Sustainability, capable of generating both economic and reputational value, has become a strategic asset in the sports industry as well. Adopting eco-friendly practices contributes to the preservation of the planet, attracts sponsorship opportunities, engages environmentally conscious audiences, and allows teams and events to modernize and position themselves as responsible entities.  But how much is being green really worth in sports? Being Green as a Winning Trend In recent years, the push toward sustainability has extended to the sports sector, traditionally viewed as energy-intensive and less attentive to environmental concerns.   Climate change, social pressures, and increasing consumer[…]

Sports sponsorships emerge as a disruptive strategy to enhance corporate value and win over customers. With its ability to excite and unite people, sport serve as the ideal setting to build lasting, positive relationships with the audience. Not only do they improve brand perception, but they also unlock new market segments. Why Invest in Sports? Sports sponsorships go beyond merely associating a company’s logo with an athlete or team. They forge a bond that allows for the conveyance of specific messages, bolstering brand awareness and generating tangible economic returns. Moreover, they facilitate the establishment of deep emotional[…]

In the ever-evolving landscape of sports sponsorship, a significant shift is taking place: the entry of tech startups.  Specialized in AI or operating within the fintech sector, these companies are redefining how businesses engage with events and athletes, challenging the traditional models of well-established brands.  But how are these startups positioning themselves? And what strategies are they adopting to stand out in a market dominated by historic names and massive budgets? Sports Sponsorship: A Growing Industry Fueled by digitalization and the rise of social media, sports sponsorship has experienced exponential growth in recent years.   Businesses, both[…]

Sports is often considered a reflection of virtues such as respect, dedication, and sacrifice.But when competition takes over, a less inspiring side can emerge.  Systematic doping, match-fixing, and an obsessive pursuit of results at all costs betray the values that it should represent.  Faced with these challenges, it is essential to reflect on the importance of ethics in sports and the role of education in building a fairer, more transparent future. Ethical Challenges A Dangerous Shortcut Doping is perhaps the most well-known ethical violation.   The use of banned substances to enhance performance undermines both the integrity[…]

In economic and financial decisions, psychology plays a determining role.It is not just rationality that counts; often, it is emotions that influence us.For better or worse, factors such as context, the presentation of information, personal experiences, and biases drive economic trends.This is the premise of behavioral finance, a discipline that examines the consequences of irrational factors on investment choices and markets. Emotions and Sports Sports enthusiasts are characterized by strong passion and deep loyalty to their favorite team or athlete. This is why behavioral finance is particularly relevant in sports. Often, fans’ economic choices are driven by[…]

In recent years, the connection between sports and social causes has become increasingly strong.Audiences appreciate and support brands that show a concrete commitment to relevant social issues.It is no longer just about supporting a team or an athlete but embracing shared values.For this reason, corporate social responsibility (CSR) has become a crucial element of sports marketing strategies, allowing companies to connect with their audience in an authentic and meaningful way. The Potential of Social Causes in Sports Involvement in initiatives related to social causes through sports offers companies a unique opportunity to strengthen their name. Additionally, it[…]

Sports activity is undoubtedly a way to maintain physical health, but it is also a therapeutic tool that profoundly impacts psychological well-being.  Numerous scientific studies in recent years have highlighted how sports can effectively support tackling complex issues such as addictions, anxiety, and phobias.  But what are the mechanisms that make this regenerative effect possible? Psychological Mechanisms: Sports and Mental Resilience Physical activity has a direct impact on our brain.   It stimulates processes that foster stress reduction, mood improvement, and enhanced self-esteem. These effects are crucial for those battling addictions or phobias.  Positive Distraction and Stress[…]

In sports marketing, a constantly evolving sector, managing the relationship between sponsor and athlete is a crucial component. In fact, a well-managed relationship can lead to extraordinary mutual results. However, it also presents some challenges that require well-defined strategies and flawless execution. Main Challenges Alignment of Objectives Often, sponsors and athletes may have divergent priorities. While the former aspire to increase brand visibility and maximize return on investment, the latter focus more on their image and seek financial support. Finding a common ground is essential. Reputation Management An athlete involved in a scandal can also damage the[…]

In the school environment, sports are much more than just a recreational activity.Physical education promotes a healthy lifestyle and positively impacts academic performance, contributing to the cognitive, emotional, and social well-being of students.Exploring this connection allows us to understand how the solid integration of sports into the educational journey can be pivotal for academic and personal success. Cognitive Benefits Engaging in physical activity enhances cognitive functions such as memory, attention, and problem-solving skills.   This happens through biological and neurological mechanisms.   Sports stimulate the production of neurotransmitters like dopamine and serotonin, which are essential for focus[…]

Professional sports teams have become much more than mere entertainment vehicles over time.Today, they represent economic assets of enormous value, often comparable to the largest multinational corporations.The value of sports teams is not solely determined by athletic performance but rather by complex factors ranging from TV rights to brand valuation. Key Factors in Evaluating Sports Teams TV Rights and Media Crucial for determining the financial value of sports teams are TV broadcasting rights. Their sale to national and international broadcasters generates significant revenues, particularly for mass sports like football, American football, and basketball. The NFL, for example,[…]