As the FIFA World Cup draws to a close, Adidas India has its sights set on the goal: Engaging with the domestic fan base

The tickets have been sold out. The finalists are in place. The stadium is waiting. Millions across the world are waiting with bated breath for the final proceedings to commence.

As the FIFA World Cup 2026 draws to a close, global sportswear majors would be looking back at a tournament that they dominated. Consider this: The World Cup featured 48 teams this year, of which 37 had their kits being provided by either Adidas, Nike, or PUMA.

These three companies dominated in the Round of 16 as well. Nike led with 6 teams, while PUMA and Adidas had 5 teams each. The semi-finals had France (Nike) facing off against Spain (Adidas) on one hand, and England (Nike) clashing with Argentina (Adidas). The finals will be an all-Adidas affair, with the reigning European champions taking on the Copa América winners.

“The World Cup has always been big [for such companies]… And to be fair, it’s always been largely dominated by Nike, historically, and more recently by Adidas,” says Lloyd Mathias, angel investor and business strategist. This extends beyond providing kits to teams and selling fan merchandise; it includes providing the official ball as well.

And the ball has become more and more high-tech in recent years. For instance, this year’s ball, the TRIONDA by Adidas. “Inspired by the three host nations—Canada, Mexico and the U.S.—the ball’s ‘three waves’ design language and four-panel construction reflect both the scale of the tournament and the precision required at the highest level of the game,” says Bhawna Sikka, Senior Director-Brand, Adidas India.

What makes the ball particularly significant is its connected ball technology, “powered by a 500Hz motion sensor chip that provides real-time data on ball movement and supports match officials, including in offside decisions”, she says.

For the final stages, Adidas has introduced TRIONDA FINAL—the Official Match Ball for the semi-finals, third-place play-off and final. “With a premium gold finish inspired by the FIFA World Cup trophy, a bold black base, dynamic red and pink accents, and design details that celebrate the final host cities, the ball has been created to reflect the intensity, prestige and emotion of the closing stages. Importantly, it retains the same four-panel construction, aerodynamic surface structure and adidas Connected Ball Technology, ensuring consistency in performance while elevating the visual identity of the tournament’s biggest matches,” says Sikka.

Keeping fans in India engaged

Despite India not having a team in the FIFA World Cup, there is no dearth of excitement and interest. And in spite of the time difference, many people here are staying up to watch late-night matches. “With every tournament, we see the sport becoming more deeply embedded in culture, particularly among younger audiences who engage with football not just as a game, but as a form of identity, self-expression and community. India has long been home to some of the world’s most passionate football fans, with established football markets such as the Northeast, West Bengal, Kerala and Goa continuing to lead the way,” Sikka tells Fortune India. At the same time, there is growing enthusiasm across major metros, where global football culture is resonating with a new generation of fans through sport, fashion, music and digital communities, she adds.

And growing interest also translates into sales. “Fans today want to do more than watch the tournament—they want to be part of it. We’re seeing strong interest in official team jerseys and football merchandise as supporters look for authentic ways to express their allegiance and celebrate the game. For us, that’s a reflection of football’s growing cultural relevance in India and the continued opportunity to connect with consumers through meaningful brand experiences,” Sikka tells Fortune India.

How about other sports? “India’s sporting landscape is becoming increasingly diverse. While cricket continues to be the country’s most-followed sport, we’re seeing growing interest across football, running, training and motorsport, particularly among younger consumers who engage with sport not just as competition, but as part of their lifestyle and identity,” says Sikka.

And that is good for business. “This evolution is creating demand for authentic products that enable fans to express their passion across different sports. Whether it’s supporting a favourite team, pursuing a fitness goal or embracing the culture around a sport, consumers today are looking for products that reflect both performance and personal expression,” she explains.

Coming back to football, throughout the FIFA World Cup, Sikka says, Adidas has had activities to bring the football fan in India closer to the sport. “Our ambition has been to create a connected brand experience that allows fans to engage with the tournament wherever they are, whether through sport, culture, retail or digital,” she explains.

Besides official merchandise, Adidas also had a host of activities to keep fans engaged. “In India, we've brought this vision to life through an integrated campaign spanning digital storytelling, creator partnerships, music collaborations, immersive retail experiences, high-impact outdoor visibility and community-led activations. Rather than focussing on individual touch points, our objective has been to create a seamless fan journey that builds excitement and keeps football at the centre of cultural conversations throughout the tournament,” Sikka reveals. The final stages of the tournament saw these activities being intensified. “We deepen fan engagement through community-driven initiatives such as our Mizoram activation, and create experiences that celebrate India’s football culture. Ultimately, our goal is to ensure that fans don’t just watch the FIFA World Cup—they feel part of it,” she says.

Sikka says that Adidas India believes its role extends beyond outfitting athletes. “We see ourselves as enablers of football culture. Whether it’s through official federation kits, the Official Match Ball, immersive retail experiences, creator collaborations and community initiatives, our ambition is to make the game more accessible, inclusive and relevant for fans across the country.”

With the tournament drawing to a close, how will the company maintain the same level of engagement with football fans? “Our ambition is to foster year-round engagement through innovative products, immersive consumer experiences, community initiatives, creator collaborations and authentic storytelling that continues to grow the sport and its culture in India,” says Sikka.

And of course, there’s club football. Rather than viewing national teams and club football as separate opportunities, Adidas sees them as complementary expressions of the same passion, says Sikka. “Our role is to serve fans across both—whether they’re celebrating the biggest international tournaments or following their favourite clubs throughout the season. Ultimately, our objective is to create a continuous football ecosystem where fans can engage with the game through the teams, players, products and experiences they love, all year round.”

And that is certainly good for business.