Tournament of losers: World Cup's business model falters amid brand struggles

The men's World Cup, predominantly held in the United States, is framed as a victory for corporate interests over the spirit of football. The tournament is characterized by exorbitant ticket prices and a pervasive Silicon Valley-esque atmosphere, complete with referee headcams and "digital twins" for players. However, beneath the veneer of technological advancement and business pretenses, the core business of World Cup football appears to be struggling.

The article points to the declining fortunes of the "starting XI" of capitalism, retailers, broadcasters, brewers, and betting houses, suggesting this tournament might be the last for some. This struggle is most evident on the pitch, where players proudly display national badges alongside logos of faltering sports brands. Nike, Adidas, and Puma, the dominant kit manufacturers, are all worth less than in 2018. Nike, in particular, has seen its shares plummet by three-quarters since their 2021 peak, partly due to competition from brands like On and Asics, but more significantly due to a lack of exciting new products.

Criticism extends to the actual products, with Adidas's "Trionda" football described as forgettable, lacking the iconic status of past designs. Player boots are noted for their similarity, mostly in shades of pink, while Nike's "Aero-FIT" shirts are criticized for poor fit, giving wearers a "pixieish appearance." Furthermore, FIFA's decision to divide the game into four quarters, rebranded as "Powerade Hydration Breaks," is questioned, with the official explanation of summer heat met with skepticism by fans who suspect other motives.