While dazzling on-pitch battles have captured World Cup viewers across the globe this summer, the world’s biggest sportswear ...

Camilo Andrade, Global Vice President of football (soccer) at Nike gives USA TODAY a behind-the-scenes look at the company's ...

Rivals Nike and Adidas see the World Cup in North America as their biggest opportunity in more than 30 years to raise the ...

Both companies have invested heavily in the ​tournament, but Nike has been relying on it for sales and visibility as it tries ...

Nearly everything on the field on Sunday will bear the German company’s logo. Bjørn Gulden, the chief executive, says he ...

As the FIFA World Cup draws to a close, it’s time to assess which brands cut through. But the story is not all about Nike and ...

The 2026 World Cup has been a festival of heroes, villains and unforgettable storylines. Some arrived chasing immortality and ...

Long gone are the days that Jürgen Klopp practically had to beg for his very first endorsement deal as a coach — and he didn't even get paid for it. “As the coach of Mainz, nobody wanted to sign a ...

How creators became this World Cup's real infrastructure: livestream culture, brand strategy, real-world activations and Gen ...

The NWSL 2026 season is in full swing. Teams are competing, and players are making their move on the pitch and off of it. As ...

The Football Association was not shy in trumpeting its ambition when appointing Thomas Tuchel in October 2024. English ...