Just Phelix

A billion people tuned in. Most were watching football. We were watching the business.

The FIFA 2026 World Cup is the biggest sporting event on the planet right now, and while the goals, upsets, and drama are grabbing the headlines, there is a parallel contest running underneath all of it that most fans never see.

At this tournament, one brand dressed 14 national teams, the referees, the volunteers, and FIFA itself. They built the ball at the center of every VAR decision. And when the world's greatest player, Lionel Messi, pulled on their shirt and scored his first-ever World Cup hat-trick in front of a billion people, no advertising campaign on earth could have scripted it better.

All of that is happening in Nike's own backyard.

We also looked at the three-minute water break FIFA introduced at every match, the one that quietly became an ad break for broadcasters worldwide, the one most fans didn't notice, and the one that may represent the biggest new commercial opportunity in football history.

This is an educational breakdown of the commercial dynamics shaping the FIFA 2026 World Cup, who is winning the brand battle, what it means for the apparel industry, and where the real opportunities lie when the world's attention lands on North America.

If sport, business, and the machinery behind the game interest you, this is the read for today. 🔗 Link in comments.

What do you call a record breaker? LIONEL MESSI

With his hat-trick against Algeria, Lionel Messi has reached 16 goals in FIFA World Cup history, drawing level with Miroslav Klose as the all-time leading scorer in the tournament.

🇦🇷 Lionel Messi – 16
🇩🇪 Miroslav Klose – 16
🇧🇷 Ronaldo Nazário – 15
🇩🇪 Gerd Müller – 14
🇫🇷 Kylian Mbappé – 14
🇫🇷 Just Fontaine – 13
🇧🇷 Pelé – 12

Messi has now matched the greatest goalscoring record in World Cup history. 🇦🇷🐐🔥

G.O.A.T

MTN FAZ SUPER LEAGUE AWARDS 2025/26: CELEBRATING THE BEST OF THE BEST
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The 2025/26 MTN FAZ Super League Awards delivered a night of standout moments and well-deserved recognition.
Power Dynamos dominated the headlines with Moses Shumah shining brightest, scooping Fans’ Player of the Season and Top Goal Scorer after a sensational campaign. Osward Mutapa was named Coach of the Season, while Frederick Mulambia’s discipline set the standard all year.

Albert Kangwanda (Red Arrows ) takes home Player of the Season honours, and Given Kalusa (FC MUZA) announces himself as Young Player of the Season after a breakthrough year.

In goal, Mangani Banda (Kabwe Warriors) stood tall, while Jacob Kaunda (Nchanga Rangers) delivered a Goal of the Season moment to remember.

From the stands, Kennedy “Yellow Man” Chishala proved why he’s the ultimate fan, taking Fan of the Season.

Off the pitch, the storytellers shaping the game were recognised across all platforms: Cecilia Nayame (Print), Puncherello Chama (Radio), Chansa K***a (TV), and Bwezani Mbewe (Digital) were honoured as Journalists of the Season. Gwen Chipasula was named Club Media Officer of the Season, while Limbikani Mtonga took home Club Photographer of the Season.

Charles Ng’andwe and Meck Zulu were honoured for excellence in officiating as Referee and Assistant Referee of the Season.

A season to remember. A standard set.



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Chipolopolo and soon to be former Leicester City Football Club forward Patson Daka has shared this message across his social media platforms.
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No hiding from the disappointment.

Relegation hurts everyone connected to this club. To the fans who backed us home and away, thank you. We're sorry we couldn’t deliver what you deserved.
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Daka has been with the foxes and witnessed their fall from the premier league to League One (the third tier of English Football).

His time with Leicester City has been a bumpy ride.

Six years, two completely different worlds, but the same drive.

2020: A proud The University of Zambia -UNZA graduate via UNZA - Dept. of Media & Communication Studies, setting a foundation back home in Zambia. 🇿🇲

2026: Standing here in New York City, officially holding a Master's degree from Yeshiva University via Katz School of Science and Health. 🎓

Looking at these two pictures, I’m just incredibly grateful for everyone who has supported me across borders, time zones, and chapters.

"Next??" We will never truly know, but that’s the best part of the story.

Stay tuned!