Adam Nelson, Europe office

Data-led fan engagement platform Fortress and Barclays have developed a new universal payment scheme at Aston Villa FC, aiming to deepen the connection between a club and its fans and open up whole new commercial revenue opportunities in the process.

Adam Nelson takes a closer look at how, through its sponsorship of the Women's Tennis Association, SAP's technology aims to analyse in-match performance.

Adam Nelson investigates the European Handball Federation's latest media and marketing rights agreements, after the recent joint bid for packaged rights from Infront and DAZN Group secured the organisation a 300-per-cent increase.

Vodafone and the Bundesliga launched a world-first use of a 5G mobile network in Wolfsburg’s Volkswagen Arena on Monday night. Adam Nelson reports on how the technology can bring second-screen engagement to the match day experience.

Never knowingly understated, Irish bookmaker Paddy Power's latest marketing activation ended up garnering a £50,000 fine for one of its partner clubs. Adam Nelson takes a look at the story behind the betting company's 'unsponsorship' of five UK football teams, and whether the campaign can maintain relevance and visibility throughout the season.

The International Ski Federation is ramping up its global engagement efforts as it builds towards Beijing 2022, with its secretary general, Sarah Lewis, describing China as “the biggest opportunity for winter sports in the last 50 years”. Adam Nelson reports on how FIS is using its digital strategy to encourage consumers to take to the slopes.

Barclays global head of sponsorships and media, Tom Corbett, tells Adam Nelson why the bank has stepped up its association with football by signing a record-breaking title partnership with the Women's Super League.

Adam Nelson reports on how the International Cricket Council revamped its broadcast coverage ahead of the 2019 Cricket World Cup, focusing on storytelling to attract new audiences and break digital engagement records

SportBusiness speaks to Fifa's chief women’s football officer, Sarai Bareman, to get her reflections on the 2019 Women's World Cup in France and hear how she is hoping to leverage the momentum gained from that event to further develop women’s football around the world.

Australian football entered a new stage in its development earlier this year with the announcement that the A-League and W-League would be spun off from Football Federation Australia. The FFA's chief commercial and marketing officer Luke Bould talks Adam Nelson through the implications of the move and how the body is set up to weather the change.

Sport Industry NextGen, the leading professional development programme for the rising stars working in sport business, has opened applications for the 2020 intake

The 2019 ICC Cricket World Cup has demonstrated that there is a significant market for the ECB's new competition, The Hundred, according to its managing director, Sanjay Patel. He tells Adam Nelson how the ECB intends to capitalise on England's stunning World Cup victory and extend the sport's moment in the sun well beyond this summer.