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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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Inshorts Group chief Deepit Purkayastha joins IAB video council for Southeast Asia and India
The co-founder and chief executive of the short-form content platform has been inducted into the IAB SEA+India Video Council, giving India a stronger voice in shaping digital video frameworks
NOIDA: India has long been the world’s most chaotic, multilingual and mobile-first digital market. Now, one of its most prominent short-video executives is getting a seat at the table where the rules are written.
Deepit Purkayastha, co-founder and chief executive of Inshorts Group, has been selected as a member of the IAB SEA+India Video Council for 2026. Run by the Interactive Advertising Bureau, the council brings together senior leaders from Southeast Asia and India to shape standards, best practices and measurement frameworks for the fast-evolving video and digital advertising ecosystem.
The timing is pointed. According to the IAMAI-Kantar Internet in India Report 2025, over 588 million Indians are now consuming short-video content, with growth increasingly driven by rural and non-metro audiences. India’s active internet user base has crossed 950 million, with 57 per cent of users now coming from rural markets. Yet the frameworks that govern how video consumption is measured and monetised were largely designed for single-language, Western markets and have struggled to keep pace with the scale, diversity and complexity of India’s digital landscape.
Purkayastha is no stranger to these debates. He already serves on the AI Council at Marketing and Media Alliance India and as co-chair of the Digital Entertainment Committee at the Internet and Mobile Association of India. His induction into the IAB SEA+India Video Council extends that influence into the global video standards arena.
Inshorts Group sits squarely at the intersection of these forces. Its flagship product, Inshorts, India’s highest-rated short news app, reaches 12 million active users with 60-word news summaries. Its sister platform, Public App, reaches 80 million monthly active users across more than 700 districts and 12 languages, serving communities that most global platforms barely register.
Purkayastha said the opportunity was about building something more representative. “India today sits at the centre of the global video ecosystem, but the frameworks that define how value is created and measured have not always kept pace with the realities of our market,” he said. “Being part of the IAB SEA+India Video Council is an opportunity to contribute to a more representative and future-ready approach, one that accounts for diversity in language, context, and user intent.”
As a council member, Purkayastha will contribute to shaping regional standards across video advertising, measurement and platform governance, with a focus on frameworks that are native to India’s multilingual, mobile-first ecosystem rather than imported from global benchmarks designed elsewhere.
For years, India has been content to play by rules written for other markets. Purkayastha’s induction is a signal that it is done waiting to be consulted and ready to start writing them.
