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A quarterly read on which brands are actually cutting through emotionally in Germany — and how the 2026 World Cup reshaped brand attention.

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.

Hours after England's exit, EE turned defeat into a purpose-led moment with ‘You Did Us Proud, Yes Boys’ — a masterclass in preparing reactive marketing for the outcome nobody wants.

Allwyn has brought Powerball to Britain with a VCCP-led campaign timed to the World Cup Final — a masterclass in buying shared cultural attention rather than just media.

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

Eighty years of near-misses, then three trophies in a decade. With 665 million followers and a billion-dollar empire, Cristiano Ronaldo built football's greatest personal brand — and turned a nation of ten million into one of the most-watched teams on earth.

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.