Nike invested heavily in World Cup‑related marketing, positioning Erling Haaland and Jude Bellingham as brand ambassadors. The company reported a doubling of national‑team flag sales versus 2022, while Adidas outperformed with four‑times more flag sales and twice the ball sales, projecting about €1.5 billion in World Cup‑related revenue. Adidas generated $129.5 million in brand value during the tournament compared with Nike’s $119.3 million.
EA Sports’ upcoming football video game, FC 27, features Kylian Mbappé on the cover of the Standard and Ultimate editions and Jude Bellingham on the Ultimate Plus edition. Behind‑the‑scenes footage shows the two Real Madrid players in a photo shoot, highlighting Mbappé’s recent record‑breaking season and World Cup win and Bellingham’s rise as a future star of the sport.
Entities: EA Sports · Jude Bellingham · Kylian Mbappé · Nike Inc. · adidas AG