FIFA

Water break moments: How Gen Z’s second screen is rewriting World Cup retail

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12 Jun 2026

Retailers looking to maximise the Gen Z sales opportunities offered by the FIFA World Cup should look to the tournament’s 22nd-minute water breaks...

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World Cup fever sparks multi-day retail boom

Retail

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8 Jun 2026

by Amanda Vlietstra

New research from discount site VoucherCodes.co.uk shows that there are three distinct spending phases: pre-match upgrades, matchday consumption, and morning-after recovery.

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OPINION: The attention trap – why brands keep losing at big sporting moments

Marketing

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30 Apr 2026

by Elizabeth Maxson

Elizabeth Maxson, chief marketing officer at Contentful, explores the ways retailers can successfully leverage major sporting events – and how they risk missing out.

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