world cup
Latest
A sticky World Cup tradition: Tracking down Panini football stickers
To complete Panini’s 2026 Fifa World Cup album, which commemorates the biggest edition yet of the global tournament, collectors must find a total of 980 stickers.
State of the nation: Belgium
Hosting the institutions of the EU can be a double-edged sword. But Belgium’s unique federation has plenty to offer on the world stage through its liberal and energetic approach to diplomacy, plus growing influence…
Shake a leg
Our ninth annual survey of the nations whose softer tactics are getting results.
The opener
We get toasty in Vienna, fawn over Brazil’s suited football squad and consider how fashion-forward Saudi Arabia truly is. Plus, where is the best place to get branded bags? It’s totes Milan.
Africa/Middle East
The motorcade from Burkina Faso and a World Cup legacy to forget in South Africa.
Creative kicks
World Cup fever is about to break in Brazil so Monocle visits the South American agencies matching the host team’s footballing flair with bold advertising campaigns.
Rainbow warrior
South Africa’s Matthew Booth is an unlikely poster boy for the 2010 World Cup. But his tough tackling and marriage to a top black fashion designer give him the power to unite the nation.
Ivory power
Côte d’Ivoire are Africa’s best chance for World Cup glory. The secret to their prowess is the ASEC Mimosas academy, which trains and educates young Ivorians to become some of the world’s top footballers.
Poised to strike
For our World Cup series, we visit Puma, the brand most associated with African football. As the competition heads to the continent, will its long-term strategy make it the big marketing winner?
