Icons, purpose and gastronomy: How brands can win at the 2026 World Cup Sport Business The Fifa men’s World Cup is more than a tournament, it’s becoming the most glamorous, immersive and culturally defining sporting event of the decade. With 48 teams, three host nations, and a projected $17bn economic impact, the scale of the World Cup is staggering. And in true American style, Fifa has even announced the 2026 [...]
Fashion in sport: How Amiri, Blokecore and collabs show shift in fan strategy Sport Business Once dominated by major sportswear brands like adidas, Nike, and Under Armour, the conventional sports marketing landscape has undergone a significant transformation, dramatically reshaped by the modern intersection of fashion and sport. These collisions are taking a number of guises. From high-end fashion houses launching official club formalwear (check out the recent Amiri x FC [...]
EuroLeague CEO: ‘NBA Europe is not needed. We’ve been here for 25 years’ Sport Business EuroLeague CEO Paulius Motiejunas is on bullish form. European basketball is a hot topic and his organisation, which runs the competition home to continental giants such as Real Madrid and Panathinaikos, has just begun a new season in good shape. It has a new main sponsor in Etihad Airways, a new deal with Adidas and [...]
West Ham on hook for £5m despite Potter’s Swede pick-me-up October 22, 2025 West Ham will not receive any financial benefit from Sweden’s surprise appointment of Graham Potter, who is still set to bank around £5m in compensation after being sacked by the struggling Hammers last month. Most Premier League clubs only pay compensation – in the form of monthly salary payments – to sacked managers until they [...]
New Balance: UK sales pass £1bn for the first time October 2, 2025 Sales at the UK arm of New Balance have surged to more than £1bn for the first time, it has been revealed. The Cheshire-headquartered division has posted a turnover of £1.02bn for 2024, new accounts filed with Companies House show. The total is up from the £882.1m it achieved in 2023, the £679.7m it posted [...]
Three Lions fans snap up 2026 World Cup packages… in three days July 23, 2025 Hospitality tickets to watch England at next summer’s World Cup sold out within three days of being put on sale last week, with fans eager to secure the right to follow Thomas Tuchel’s side in the US, Canada and Mexico at the first opportunity. Fifa released hospitality packages last Monday for the group and first [...]
Andy Murray’s 2013 Wimbledon shirt put up for auction July 3, 2025 Sir Andy Murray’s worn shirt from his historic 2013 Wimbledon triumph is expected to fetch more than £5,000 at auction later this month. Murray has signed the Adidas shirt, which he wore when beating Novak Djokovic to become the first British man to win Wimbledon for 77 years. It is going under the hammer in [...]
Adidas hit in yet another UK retail data breach May 27, 2025 Adidas has confirmed a cyber attack that exposed the personal data of customers who contacted its help desk, adding the German sportswear giant to a growing list of major retailers hit by recent cybersecurity incidents. The breach, disclosed on 23rd May, involved unauthorised access to a third party customer service provider, through which attackers were [...]
Frasers to launch Sports Direct in Australia and New Zealand April 15, 2025 Frasers will enter into a long-term agreement with wholesaler Accent Group to launch Sports Direct across Australia and New Zealand in the next step in its international growth plans. The 25-year partnership aims to rollout up to 100 Sports Direct stores across the region, which would boost the total number of Sports Direct stores by [...]
Liverpool ditch Nike as they land £300m kit deal March 10, 2025 Liverpool’s iconic red strip will be made by Adidas for the first time in over a decade after the club and the German sportswear giant agreed a £60m-per-season deal. Adidas will replace Nike, whose five-year deal concludes at the end of this season. The club have had deals with both Warrior and New Balance since [...]