FIFA vs FootballCo

TikTok GM Wlazik: Search, Shop, Creators, AI Drive Growth

In an interview with OnlineMarketing.de, Thomas Wlazik, General Manager Europe & Israel at TikTok, discusses the platform's evolution from an entertainment app to a search, discovery, and commerce destination. Key points include TikTok's daily search queries growing over 40% year-over-year, the expansion of TikTok Shop in Germany, and the integration of creators into ad campaigns via tools like Branded Buzz and TikTok One. Wlazik also emphasizes the role of generative AI in ad production through TikTok Symphony, while cautioning that brands must maintain a distinct identity. The interview highlights TikTok's 28.9 million monthly active users in Germany and over 200 million in Europe, with search, commerce, creator tools, and AI as the four pillars for sustainable business growth.

• TikTok reports over 40% year-over-year growth in daily search queries, now in the billions.
• TikTok Shop in Germany has seen retailers' daily sales nearly double between August 2025 and February 2026.
• TikTok has 28.9 million monthly active users in Germany (H1 2026) and over 200 million in Europe (as of Sept 2025).

Netflix Eyes 2030 World Cup Rights, Seeking FIFA Talks

Netflix's VP of Global Live Sports and Entertainment, Gabe Spitzer, has expressed interest in holding discussions with FIFA regarding potential rights to the 2030 men's World Cup. The tournament, set to be hosted across Morocco, Portugal, and Spain, with centennial matches in South America, is attracting interest from major media companies including Netflix, Amazon, and ESPN. Netflix currently holds rights to the Women's World Cup in the U.S. and Canada for 2027 and 2031, which Spitzer describes as its most ambitious live sports project to date. The company's growing sports portfolio, including NFL, WWE, and boxing, positions it as a potential contender. However, no official bidding process has begun, and FCC Chairman Brendan Carr has voiced concerns about major events moving behind paywalls.

• Netflix VP Gabe Spitzer expressed interest in a 'conversation' with FIFA about 2030 men's World Cup rights.
• Netflix will broadcast the 2027 Women's World Cup in the U.S. and Canada, with over 100 on-air talent and studio facilities in Rio de Janeiro.
• The 2030 World Cup will be hosted by Morocco, Portugal, and Spain, with matches in Argentina, Paraguay, and Uruguay.

Hisense Extends UEFA Partnership as Official Partner of EURO 2028

Hisense, a global consumer electronics and home appliance brand, announced at IFA 2026 that it will continue its partnership with UEFA as an official partner of UEFA EURO 2028, marking its fourth consecutive UEFA European Championship. The collaboration, which began with UEFA EURO 2016, makes Hisense the first Chinese sponsor of the tournament, and also includes sponsorship of the FIFA World Cup 2026. At IFA, Hisense will feature a UEFA EURO 2028 activation zone with football challenges and auto-generated photos, offering immersive fan experiences. Hisense Vice President Catherine Fang and UEFA Marketing Director Guy-Laurent Epstein expressed enthusiasm, highlighting the partnership's growth beyond branding into display technology and immersive fan experiences. Additionally, Hisense is ranked first globally in TVs 100 inches and above, according to Omdia, underscoring its leadership in premium display technology.

• Hisense extended its partnership with UEFA as official partner of UEFA EURO 2028.
• This is Hisense's fourth consecutive UEFA European Championship sponsorship.
• Hisense is the first Chinese sponsor of UEFA EURO.

Footballco launches Kia’s ‘First Touch’ documentary celebrating the stories of Official Match Ball Carriers as part of Kia’s FIFA World Cup 26™ Campaign

Footballco announced a new documentary titled 'First Touch' in partnership with Kia, highlighting the stories of Official Match Ball Carriers for the FIFA World Cup 2026.