Author: Sam Bradley

The World Cup’s quarter final stage is set to bring the sport’s big rivalries into sharp relief.  France versus Morocco. Norway’s Erling Haaland versus England’s Dan Burn. And, of course, Nike versus Adidas.

The former’s second-quarter earnings, posted at the beginning of the week, contained some clues that the American apparel-maker is enjoying a FIFA dividend despite not sponsoring the competition. 

According to Nike CEO Elliot Hill, the company has sold 2.5 times the number of kits it moved during the 2022 tournament. “The World Cup is always a moment to prove ourselves. It’s one of the toughest battlegrounds in sport, and we’re coming with our best,” he said.

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Marvel has its Avengers movies. Advertising has mediapalooza.

Every few years the biggest media budgets get thrown into review, agencies scramble to hold their accounts, and the trade press reaches for the same nickname. And every time, the industry convinces itself this cycle will be the one that actually changes things. It never quite does. The clock resets. The conditions build again. The next installment begins.

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