Europe

Latest Features

The telecommunication company’s 2019 rebrand saw it move toward a focus on community and social engagement, something it is intending to carry through into its lead partnerships of all four UK football associations.

Why Premier League side Wolves has engaged Ipsos Retail Performance's footfall-counting technology in its club megastore. 

Signing Japanese international Takumi Minamino will be a boon for Liverpool's commercial activity in Asia, but the club's strategy to become number one in the region goes beyond a single signing. John Duerden reports.

The World Snooker Tour revealed a new corporate identity and name at the start of this year as it marked ten years of ownership by Barry Hearn's Matchroom Sport. The rebrand is intended to see it towards another decade of international growth, with China, India and the Middle East on snooker's radar.

After a nine-year stint at London's O2 Arena, the NBA is taking its annual European regular-season game to the French capital, in a match-up between the Hornets and Bucks. Going forward, the event will be taken around the continent, moving from city to city on a regular basis. Bob Williams reports.

The Association of European Professional Football Leagues (European Leagues) has agreed an expanded data rights deal with rivals Genius Sports, Sportradar and Stats Perform that covers a total of 16 top-tier…

Football streaming platform MyCujoo has signed a multi-year agreement with the Football Association of Moldova (FMF)

The French Football League (LFP) chief executive, Didier Quillot, has been elected president of the country's sport industry anti-piracy body, the Association for the Protection of Sports Programmes (APPS)

International technology company Google has a signed a domestic sponsorship deal with German Bundesliga champions Bayern Munich

Features

At its zenith, Tough Mudder posted a $10m profit, but the company now finds itself subject to bankruptcy proceedings in the US. Ben Cronin asks how it got to this point and whether a likely sale to rival Spartan can save it.

Lausanne is home to dozens of sports organisations but, until recently, its event-hosting capabilities and ambitions have been relatively modest. How will the 2020 Winter Youth Olympic Games change the landscape? Bradley Rial reports.

Ajax's global popularity outstrips all of its domestic rivals, allowing the club to position itself as a brand platform for the Netherlands and beyond. Its chief commercial officer, Menno Geelen, tells Adam Nelson about the effects of Ajax's surprising run to the Champions League semi-finals, and how a creative commercial department has helped the club compete at the highest level.

PSG wants the same kind of brand cachet as baseball’s New York Yankees or Italian motor racing team Ferrari. Frank Dunne reports.

When Velon announced that it had filed an anti-trust case with the European Commission against the UCI, in September, it exposed a fault line that had long been threatening to send shockwaves through cycling. Adam Nelson speaks with the organisation's chief executive, Graham Bartlett, about the implications of the case for the sport.

Barcelona, Paris Saint-Germain and AS Monaco have all invested in Rocket League esports, but the business case for doing so is shaky at best. Callum McCarthy examines an esport with huge, unfulfilled potential.

Opticians brand Specsavers used its title sponsorship of this summer’s Ashes series to focus on the resonances between its products and Test cricket, while a quick response to a Ben Stokes tweet showed the value in reactive marketing. Adam Nelson reports.

Media rights increases for the Uefa Champions League in the UK, US and France have vindicated Team Marketing's decision to start its sales process early in these markets. But the agency won't be getting carried away just yet, writes Frank Dunne.

The ever-growing influence of Europe’s top-five leagues is squeezing the life out of professional football in Europe’s lowlands. Callum McCarthy examines the commercial pros and cons of a merger between the Dutch Eredivisie and the Belgian Pro League.

Turkey’s qualification for the finals of Uefa Euro 2020 has given the country’s football authorities fresh hope that their ‘Golden Generation’ of young players will help drive the commercial transformation of the …

Spanish football giants Real Madrid have grown digital revenues over 30 per cent over the course of five-year partnership with Microsoft, creating a digital marketing platform that allows the club to engage with, and learn from, it's 450 million-strong global fanbase.

British Gymnastics chief executive Jane Allen, British Swimming chief executive Jack Buckner and UK Athletics chairman Chris Clark discuss their organisations' plans for the final run-in ahead of Tokyo 2020 and explain how to ensure a strong commercial return from the Olympic Games.

The Bundesliga's esports property is seen as a valuable tool with which to engage a younger fanbase and expand the reach of the league and its commercial partners. Story by Bob Williams.

As Bayern Munich have all but elected a new club president, Bob Williams takes a look at how the club's executive board is set to change in the coming seasons.

Rumours are swirling around DAZN's potential interest in a UK launch, but market conditions must be perfect for profitability to be a realistic goal. Callum McCarthy reports on the possibility of the streaming service getting off the ground in the country where it is based.

The Bundesliga’s head of APAC Kevin Sim is deep in talks with potential media-rights partners for the cycle from 2020-21. Kevin McCullagh talks to him about his expectations for the market.

SportBusiness Soccer has gone live with leading clubs from Europe’s major leagues already signed-up as clients.

Football has embraced social media in a huge way, but will its focus on digital technology undermine grassroots participation? Frank Dunne asks if the game is in danger of eating itself and looks at what Uefa is doing to prevent this.

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.