In the grand theatre of sports, we’re used to watching athletes challenge their own limits, striving to overcome adversaries, personal barriers, and seemingly unreachable goals. Undoubtedly, this is the inherent beauty of sports. However, there’s an aspect less celebrated, yet equally impactful and meaningful: the unbreakable bond between sports and solidarity. When major brands step in to sponsor sporting events, they seize a unique opportunity to shed light on deserving causes, promote change, and foster global solidarity. Nike: Beyond Sports, a Battle for Life Let’s take Nike as an example, which has a long history of promoting sport[…]

Athletics, with its variety of disciplines, emotions, and high-level competitions, is undoubtedly one of the most followed and beloved sports in the world.  These characteristics make it perfect for sports sponsorship. It is here that many companies find fertile ground to promote their products and services.  Today we tell you about the tangible and intangible advantages that sports sponsorship in athletics offers to companies. Visibility and Brand Awareness in Athletics Let’s start with the first advantage. Undeniably, it’s about increasing brand visibility.  Athletics races, from local to Olympic games, ensure widespread media coverage.  Puma, sponsor of Usain[…]

Introduced in 2011, Financial Fair Play (FFP) has represented a real revolution for European football. Financial Fair Play is a set of regulations designed by UEFA to prevent football clubs from spending more than they earn, aiming to keep the game of football sustainable and fair. FFP has helped stabilize the finances of various teams, but not everyone has played by the rules. Player Exchanges: A New Trend in Circumventing Rules Recently, some clubs have adopted an ingenious but questionable strategy to bypass FFP rules, namely exchanging players with inflated valuations. For example, Juventus and Barcelona swapped[…]

Sponsorships are an essential element in the world of modern sports. They represent an indispensable source of funding for athletes, teams, and tournaments. But sponsorship is not just an economic operation, it’s a powerful form of storytelling that brings sports icons to life and helps develop emotional relationships between fans and their idols. Sports Testimonials, Heroes of the Modern Era The role of athletes as brand testimonials is a fundamental component in this dynamic. A successful athlete is not only a champion on the field, but also a brand ambassador, a role model for millions of fans[…]

In recent decades, sports sponsorships, along with marketing, have become one of the most effective and popular strategies chosen by companies to increase their visibility and strengthen their brand identity. Think of the Coca-Cola logo during the Olympics or the Adidas one on the Italian national football team’s jerseys. Just like every great game, sports sponsorships and marketing have rules to respect. Today we tackle the legal aspects of these partnerships together. Contractual Scope: More than a Simple Agreement Starting a sports sponsorship usually involves drafting a sponsorship contract. This contract must be carefully drafted to protect[…]

What connects Nike, Adidas, Puma, and Reebok? Beyond competing in the sports goods market, these companies have also become famous for their unique and catchy slogans. And behind each slogan lies a fascinating story. Let’s uncover some of them in this article. Nike, Just Do It In 1988, Nike launched the most universal claim in the world of sports brands, whose charm lies in its simplicity and immediacy. In a now-legendary video, 80-year-old Walt Stack ran bare-chested across San Francisco’s Golden Gate Bridge, explaining how he could be so consistent.  At the end of the ironic explanation,[…]

Cycling is a global and captivating sport, loved and followed by millions of fans around the world. As cyclists challenge their limits on twisting tracks and tough terrains, there’s another aspect that makes a difference: the opportunity for a company to opt for sponsorships in this sport. But what are, for a company, the tangible benefits of this choice? Global Visibility and Brand Recognition Cycling is a world-renowned sport that attracts media attention on an international scale. Consider the Giro d’Italia, the Tour de France, or the Vuelta a España, major sporting events that enjoy enormous media visibility. […]

Sports marketing and sponsorships have been fertile grounds for innovation in recent years. From sports teams making effective use of social media to virtual reality used to create immersive experiences, we look at some of the main trends and how they can be applied to businesses’ marketing strategies. The Exponential Growth of Social Media in Sports Marketing One of the biggest trends in sports marketing is the increasingly widespread use of social media. Teams and athletes use platforms like Instagram, Twitter, and TikTok to connect directly with fans, creating a more personalized experience. This also allows businesses[…]

We are living in a time of profound transformations. The obstacles that once seemed immovable are dissolving, thanks to teams and companies promoting gender equality and social inclusion, one goal at a time, in the world of sports. Let’s take a look at some of them and see how they are actively working to create a more inclusive and fair future. Kicking Off: The Teams Driving Change A perfect example comes from the Dutch national women’s football team, the Orange Lions. They have not only triumphed on the field, but have also fought for gender equality, pushing[…]

Sponsorship is a well-known commercial practice. Yet, what many overlook is the extraordinary power it holds in building brand awareness and loyalty. Teaching us these lessons are the stories of large companies like Nike, Coca Cola, and Ferrari, which have established themselves globally, thanks, among other things, to savvy sponsorship strategies. Sponsorship as Identity Creation: Nike’s Story Let’s take Nike as our first example. The Swoosh logo is one of the most recognisable worldwide, largely thanks to a sponsorship strategy that targeted prominent athletes across various sports disciplines. Michael Jordan, Cristiano Ronaldo, Serena Williams are just some[…]