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

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

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

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

2026 FIFA World Cup ad campaigns featuring Haaland, Messi, Ronaldo, Mbappé, and more.

Nearly everything on the field on Sunday will bear the German company’s logo. Bjorn 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 ...

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 ...

When Spain and Argentina face off in the World Cup final in New Jersey on Sunday afternoon, the three stripes of Adidas will ...

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

Big bucks are being made from the 2026 tournament off the field, but who is raking in the most, and who is losing out?