Michael Hirsiger

An insightful article in the Financial Times on our Technogym CEO and Founder, on moving from traditional gym equipment maker to a data-driven wellness group targeting elite athletes….

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This Brand Equity article encapsulates one of the main reasons we started AMP a year or so ago. Talent management, across sports and Bollywood is undergoing a tectonic shift. The old model is broken and the industry is changing every single day. If you’re interested in how talent is managed and what the future possible holds, this article is a great place to start. https://lnkd.in/d7cPrrdM

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Paris Saint-Germain launching a running club is everything that epitomises where the intersection of sport is going. Sports have the potential to be focal lifestyle hubs, tapping into consumer demand through existing fan bases and shared identity - strategically targeted, either localised or globally. The essence is, the world has been shifting more towards society to ‘tribal’ communities in a more modern context over the last decade or so. Leading to a more substantial feeling of belonging, with a ‘re-tribalisation’ through digital means. It’s about moving away from large, centralised structures towards more value-driven communities. Sport and its fans have provided this since the dawn of age and continues to evolve. The difference now is, how do you blend this with the wider lifestyle of those fans outside the context of the focal sport itself (e.g. football), for greater brand connection, identity and revenue streams? Getting this right for longevity of connectivity brings the lifestyle that adds value. I’ve always reiterated that sport itself is a lifestyle. And it’s only a matter of time before the greater lifestyle benefits unfold around it, indirectly correlated to the named sport itself. The last thing is that sports teams are perfect for bringing in new initiatives with minimal friction when targeted right and sensitively executed. The distribution and trust is already there. Moreover, the technology is there to accumulate the right data for greater brand and consumer insights - outside of match days, merchandise and directly correlated events to that sport. From Jordan to standalone US retail stores and Run Clubs with the aligned profile of Sir Mo Farah, PSG have nailed the intersection of Sport x Lifestyle x Tech and will continue to evolve into a conglomerate of assets - with community, data and IP at the heart of where the value of modern (sport) business lies. Enhance the brand > Find the distribution > Execute the right strategy at the right time > Generate the traction > Accumulate the data > Evolve the process for greater brand and consumer value > Target new markets. ‘We Run Paris’ will certainly become ‘We Run Globally’.

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XGL Draft: This is going to be big. Four franchises. Four global cities. 40 athletes. The evolution of X Games begins March 12 with the first-ever MoonPay XGL Draft. MoonPay X Games Jeremy Bloom Annie Lokesh Cherie R. Cohen Ashley Robbins Beth Tepper Grace Coryell Kevin O'Connor Sarah Farnsworth

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MotoGP is a global championship — but its commercial gravity is still shaped by geography. While manufacturers remain concentrated in Italy, Japan and Austria, sponsorship capital and brand ambition are increasingly moving toward Asia. This tension between industrial structure and commercial evolution is quietly reshaping how teams, sponsors and brands approach MotoGP. In this article for The Sponsorship Apex, I analyse: how manufacturer geography influences sponsor confidence and narratives why ecosystem-based engagement matters more than logo visibility and how brands like CFMOTO are approaching MotoGP through progressive integration rather than rushed ambition 👉 Full article here: https://lnkd.in/djvsfNy5

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Different Breed ® and Alloc8 partnership brings personalised, inclusive Digital Guides for Global Sports Fans Different Breed® and alloc8 have announced a strategic partnership and technical integration designed to provide a world-class experience for fans and deeper, real-time insights for sports clubs and venues. The partnership places Different Breed ® within the alloc8 ecosystem, launching initially within the EFL (English Football League) before international expansion to offer personalised fan guides to supporters across both membership and ticketing platforms. By integrating Different Breed’s proprietary data via a new API, alloc8 now provides clubs with a real-time oversight of fan needs before they even arrive at the stadium, directly aiding matchday reporting and operational strategy. For alloc8’s customers, this integration creates significant commercial value, enabling clubs to unlock new sponsorship and marketing opportunities within a seamless environment that delivers an exceptional fan experience. At its core, Different Breed ® is built as an inclusive engagement platform that exceeds accessibility expectations, ensuring inclusion is designed into the infrastructure and strategic processes from the outset, not bolted on. Pete Hewison, Product Director at alloc8 said: “Accessibility has always been central to how we design alloc8’s ticketing and membership systems. Partnering with Different Breed allows us to extend that commitment across the wider digital journey, embedding inclusion at every stage of the event experience, while giving clubs deep behavioural insight that helps them make smarter decisions.” Craig Pryde, CEO, Different Breed ® said: “By joining the alloc8 ecosystem, we’re making it effortless for event teams to provide world-class experiences that everyone can access, without adding complexity to their day-to-day operations.” Daniel Cook, COO, Different Breed ® said: “This partnership is about scale and speed. By partnering with alloc8, we can extend our reach exponentially and ensure the fans who benefit from accessible, personalised support can access it sooner. The impact is simple but powerful, more people feel confident, considered and included every time they attend a live event.” For the full story, go to: https://lnkd.in/dHHsG7vk #FanExperience #LiveExperience #DigitalGuides The 2026 SVB LIVE Conference & Exhibition – with a focus on elevating the live experience through pillars including the Customer Journey and Premium Experience – is being hosted at Everton’s spectacular new Hill Dickinson Stadium on October 1st and 2nd. The event will commence with an Opening Night Icebreaker at Liverpool FC’s iconic Anfield stadium on September 30th. Daniel Cook is one of 30+ confirmed speakers to date. #SVBLIVE #SportsVenueBusiness Sports Venue Business

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Global beverages giant Coca-Cola has announced a partnership extension with UEFA covering the next European Championship men’s national teams tournament. Under the new deal, Coca-Cola will return as an official global sponsor of Euro 2028, serving as the official non-alcoholic beverage sponsor of the tournament, taking place across the United Kingdom and Ireland. Coca-Cola has sponsored every edition of the Euros since 1988, most recently serving as a global sponsor of Euro 2024 in Germany. The new deal features exclusive pouring rights in the nine host stadiums and official fan zones and fan villages during the tournament, as well as LED pitch-side branding and digital rights. A variety of Coca-Cola products will be available, including Coca-Cola, Powerade, water, and ready-to-drink coffee and fruit-based drinks, with low and sugar-free options during Euro 2028. Euro 2028 will mark 40 years of Coca-Cola's partnership with UEFA. #SportsSponsorship #SportsMarketing #CocaCola #Euros #Football #Uefa

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Exciting news from World Triathlon, we’re proud to launch our Environmental Sustainability Strategy 2026–2030. Triathlon is a sport born from nature. We swim in open water, ride through landscapes, and run under open skies. Protecting that environment isn’t just good practice, it’s essential to our sport’s future. Our new strategy is built around four pillars: Climate Action & Emissions Reduction, targeting carbon neutrality by 2040 and a 50% cut in emissions from our 2019 baseline Sustainable Events & Resource Use, eliminating single-use plastics and driving toward zero-waste championship events Water, Nature & Biodiversity Protection, embedding nature-positive actions across all major events Governance, Accountability & Reporting, transparent, science-based reporting across our entire global federation This strategy aligns with the UNFCCC Sports for Climate Action Framework, UNEP Sport for Nature, and the UN Global Compact, and builds on the meaningful work our Sustainability Commission has driven since 2022. We believe sport has the power to inspire real-world change. This is our commitment to the planet that makes our sport possible. #WorldTriathlon #Sustainability #ClimateAction #SportForNature #Triathlon #GreenSport

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Delivering comms for a global announcement in a regulatory environment is always a challenge but today the Sportradar comms team has done a great job distributing the news that Sportradar's acquisition of IMG Arena has successfully closed, following the green light from the UK's Competition and Markets Authority. The deal further strengthens our robust collection of sports betting rights, bringing a trio of tennis' Grand Slams - Wimbledon, Roland-Garros, U.S. Open - into our existing comprehensive tennis portfolio already featuring ATP and UTR competitions. Across the primary sports for betting - football, tennis and basketball - the acquisition includes Major League Soccer, National Women's Soccer League, Football Australia and Euroleague Basketball, in addition to golf's PGA and DP Tours. We're looking forward to working across these new properties and a quiet week in comms continues with our quarterly Earnings announcement on Wednesday!

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Why have both the British and Italian governments seen the need to introduce independent oversight of major professional sports clubs, including football, in the past 12 months - and how have they gone about doing so? Valerio Casagrande of the LEAP Sport Academy, and previously CFO of Parma Calcio 1913, has provided a very helpful overview of both the rationale for and the detail of the new organisations: ⚽ The Independent Football Regulator in England, covering 116 football clubs in the top 5 tiers of the men's game in England; and ⚽ 🏀 The somewhat less succinctly named "Commissione Indipendente per la verifica dell’equilibrio economico e finanziario delle società sportive professionistiche", covering professional clubs in both football and basketball in Italy. It's been interesting discussing these changes with Valerio, and providing input to his analysis in respect of the IFR, along with my colleague Aaryaman Banerji and football finance expert Kieran Maguire of University of Liverpool. For further details, and a link to the full LEAP Sport Academy article, go to: https://lnkd.in/eKKjqVeS #footballgovernance #footballregulation #IFR

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A massive step for MLS and one that could reshape the league’s long-term global positioning. On top of the move to a European-style calendar, MLS announcing that all league matches will be available to Apple TV subscribers without the MLS Season Pass paywall is a major distribution play. This combination, global alignment + frictionless access, positions MLS for a potential audience breakthrough. Removing the paywall should dramatically widen the top of the funnel, drive casual fan conversion, and amplify the league’s visibility at a critical moment leading up to 2026. The decision to shift to a European-style calendar isn’t just a scheduling adjustment, it’s a structural evolution that touches every layer of the ecosystem. This move signals clear ambition. MLS wants to be perceived alongside top global leagues, not outside of them. The World Cup 2026 runway, growing international interest, and surging youth participation in the U.S. make this the right moment to align. Big moment for the league. Big test ahead.

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The Asset Class Newsletter community spans startups, funds, media companies, and operators across global sport. Here is more of who is reading this week. Sportforia — A fan engagement platform built around reliving and sharing sports memories, highlights, and moments. Operating at the intersection of sports content, gamification, and community. Sportbnk — A sports finance platform building the infrastructure for how athletes and sports organisations manage money. Gameday Sports AI — Applying artificial intelligence to the game day experience, from fan engagement to venue operations. One of the AI-native companies building inside the infrastructure layer of sport. FutureStars AI — A technology platform in athlete identification and development, using data and AI to find the next generation of talent earlier than traditional scouting models allow. Commercial Sports Media — A media and rights consultancy operating in the European sports broadcasting and commercial rights space. The places where sports, capital, and infrastructure intersect are exactly where Asset Class lives. Not yet subscribed: https://lnkd.in/d9HUvmd2 #sportsbusiness #sportsinvesting #sportsinfrastructure #sportscapital

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February has turned into a real-time snapshot of where sports, culture and marketing are headed. In the span of two weeks, the Olympic Games have played out across time zones and multiple screens, the Super Bowl reminded us what true scale still looks like and the NBA showcased a refreshed All-Star format that brought new energy and creativity to the midseason stage. Different audiences. Different contexts. Same underlying question for brands. What role are you actually playing in people’s lives? The old model of sports marketing was built for moments when grabbing attention was easy and concentrated. Today attention is fluid. It moves from a downhill run to a halftime show to a Sunday afternoon tipoff viewed across your choice of mediums and platforms. The connection point is not the event. It’s the person moving across all of it. What’s becoming clear this February is that the brands breaking through are not the loudest or the biggest. They are the ones with clarity of role. The ones that feel native to the moment instead of layered on top of it. That requires a different muscle. Less obsession with assets. More obsession with context. Less focus on presence. More focus on meaning. If this month is any indication, the gap between brands that simply show up and those that truly belong is only going to widen. I wrote a POV on what a marketer-first approach to sports and partnerships looks like as we continue to move into this next era where the lines between sport, culture and everyday life are increasingly indistinguishable. Read the full op-ed here: https: //https://lnkd.in/e7-Y6QSu

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📊 Global Entertainment and Media trends, with clear signals for the future of sport in our region. PwC latest Entertainment & Media Outlook 2025–2029 projects the industry to reach $3.5T by 2029—driven by digital ad growth, AI adoption, and shifting consumer behaviours. For the sports sector in the Middle East, this means: 🔹 Digital advertising is overtaking traditional revenue streams—making AI-powered fan engagement and monetisation essential. 🔹 Youth-led consumption is shaping demand for live content, gaming, and immersive fan experiences. 🔹 Connectivity infrastructure—from smart stadiums to 5G—will define the next generation of sport content delivery. 🔹 AI is not just back-end tech—it’s becoming central to personalised content, sponsorship value, and predictive fan insights. Sport organisations and investors across MENA have a real opportunity to lead—if they move with these global shifts in mind. Explore the full report! PwC Middle East Nicolas Mayer Nicolas Urvois Peter Daire Faisal Urfali #PwC #MediaOutlook2025 #MiddleEast #SportsBusiness #AI #DigitalFanEngagement #SmartStadiums #SportTech #MENA

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FPRO continues to gain traction through key partnerships across Europe and the UK. Last month we closed three new deals that will help bring our training to more kids: 🏴󠁧󠁢󠁥󠁮󠁧󠁿 Essex County Football Association – connecting with 1000+ clubs, 5000+ teams, and 3000+ youth teams across the county. 🇬🇧 Professional Football Scouts Association (PFSA) – the UK’s leading scouting body, helping scouts guide talented players towards structured, self-led training. 🇩🇪 Holstein Kiel – supporting youth development through their academy and Leistungszentrum in Germany. These collaborations bring us closer to our goal of making world-class football training accessible to every young player, wherever they are. #FPRO #sportstech #footballtraining #footballbusiness

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The MILANO CORTINA 2026 WINTER OLYMPICS SERVE AS A CRUCIBLE WHERE HERITAGE, PERFORMANCE, AND LUXURY CONVERGE. Today’s most successful brands deploy a sophisticated three-part playbook to convert global attention into lasting equity, leveraging data that shows the immense media value at stake. According to Marketing Mind, Nike led with $8.4 million in impact value, narrowly ahead of Ralph Lauren’s $8.3 million from its Team USA kit. - The Official Sponsorship: Uniform as Billboard. National team kits are powerful communication tools, broadcasting brand values during peak global moments. Ralph Lauren’s $8.3M impact comes from reinforcing timeless American heritage, while Emporio Armani captured $1.8M by outfitting the home team, positioning itself as a pillar of Italian identity. The strategy now extends beyond passive logo placement to pre-Games "look book" campaigns that drive weeks of conversation. - Strategic Retail: Capturing Convergent Attention. Luxury brands target the influx of high-net-worth tourists by establishing physical presences that convert cultural excitement into sales. Prada’s opening of a three-floor boutique on Corso Italia in Cortina d’Ampezzo exemplifies this. By offering exclusive, location-specific merchandise, these flagships become experiential hubs, turning purchases into souvenirs of a unique moment and capturing immediate consumer intent where attention and affluence meet. - Post-Games Partnerships: The Athlete as Influencer. The Paris 2024 rule changes, which loosened athlete endorsement restrictions, have unlocked a new wave of authentic storytelling. The partnership between rugby star Ilona Maher and Maybelline is the benchmark. Maher, who built over 4 million followers through her authentic personality and signature red lipstick, aligned naturally with the brand’s message on self-expression. This demonstrates a shift from medal-potential scouting to valuing an athlete’s "cultural credibility" for long-term compound returns. This integrated playbook works because each play targets a distinct conversion point: sponsorships build association, retail captures immediate intent, and athlete partnerships cultivate communities that pay dividends for years, transforming a moment of global attention into lasting brand equity. ✨ Publisher of VOGUE CS

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Nike share down amidst profitability concerns, but: - running grew double digits in Greater China (despite a general -10% in Q3 2025) - EMEA: double-digit growth in running - Asia Pacific & Latin America: double-digit growth in running “Nike Running has created the roadmap for other sports to follow.” It's gotta be the sport (running) https://lnkd.in/daAptjGp

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We're working with the NBA. And we just unveiled the next phase of our collaboration. Before I tell you what’s launching next, here’s a quick look at how far this partnership has come: 2024 — The National Basketball Association (NBA) All-Star Skills Contest was played on our ASB GlassFloor 2025 (first half) — Our floor was installed in the league’s first dedicated training site in Orlando. 2025 (second half) — And now, chapter three begins. ASB Athletes Lab 2.0 is opening in Orlando 🏀 This new facility brings together: - our ASB GlassFloor - ShotTracker Inc.’s real-time analytics - Spiideo’s video technology The result:  an interactive, data-rich training environment designed for professional and collegiate athletes who want precision, feedback, and performance insights in every session. A big thank you to Chris Thornton and TODOR ILIEV for driving this project forward. If you’re in Orlando, come see it in action. We’d be happy to show you around.

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