With 48 participating nations, 104 matches and 16 host cities, the 2026 FIFA World Cup will be the biggest one yet — and brands and retailers want in on the hype. While the World Cup is more than seven months away, tickets are already on sale, and companies are getting involved now. Adidas, one of the official partners of the games, debuted its official Trionda game ball in October and rolled out home kits for 22 partner federations — including Italy, Mexico and Spain — this week. Nike is putting the finishing touches on “an exciting new apparel innovation platform” and “several football streetwear collections,” CEO Elliott Hill announced on a Sept. 30 earnings call. Coca-Cola FEMSA — the largest franchise bottler of Coca-Cola trademark beverages in the world, by sales volume — is finalizing World Cup marketing campaigns around Coke Zero.

Major ad organizations and other business groups are pressing to derail a bill that would enable residents to easily remove their information from every data broker registered with the state. In a recent letter to state lawmakers, the organizations argue that the Delete Act (SB 362) would hinder a wide variety of programs and services, including anti-fraud initiatives, loyalty programs and public interest research. “If passed, SB 362 would negatively impact Californians,” 19 groups including the Association of National Advertisers, American Association of Advertising Agencies, California Retailers Association, Interactive Advertising Bureau, Los Angeles Area Chamber of Commerce and NetChoice. “Without data, companies would not be able to deliver critically important products and services consumers benefit from today, sometimes without even being aware of how this data supports their safety and enjoyment of everyday life.”

Trucking activity in the United States decreased 0.5% in August after falling 1.2% in July, according to the American Trucking Associations’ advanced seasonally adjusted For-Hire Truck Tonnage Index. “The truck market has certainly flipped this year, but recent tonnage levels confirm this is due to reduced capacity, not robust demand,” said ATA Chief Economist Bob Costello. “Truck tonnage was down in four of the last five months. It is down 4.3% from the recent peak in March, and it has fallen from year-earlier levels in three of the last four months. Because of all the supply constraints, however, the market is generally better.”