Events
Industry events, trade shows, and sporting moments that drive business strategy,
partnerships, and market opportunity in the global sporting goods sector.
SPOTLIGHT
Q3 2026 Event Radar: trade shows and conferences
Outdoor Retailer reimagined, three sustainability events, boats and boards: The Q3 2026 calendar points in one direction.
WFSGI turns the World Cup into a youth participation drive
Ten brands, two panels, five principles, and one question rarely posed: what do sporting events actually leave behind for young people?
ISPO launches Leaders Summit with €3 million investment programme
The ISPO Leaders Summit will open ISPO 2026 on 3 November in Amsterdam, convening a senior audience of C-suite executives, policymakers and industry leaders from across the global sport, outdoor and winter market.
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Intl Padel Cluster to exhibit at Padelness e Sport 2026
IPC secures its own stand at Padelness e Sport 2026 as it eyes Italy’s booming market
European Outdoor Week locks in Riva through 2029
A one-year experiment just became a three-year commitment, and pre-registration for 2027 is already open.
The industry’s new benchmark for excellence: ISPO Awards 2026
With renewed ambition, the ISPO Awards step onto the world stage in 2026. Entries are now open.
Q3 2026 Event Radar: trade shows and conferences
Outdoor Retailer reimagined, three sustainability events, boats and boards: The Q3 2026 calendar points in one direction.
Shoptalk Europe 2026 wrap-up: AI and agentic commerce
The Barcelona event drew 4,500 leaders. Key takeaways on AI adoption, consumer trust and discovery-led commerce.
140 countries, one wellness show
The 20th-edition fitness and wellness trade show drew visitors from 140 countries, with international attendance up 25%.
Sportsdays FS 2027: 200 brands, one market, two days
With independents still structurally dominant and most brands entering via distributors, sportsdays functions as coordination infrastructure, not just a trade show
Nostalgia is not a strategy for the European Outdoor Week
The outdoor trade show’s Riva comeback generated real energy, and real questions about whether the industry has truly moved on.
Sporting events
How major sporting competitions translate into commercial opportunity—tracking sponsorship strategies, brand activations, and the business implications of cultural moments.
FIFA WORLD CUP 2026
Intersport’s WC summer campaign lifts jersey sales 73%
The retail cooperative’s Clubhouses in Berlin, Paris and Istanbul drew more than 1 million visitors during its FIFA World Cup summer campaign.
Puma posts smaller loss as turnaround strategy takes shape
Inventory is down 15.3 percent and free cash flow more than tripled, but PUMA does not expect a full recovery before 2027.
adidas CEO apologizes for World Cup pink boot pileup
Bjorn Gulden calls the fluorescent pink boot takeover an accident nobody wanted.
World Cup jersey boom is real, but will it last?
adidas confirmed record sales. Route and Syndigo say fulfillment, returns and product data decide if it holds
Nike ripped up the script. It didn’t go as planned.
Nike Football boss Camilo Andrade defends the brand’s execution even as its script for the final didn’t hold.
adidas told Bloomberg it won the World Cup
Spain and Argentina wore its kits in the final, and adidas is happy to let us know how much it sold.
Mondo deepens World Athletics tie for new event format
The Italian equipment group will brand landing systems, implement carts and supports for the new Ultimate Championship.
Four days to kill a $20bn plan, and sap FIFA’s leader
A failed bid to sell equity in FIFA’s commercial rights has triggered a leadership crisis at the organization.
ATHX picks New York to throw down its HYROX gauntlet
Backed by adidas, ATHX brings its hybrid fitness challenge to New York, a market where HYROX and PUMA still dominate.
US Open 2026: an essential brand guide
A breakdown of the sporting goods brands, athletes, rackets and product launches at the 2026 US Open.
Kushner, Iger to pay a reported $12.5bn for L.A. Lakers
Mark Walter has agreed to sell his majority stake in the Los Angeles Lakers to Josh Kushner and Bob Iger at a reported valuation of $12.5 billion – a figure that would set a new record for a US sports franchise sale and exceed Walter’s own purchase price by 25 percent in under a year.
Mossel Bay to host Ironman South Africa in 2027
The Ironman Group has confirmed Mossel Bay as the new home of its South African full-distance race, debuting in April 2027.
Prediction markets carve into the sports rights pie
Prediction markets are entering sports rights. Same package. New buyer.
adidas to kit out every team at Esports Cup
adidas becomes Official Kit Partner for the first Esports Nations Cup, outfitting 100+ national teams in Riyadh this November.
MLB, NHL sign prediction market deals amid legal fight
Polymarket and Kalshi have signed deals with MLB, the NHL and other leagues, each voidable if courts rule the contracts illegal.
Fanatics brings some financial plumbing in house
Better known for jerseys and memorabilia, Fanatics is acquiring the exchange and clearinghouse behind its prediction markets.
Watch now: Can Anta help Puma win in China again?
Watch the exclusive webinar with China’s latest e-commerce data.
Watch now: Engaging consumers through physical activity narratives
Nike and ASICS share exclusive insights into engaging consumers through physical activity marketing and communication campaigns.
Watch now: The New Luxury in China’s $40B Sports Market
Watch SGI Europe & Hot Pot to analyze FY2025 e-commerce data and the shift toward high-performance gear in China’s $40B sports market.
Intelligence, analysis and advice for the global sporting goods industry.
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