Branding

Which clubs were relegated and which were promoted in the Bundesliga? Which teams are changing their main sponsors? Get all the key information and updates for the 2025/26 Bundesliga season.

Adidas is on a winning track. This can also be seen in the award for the sporting goods manufacturer’s chief brand officer. The jury’s reasoning.

Every sports brand has hidden potential which it can use to increase profits. An expert explains wherein this potential lies with five easy questions. 

An expert reveals the most important megatrends for sports brands and which mistakes sports companies keep making when planning their future. 

Mercedes-Benz expands its sponsorship of national surfing events. The Stuttgart-based car manufacturer is the new title sponsor of the kite surfing World Cup in Fehmarn.