand Kipsta has been elevated from supplier to Major Partner of French professional football, securing ball rights through 2032.
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ArticleKiprun embeds wear sensor in running shoes
Decathlon’s running brand partners with London startup Movmenta on a shoe that monitors its own foam degradation in real time.
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PDF NewsletterSGI Europe Executive Edition: Vol 37 - 11+12
Newton Golf nearly triples sales but operating losses deepen | Decathlon, JD Sports and lululemon make NRF global top | Column: The future of visibility isn’t Google – it’s the prompt | Frasers Group’s AI assistant claims 25% conversion gain over search | Dick’s targets 250 Foot Locker remodels by back-to-school | What Oura’s Doublepoint deal signals for the future of wearables | Castore picks Ocula Technologies as its AI product content partner | Playlist-EGYM merger creates fitness tech giant valued at $7.5bn | Women’s elite sports revenues to top $3bn for the first time, Deloitte says | TrusTrace’s One Retail Hub cuts fashion compliance burden by 70% | Worldly joins Green Sports Alliance to tackle supply chain impact | Odlo earns Fair Wear Leader status two years ahead of schedule
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AnalysisSports companies are discovering the pet market as a growth area
From a niche market to a multi-billion-dollar industry: How sports companies are already making good money in the $270 billion pet market.
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ArticleKantar NRF: three sport retailers in top 50
Decathlon, JD Sports and lululemon each appear in the 2026 NRF/Kantar Top 50 Global Retailers — a list that rewards international direct selling and reveals which sport retailers are building genuine cross-border scale.
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ArticleNike closes in on Champions League ball deal
A competitive UEFA tender has put Nike ahead of adidas and Puma for European club football’s most visible equipment contract.
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ArticleDecathlon’s best year yet caps five decades of growth
Decathlon’s integrated model delivers strong FY 2025 results, with GMV up 7.1% and net profit at €910m, as the retailer expands its cycling bet.
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News briefsISPO 2026 box office opens in Amsterdam
Raccoon Media Group launches ticket sales for the trade fair’s first Amsterdam edition — with early-bird expo passes at €29 and Leaders’ Summit seats from €495.
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News briefsMyprotein and Champion unveil training range
THG Nutrition targets £100m in apparel sales through strategic heritage brand collaborations.
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News briefsDecathlon UK pays instant cash for used bikes
New one-hour bank transfer payouts and Easter bonuses aim to boost trade-ins and cut sporting waste.
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