Pro League Offside

Pro League Invests in Cutting-Edge Technology: Offside Line Automation, Integrated Data Platforms, and Advanced Limb-Tracking

The Pro League is embracing three key innovations—semi-automatic offside line technology, an integrated data platform, and high-precision limb-tracking—to elevate Belgian football to the next level.

Lotte Kopecky Milan SanRemo 2025

Milano-Sanremo Returns for Women in 2025, with Lotte Kopecky as the Early Favorite

Women’s cycling is set for a major milestone in 2025 with the return of Milano-Sanremo. After a two-decade absence, the legendary race, now dubbed Sanremo Women, will be part of the UCI Women’s World Tour, running alongside the men’s event on March 22, 2025.

no-alt

Qatar Airways signs multi-year deal as official airline of UEFA Champions League

Qatar Airways has secured a multi-year sponsorship agreement, reportedly worth €500 million, to become the official airline partner of the UEFA Champions League, one of the world’s most prestigious football tournaments. This deal, running until 2030, marks a significant step for both the airline and UEFA as they strengthen their long-standing relationship.

Coca-Cola Olympics 2024

Gwen Stefani, Food Festivals, and the Power of Connection: Coca-Cola's Winning Olympic Marketing Strategy for Paris 2024

Over the past 96 years, the Olympic Games have evolved dramatically, but one enduring presence in the arena of sports sponsorship has been Coca-Cola. Brad Ross, Coca-Cola’s Vice President of Global Sports and Entertainment Marketing and Partnerships, explains why the Olympics remain a cornerstone of the brand’s strategy after nearly a century and how the company’s global marketing campaign for Paris 2024 was crafted.

Mikel Landa T-Rex Quickstep Vuelta Espana 2024

The Ultimate PR Stunt: T-Rex Quick-Step Takes the Stage with a Dinosaur at Vuelta Team Presentation

Say goodbye to "The Wolfpack" and hello to "The Raptors." For the 2024 Vuelta a España, Soudal Quick-Step has pulled off a rebranding masterstroke, transforming into T-Rex Quick-Step. As the Vuelta kicks off this Saturday in Lisbon, expect to see Mikel Landa and his teammates roaring through the peloton as the "T-Rex Pack."

Vuelta Espana 2024 Carrefour

Vuelta a España Breaks New Ground with Supermarket Stage Start

In a groundbreaking move, the Vuelta a España will begin stage six inside the Carrefour Jerez Sur supermarket, marking the first time in cycling history that a race stage has started from within a retail store.

Sasmung Olympics Paris 2024

IOC Explores Enhanced Sponsor Integrations Post Paris 2024

The International Olympic Committee (IOC) is committed to exploring innovative ways to provide its sponsors with increased visibility, following successful promotional activities for TOP partners at the Paris 2024 Olympics. Anne-Sophie Voumard, the IOC’s Managing Director of Television and Marketing Services, emphasized the importance of integrating sponsor products "subtly" and "organically" into the Games.

Matthieu Bonne Belgian Record Ireland

Matthieu Bonne Breaks 21-Year-Old Belgian Record in 24-Hour Ultra Marathon

Last weekend, Matthieu traveled to Ireland to participate in a 24-hour race in Dublin. His participation was part of his preparation for the World Championship 6 Days Race, where he will attack the World Record track running of 1,038 km in 6 days’ time, scheduled from September 5 to 11 in Hungary.

Olympic Games Paris 2024

Paris 2024: A milestone for gender equality in the Olympics

The 2024 Paris Olympics are a historic milestone for gender equality in international sport. For the first time, the Games will feature full gender equality in all 32 sports, with an equal allocation of 5,250 places for male and female athletes. This achievement reflects a century-long journey toward equal representation since the participation of 22 women in the Paris Olympics in 1900.

Coca Cola Olympic Games Top Partner

The Sponsors of the Paris 2024 Olympic Games: A Powerful Collaboration for a Global Spectacle

The Paris 2024 Olympic Games is not just an event celebrating athletic excellence; it is also a significant showcase of global corporate partnerships. The International Olympic Committee (IOC) and the Paris Organising Committee for the Olympic and Paralympic Games (POCOG) have collaborated with a wide array of top-tier global and domestic companies.

Olympic Games Paris 2024

Marketing Gold: Trends Shaping the Paris 2024 Olympics

The Olympic Games offer brands a unique opportunity to reach vast audiences worldwide. As the opening ceremony for Paris 2024 approaches, let's explore key marketing trends shaping this iconic event.

Olympic Games Paris 2024

All You Need to Know About the 54th Edition of the Olympic Games in Paris

The 54th edition of the Olympic Games will be held in Paris from July 26th to August 11th, marking a significant centenary since the city last hosted the event. Paris joins London as one of only two cities to host the Summer Olympics three times, promising a historic and grand spectacle.

Lionel Messi Inter Miami

One Year of Messi at Inter Miami: Transformative Impact on MLS

In July 2023, Lionel Messi, often hailed as the greatest soccer player of all time, signed with MLS franchise Inter Miami. This move brought unprecedented attention to soccer in the U.S., comparable to David Beckham's arrival at LA Galaxy. Beyond the sporting realm, Messi's transfer promised to be a pivotal moment for MLS from a business perspective.

RSC Anderlecht Napoleon Games

RSCA Strengthens Partnership with Napoleon Sports & Casino

In a significant development for both RSC Anderlecht (RSCA) and Napoleon Sports & Casino, the partnership between the two has been strengthened and extended. This collaboration, which began last summer, will now run until the summer of 2027, marking a new chapter in their shared journey.

Belgium Euro2024

Euro 2024: A Belgian Perspective on Broadcaster Ratings and Ad Revenue

Major soccer tournaments like the Euros attract huge audiences across Europe, including Belgium, a rarity in the digital era. As Euro 2024 reaches its climax, should public service broadcasters (PSBs) like VRT step aside for commercial rivals in the interests of the broader media industry?

Tour de France 2024 Tadej Pogacar Yellow Jersey

Which Brand Takes the Yellow Jersey in the Tour de France 2024?

The Tour de France, a cycling race generating €150 million annually, positions the Amaury Sports Organisation (ASO) as a clear financial victor. Yet, who else reaps substantial benefits?

Tour de France 2024

Discover the Key Sponsors of the Tour de France 2024 Teams

Since the 1960s, professional cycling teams have been synonymous with their sponsors, creating a unique blend of athleticism and corporate support on the world stage. As we gear up for the Tour de France 2024, let's delve into the businesses behind some of the most prominent teams in men's and women's cycling.

Belgian Red Devils Euro 2024

5 Media Trends for Winning at Sporting Events

With the 2024 European Football Championships in full swing and the Paris Olympics just around the corner, Publicis Groupe and Dynata have unveiled the initial findings of their 'Summer of Sports' survey.

EURO 2024 Germany

Euro 2024: The Sports Marketing Highlights from Week One

As the first round of group games at Euro 2024 wraps up, we delve into which brands stood out and the key sponsorship and marketing trends that have already emerged.

UEFA EURO 2024 Germany

Euro 2024: A Golden Opportunity for UEFA in Germany

As Euro 2024 approaches, excitement builds for what promises to be a spectacular month of soccer. With a focus on the host country, sponsors, and broadcasters, we delve into the financial dynamics behind the UEFA European Championship.

UEFA EURO 2024 Sponsors

Unveiling the Powerhouses Behind EURO 2024: A Look at the Sponsors Fueling The European Championship Football

The European Championship Football 2024, set to take place in Germany, is not just a celebration of football excellence but also a showcase of significant corporate partnerships. These sponsorships are the lifeblood of such large-scale events, providing the financial and logistical support necessary to bring the tournament to life.

Formula 1 2026

Formula 1's 2026 Overhaul: A Sustainable Future Drawing Sponsors' Attention

The motorsport world is buzzing with anticipation as Formula 1 gears up for a significant transformation in 2026. The upcoming changes promise not just a shift towards sustainability but also a reinvention of the racing experience.

Arsenal Women

Embracing a Unique Approach: The Rise of Women's Sport Sponsorship

In recent years, women's sports have garnered unprecedented attention, with growing audiences and increasing media coverage. As a result, sports organizations are exploring new strategies to capitalize on this momentum, particularly by unbundling women's sponsorship rights from men's. This approach offers distinct benefits and requires a tailored strategy to unlock the full potential of women's sports sponsorship.

Conference League Final 2024 Olympiacos Fiorentina

Olympiacos vs Fiorentina: Where the Europa Conference League Final Could Be Won and Lost

As the 2023/24 UEFA Europa Conference League final between Olympiacos and Fiorentina approaches, anticipation builds in Athens. UEFA.com reporters Vassiliki Papantonopoulou and Fabio Balaudo delve into the pivotal factors that could determine the victor of this thrilling contest.

Romelu Lukaku Red Devils Belgium 2024

A Summer of Sporting Spectacle: 2024's Unprecedented Lineup

As the world gears up for an unparalleled summer of sports in 2024, enthusiasts and athletes alike are bracing for an onslaught of thrilling competitions across Europe. From the storied Stadio Olimpico in Rome to the bustling streets of Paris, this summer promises to be a carnival of athleticism and fervor.

Tadej Pogacar Giro D'Italia 2024

Giro d’Italia 2024: Essential Race Preview

The Giro d’Italia, Italy’s iconic cycling race, is on the horizon once again, promising thrills, excitement, and the spectacle of elite athletes battling it out for glory. However, as the 107th edition looms, one question dominates discussions: can anyone prevent Tadej Pogačar from turning the race into a one-man show?

Volleyball World partners with 1xBet

Volleyball World Announces Groundbreaking Five-Year Partnership with 1xBet

In a significant move for the sport, Volleyball World has announced a five-year global sponsorship agreement with 1xBet, marking the first-ever global betting partnership in volleyball's history.

Guinness Premier League

Guinness Raises a Toast to Premier League Sponsorship

The Premier League is set to embark on a refreshing partnership worth a staggering UK£40 million with Guinness. It marks a significant departure from the league's longstanding association with Budweiser, heralding a new era of collaboration with Diageo's iconic brand.

Demi Vollering SD Worx ProTime Nike

Demi Vollering's Nike Sponsorship: Pioneering Women's Cycling and Inspiring Dreams

Demi Vollering has officially inked a sponsorship deal with sportswear titan Nike. The announcement, made by the Tour de France Femmes champion herself, marks a significant milestone in her career and sets a new precedent for the support of female athletes in the cycling arena.

Valtteri Bottas Uber Carshare Formula 1

Unleashing the Power of Sports: Valtteri Bottas and Uber Carshare Redefine Aussie Road Trips

In a groundbreaking collaboration, Uber Carshare has teamed up with Formula 1 racing icon Valtteri Bottas to unveil the ultimate Aussie road trip experience. Dubbed "Australia's Second Car," this innovative campaign is set to revolutionize the way Aussies explore their own backyard.

Boxing DAZN Only Fans

The Ultimate Knockout Combo: DAZN Teams Up with OnlyFans for Exclusive Sports Content

The collaboration, announced recently, promises an exclusive fusion of post-fight coverage and behind-the-scenes insights tailored for subscribers, marking a significant milestone in sports sponsorship and fan engagement.

Liège-Bastogne-Liège 2024

Conquering the Ardennes: Liège-Bastogne-Liège - The Ultimate Cycling Test

In the heart of the picturesque Ardennes region of Belgium, where lush forests meet quaint villages, lies the battleground for one of cycling's most grueling challenges – Liège-Bastogne-Liège, affectionately known as "La Doyenne" or "the old woman" in French. As the final showdown of the spring classics, this venerable race, dating back to 1892, is a test of endurance, strategy, and sheer willpower.

Caitlin Clark

Caitlin Clark: A Game-Changer in Women's Basketball Sponsorship and Viewership

The emergence of Caitlin Clark as a towering figure in women's college basketball has turned heads not just within sports circles but also among business aficionados. As the Iowa Hawkeyes' star player prepares to make her mark in the WNBA, the anticipation is palpable, akin to Tiger Woods' entry into the PGA Tour. Such comparisons underline the immense impact Clark is expected to have on the sport and its commercial landscape.

Mathieu Van der Poel Paris-Roubaix 2024

Van der Poel’s Quest for Roubaix Glory: Defying History and Odds

In the gritty world of professional cycling, few races demand as much respect as Paris-Roubaix. Known as the "Hell of the North," it's a battleground where legends are forged amid the cobblestone chaos. And at the forefront of this year’s spectacle stands Mathieu van der Poel, a man on a mission to etch his name deeper into cycling lore.

Merijn Zeeman Visma Lease A Bike

A New Pitch: Merijn Zeeman's Leap from Cycling to Football

Change is often the precursor to growth, and in the realm of sports, transitions can spark new innovations and strategies. The recent announcement of Merijn Zeeman's departure from Visma-Lease a Bike has sent ripples through the cycling world. After a distinguished tenure as sporting director, Zeeman is embarking on a new adventure in the world of football, joining Eredivisie club AZ Alkmaar.

Mathieu Van der Poel Caynon Alpecin Deceuninck

Mathieu van der Poel Inks Monumental 10-Year Pact with Canyon

Mathieu van der Poel, the iconic rider from Alpecin–Deceuninck, has embarked on an unprecedented journey with Canyon Bicycles, sealing a historic 10-year partnership. This groundbreaking deal underscores the unwavering commitment of both parties to redefine excellence and dominate the cycling arena for the next decade.

Michael Jordan

The Changing Face of Sports Sponsorship: Insights from the Top Earners

In the world of sports, where talent meets opportunity, the realm of sponsorship deals often determines the trajectory of an athlete's career and financial success. Recent revelations from Sportico shed light on the highest-earning athletes of all time, painting a picture of wealth, influence, and the evolving dynamics of sports sponsorship.

Apple launches sports app

Apple ventures deeper into sports with Apple Sports App and key partnerships

In its relentless pursuit to become the digital platform for sports enthusiasts, Apple has unveiled its latest initiative, the Apple Sports app. This development highlights Apple's growing interest in the sports industry.

Lotte Kopecky SD Worx Strade Bianche

Celebrating International Women's Day: Spotlight on Belgium's Sporting Icons

As the world comes together to celebrate International Women's Day on March 8th, it's an opportune moment to shine a light on the remarkable achievements of Belgian sportswomen who have been making waves in their respective fields.

McDonald's Ligue 1 Uber Eats

McDonald’s Eyes Ligue 1 Sponsorship: A Winning Play for French Football

In a bold move that could reshape the landscape of French football, McDonald’s has emerged as a contender to become the new title sponsor of Ligue 1, according to reports from RMC Sport.

The Netflix Slam Rafael Nadal Carlos Alcaraz

Netflix Slam: Alcaraz Stuns Nadal in Spectacular Showdown

Las Vegas witnessed tennis history on March 3, 2024, as the inaugural Netflix Slam unfolded in a thrilling showdown between two Spanish titans. Carlos Alcaraz, the rising star of the tennis world, faced off against the legendary Rafael Nadal, a 22-time Grand Slam champion, in a match that captivated fans worldwide.

Red Bull Formula 1 Pre-season Testing Bahrain Max Verstappen

Speeding into a New Era: Unveiling the Formula 1 World Championship 2024

As the engines roar to life and the anticipation reaches a crescendo, Formula 1 enthusiasts around the globe are gearing up for another heart-pounding season of high-speed drama, adrenaline-fueled rivalries, and awe-inspiring displays of automotive mastery.

Loïs Openda RB Leipzig Bundesliga Puma

RB Leipzig's Game-Changing Puma Partnership: A Leap Forward in Football Sponsorship

RB Leipzig has announced a monumental partnership with sportswear giant Puma, marking the end of a decade-long alliance with Nike. The deal, valued at over €100 million, signifies a new era for the Bundesliga club, encompassing not only kit supply but a wide array of sponsorship and marketing rights.

Pogacar, Ganna, Van Aert, Van der Poel Milan-Sanremo Cyling

Chasing Glory: The Stars Align in the Cycling Spring

With the advent of spring, the cycling community eagerly anticipates a flurry of races, challenges, and triumphs that will unfold across roads and landscapes worldwide.

Ada Hegerberg

The Rise of Women's Sports Sponsorships: A Game-Changer in Marketing Partnerships

According to SponsorUnited's latest Women in Sports Marketing Partnerships report, the number of sponsorship deals in women's professional sports has surged by more than 22 per cent year-over-year (YoY).

Rafael Nadal

The Unfolding Chapter: Rafael Nadal's Uncertain Journey

The Spaniard, with his unparalleled athleticism and unwavering determination, has long been a dominant force on the ATP circuit, captivating audiences worldwide with his extraordinary feats on the court. However, as the curtains rise on the 2024 season, a palpable sense of uncertainty looms over Nadal's illustrious career.

Super Bowl 2024

Las Vegas Welcomes Super Bowl 2024: A Spectacle of Sports, Music, and Marketing Extravaganza

Las Vegas, renowned for its extravagant events, is set to host its first-ever Super Bowl showdown on Sunday, promising a blend of athleticism, entertainment, and commercial spectacle like never before. As the Kansas City Chiefs aim to solidify their dynasty against the San Francisco 49ers, the stage is set for a clash of titans amidst the glitz and glamour of Sin City.

SD Worx Cycling

Pedaling Forward: The Momentum Behind Women's Cycling

From grassroots movements to professional racing circuits, the rise of women in cycling has been nothing short of inspiring.

Lewis Hamilton Ferrari

Lewis Hamilton's Ferrari Move: A Game-Changer in Sponsorship Marketing

Lewis Hamilton's decision to join Ferrari for the 2025 season has sent shockwaves through the racing world. While the move is undoubtedly fueled by Hamilton's quest for an eighth world title, it also holds significant commercial implications, heralding a new era in sponsorship marketing within the sport.

Jude Bellingham Real Madrid HP

Real Madrid Scores Big with Groundbreaking Sleeve Sponsorship Deal with HP

Spanish soccer powerhouse Real Madrid has inked a groundbreaking multi-year partnership with US technology giant HP, marking a significant milestone as the LaLiga club's first-ever sleeve sponsor.

Nafi Thiam Olympics Paris 2024

Belgian Contenders Set to Shine at the Paris 2024 Olympics

As Belgium gears up for the global sporting spectacle, the nation boasts a stellar lineup of athletes poised to make their mark and bring home coveted medals.

Red Bull Racing Formula 1

Racing Into the Future: A Preview of the Formula 1 World Championship 2024

The high-octane world of Formula 1 is revving up for another exhilarating season in 2024, promising fans a spectacle of speed, strategy, and fierce competition.

no-alt

Luke Littler's Dazzling Journey Sparks Unprecedented Sponsorship Opportunities

In the world of darts, where skill, precision, and charisma converge, Luke Littler has emerged as a prodigious talent, captivating audiences and rewriting the narrative of success.

Olympic Games Paris 2024

AB InBev Joins the Olympic Journey: Corona Zero Named Global Beer Sponsor

The brewing giant's zero-alcohol beer brand, Corona Zero, is set to take center stage as the official global beer sponsor for the upcoming Olympic Games, solidifying a partnership that will span multiple Olympic cycles until the Los Angeles Summer Olympic Games in 2028.

Australian Open 2024

Anticipation Builds as the 2024 Australian Open Promises Tennis Extravaganza

With a star-studded lineup of top players, exciting newcomers, and the potential for historic achievements, the Melbourne Park is set to host two weeks of thrilling action and intense competition.

Cian Uitdebroeks

Cycling Transfers 2024: A Comprehensive Overview

As teams gear up for the challenges that lie ahead, let's take a closer look at the notable transfers across various teams.

Los Angeles Grand Prix Red Bull

Revving Up for Glory: Organizing the Inaugural Las Vegas Grand Prix

The world of Formula 1 is abuzz with excitement as the series gears up for the much-anticipated addition to its calendar – the Las Vegas Grand Prix.

Novak Djokovic

Dominance Redefined: Novak Djokovic's Monumental 7th ATP Finals Victory

The Serbian maestro recently etched his name in the annals of tennis history by securing his seventh ATP Finals victory, solidifying his status as one of the greatest sportsmen to have ever graced the court.

Vinicius Jr

Unveiling the Future: A Preview of the Exciting Football Year 2024

From innovative regulations to influential personalities shaping the sport, let's take a sneak peek into what the football landscape has in store for fans around the globe.

Nick Kyrgios

Game, Set, Kyrgios: Tennis Maverick Nick Kyrgios Launches OnlyFans for Exclusive Content and Fan Interaction

In a surprising move that underscores the evolving landscape of athlete-fan engagement, Nick Kyrgios, the charismatic Australian tennis sensation and 2022 Wimbledon runner-up, has stepped into the world of exclusive content creation by launching his very own OnlyFans account.

ATP Finals 2023

Game, Set, Match: ATP's Record-Breaking Nitto ATP Finals Triumph in Commercial Success

The world of professional tennis witnessed a historic moment as the Association of Tennis Professionals (ATP) celebrated its most commercially successful Nitto ATP Finals to date.

Pogacar Vingegaard Tour de France

Gearing Up for Glory: A Preview of the 2024 Cycling Season

From new rules shaping the peloton to the emergence of talented young riders, and the strategic choices made by seasoned champions, the upcoming cycling season promises to be a captivating journey.

Olympics 2024 Paris

2024: A Year-Long Odyssey of Unparalleled Sporting Spectacles

2024 is primed to be a spectacular showcase of athletic prowess and global competition. Let's take a month-by-month journey through the extraordinary world of sports that awaits us.

Pedersen & Skjelmose Lidl Trek

Exploring Sponsorship Dynamics and Financial Realities in Professional Cycling

As the cycling world gears up for the upcoming season, we delve into the financial landscape of professional teams, shedding light on salaries, budgets, and team sizes.

Football 2023

2023 in Retrospect: A Review of 10 Stories That Shaped the Sporting Landscape

From triumphs that reverberated through stadiums to off-field narratives that captured the essence of the sporting spirit, here's a comprehensive review of the 10 stories that defined and shaped the sports landscape in the past year.

Jack Grealish Manchester City Premier League

English Premier League Scores Big with £6.7 Billion TV Rights Deal: Sky Sports and TNT Sports Secure Exclusive Rights Until 2029

In a groundbreaking move that has sent shockwaves through the sports broadcasting world, the English Premier League (EPL) has recently finalized a historic TV rights deal worth a staggering £6.7 billion.

Securex Pro League

Unveiling the Winning Playbook: Lessons Learned in Sports Sponsorships & Marketing in 2023

As we bid farewell to another exciting year in the realm of sports, it's essential to reflect on the pivotal lessons that have shaped the landscape of sports sponsorships and marketing in 2023.

RSC Anderlecht

Football Sponsorship in Belgium: Leveraging the Power of Media Platforms

Belgium's Jupiler Pro League has found a unique billboard – not on buildings or busy streets, but on the chests of football players. This strategic placement is a testament to the unparalleled impact and popularity of football, making it the country's biggest sports platform.

Whatsapp Channels

Unlocking the Power of WhatsApp Channels in Sports Marketing

This innovative feature has not only captured the attention of the general public but also holds tremendous potential for the world of sports marketing.

Team Jumbo-Visma

Paving the Path Forward: Team Visma | Lease a Bike's Resilient Rebranding Journey

Team Jumbo-Visma, a powerhouse in the peloton, recently navigated a challenging rebranding process, emerging triumphant as Team Visma | Lease a Bike.

Chloe Kelly England vs Czech Republic

Empowering Goals: The Unstoppable Rise of Women's Football

The game's momentum reached its pinnacle with unforgettable moments, such as Chloe Kelly's iconic celebration at the UEFA Women’s EURO 2022 and the historic FIFA 2023 Women’s World Cup finals between England and Spain.

Michael Jordan Nike

Endrick and New Balance: A Partnership Destined for Greatness, Following in the Footsteps of Michael Jordan's Deal with Nike

In the world of sports and fashion, sponsorships and partnerships between athletes and athletic brands often transcend mere business deals, evolving into cultural phenomena. The recent collaboration between Endrick, a rising star in the sporting world, and New Balance, an established athletic brand, is one such example.

Boxing

Boxing, Basketball, and Badminton: Unveiling the Sports Preferences of UK Gen Z

In a recent study conducted by Ernst & Young, the sports preferences of Generation Z adults in the UK have been unveiled, shedding light on the dynamic landscape of sports engagement in the digital age.

Alpine Racing

Alpine Scores Big with Star-Studded Athlete Investors: Mahomes, Kelce, McIlroy, Joshua, and Alexander-Arnold Join the Roster

In a groundbreaking move that unites the worlds of finance and sports, Alpine & Otro Capital have recently announced a star-studded lineup of new investors, featuring some of the most iconic athletes across different disciplines.

2023 World Athletics Championships

Record-Breaking Success: The 2023 World Athletics Championships in Budapest

In a historic moment for athletics, the 2023 World Athletics Championships held in Budapest shattered records, leaving an indelible mark on the sport's history. This exceptional event showcased outstanding athletic performances, record-breaking viewership, and a lasting impact on the world of athletics.

World Championship Cycling

Thrilling World Championships Draw Massive Viewership

The 96th edition of the UCI Road World Championships took place between August 5th and 13th, 2023, in Glasgow, United Kingdom. It was the stage where Mathieu van der Poel triumphantly claimed the coveted rainbow jersey on Sunday, August 6th.

Belgian Cats

Belgian Cats on the Rise: Champions of Europe

The Belgian Cats have captured the hearts of many Belgian sports fans with their outstanding performance at the European Women’s Basketball Championship held in Israel and Slovenia. The competition took place in Ljubljana, Slovenia, and Tel Aviv, Israel, from June 15-25, with the Group Phases and Quarterfinal Qualifications taking place in the respective host cities, followed by the Final Phase in Ljubljana.

Super Bowl 2023

Super Bowl 2023 - Insights

The Super Bowl is the NFL's annual championship game, pitting the champions of the National Football Conference and the American Football Conference against each other. It is one of the biggest one-day sporting events in the world and attracts high TV ratings every year.

NBA Sponsorship Revenue Record

NBA Teams Set Unprecedented Sponsorship Revenue Record of $1.4 Billion

The NBA continues to showcase its formidable commercial appeal during the 2022-2023 season, with teams collectively generating a staggering $1.4 billion in sponsorship revenue. This remarkable achievement not only reaffirms the league's global appeal but also emphasizes the crucial role of corporate collaborations in the financial success of NBA franchises.

Women's Football

Historical Success and Future Expectations for Women's Football

The Women's World Cup is currently in full swing in Australia and New Zealand, just under nine months after the Men's World Cup took place. The titanic clash between Argentina and France, featuring Lionel Messi and Kylian Mbappé in the lead roles.

Liverpool financial accounts 2022

Liverpool financial accounts 2022

Liverpool's total revenue rose by £107m to £594m - an increase of 22% with pre-tax profits of £7.5m. Only Real Madrid (£605m) and Manchester City (£619m) generated more profit globally. The club released its latest financial accounts for the period to May 2022.

Sports sponsorships in Europe

Sports sponsorships in Europe

Sports sponsorship has become increasingly popular in recent years, as companies recognize the value of sports as a marketing tool. As the industry continues to evolve, it will be interesting to see how sport sponsorship develops and what opportunities it presents for sponsors and sports properties alike.

FIFA World Cup 2022

FIFA World Cup 2022

The FIFA World Cup Final is one of the most-watched and lucrative sporting events in the world. The tournament attracts millions of viewers and generates significant revenue from various sources, including broadcasting rights, sponsorship deals, ticket sales, and merchandise sales.

Tour Of Flanders 2023

Tour Of Flanders - Viewing numbers 2023

In recent years, the Tour of Flanders has become increasingly popular with cycling enthusiasts in Flanders and around the world. In 2023, the race set new attendance records, with more men and women watching than ever before.

Tour de France 2022

The Tour de France (2022) is now well past its halfway point, some interesting facts

With approximately 4,500 dedicated enthusiasts following this mobile village of a race. Comprising 22 teams, each with nine riders covering over 3,000 kilometers, it can only mean one thing: the Tour de France is upon us once again. As the race has advanced beyond the Alps, and the riders basked in their well-deserved third rest day, the distant allure of Paris now seems a bit closer. What insights have we gleaned from the past three weeks, and what are some noteworthy tidbits? We present these observations for your consideration.

2022 FIFA World Cup in Qatar

No more debates? Semi-automatic offside technology comes to the rescue (hopefully) at the 2022 FIFA World Cup in Qatar.

On July 1, 2022, the global football governing body FIFA announced a groundbreaking development for the upcoming 2022 FIFA World Cup in Qatar, scheduled from November 21 to December 18, 2022. The new semi-automatic offside technology will make its debut on the football pitch. The offside rule and disallowed goals have consistently been among the most debated topics among analysts and fans. Will this technology put an end to offside discussions? How does this system work?

109th Edition of the Tour de France

The Route of the 109th Edition of the Tour de France: 3331 km of Cycling Excitement?

On Friday, July 1, 2022, the 109th edition of the Tour de France kicks off! This year, the Tour starts with a time trial in the Danish capital, Copenhagen. After covering 3,331 km through Denmark, Belgium, Switzerland, and France, the riders will arrive in Paris on July 24. But what can we expect from each stage exactly? Let's take a closer look at the route!

Sports summer of 2022

Curious about what the sports summer of 2022 has in store? Find out here!

Did you know that in August, the European Championships of a whopping 9 Olympic sports will come together in Munich? But that's not all; with events like the UEFA Women's Euro in England, the World Athletics Championships in Oregon, the European Men's and Women's Basketball Championships, and more, several other high-level sports events are also on the horizon. Here's an overview of the key dates for the 2022 sports summer. What are you looking forward to the most?

3D Virtual Venue Technology Tottenham

3D Virtual Venue Technology: Transforming the Tottenham Hotspur Stadium Experience Before Ticket Sales

"What you see is what you get!" With this mindset, Tottenham Hotspur became the first club in the United Kingdom to introduce the 3D Virtual Venue Technology, in collaboration with their partner, Ticketmaster. This innovative technology provides supporters with a 'digital' preview of the experience they can expect at their specific seat in the brand-new stadium, even before purchasing their tickets.

Women's Euro 2022

The commercial strategy of Women's Euro 2022 is poised to usher in a groundbreaking evolution in women's football

On July 6, 2022, the opening match of Women's Euro 2022 was played between host nation England and Austria at Old Trafford. It marked the first record-breaking moment in women's football with the highest attendance, a staggering 68,871 supporters. Women's football has witnessed significant growth in recent years, and this tournament is expected to serve as a milestone in terms of engagement and commercial activity. What records do they anticipate breaking with their commercial strategy?

Motorola Pro League

Motorola Becomes Official Partner of the Pro League for the Next 3 Years

Smartphone manufacturer Motorola has entered into a 3-year agreement with the Belgian Pro League and its media partner Eleven Sports. This makes it an official sponsor of Belgian professional football until the end of 2024. The sponsorship is part of a broader strategy where Motorola aims to further strengthen its brand presence in Belgium.

Champions League Women's Final

Champions League Women's Final Watched by Record Number of Fans

The final of the UEFA Champions League in women's football was watched by a record number of people. The final tally, made public by media company DAZN, was 3.6 million viewers from around the world.

Women's Cycling

How women's cycling is gaining popularity

Interest in cycling is growing and the sport is in the top three most popular sports in France, Belgium, Italy, Spain, The Netherlands, The United Kingdom, ... With 73,000 hours of live TV coverage and more than 1.4 billion cycling fans worldwide watching regularly, cycling's popularity will only increase.

Pro League MG

Pro League chooses MG as innovative automotive partner

To support Belgian soccer's sustainability ambitions, the Pro League and media partner Eleven Sports are partnering up with MG. The British-Chinese carmaker shares a passion for innovation and brings an important contribution to a greener fleet.

Winter Olympics Beijing 2022

Winter Olympics: Beijing 2022. This is what you need to know

The 2022 Winter Olympics in Beijing are in full swing. The opening ceremony took place on Friday, February 4, and the closing ceremony is scheduled for Sunday, February 20. Athletes are competing for the gold in three different locations around the city, namely in Central Beijing, Yanqing, and Zhangjiakou.

Jupiler Pro League 2022

What does the Pro League have in store for us in 2022?

2022 promises to be a fantastic year for sports. Even in our own league, it seems to be getting very exciting. The Play-offs are getting closer, and they will once again provide an exciting conclusion to the football season. And what about the 2022 World Cup and its impact on our league?

Sustainability Sports Organizations

Sports Organizations Must Think Sustainably About Future Calendar Plans

Sport leaders must "set a new standard" for sustainability when adding extra events to the calendars.

First Chinese F1-driver

Formula 1 at a Turning Point in China with the Signing of the First Local Driver

Formula 1 is set to have its first-ever Chinese driver next season, a development that could reshape the sport's position in the massive Asian market.

Messi Most Marketable Athlete 2023

Lionel Messi Named World’s Most Marketable Athlete in 2023 with Record MLS Salary

In a remarkable double achievement, Argentine soccer superstar Lionel Messi has once again clinched the title of the world's most marketable athlete for 2023, as reported by SportsPro. This places Messi in a category matched by only one other athlete in the history of the 50 Most Marketable Athletes (50MM) rankings by SportsPro.

Copenhagen Tour de France

Copenhagen, the World's Most "Bike-Friendly" City, Ready for the Tour de France Grand Départ

Copenhagen, the World's Most "Bike-Friendly" City, Ready for the Tour de France Grand Départ

Formula 1 Youth Fanbase

F1 Youth Fanbase Grows by 17% to 20.1 Million, Study Finds

According to market research agency The Insights Family, the number of active child fans of Formula 1 has increased by 2.85 million in key European markets.

Record Football Year

Is the 2021/2022 Season Set to Be a Record Year?

The 'big five' European football leagues were hit by a €3.7 billion revenue drop due to the Covid-19 pandemic. Football clubs were forced to adapt their business models, which may serve for a positive impact in the long term.

2023 Cycling Season Statistics

2023 Cycling Season in Statistics: Belgians Shine in Every Aspect

The year 2023 treated us to a multitude of unforgettable cycling moments, both in the men's and women's categories. However, as heroic performances fade away, what remains are the raw numbers that will etch this year into the annals of cycling history.

Jupiler Pro League Partner

Become an Official Partner of the Belgian Pro League football

Pro League has so much to offer. Every week 32 professional teams and 18 FIFA players strive for success both on the pitch and online. Beneath it all lies a wide range of opportunities to commercialize your brand and surf the wave of future proof and profitable organization; Pro League.

US Open 2023

Game, Set, Match: The Spectacular Numbers Behind the US Open

The 2023 US Open, a grand spectacle of tennis excellence, has come to a thrilling conclusion, leaving us with a plethora of fascinating numbers and records to dissect. From record-breaking attendance to historic player achievements, here's a numerical look at the latest edition of this prestigious Grand Slam event.

New Generation of Sports Fans

The Quest for a New Generation of Sports Fans and Their Dollars

In today's rapidly evolving entertainment landscape, the race to capture the attention of the youngest generation of sports fans and their disposable income is in full swing. From the acquisition of amateur soccer club Hasselt by podcaster Sam Kerkhofs, to the YouTube cycling team "Tour de Tietema," and even a documentary series featuring Average Rob and Remco Evenepoel...

European Open Antwerp 2023

European Open Antwerp 2023: A Tennis Spectacle and Its Path to Excellence

“Challenges and Triumphs That Define Tennis's Grandeur in Antwerp”

NBA season 2023-2024

The NBA is back: what to expect from this year’s season?

What to expect from this year’s NBA season? Who are the contenders for the NBA finals? Can Victor ‘Alien’ Wembanyama live up to the expectations with the San Antonio Spurs? And many more in this article.

Premier League Gambling

Premier League clubs agree to remove gambling partners from front of shirts

18 of the 20 current Premier League clubs have agreed to withdraw gambling sponsorship from the front of their club’s matchday shirts.

Formula 1 Profit

How Formula 1 is becoming one of the most profitable sports in the world

The Sport had an increased revenue of 24 per cent year-over-year (YoY) to US$887 million in the third quarter of 2023.

30 Years of the UFC

Celebrating 30 Years of the UFC: A Triumph of Partnerships and Sponsorships

As the Ultimate Fighting Championship (UFC) celebrates its 30th anniversary, it stands as a testament to the remarkable journey of a sport that has transcended its early controversies to become one of the most successful combat sports properties on the planet.

Super Bowl Ad Slots

CBS Approaches Sellout for Super Bowl LVIII Ad Slots, Underscoring the Enduring Power of Sports Advertising

The upcoming Super Bowl LVIII, set to be broadcast by CBS, is already making headlines as the network approaches a sellout of its advertising slots.

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