2026 World Cup: How England went from misery to magnet for blue chip brands

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England's chief sponsors are Nike and EE As they begin their 2026 World Cup campaign, the England brand is unrecognisable from 10 years ago – and it is paying off in growing revenues for the FA.This ...

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England’s men have got closer than ever to winning a first major tournament since 1966, while the Lionesses have become back-to-back champions of Europe.As England prepare to kick off their 2026 World Cup campaign against Croatia in Dallas tomorrow, the troubles with Roy Hodgson, Sam Allardyce and Mark Sampson feel like galaxies away and expectations – justifiably, at last – run high.","collect":0,"end_time":0,"defaultTopTitle":"cityam.com","property":[],"viewcount":null,"language":"en","relate_stocks":{"IE00BFXG0V08.USD":"BNY MELLON GLOBAL LEADERS \"B\" (USD) ACC","LU0306806265.USD":"SCHRODER ISF GLOBAL DIVIDEND MAXIMISER \"A\" ACC","BK4588":"碎股","LU1267930813.SGD":"FRANKLIN TEMPLETON SHARIAH GLOBAL EQUITY \"AS\" (SGD) ACC","LU0823411888.USD":"法巴消费创新基金 Cap","LU0225771236.USD":"SCHRODER ISF GLOBAL EQUITY YIELD \"A\" (USD) INC MF","LU0708994859.HKD":"TEMPLETON GLOBAL \"A\" (HKD) ACC","GB00BDT5M118.USD":"天利环球扩展Alpha基金A Acc","BK4146":"鞋类","LU1303367103.USD":"摩根大通多经理另类基金 A (acc)","LU1481600234.SGD":"THREADNEEDLE (LUX) UK EQUITY INCOME \"ASC\" (SGDHDG) INC","LU1267930227.SGD":"TEMPLETON GLOBAL BALANCED \"AS\" (SGD) ACC A","BK4561":"索罗斯持仓","LU0029864427.USD":"TEMPLETON GLOBAL \"A\" (USD) INC","LU2098885051.SGD":"JPMorgan Funds - Multi-Manager Alternatives A (acc) SGD","LU0306807586.USD":"SCHRODER ISF GLOBAL DIVIDEND MAXIMISER \"A\" (USD) INC QF","NKE":"耐克","BK4581":"高盛持仓","LU0321505868.SGD":"Schroder ISF Global Dividend Maximiser A Dis SGD","LU0321505439.SGD":"Schroder ISF Global Dividend Maximiser A Acc SGD","LU0128525929.USD":"TEMPLETON GLOBAL \"A\" (USD) ACC","LU1487256676.USD":"THREADNEEDLE (LUX) UK EQUITY INCOME \"ZUH\" (USDHDG) ACC","BK5054":"综合电信业务","LU0985481810.HKD":"SCHRODER ISF GLOBAL EQUITY YIELD \"A\" (HKD) INC M","LU0128525689.USD":"TEMPLETON GLOBAL BALANCED \"A\"(USD) ACC","IE00BYQQ9H92.USD":"BNY MELLON GLOBAL LEADERS \"A\" (USD) ACC","LU0786609619.USD":"高盛全球千禧一代股票组合Acc","LU0225284248.USD":"SCHRODER ISF GLOBAL EQUITY YIELD \"A\" ACC","LU0792757196.USD":"TEMPLETON SHARIAH GLOBAL EQUITY FUND \"A\" (USD) ACC","BK4534":"瑞士信贷持仓","BK4585":"ETF&股票定投概念","BT.A.UK":"BT GROUP PLC","LU0052756011.USD":"TEMPLETON GLOBAL BALANCED \"A\" (USD) INC","LU0310800965.SGD":"FTIF - Templeton Global Balanced A Acc SGD","BK4533":"AQR资本管理(全球第二大对冲基金)","BK4566":"资本集团","LU0310800379.SGD":"FTIF - Templeton Global A Acc SGD","BK4558":"双十一","LU1267930573.SGD":"TEMPLETON GLOBAL \"AA\" (SGD) ACC A","LU0889566641.SGD":"FTSF - Templeton Shariah Global Equity A Acc SGD","LU1481599808.USD":"THREADNEEDLE (LUX) UK EQUITY INCOME \"AUC\" (USDHDG) INC"},"translate_title":"2026年世界杯：英格兰如何从苦难变成蓝筹品牌的磁石","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"NKE":1.85},"content_text":"England's chief sponsors are Nike and EE As they begin their 2026 World Cup campaign, the England brand is unrecognisable from 10 years ago – and it is paying off in growing revenues for the FA.This month marks a decade since one of the darkest days in the Football Association’s history, when England’s men were humbled by Iceland – a nation with more volcanoes than footballers – in the first knockout round of Euro 2016.It has been a remarkable turnaround since the nightmare in Nice. England’s men have got closer than ever to winning a first major tournament since 1966, while the Lionesses have become back-to-back champions of Europe.As England prepare to kick off their 2026 World Cup campaign against Croatia in Dallas tomorrow, the troubles with Roy Hodgson, Sam Allardyce and Mark Sampson feel like galaxies away and expectations – justifiably, at last – run high.\n\nThe FA’s revenues have enjoyed a concomitant uplift, from £370m in 2015-16 to £516m at the last count. Unlike at top clubs, however, commercial income is a perhaps surprisingly modest slice of the overall pie, rising from £58m to around £85m.\n\n\n\n\n\n\nNews Updates\nStay ahead with our three daily briefings delivering all the key market moves, top business and political stories, and incisive analysis straight to your inbox.\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\nFor comparison, Real Madrid’s world-leading commercial revenue is in excess of £500m a year, while the next tier of clubs – including Paris Saint-Germain, Bayern Munich, Barcelona and the Premier League’s biggest teams, make £250m-£350m per season from sponsors.There are good reasons for this. Shirt sponsorship, the biggest driver of commercial revenue for clubs, is not allowed in international football; perimeter advertising at tournaments is blocked out for Fifa and Uefa partners; and access to players for campaigns is limited.“Commercially, against that backdrop the FA does well to generate partnerships of the scale it has with BT Group including EE,” says Neil Hopkins, head of global strategy at M&C Saatchi Sport and Entertainment.\n\n“Even that deal is slightly anomalous in that the overall package includes the naming rights to Wembley Stadium Connected by EE thanks to the FA owning the ground itself. That provides significant additional value to BT/EE around non-football events.”Southgate and Lionesses change face of England teamsNike’s current deal to provide kit for all of the England men’s, women’s and youth teams is reported to be worth at least £34m a year, an increase on the £25m the US sportswear giant had previously been paying.The contract is also said to include significant performance-related bonuses, triggered by the men reaching the final of the Euros in 2020 and 2024, and the women achieving successive European titles and making the World Cup final in 2023.","kind":"highlight","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":0,"need_auth":false,"need_login_tip":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; +claudebot@anthropic.com)","isDev":false,"isTTM":true,"isLaohu8Offline":false,"tenantId":"TBGLOBAL","deviceId":"web-server-community-laohu8-v3","version":"4.44.0","shortVersion":"4.44.0","platform":"web","vendor":"web","appName":"ttm","isIOS":false,"isAndroid":false,"isTiger":false,"isTHS":false,"isWeiXin":false,"isWeiXinMini":false,"isWeiBo":false,"isQQ":false,"isBaiduSwan":false,"isBaiduBox":false,"isDingTalk":false,"isToutiao":false,"isOnePlus":false,"isHuaWei":false,"isXiaomi":false,"isXiaomiWebView":false,"isOppo":false,"isVivo":false,"isSamsung":false,"isMobile":false},"href":"/m/news/2643736880","isCrawlerRequest":true}