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Fifa E-Shop launched
MUMBAI: Soccer‘s governing body Fifa has announced the launch of a new e-commerce environment where football fans worldwide will for the first time ever have the opportunity to buy items from Fifa’s official website, Fifa.com.
The site will offer event merchandise for several Fifa tournaments, including the upcoming Fifa World Cup in South Africa as well as a wide selection of clothing from Fifa’s new lifestyle clothing ranges. Furthermore, team-related products will also be available, offering football fans the chance to show their devotion to their favourite club and national teams.
Fifa marketing director Thierry Weil says, “The e-commerce platform on Fifa.com is a vital component in our merchandising programme. It is important that Fifa gives as many fans as possible the opportunity to access both Fifa’s new lifestyle clothing ranges as well as the event memorabilia for our top events.”
Online shoppers will have access to all of the latest items from Fifa’s authentic new sports lifestyle apparel, Fifa Collections. The collections, which hit stores in August 2009 is a new, fresh fashion range which embodies a fusion of football, fashion and culture, reflected in the design and production of the all new casual-wear and accessories.
Event-related merchandise will primarily focus on official licensed products for the upcoming 2010 Fifa World Cup South Africa, with articles for future tournaments such as the Fifa Women’s World Cup Germany 2011 and the 2014 Fifa World Cup Brazil becoming available as products are launched. Products from Fifa’s commercial affiliates will complete the assortment of goods.
The team-related products will include official jerseys from both national and club football teams, as well as a wide variety of further merchandise such as footballs, flags and scarves.
The e-commerce store will be run by Fifa‘s exclusive worldwide master licensee, Global Brands Group.
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With 57 per cent single new users, Ashley Madison rebrands as discreet dating platform
Platform says majority of new members now identify as single
INDIA: Ashley Madison is shedding the “married-dating” label that defined it for two decades, repositioning itself as a platform for discreet dating in what it calls the post-social media age.
The rebrand, unveiled in India on 27 February, 2026, marks a structural shift in business model and identity. Once synonymous with married dating, the company now describes itself as the “premier destination for discreet dating” under a new tagline: Where Desire Meets Discretion.
The pivot is data-driven. Internal figures show that 57 per cent of global sign-ups between 1 January and 31 December, 2025 identified as single: a notable departure from the platform’s married core. The company argues that its community has already evolved beyond its original positioning.
“In an age where our lives have been constantly put on public display, privacy has become the new luxury,” said Ashley Madison chief strategy officer Paul Keable. He framed the platform’s offering as “ethical discretion” for singles, separated, divorced and non-monogamous users seeking private connections.
The shift also taps into wider digital fatigue. A global survey conducted by YouGov for Ashley Madison, covering 13,071 adults across Australia, Brazil, Canada, Germany, India, Italy, Mexico, Spain, Switzerland, the UK and the US, found mounting discomfort with hyper-public online lives.
Among dating app users, 30 per cent cited constant swiping and messaging as a source of fatigue, while 24 per cent pointed to pressure to curate public-facing profiles and early personal disclosure. Some 27 per cent said fears of screenshots or information being shared contributed to exhaustion; an equal share cited unwanted attention.
The retreat from oversharing appears broader. According to the survey, 46 per cent of adults actively try to keep most aspects of their life private online. Only 8 per cent feel comfortable sharing most aspects publicly, while 35 per cent say they are becoming more selective about what they disclose.
Ashley Madison is betting that this cultural recalibration towards controlled visibility can be monetised. By doubling down on privacy infrastructure and reframing itself around discretion rather than infidelity, the company is attempting to convert reputational baggage into a premium proposition.
