World Cup: How brands will activate as the knockouts begin

Most eyes will be firmly fixed on the pitch as the World Cup enters the knockout phase next week. But for the discerning observer, there is another contest playing out in the background: what are the sponsors up to? With marketing and sponsorship deals related to the World Cup reported to generate between $2.5bn and [...]

World Cup proves film and music walked in the US so that sports can run

With the US experiencing football fever Alistair Watkins argues that we have seen this before, with sport following in the footsteps of film and music When people think about European culture making its mark in the United States, they tend to think of music, film and television. From The Beatles to Harry Potter and One [...]

World Cup spending: England fans could spend £150m if they beat Panama

An England win against Panama at the World Cup on Saturday could lead to an extra £150m in consumer spending, while fans are expected to fork out an extra £22m in pubs across the country this weekend. England are top of Group L, level on points with Ghana, ahead of Saturday’s final match of the [...]

Fifa World Cup brand value trebles to £4bn thanks to sponsorship and media rights

The Fifa World Cup brand has grown in value to over $5bn after more than trebling in value in recent years, according to a new industry report. Consultancy Brand Finance estimates the World Cup brand is now worth $5.2bn (£4bn) – a 244 per cent increase on its value when the 2010 tournament was held [...]

Advertising at World Cup: Levi’s genius, hydration breaks and dodging rules

This World Cup, now well under way, has been dominated not only by the action on the pitch but how much brands are spending off it. An estimated $10bn is being splurged by some of the world’s most recognisable organisations on adverts and campaigns, while some firms are milking the World Cup for free advertising [...]

Dallas, Boston, New York New Jersey: Inside England’s Fifa World Cup stadiums

With England travelling around the United States for their Fifa World Cup Group L matches, Matt Hardy asks experts about what makes them so special. England’s opening victory at this year’s Fifa World Cup came in an incredible indoor stadium in Texas. The AT&T Stadium, known for the next six weeks as the Dallas Stadium, [...]

Why 2026 World Cup is when AI becomes the interface between fans and football

The 2026 World Cup is the first AI-shaped major sports event and will change football fandom forever. Jon Williams outlines what sponsors, broadcasters and brands need to do about it. Football, like the creative advertising business I work in, thinks the biggest gains from AI are operational – speed, efficiency, and more. They’re not. AI’s [...]

An England World Cup isn’t just football – it is money, politics and a nation’s bad habits

England are being asked to win the World Cup, yes, but the absurdity is that they are required to do so much more in the process, both commercially and politically, writes Ed Warner. And so they’ve begun. Our boys, Tom’s 26. Their world is in motion, three lions on their shirts, out to erase 60 [...]

Hydration breaks: World Cup ad cost could eclipse Super Bowl’s $7m price tag

Ads during hydration breaks at the Fifa World Cup final could cost more than a Super Bowl commercial, according to one of the world’s biggest advertising groups. This year’s World Cup in North America and Mexico has introduced a drinks break during each half of football, effectively cutting the game into quarters, like many US [...]

England, Kansas City and Taylor Swift: Why FA chose midwest as World Cup base

England have picked Kansas City as their home from home at the 2026 World Cup, along with three other teams, despite not having any games there. So why has the Taylor Swift-linked midwest become “base camp capital”? Kansas City’s recent contribution to sports discourse has been dominated by the Chiefs’ three Super Bowl wins in [...]

England’s secret weapon against World Cup heat? British company’s £26 product

England have turned to a British hot water bottle maker for help coping with the extreme World Cup heat ahead of their tournament opener against Croatia in Dallas tonight. High temperatures are expected to be a defining feature of this tournament – with dangerous conditions possible in 14 of the 16 host cities – and, [...]

2026 World Cup: England only attract half as many bets as Norway to lift trophy

Tournament outsiders Norway have attracted twice as many bets on them to win the 2026 World Cup as England, surprising new data has revealed. Ahead of England’s first match of the tournament, against Croatia tonight in Dallas, Thomas Tuchel’s team have attracted five per cent of all betting tickets handled by Sportradar on behalf of [...]

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