Recently imposed US tariffs could significantly impact the sports industry, especially in areas like sponsorships, major events, and sports product pricing. Trade barriers could prompt companies like Hyundai to rethink their approach to sponsorships, especially for high-profile events like the 2026 World Cup.  "I suspect some sponsors are now reassessing how they 'activate' such deals in the US, given the trade barriers that have now been imposed, why would a sponsor spend millions of pounds doing so if it is now prohibitive to sell in America?" explained sports event bid strategist John Zerafa.  The 2026 World Cup, which is being co-hosted by the US, Mexico, and Canada, could face challenges due to political tensions stemming from tariffs, complicating event preparation.  These tariffs may further strain US relations with neighboring countries, potentially complicating visa and security arrangements for the tournament. The 2028 LA Olympics could also be affected by the broader geopolitical environment, as trade policies might dampen international collaboration and marketing efforts for the Games.  Increased import costs could lead manufacturers to raise prices, which may affect popular sports brands like Nike and Adidas, both of whom are already seeing stock declines due to tariff concerns.  While some areas of the sports business, like TV broadcasting deals, may be protected from tariffs, there could be a decline in consumer spending on things like tickets and subscriptions.  US sports teams and leagues may also face difficulties as a drop in consumer spending would reduce merchandise sales and affect TV viewership. The Trump administration's most recent wave of tariffs came into effect on April 2, with a 10% baseline tariff on imports from over 180 countries.