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This story was first published by Digiday sibling Glossy.

The World Cup is officially underway, and it’s a big one for the sportswear giant Nike.

Under the leadership of new CEO Elliott Hill, Nike has been enacting a new strategy called the “Sport Offense” that sees the brand putting sports, teamwear and sports merchandise back in the spotlight. With soccer being the biggest sport in the world, and this year’s World Cup held partially in Nike’s home country of the U.S., Nike is going all out. Its plans include new products, in the form of collaborations with big names like Jacquemus, and a flashy marketing campaign featuring dozens of soccer legends like Zlatan Ibrahimovic and Ronaldinho, alongside celebrities like Travis Scott, Channing Tatum, Jason Sudeikis and LeBron James.

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Le Monde blocks almost every bot that tries to hit its site. Now it’s starting to think about what happens when its paying readers show up via AI agents instead of a browser.

The French news publisher now blocks almost all non-human traffic unless there’s a licensing deal in place, including Google’s AI training crawler Google Extended.

Speaking to Digiday at Fastly’s Xcelerate event in London last week, Le Monde CTO Paul Laleu, said the company is “figuring out” how to maintain its subscription partnership with readers who use AI agents rather than its homepage or app. He’s interested in early technical standards that would let an AI assistant tell Le Monde, in effect, “I’m fetching this article for a user who already pays you,” so the site can decide what to show. “I can recognize that user and be able to say: ‘this one is a subscriber, I can give him the content because he’s paying money for it,’” said Laleu. “I see that as part of the future of the web.”

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