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LFP Media has relaunched Ligue1+ as ‘the French football platform’ with more matches, a free Sunday magazine and YouTube clip rights — rebuilding a paying audience after the DAZN collapse.

McLaren Racing has handed its motorsport heritage to Central Saint Martins fashion students for ‘Designed to Race’ — an F1-meets-fashion play using emerging London talent.

Formula 1's 'Five Lights', narrated by Colin Farrell via agency Wing, is a cinematic mid-season push anchored in Times Square — F1's continued courtship of US fans.

France Televisions posted record Tour de France Femmes audiences — a 32.9% share and 23.2m viewers — strengthening the commercial case for women's sport.

The DFB-Pokal's first rebrand in a decade, by Strichpunkt and MANERA, goes digital-first with a violet accent and distinct trophy logos for men's, women's and junior play.

Oura signed Coco Gauff and Taylor Fritz ahead of the 2026 US Open — wearables muscling into premium sports sponsorship by selling recovery as a lifestyle.

Westfield Rise and Disney UK expand a Toy Story 5 experience across London and Stratford City — retail media in play costume.

KFC UK turns La Vieille Ferme's 'Chicken Wine' nickname into a four-day 'Coq au Vin' wine bar in Shoreditch.

Disney has sold out every Super Bowl LXI ad six months early, closing its 2026-27 upfront with 58 brands across 34 categories, nine of them first-time Super Bowl advertisers.

The GWA has revealed the shortlist for the Effie Awards Germany 2026, with 61 cases advancing across 21 categories and Jung von Matt leading the field.

The L'Équipe group has acquired free-to-air NFL rights, including the Super Bowl, for the 2026-2027 season, with France Télévisions airing the Paris Game.

In its first full quarter as Paramount Skydance, the company leaned on streaming growth and argued its pending Warner Bros. Discovery deal will be good for advertisers.

Coca-Cola Deutschland is back as an official Bundesliga partner after ten years, with a big season-launch campaign — a bet on football's mass reach as the 2026/27 season kicks off.

A Kantar study found nearly €100m of gross ad investment ran around France's eight World Cup matches on M6, with Google the biggest advertiser — a concrete read on the value of premium live sport.

Pernod Ricard's Jameson has become the NFL's official spirits sponsor in a multiyear deal, taking the slot Diageo declined to renew — a bold bet on live sport as US spirits demand softens.

The London Eye's new TBWA\MCR campaign strips away the wheel to sell the view from inside, using FOMO to convert a landmark people photograp

Iceland renamed three stores 'England' during the World Cup and was hit with an FA cease-and-desist. We unpack the ambush-marketing risk and

The FIFA World Cup is far more than the world's biggest football tournament; it's a powerful economic engine that reshapes tourism, retail and local economies.

Pop-up events are transforming the way brands and retailers connect with consumers. What was once considered a niche and experimental strategy has become one of the most powerful tools in modern retail marketing.

Discounts may attract customers, but experiences are what make them return. As retail becomes increasingly competitive, brands are discovering that memorable events can build stronger emotional connections than…