Lionel Messi has spent almost two decades with Adidas, making the partnership one of the most recognisable in football. From ...

The 2026 World Cup is generating over $10.5 billion in ad spend, showcasing a dynamic shift in marketing strategies. Here, 10 ...

Last week, FIFA announced that the 2026 World Cup had already broken the all-time attendance record for the tournament.

Cristian Roldan’s first taste of footballing fame came when he starred in an adidas World Cup ad in 2005, reprising that role ...

The World Cup winners and losers in advertising may be indicative of a broader trend of how people are responding to ...

FIFA put into effect a player-welfare measure. Fox turned it into a half-billion-dollar windfall. The smarter advertising bet ...

For the first week of games at the 2026 World Cup, Fox Sports had implemented full-screen advertisements during mandatory hydration breaks. But for Game 28 between Mexico and South Korea, the network ...

The math is simple and staggering. FOX is selling 30-second ad spots during hydration breaks at around $200,000 for early-round matches. For games featuring the US Men’s National Team, that price ...

Fans have complained about it since day one of the 2026 FIFA World Cup. FOX cuts to full-screen commercials during every hydration break, no matter what is happening on the field. People are furious.

Supporters have been complaining about being inundated with mid-game commercials during World Cup cooling breaks, but this ...

Hydration breaks are taking place during every World Cup game, regardless of the conditions Buda Mendes/Getty Images It has become one of the major talking points at this summer’s World Cup — ...

Experience the tournament from your living room. Play solo or with friends and compete for World Cup glory. Football fans can now experience the excitement of the FIFA World Cup 2026™ in a whole new ...