How do you build a sports partnership that works?
12 October 2026
Five steps from audience and data to a tailored proposal, closing and renewal.
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Written by me
Articles about sales, commerce and the sports world.
Identity can't be bought
12 October 2026
Multi-club ownership is growing fast, but many networks lose their identity. What clubs can learn from Wrexham and Estrella.
Read the article →Why I hoped an NBA player would miss in Miami
7 October 2026
How Miami HEAT sells more than basketball with Chick-fil-A, data and an entertainment platform.
Read the article →19 years of Movistar: what Enric Mas' Vuelta win shows about sports sponsorship
29 September 2026
Enric Mas wins the Vuelta a España. Behind that sporting result is a Movistar and Telefónica sponsorship that has run for 19 seasons.
Read the article →Why fan insight is worth more than reach
29 September 2026
A 360° fan profile changes the commercial conversation with sponsors. How AFC Bournemouth and the Dutch football association KNVB turn fan data into real commercial value.
Read the article →What Virgil's Legacy Trophy shows about commercial value in sport
29 September 2026
Willem II organised an international youth tournament in Tilburg with Virgil van Dijk as its figurehead. What this shows about the commercial potential of a sporting event.
Read the article →What sponsorship in sport really delivers
1 September 2026
Research by Gemba into 215,000 data points shows how sponsorship in sport really delivers value.
Read the article →The future of business clubs in football
20 July 2026
Why most business clubs are behind the times, and what Como 1907 does differently with data and community.
Read the article →AI in sport: ticketing, sponsorship and fan experience
25 July 2026
Where the opportunities for AI lie for clubs, from dynamic ticket pricing to measurable sponsorship.
Read the article →1.5 million euros in merchandise in a single hour
5 August 2026
How FC Barcelona built a new sponsorship model with a limited edition shirt and Spotify.
Read the article →The Wrexham AFC fairy tale
8 August 2026
From fifth tier to global brand: how commerce and storytelling transformed a club and a city.
Read the article →This is why I can't stop talking about Como
14 August 2026
What I saw at the Como Cup: how Como 1907 connects football, tourism, hospitality and partnerships into one ecosystem.
Read the article →My FC Barcelona diploma
11 August 2026
On completing Advanced Sponsorships & Sports Marketing at the Barça Innovation Hub.
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