Amer Sports

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The 2026 Sports Marketing Blitz: How Brands Are Gearing Up for a Historic Year of Global Events

With the FIFA World Cup in North America, the Milano Cortina Winter Olympics, and a packed calendar of major events, 2026 is poised to be a landmark year for sports. Brands and retailers are deploying sophisticated strategies that prioritize cultural marketing and community engagement over mere sales spikes, navigating a landscape where consumer loyalty is won through storytelling, not just sponsorship.

Business

Idorsia's Latin American Gambit: QUVIVIQ Deal with EMS Signals Strategic Shift Amid Pipeline Scrutiny

Idorsia's exclusive licensing agreement with EMS to commercialize insomnia drug QUVIVIQ across Latin America marks a key step in its global expansion. The deal, involving $20 million in milestones and royalties, arrives as long-term data for its Fabry disease candidate lucerastat puts the spotlight on the company's broader late-stage pipeline and persistent financial pressures.