SportsHindustan Times
How FIFA World Cup 2026 is fuelling India's growing football obsession
in5points
FIFA World Cup 2026 has seen massive fan frenzy in India, with viewership numbers proving the sport's huge market.
Adidas is using the tournament as Official Match Ball Partner and kit supplier for 22 teams to deepen engagement with Indian fans through retail, community activations, and grassroots initiatives.
Adidas is celebrating football culture in Mizoram and building year-round fan experiences across digital platforms and regional communities.
Adidas India Senior Director Bhawna Sikka discussed how the Indian market is being tapped into amid growing fandom.
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