Nike

Brands see mixed ROI from 2026 World Cup sponsorships

Major brands delivered mixed earnings results after sponsoring the 2026 FIFA World Cup. Coca‑Cola and Visa reported notable revenue and transaction lifts tied to the event, while McDonald’s and Adidas underperformed relative to expectations despite heavy World Cup activations and increased marketing spend. Verizon and American Airlines reported growth but did not attribute results to FIFA. Nike had not yet reported at the time of publication. The article assesses whether the estimated $2.8 billion spent by official sponsors delivered adequate return.

Cole Haan launches luggage, pivots into travel

Cole Haan is expanding into travel goods with its first-ever suitcases and a travel-focused sneaker, positioning the brand as a travel lifestyle company. The suitcases (four collections) arrive Aug. 17 and are polycarbonate with TSA locks; the GrandPrø Packwell sneaker, designed to save suitcase space, launches Aug. 6. Cole Haan worked with manufacturer Travelway Group on the luggage and is increasing retail presence in tourist hubs (including Disney Springs, Boston and an airport location in Saudi Arabia). The company plans to grow its roster of social-media creators and brand ambassadors while relying on consumer research showing social media influences luggage purchases.

What Would Make a FIFA Sponsor Walk Away?

Mark Palmer argues that despite repeated FIFA scandals, most official World Cup sponsors remain publicly silent because commercial incentives outweigh ethical statements. He cites examples (Carlsberg’s topical ad, past sponsor exits after 2015, and rapid brand reactions to other controversies) and references an MIT Sloan study showing widespread corporate value claims like 'integrity' that often don’t match behavior. Palmer outlines four commercial calculations that keep sponsors engaged—'flesh wound' delusion, the eyeball economy, corporate affairs risk aversion, and fear of crowd backlash—and urges collective action: top sponsors should coordinate a joint ultimatum, restoring brand leadership and protecting fans. The piece is an opinion calling on brands to align stated values with actions around FIFA leadership and governance.