The World Cup in Russia is pouring millions upon millions of dollars into the wallets of FIFA, sponsors, and participating associations. It’s the most expensive world championship yet. We explain who’s profiting from the World Cup and who’s paying.
The world soccer federation FIFA has an (image) problem: Several sponsorship partners still on board in Brazil in 2014 are no longer in on the party for the World Cup in Russia (June 14 to July 15).
Adidas Predator, Nike Magista Obra II or Puma Future: With these shoes, Germany's stars want to crown themselves champions again at the World Cup. An overview of the shoes of all national players.
German Bundesliga club FC Schalke 04 will attend ISPO Shanghai during its China tour. There Marketing Executive Alexander Jobst and Youth Coordinator Peter Knäbel give insights into the club's digital strategy and youth work.
As always, the majority of the players go to the tournament with Adidas Predator. But also the successor of the "Mario Goetze shoe" of 2014, Nike Magista Obra II, is still represented. An overview of all shoes with which our national players want to convince at the World Cup in Russia can be found here in the picture gallery.
FC Bayern also wants to be at the forefront of digitalisation. The media subsidiary is to raise even more attention for FC Bayern worldwide and of course there is also a plan for how the company earns money.
The 2018 World Cup in Russia promises sporting goods companies, such as DFB supplier Adidas, and retailers high additional sales. The million-dollar business with the jersey of world champion Germany is especially lucrative.
Thanks to demand from China, Puma has made a good start to the financial year, like its local competitor Adidas. Furthermore, the sporting goods manufacturer will equip two popular football clubs in the future.
An extensive study shows how dynamic the Chinese football market is and that the sport could soon replace another ball game as China's most popular sport. It is already amazing how many Chinese watch football at least once a week.
Soccer 2.0: Goal-line technology as well as a video referee that is supplied with virtual offside lines are already likely to be used at the 2018 World Cup. However, the international soccer association FIFA could also imagine players using wearables in the future – provided they meet certain requirements.
