Commercialization

China wants to become a world leader with billions invested in football. The DFB and the Bundesliga clubs are competing with other countries for the market with enormous potential, which is not free of imponderables.

Women are still underrepresented in outdoor sports. But since the "She Moves Mountains" campaign by The North Face a change is noticeable. Also because the gender marketing of the brand bears economic and social fruit.

The La Liga ball is provided by Puma, the new supplier of the Spanish Football Championship. In addition, the sports brand will sponsor two clubs in the future - and cooperate with new top stars.

Products alone are no longer enough to retain customers - much too fast moving and much too interchangeable. In order to build and maintain a community, brands have to be sympathetic and experienceable. ISPO.com presents successful strategies.

After the opening of ISPO Munich 2019, Klaus Dittrich, Chairman and CEO of Messe München, talked about the most important innovations in 2019. He finds it particularly remarkable how ISPO brings young people into the sports business.

Two German tennis players talk about their hard way to professionalism, their sponsors and reveal how good you have to be to make a living out of playing tennis.

Seven clubs from the German Soccer League Bundesliga are cooperating with ISPO Beijing in January 2019. The teams, including Dortmund, the leader of the league, are coming to China for the sporting goods fair because ISPO in Beijing is relying on a new concept that quickly convinced the clubs.

Soccer dominates sports sponsorship in Germany, but other sports are catching up. Learn here why running sports are gaining in importance and why a marketer shouldn’t just focus on reach.

Sponsorship is booming; never before has more money been invested. Which trends will dominate in 2019? Read Part 1 of our sports sponsorship series here.

Digitalization is also revolutionizing sports sponsorship. Marketing managers are increasingly shifting their budgets from print, radio and TV to the Internet, especially to social media. These are the biggest trends in picture sponsoring in 2019.