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Article

FIFA World Cup Qatar 2022: Measuring Impact and Performance

Alan Rownan

Alan Rownan

16 Nov 22

Measuring the impact of any major sports event brings with it a series of challenges. However, the uniqueness of the 2022 World Cup Qatar adds new layers of complexity to assessing the commercial performance of the tournament.

Article

Future of Soccer in the US: Is MLS Poised to Challenge the Established Giants?

Dorothy Calba

Dorothy Calba

5 Oct 22

The top four sports leagues in the US have been cemented for decades; with the NFL, NBA, MLB and NHL dominating public awareness and brand sponsorship. The strength of these leagues seemingly left little room for challengers; yet, year on year, Euromonitor’s League Index indicates an ever-growing threat to this established hegemony, in the shape of MLS.

Article

The League and Club Indices 2022: Results and Insights for Brands

Egle Tekutyte

Egle Tekutyte

16 Sep 22

The recently launched Euromonitor 2022 Global League and Club Indices highlight the continued hegemony of the US at the league level and European football at the club level. The National Football League (NFL) has maintained its number one position, being trailed by both the UK’s Premier League and other US based major leagues. The top 10 club list globally on the other hand is dominated by the giants of European football, with Manchester United scoring highest overall in the index.

Article

Fan Engagement and Sponsorship in the Metaverse

Alan Rownan

Alan Rownan

24 Aug 22

As the creation of the metaverse quickly became a macro-goal for many tech giants, the sports industry immediately sought to understand what commercial opportunities virtual worlds might bring.

Article

FIFA World Cup 2022 in Qatar: Raising a Drink, From a Dry Nation to the World

Jacob Adib

Jacob Adib

28 Jul 22

Qatar, a small conservative Islamic Arab emirate, is set to host the FIFA World Cup in December 2022. This has implications for consumers who want to consume alcohol, as at present access to alcoholic drinks is restricted to tourists and non-Muslim expatriates. Qatari law stipulates that only liquor license holders can buy and consume alcohol within the emirate.

Article

Stadium Business Summit 2022: Strategic Insights on Post-Lockdown Fan Engagement

Alan Rownan

Alan Rownan

19 Jul 22

At this year’s Stadium Business Summit at the Emirates Old Trafford in Manchester, UK, stakeholders from across the sports and entertainment space came together to discuss the strategies that are driving the return of fans to venues across the world. Euromonitor presented on the evolution of physical space and how this impacts the fan experience. This is a topic that is front of mind for operators, which are in the process of better understanding how fans and consumers have changed over the last three years, and how these insights can grow existing and create supplementary revenue streams, all the while driving fan engagement.

Article

Key Commercial Trends in Football Through the Lens of the Champions League Final

Egle Tekutyte

Egle Tekutyte

18 May 22

Through the lens of the Champions League final, we summarise some of the key questions that have emerged during this football season. From where to find future sponsors, how to leverage digital footprint for wider reach and secure deeper relationships with global audiences, to how the women’s game is evolving as the sports industry recovers from the global pandemic.

Article

How Consumer Trends are Establishing Ethical Goalposts in Sports Sponsorship

Alan Rownan

Alan Rownan

11 Apr 22

How can sports sponsorship strategies work in conjunction with corporate social responsibility goals?

Video

Hospitality - Front and Centre

Nadejda Popova

Nadejda Popova

4 Apr 22

The hospitality sector is being transformed as a result of the global pandemic, with consumers expecting heightened cleanliness and safety measures, purpose-driven services and products, bespoke experiences and more responsible business operations supportive of social and environmental causes.