All Sporting Events articles – Page 2
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ArticleJoma to sponsor Fetri’s Hyatlón, federation cousin to Hyrox
Puma’s exclusive Hyrox lock is pushing rival sponsors toward federations building their own version of the sport.
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ArticleWho will kick this ball in New York?
Spain, France, England and Argentina are down to four. adidas has already revealed the ball waiting for Sunday’s finalists.
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News briefsAlpes 2030 finally makes 50-50 more than a slogan
For the first time, Winter Games quotas will be split evenly between men and women, the IOC confirms.
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ArticleWorld Cup broadcast records mask a bigger social audience
Broadcast records in Canada and the US run alongside a larger, harder-to-monetize creator viewing base.
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ArticlePrediction markets – The legal war
A federal appeals court backed Kalshi in April, but Ohio, Nevada and Massachusetts have sided with states seeking to ban it.
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ArticleUnder Armour loses WNBA footwear supplier status
Under Armour loses WNBA authorized supplier status for 2026, leaving players to tape over logos or compete in unbranded shoes.
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ArticlePGA Tour announces two-series structure from 2028
Championship and Challenger Series start in 2028 with $20 million and $4 million purse floors and annual promotion and relegation.
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ArticleWhen legal advice becomes a self-service product
adidas’s Josef deployment shows how AI legal tools shift compliance from document production to behavioral insight.
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ArticleKalshi booms on sports
From politics to parlays: sports now drives 85% of Kalshi’s $112 billion lifetime volume.
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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.
