All Sporting Events articles
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ArticleWorld 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.
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ArticleThe 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.
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ArticleTechnogym, World Athletics open RUN X registration
Fitness clubs, universities, hotels and corporate facilities can host qualifiers for the first World Treadmill Championship.
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News briefsAlibaba 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.
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News briefsLIV 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.
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ArticleWorld 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.
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ArticlePUMA’s biggest World Cup kit roster in 20 years
The Herzogenaurach brand holds the deepest African kit portfolio at the tournament.
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ArticleFIFA 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.
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News briefsAdidas mines the archive ahead of FIFA WC 2026
Seven heritage reissues target collector and nostalgia demand without the cost of performance innovation.
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News briefsTennis 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.
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News briefsFIFA’s pricing model meets its first law enforcement test
Two attorneys general have put FIFA’s dynamic pricing strategy on legal notice. The precedent matters far beyond one tournament.
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News briefsPadel earns medal status at South American Games
FIP adds South America to a continental multi-sport calendar that now spans four continents and six events by 2027.
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News briefsWhy Ultimate Sevens built its tech stack before its first match
Outsourcing the entire digital layer on day one reflects how new sports properties now compete for audiences and investors
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News briefsEnglish Open golf tournament to return in 2026
DP World Tour and England Golf announce three-year plan to revive the English Open, beginning at The Vale Golf Club in June 2026.
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ArticleFrom the pitch to the barber’s chair: adidas at World Cup 26
New York and Toronto host free fan spaces tying 14 federation kits, athlete marketing and retail into a six-week activation.
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News briefsVancouver wraps a science museum in a football
Science World’s 40-metre dome becomes a full-scale replica of the adidas Trionda, the official World Cup 2026 match ball
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News briefsWorld Cup 2026 kicks off with a trilogy of opening shows
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.
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ArticleWorld Cup 2026: The business of the beautiful game
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.
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News briefsKids join the race: Hyrox Youngstars goes permanent
One in five junior competitors in London had a parent racing the same weekend. Hyrox is making that a fixture.
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News briefsSaudi Arabia’s sovereign fund buys into the World Cup
PIF’s FIFA World Cup deal extends Gulf capital’s grip on global football from club level to the sport’s biggest stage
