World Cup no longer has global audience – and that’s a marketers challenge April 4, 2026 The domestic football season is hurtling towards its conclusion and, despite England’s drab international break and talk of boycotts, World Cup fever is starting to build. Soon, wallcharts will be pinned up, vintage England kits pulled out from the back of the wardrobe, and Three Lions will find its way onto office playlists. However, this [...]
Italy World Cup flop kills five per cent of bets on tournament winner April 2, 2026 Italy’s failure to qualify for the 2026 World Cup this week was an early win for bookmakers as it killed five per cent of wagers on the outright winner, betting data shows. Four-time champions Italy lost on penalties in a play-off with Bosnia and Herzegovina on Tuesday, meaning they will miss a third men’s World [...]
World Cup: No Plan B if Iran don’t show up, insists Fifa boss Infantino March 31, 2026 Fifa president Gianni Infantino insists there is “no Plan B” if Iran do not take their place at the World Cup but ruled out moving their games from the US to Mexico. Iran’s participation has been in serious doubt since the US and Israel began a military offensive on the country in late February. Iranian [...]
2026 Community Shield moved from Wembley to Cardiff over concert clash March 23, 2026 Next season’s Community Shield has been moved from Wembley to Cardiff’s Principality Stadium to accommodate a non-football event for the first time. The traditional curtain-raiser to the new campaign between the winners of the Premier League and the FA Cup has been scheduled to take place on Sunday 16 August – later than usual due [...]
British summer of sport tipped to spark £400m spending spree March 18, 2026 A blockbuster British summer of sport, including the 2026 World Cup, could see up to £400m flow through the economy, according to new modelling. Deep runs in the tournament for home nations and successful medal hauls for GB’s athletics team at major championships are projected by Novuna to trigger an upturn in consumer confidence of [...]
2026 World Cup: Iran asks Fifa to move games from US to Mexico March 17, 2026 Iran has asked Fifa to move its 2026 World Cup games from the US to Mexico as the wrangling over the war-torn country’s participation continues. The Iranian embassy in Mexico posted a statement on social media saying that talks were ongoing over the possible solution after President Trump suggested that it may not be safe [...]
Why World Cup hydration breaks will push traditional ads to the subs bench March 15, 2026 Hydration breaks at the World Cup could usher in major changes to advertising during live sport, writes Jonathan Haines. As broadcasters prepare for the 2026 World Cup, an unexpected talking point has emerged. The tournament will feature mid-half hydration breaks, introduced to protect players from the searing heat predicted this summer in North America. But [...]
Iran hit back at Trump and Fifa: US should be axed from World Cup, not us March 13, 2026 Iran’s national football team has hit back at President Trump after he warned that it may not be safe for them to take up their place at this summer’s World Cup in the US, Canada and Mexico. Trump’s comments appeared designed to discourage Iran from participating, despite Fifa insisting the US had offered assurances following [...]
England and Scotland World Cup games saved by Patriots owner Kraft deal March 12, 2026 Billionaire New England Patriots owner Robert Kraft has helped to resolve a row over security costs that was threatening England and Scotland games at this summer’s World Cup. Local authorities in Foxborough, near Boston, were refusing to grant a licence for seven fixtures due to be staged at the Gillette Stadium owing to fears the [...]
2026 Fifa World Cup: Iran ‘welcome’ despite US military attacks, Trump March 11, 2026 Fifa president Gianni Infantino says he has received assurances from President Trump that Iran are welcome at this summer’s World Cup despite ongoing US strikes on the country. Iran have qualified for this summer’s tournament in the US, Canada and Mexico but their participation has been in doubt since an American-Israeli offensive began last month. [...]