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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.

Article

Risk Against Reward: How Crypto Emerged as a Key Sponsorship Category in Sports

Davide Calzoni

Davide Calzoni

15 Mar 22

Across the world’s top-flight competitions, between 2020 and 2021 the number of crypto deals has grown from 14 to 150 – a staggering 971% y-o-y growth. This is a testimony of both crypto players’ eagerness to leverage Sport's unique positioning across demographic and geographic segments, but also sport properties’ hunger for partnering with an industry that can bring high volume of revenue as well as disrupting innovation to their business.

Article

Three Things Brands Can Learn From The NFL

Alan Rownan

Alan Rownan

10 Feb 22

The National Football League (NFL) consistently outperforms competitor leagues in Euromonitor’s Global League Index. This feat is all the more impressive given the league relies heavily on the US market while top football/soccer leagues can tap into global audiences. So how is the NFL attempting to be more competitive on the world stage and what can brands learn from its strategy?

Article

Millennials and Gen Z: A Challenge for Tennis Viewership?

Fransua Vytautas Razvadauskas

Fransua Vytautas Razvadauskas

17 Jan 22

It is no secret that tennis is an ageing sport. Some studies have pointed out that the median age of WTA and ATP viewers is late 50s, and rising. Engaging with younger fans will be paramount in maintaining viewership, especially since millennials and gen Z will account for 41% of the world’s population by 2030.

Video

Sports Trends to Watch in 2022

Justas Gedvilas

Justas Gedvilas

11 Jan 22

Industry experts Alan Rownan and Justas Gedvilas explore key trends ranging from mega-events to emerging sponsorship opportunities in esports, examining how they will impact the commercial landscape of sports and entertainment in 2022 and beyond.

Article

Global League and Club Indices: Measuring Performance and Resilience

Egle Tekutyte

Egle Tekutyte

21 Dec 21

In Euromonitor International’s 2021 Global League and Club Indices, European football teams continue to dominate global sports, with Manchester United leading. NFL and NBA franchises, notably Dallas Cowboys and Los Angeles Lakers, outperformed competitors commercially in North America. Despite standout performances from these teams, sports properties face growing pressure to retain and win sponsors as companies tighten marketing budgets and how they measure return on investment.

Article

Unpacking Esports: Participation, Professionalism, and Partnerships Drive Growth

Alan Rownan

Alan Rownan

6 Dec 21

This article explores esports as a partnership and investment opportunity as it continues to flourish across key markets. Increased levels of casual gaming along with growing interest in the professional dimension of esports continues to create sponsorship opportunities with brands across an ever-expanding spectrum of sectors and industries.