News

At the end of each month you will find a summary of the latest sport business and sponsorship news, along with a short strategic analysis and/or activation ideas.

SB Review - May 2026
May 30, 2026
Sport Business Review May 2026: FIFA×Fanatics, Marseille×Monster, Serie A×Polymarket, the Adidas, Lay’s and Powerade World Cup campaigns, fan fatigue and the battle for attention.
SB Review - April 2026
May 3, 2026
Sport Business Review April 2026: athlete attention economy, Whoop×PSG, Polymarket, WhatsApp fan engagement, women’s sport growth and financial pressure in French football.
Zoom Activation #1 - Nike x ACG
March 29, 2026
On the occasion of the Milano-Cortina Winter Olympics, Nike made a bold move with the launch of ACG — All Conditions Gear.
SB Review - March 2026
March 29, 2026
Sport Business Review March 2026: €1.78bn French market, UTMB×Vibram, Mistral×Visma, Kings League×Adidas, Nike MAVN, UC3, La Roche-Posay—analysis & takeaways.