All World Cup articles
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NewsParfetts to launch ‘Mega World Cup’ campaign to maximise retailer sales
It marks the employee-owned wholesaler’s “largest promotional campaign to date”
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Range PreviewChicken wing roulette and poutine fries: Asda World Cup 2026 food range
Asda is using the summer of football’s late-night kick-offs to tempt shoppers away from pricier takeaways
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Comment & OpinionThe World Cup’s late kick-offs are changing how Britain shops
Later kick-off times are set to reshape how UK consumers shop around the World Cup – and retailers need to adapt, says Katrina Bishop, head of thought leadership western Europe & UK at NIQ
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Comment & OpinionSeabrook spud encourages park football hero
A giant talking potato gives a park crisp-muncher his support in this amusing ad
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NewsUnilever unveils global social-first push for summer’s World Cup
The global campaign will see activity across more than 35 brands including Dove, Rexona/Degree and Lynx/Axe
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NewsWorld Cup to deliver £2.9bn boost for UK retailers
Late match times and tight budgets will see 22.6 million people spend money on food and drink while watching matches at home, while hospitality venues are predicted to take a further £898m during the men’s tournament
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Analysis & FeaturesIn charts: How shoppers plan to stock up for the World Cup
Shopping more often, buying bigger and trying new products: supermarkets and shoppers are in for a busy time during this summer’s World Cup
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Comment & OpinionBudweiser lets it rain in World Cup beer campaign
Apparently unable to play up its US roots, Bud has come up with an enjoyable if disjointed ad
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NewsAB InBev looks forward to World Cup celebrations after strong Q1
The group outperformed market expectations in every region during the first quarter
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Analysis & FeaturesWhat will the World Cup deliver for fmcg brands?
This year’s World Cup spans three huge, far-away countries, and most matches are kicking off late at night for UK viewers. How are brands and retailers showing up?
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Promotional FeaturesThe beautiful game: how to win at sports partnerships 2.0
With the FIFA World Cup, Commonwealth Games and Wimbledon all landing this summer, the opportunity to capitalise on major sporting moments is huge. Discover how the smartest brands are building 360-degree partnerships – and what retailers can do to optimise them in-store.
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Category ReportTex-Mex BBQs tipped for growth
Many expect Mexican and US flavours to feature heavily at UK barbecues in the coming season
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NewsVital Drinks scores £1m to back Harry Kane push ahead of World Cup
The functional drinks challenger will use the money to support further retail expansion after winning listings in Sainsbury’s, Morrisons and Ocado, as well as expanding into foodservice through Brakes
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NewsLidl's voucher and changed supermarket hours for Euros final
A sponsor of the tournament in Germany, Lidl is particularly invested in ensuring the final goes off with a bang
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Comment & OpinionSunny weather could buoy food & drink sales. It can’t come soon enough
Let’s hope the Euros also kickstart a more sunny outlook among careworn shoppers
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Analysis & FeaturesWhy are sports stars investing in food and drink and how can you sign one up?
Major sporting heroes are increasingly investing in food and drink brands, lending products star power and health cred. How do the deals kick off?
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Analysis & FeaturesHow sports sponsorship has evolved for modern brands
Brands are queuing up to associate with the Olympics and Euros this year. But the sponsorship game has changed – and strategic partnerships, social media activity and digital activations are winning
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Analysis & FeaturesAre fmcg sports sponsors losing out to eastern rivals?
Fmcg brands are facing increased competition in the sporting sponsorship space from a new breed of businesses. What are the implications?
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Category ReportBBQ trends 2024: Can world food put the bang back in BBQ?
Ahead of summer’s big sporting events, spiced-up, world-inspired BBQ ranges are hitting the aisles to tempt adventure-seeking Brits
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Comment & OpinionWho won Christmas? The grocers, of course
It would have needed a spectacularly bad performance for a grocery retailer not to achieve at least some sort of sales growth