An unnecessarily serious review of the best ads around the 2026 World Cup, including campaigns by Adidas, Nike and Burberry, as picked by amateur footballer and professional creative Harriet ...

Second place in the hearts and wallets of Americans isn’t good enough for the world’s largest sportswear companies, who bet ...

Tell me if you’ve heard this one before: A big-budget blockbuster World Cup ad from a footwear giant features a laundry list of star players, celebrities, and a storyline that revolves around a big ...

Eye-watering budgets are nothing new, but this year both Nike and Adidas have gone bigger and bolder than ever before in the fight for World Cup attention.

The World Cup is a chance for the world's biggest brands to throw everything into their ads. Here are some of the ones we'll be seeing all summer long.

It’s time for kick-off. After years of anticipation for what has been billed the biggest World Cup ever, the 2026 tournament hosted by the U.S., Canada, and Mexico is here. Not only is this year’s ...

The Kardashianization of sportswear marketing, where individual star power outshines club or national loyalties, is on full display as industry giants Nike Inc. and Adidas AG battle for World Cup ...

As the 2026 World Cup reaches the knockouts, the two biggest names in football pour undisclosed sums into culture — while the ...

The 2026 World Cup campaigns that landed in the USA TODAY Ad Meter Brand Spotlight are down to eight finalists. Cast your ...

The days of headline sponsorship being the ticket to sales are over, instead brands that have boxed clever have dominated the ...

German sportswear giant Adidas is benefiting from multiple structural growth drivers that should last well beyond the ...

Every World Cup has its big marketing storyline, and this year it’s playing out between two sportswear giants almost as ...