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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.

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'Superman' Li Ka-shing, Hong Kong billionaire behind Panama ports deal

Hong Kong tycoon Li Ka-shing and his conglomerate CK Hutchison have been tied up in global US-China rivalry since announcing a controversial $19 billion sale of strategic ports in Panama last year.Beijing authorities intensified pressure on CK Hutchison last year, repeatedly criticising the conglomerate's sale of its Panama Canal ports.