Lay's reunites Messi, Beckham, Alexia Putellas, and Henry in its new campaign
The snack brand and official 2026 World Cup sponsor has launched "The Epic Watch Party" ahead of the major international tournament.
Why do Europe’s lowest-ranked national teams wear Adidas kits?
UEFA reached an agreement with the three-stripes brand as the provider for the "Kit Assistance Scheme," a program that supplies apparel to smaller football federations.
AFA secures two new commercial deals ahead of 2026 World Cup
The governing body of Argentine football has added Betano as a sponsor and expanded its partnership with Fanatics.
Why are Mexico's stickers different in the 2026 World Cup album?
Panini collectors have noticed a specific detail on the host nation's stickers that sets them apart from other teams, a change rooted in national legislation.
Adidas expands F1 presence with Red Bull Racing
The three-stripes brand will become the technical sponsor for Max Verstappen's team starting in 2027.
Spotify activates FC Barcelona sponsorship with Olivia Rodrigo
The American pop star’s personal logo will feature on the Barça jersey, replacing the platform's standard branding.
Budweiser signs Erling Haaland ahead of the 2026 World Cup
The Norwegian striker has become an ambassador for the official beer sponsor of the international tournament.
Adidas remains in German football through new Bundesliga partnership
Despite losing its kit deal with the national team, the three-stripes brand has secured an agreement as the official provider for its home country’s league.
