Adidas, Burberry and so much Beckham: The six best 2026 World Cup ad campaigns Sport Business 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 Russell-Vick. Football ads in 2026 finally remembered a crucial detail: football is supposed to be fun. After years of ultra-serious slow-motion shots of rain hitting crossbars [...]
Real Madrid underline financial power by signing new €1bn kit deal with Adidas Sport Business Real Madrid have received a financial boost after signing a new eight-year kit deal with Adidas that is believed to be the most lucrative in world football. The 15-time European champions and the German sportswear behemoth have opted for an early extension to their partnership, which will now run until at least 2034. Real Madrid’s [...]
Sawe and Adidas London Marathon record could see athletes jump from Nike Sport Business Sabastian Sawe’s use of Adidas footwear at the London Marathon to break the two-hour barrier could lure non-contracted runners away from Nike, experts have warned. Kenya’s Sawe became the first person to legally dip under the two-hour mark on Sunday to etch his name in athletics folklore alongside Roger Bannister and Jim Hines, and did [...]
‘A London Marathon every weekend? I think we can get to that – and sell out’ April 24, 2026 Sam Browne, co-founder of the tech platform, Let’s Do This, which runs the London Marathon ballot, on its rapid growth… and the coming AI revolution. On Sunday 59,000 keen runners, amateur plodders and fundraisers dressed as, among other things, a pair of testicles will line up to take on the London Marathon. This year’s ballot [...]
Enhanced Games, Lance Armstrong and the truth about why we hate doping April 19, 2026 There is an irony in the fact that sponsors and broadcasters won’t touch the Enhanced Games, explains Matt Readman. Last month it was announced that the 2026 Winter Olympic Games was the first Olympiad in 28 years to have zero failed drugs tests. The “cleanest Games for a generation” is a big moment for an [...]
London City Lionesses CEO Martin Semmens: ‘We want to be sustainable’ April 1, 2026 London City Lionesses may have made their presence felt in the Women’s Super League by spending big on star signings such as Grace Geyoro, but Michele Kang’s riches are going on much more besides. It should probably come as no surprise that Kang applies the same attention to detail that made her a billionaire in [...]
Why Nike’s split with Raducanu is a conscious uncoupling March 1, 2026 When Emma Raducanu was unveiled as a new ambassador for Uniqlo in a deal reportedly worth £2.6m per year, much of the coverage framed it as another star walking away from Nike. That interpretation feels too simple. Nike does not tend to lose athletes by accident. When a relationship ends, it is usually deliberate. Rather [...]
LA 2028 Olympics sponsors ‘not asking about’ Wasserman position, says CEO February 24, 2026 The CEO of the LA 2028 Olympics insists sponsors have not raised any concerns about Casey Wasserman remaining as chair despite his appearance in the Epstein files. Wasserman has already initiated proceedings to sell his eponymous global agency after historic emails between himself and Jeffrey Epstein associate and convicted sex trafficker Ghislaine Maxwell were among [...]
Raducanu ditches Nike after eight years to sign £2.6m deal with rival February 24, 2026 Emma Raducanu has ended an eight-year relationship with Nike to become the first female tennis player on the roster of Uniqlo. The 23-year-old former US Open champion has signed a multi-million pound deal with the Japanese casualwear brand and follows the likes of Roger Federer in ditching the “Just Do It”- famed sportswear brand for [...]
Women’s Super League chief paid £531,000 as it made £2.4m loss January 29, 2026 The highest earner at the independent company set up to run the Women’s Super League, believed to be chief executive Nikki Doucet, was paid £531,000 as it made a £2.4m loss. Accounts published by Companies House reveal the finances in the first year of Women’s Super League Football Limited, which took over management of the [...]