Sports Media

European football has crossed a new financial threshold, with men’s clubs spending more than €10 billion during the 2026 summer transfer window. The record reflects not simply a more expensive transfer market, but a football economy increasingly shaped by capital, player development and the financial strength of England’s clubs.

Kylian Mbappé joins Swiss sportswear brand On as the company enters football and prepares to launch its first football boots in 2027, challenging established brands such as Nike, Adidas and Puma.