Sampson Yimer | Serving fans and brands – what we can learn from the ESL backlash
In the aftermath of the European Super League controversy, Sampson Yimer, vice-president, sponsorship consulting at Momentum Worldwide, argues that listening to sports fans has never been more important
Sampson Yimer | US sports fans at tension point on return to live events
Last weekend’s NFL Super Bowl highlighted the tension point between the return of fans to live sporting events and the dangers inherent in that return. Sampson Yimer, vice-president, sponsorship consulting at Momentum Worldwide, looks at the pros and cons, backed by the agency’s proprietary study on fan sentiment.