We have written a lot about the reasons why it is worth relying on sponsorships, particularly sports ones, and their advantages for companies. But, paraphrasing the title of a famous theatrical drama, today we wondered why, despite everything, some companies still seem to be afraid to face this investment. And again: are there founded reasons or prejudices at the base of this fear? In this article we will try to understand it together, analyzing some of the most common ones, relying on actual data and numbers. High Costs of Sponsorships: An Investment More Than An Expense? The[…]

The promotion of health through physical activity has become a cultural and social imperative.The commercialisation of sport as a daily habit goes beyond fitness, transforming into a vehicle of values and a pillar of our psycho-physical well-being. From Niche to Mainstream in Sport Marketing Initially, sport was the prerogative of a select group of people, but over time it has become a global phenomenon. The shift took hold when companies began to recognize athletes as powerful influencers who could inspire the masses with their commitment and discipline. A prime example was the partnership between David Beckham and[…]

In esports, the battlefield is not physical but digital, requiring unique skills: lightning-fast reflexes and unwavering strategy and concentration are essential. In these virtual environments, success heavily depends on cognitive training, an often underappreciated component in traditional sports.This mental approach has opened new avenues for digital athletes. Lightning-Fast Reflexes A critical aspect of esports is the ability to react quickly: players must make decisions and execute actions in milliseconds. To sharpen reflexes, they can perform various exercises and rely on popular video games like Aim Lab and Osu!. This is the case for Faker, aka Lee Sang-hyeok, a[…]

When we talk about running, we’re not just talking about a simple physical exercise, but rather a powerful means of personal growth. Through the consistency and discipline required, we learn to set and achieve goals, both in personal and professional life. Indeed, it demands planning, commitment, and resilience, qualities that are also essential for success in the workplace. Physical and Mental Benefits Running offers a myriad of scientifically proven benefits. Firstly, it boosts cardiovascular health, increases bone density, and contributes to weight management. Secondly, it is a strong natural antidepressant: it stimulates the production of endorphins, reducing[…]

The Beginning The ancient Olympic Games were born in Greece, in the city of Olympia. Athletes celebrated the Olympic Games every four years from 776 BC to 393 AD, even putting wars on hold during this time. In total, there were 292 editions in antiquity. The Modern Olympic Games Baron Pierre de Coubertin inaugurated the modern Olympic Games in 1896 in Athens, over 1500 years after the ancient Games ended. The first modern edition involved 14 nations and 241 athletes in 43 events. The Origins of the Marathon One of the symbols of the modern Olympics is[…]

Professional athletes often face a tremendous challenge when their sports career ends. However, that moment can mark the beginning of a new, exciting phase of life. Some of the most famous athletes have successfully reinvented themselves, moving from the playing fields to the boardrooms, from media stages to social activism commitments. Entering the World of Business Many athletes have leveraged the skills gained in their sports career, including leadership, endurance, and strategy, to venture into the world of business. Michael Jordan and Magic Johnson, for example, have founded real commercial empires. Individuals can effectively transfer the qualities[…]

In the world of professional sports, athletes must balance the demands of athletic performance with the obligations arising from contracts with sponsor.  This delicate balance requires careful management to ensure excellence in both the field and marketing. Performance Pressure Elite athletes are constantly under stress due to personal expectations and those of the public, coaches, and teams.  Michael Phelps exemplarily faced this reality.  Indeed, considered one of the greatest swimmers of all time, the weight on him was not only the demand for victory but the expectation to dominate every race. Each of his dives was accompanied[…]

Once primarily associated with the United States, American football has captured a global audience, becoming an unprecedented stage for corporate branding and marketing.Its growing popularity has proven to be a goldmine for innovative and effective strategies. A Peerless Showcase Consider the Super Bowl, more than a sports event. It’s a cultural festival, a mass phenomenon transcending the game and attracting an extraordinary number of viewers each year. For businesses, this means showcasing their brand to a vast and diverse audience. Its immense potential is evidenced by iconic campaigns from names like Chrysler, which have become part of[…]

The sports sector is marked by intense competitiveness. Emerging sports societies face significant challenges in ensuring their financial sustainability. Cutting-edge strategies and alternative revenue sources are essential for effective financial management, with a focus on fan engagement. Financial Context of Emerging Sports Societies A prime example is football. In this sport, growing realities often operate with limited resources, becoming susceptible to economic fluctuations indeed. Without the substantial income generated by television rights or high-profile sponsorships that characterize major clubs, these teams must find creative ways to generate funds. Original Business Models Local Partnerships St. Pauli Football Club,[…]

Among the most significant roles played by sport is that of an educational tool. It’s not just about its ability to trigger physical and mental well-being, but also about its pivotal function in the socio-emotional growth of the younger generation. Through it, they learn to interpret the complex fabric of social and personal life, cultivating essential qualities such as loyalty, collaboration, and respect. Team Means Collaboration The first concept we learn is that of collaboration. In a social context dominated by hyper-connectivity and cross-functional teamwork, understanding the value of collaboration is crucial. Indeed, by practicing team sports,[…]