Editorial Archive

In a space of just few weeks we have seen how Nike has surprisingly let go Roger Federer and Andrés Iniesta to challenger brands Uniqlo and Assics respectively. In everyone’s opinion, both athletes were

Cristiano Ronaldo’s departure from Real Madrid overshadowed a World Cup without big icons and leaves LaLiga with a big hole that will last for a long time Rumours about Cristiano Ronaldo’s departure from Real

With less than 3 months for Russia World Cup start, there seems to be wide consensus about the lack of excitement generated by the most important national teams tournament. This is also the case

2018 World Cup is around the corner and line-up of participating teams almost complete. We just need to wait for November play-offs to know the last 6 teams of the total 32 in contention.

The name Antoine Griezmann is no strange to any football fan today. The French striker has been improving and growing fast in the last couple of seasons, both on and off the pitch. His

We are all familiar with the fact that a top division player wearing brandless black boots means that his previous contract has expired and that he is putting himself in the market for a

While almost everyone in football industry was talking about transfer window whopping spending, Paul Pogba was relaxed posting a video on his Instagram account that reached 1 million views and 300,000 likes in just

Euro 2016 kicks-off tomorrow in France as one of the least attractive tournaments in decades. And so despite the number of top players participating, and the high number of candidates to win the tournament

When Johan Cruyff showed-up at Ballon d’Or gala back in 1971 to be presented with his first precious award with a big Puma logo on his jacket, the Dutch superstar proved everyone that he

Well, its not quite like that, but Piqué’s intense activity on Periscope has resulted in best promotion possible for this revolutionary app, acquired by Twitter for $100m just one year ago. Indeed, having Barcelona’s

Just like any other dad worried about his son spending too much time in front of the computer, the console and of course the smartphone, I started to dig more and more into videogames

Here we are again with the first players marketing newsletter of the new season, as usual including plenty of activity by brands using football players in their marketing campaigns. And as at Prime Time

Club competitions season finalized with Champions League Final in Berlin and it was nice to realize on site the intensive usage of players image rights (both personal and club related) all over the city

Japanese automotive giant has embarked in what is probably its most expensive sponsorship project ever. Replacing long standing sponsor Ford requires a major effort, both in terms of activation investment and creativity, to try

Spending around 6mio€ per season sponsoring the most awarded player in the world and realizing that consumers associate him with your main competitor is not precisely good news for a sports marketer. This is

When the great Messi appeared in a Ballon D’Or gala with a fancy Dolce & Gabana suit I am sure I was not the only one to think it was not like him, no

Portugal and Argentina face each other tonight at Old Trafford. In principle just a friendly game; in reality, the match is yet another episode of the long standing rivalry between Cristiano Ronaldo and Lionel

The World Cup is now gone and saw, once again, multiple advertising campaigns featuring a wide number of players of many different nationalities. Be it a sponsorship of a national team or campaigns with

When José Mourinho arrived in Spain to manage Real Madrid in 2010 no one was used to a manager keen on capitalizing media headlines and paper covers, in a strategy that would result not

Dr Dre is definitely on fire. Apart from just selling his Beats business to Apple for a whopping 3bio USD figure, the company completed one of the most successful campaigns ever built 100% on