Jana Kesenheimer pushes herself to her limits in ultracycling - both physically and mentally. In an interview with ISPO, she tells us what she has learned about herself and sponsorship: That pure product placement no longer works - sport needs authentic sponsorship.
This is exactly what ISPO 2025 wants to create the right framework for. Brands that want to be authentic and approachable are in exactly the right place here. ISPO Munich offers more than just visibility - it ensures authentic brand presence. With stage talks, workshops and networking events, you become an active part of the sport. Be there - from 30. NOV. - 02. DEZ. in Munich.
My drive in ultracycling is to prove it to myself. It's about getting everything out of myself so that I can cross the finish line at the end and know that I've done it all on my own. That's why self-supported ultra races have a very special appeal for me. It's about completing many hours and many kilometers on your own and solving all the problems that arise on your own. That's ultracycling for me.
The fact that I started ultracycling at all is a coincidence. I had actually started with triathlon. But then I took part in a cycling marathon and realized that I was quite good, even though I'd never done it before. I had the worst equipment at the start, but still ended up on the podium. That was cool, of course, and then at some point I just rode my bike. Of course, it's in my nature that I like to push things to the limit. At some point, I realized that I'm particularly good when it gets extremely long. Since then, my races have become longer from year to year.
If you like cycling, then you set yourself goals. And these can be very subjective. The first time it might be 50 kilometers, then it's on to 100 kilometers. It was the same for me. At some point, the goals just get bigger and bigger. For me, this torture is part of achieving the goal. Because for me, ultracycling is about getting everything out of myself, I don't like to make compromises in the race. It's easier when you're on your own.
Especially in unsupported ultracycling races, a lot of things happen that you can't plan for in advance. When you're standing on a pass at three in the morning in the rain and you can't feel your hands, what else can you do but find a solution? Even if it's a kind of privileged, banal problem that you manage to overcome yourself, it also helps you in everyday life. Resilience is certainly the greatest outcome of the races, which also benefits you enormously in everyday life. You don't react so sensitively to everything and it gives you an incredible boost in self-confidence and optimism. And also a bit of optimism that things will somehow go smoothly.
The fact that I am now an ambassador for four major brands is also thanks to a coincidence, because I never really made an effort. Back then, I had an Instagram account with just 400 followers. Then filmmaker Stephan Wieser became aware of me and really wanted to make a movie about me. I hesitated for a long time because I asked myself, who would want to see this? In the end, I went along with it and "Three Peaks & In Between" was made. The bike manufacturer Specialized supported the film at the time and then asked me if I wanted to become an ambassador. Then we met in Holzkirchen and there was immediately a cool, personal connection. The company also trusted me and believed in me. Since then, I've been a Specialized ambassador and then one thing led to another.
For me, the best collaboration with brands is when I already use the products or am convinced of their quality. This is the case with Specialized as well as Evoc, Sram or Rapha, who I really enjoy working with. I would never enter a race in cycling shorts that don't work for me. The personal exchange with the people behind it is also very important to me in a cooperation. I work together with Evoc on prototypes, which I find exciting and also makes total sense. I would say that very few people spend as much time on a bike in different conditions as I do. That's when you often notice things. And if I then have a brand that is interested in solving this problem together with me, then it's a win-win not only for me, but for the whole community. I get around 40 messages a day from people who often have very product-specific questions and I answer them all. I take the time and you shouldn't underestimate how important this is for brands in the end.
I have the feeling that many brands try to catch influencers very easily and randomly send them products to hold up to the camera. I often get these requests, but that's not how it works for me. The platform we offer as Ambassador is extremely valuable because we simply have a very targeted community. To cover so many people with these interests through print or other media, these brands would have to invest a lot of money. That's why I want there to be a kind of appreciation, a personal exchange and an interest in my needs. I believe that this is the only way that good, consistent and sustainable partnerships work, from which everyone involved benefits in the end. In my opinion, the biggest mistake brands make is that they only use influencers as a one-sided advertising platform. That may be good for the moment, but there is often a lack of authenticity and exchange. If I have any feedback, my partners are open to it and work on it. In return, they also send me congratulations after a race. That's very cool and it's the only way to build a sustainable partnership.
You notice that there are more and more sponsored riders, especially in the field of ultracycling. The sport has become much more competitive. At the Transcontinental Race 2025, there are around 100 women at the start, more than ever before. I'm one of them and I want to win again. It will be very special. But that's not all - it's exciting to see how many people come up to me in the race or now on the Bike Film Tour and tell me that they are there or got on their bikes because of me. That's the best feedback you can get. It's pretty overwhelming for me, the influence these films have. I don't think that should be underestimated. Even if many influencers are sometimes ridiculed.
Successful ambassador models are created where the focus is on genuine connection, long-term trust and joint product development. For brands, this means moving away from superficial influencer marketing and towards genuine co-creation with credible personalities. In specialized sports segments in particular, this creates highly engaged micro-communities that go far beyond traditional target group loyalty. The reward: valuable customer insights directly from the field - and not from the laboratory. This reduces wastage, increases brand loyalty and creates relevant reach - at a fraction of traditional advertising expenditure. Brands that actively shape this exchange not only gain relevance, but also organically develop into an integral part of a movement.
The following also applies at ISPO 2025: Pure product placements are no longer enough - sport needs authentic marketing. Position your brand visibly and credibly at the center of the sports industry. Whether at talks, networking events, 360° packages or themed areas - ISPO Munich is the ideal place for exchange, partnership and authentic brand presence. Be there - from 30. NOV. - 02. DEZ. in Munich.
Attitude is not hype - it is the reason why brands exist at all. Paralympic icon Verena Bentele puts it in a nutshell: "Everyone must have the chance to move." Sport stands for access, joy and empowerment - far beyond pure performance. And as leadership mastermind Simon Sinek says: "People don't buy what you do, they buy why you do it."
The Brands on Mars agency's Haltungskompass 2025 shows what really motivates female consumers today: purpose, diversity, equality and social cohesion. Companies such as Nivea, Globetrotter, Patagonia and Nike successfully exemplify this. For decision-makers in the sports industry, this means that attitude must be visible - in product development, brand strategy and communication.
How brands can make their "Why" visible and set up their retail game for the future will be shown at ISPO 2025 from 30 NOV. - 02. DEZ. in Munich. Be there.
The Haltungskompass 2025, developed by the agency Brands on Mars and the market research institute Puls, surveyed 2,000 Germans about 200 brands - giving them valuable insights into consumers' expectations of brands and companies.
For example, according to the Haltungskompass 2025, respondents associate "social diversity" (48%), "social cohesion" (44%) and "gender equality" (44%) most strongly with brands across all sectors. The topic of environmental protection only comes in at 33%, and measures to combat climate change at "only" 31%. Brands on Mars identified a total of ten attitude dimensions.
Another representative study (Brands in Responsibility 2024) shows that trust in brands (54%) is higher than in politics (31%) or the church (25%). Matthias Meusel, CEO of Brands on Mars, says:
Germans trust brands more than the government, politics or the church.
Companies could "close this trust gap through social commitment". The Edelman Trust Barometer 2025 confirms this: people's fear that leading companies are lying to them is greater than ever. The fear of being discriminated against is also at an all-time high.
According to Meusel, the surveys also show that consumers expect companies to actively support social and environmental issues.
81 percent of Germans say that brands and companies should do more to promote social cohesion,
according to the CEO. More than half of those surveyed in the Haltungskompass 2025 also expect brands and companies to communicate their messages clearly through advertising and press work. For Nivea, for example, the focus is on five values of human interaction:
But which values suit a company and its products? "Attitude is not hype. It is a long-term competitive advantage for brands," summarizes Meusel. At the same time, he warns:
Authenticity beats marketing rhetoric. Consumers recognize empty messages. If the attitude does not match the brand, [...] it will be discovered relatively quickly.
Studies such as the PwC Brand Study 2024, by strategy and technology consultants Booz Allen Hamilton, the Aspen Institute or McKinsey and Interbrand show that the value of brands accounts for 60 to 70 percent of the total company value. A clear stance therefore not only strengthens identity, but also economic success. PricewaterhouseCoopers also found that around 79% of respondents believe that increasing awareness of sustainability influences customers' willingness to switch to other brands.
Citizens around the world believe that companies have a "license to operate". Those who feel a higher level of dissatisfaction are more likely to believe that business is not doing enough to solve social problems, according to the Edelman Trust Barometer 2025. The recommendation for action - including for companies in the sports industry - is therefore clear: "To manage these expectations, you need to understand where you have obligations, act on behalf of your stakeholders and advocate for your interests." Meusel goes one step further, calling 2025 "the year of honest brands. Germans expect a clear, honest stance." This means there is a clear mandate:
Brands should now take action themselves. Show a socio-political and social stance and communicate it honestly.
Prof. Dr. Maja Göpel, an expert in sustainability policy, transformation research and bestselling author, also describes "decency" as an important value and dedicates the last chapter of her recently published book "Werte. A compass for the future". In her eyes, this can also have a social impact. Göpel also calls for more commitment and involvement: "The time when it was an option not to get involved 'politically' is definitely over. Looking at whether a calculation, balance sheet, bureaucracy or a standard, a rule, a habit helps us to achieve our social goals is not ideological, but confidence-building. Becoming aware of these effects is also the first step on the path to self-efficacy. We can only change what we recognize - and new opportunities arise from changing everyday structures."
"Nivea has achieved great success with its diversity campaign," confirms Matthias Meusel from Brands on Mars. The fact that the brand has positioned itself extremely well in terms of equality and diversity has had an "extreme impact". Consumers remember brands that take a clear stance. According to the Haltungskompass, "40 percent [...] were able to spontaneously name brands that are socially committed - a high figure for an unsupported question." The fact that campaigns can influence buyers' opinions of brands is also confirmed by the Haltungskompass 2025.
Nivea, the world's number one, regularly relies on campaigns that represent one attitude above all: Inclusion. Its social responsibility - including for gender equality - is important to the international company Beiersdorf in many respects. "Nivea not only places the highest value on product quality, but as an inclusive brand it has always stood for fundamental values of human interaction. We are constantly making targeted investments in the brand itself in order to express our values and attitude," says a company spokesperson.
"Nivea is for skin - and Nivea is for everyone. We also show this in our commitment and through the design of our communication", a company spokeswoman describes the brand's strategy in a few words and mentions the "Going-all-in" campaign, among other things. In a video, indigenous women climb the highest mountains in the middle of Bolivia. Surrounded by snow-covered peaks, "The Climbing Cholitas" are small, colorful dots in their brightly colored robes. Why do they do this? To free themselves from stereotypes, is the answer. These brave women in traditional dresses climb to show the world that empowerment knows no boundaries. Their courage encourages women everywhere to reach new heights. And that is exactly what the campaign launched in spring 2024 aims to show: How important it is to feel comfortable in your own skin. Other protagonists are "inspiring people from different parts of the world who are following their passion".
As a brand, Nivea uses meaningful data from Kantar, the second largest market research company in the world. The brand wants to "ensure a diverse representation in its own campaigns and actively avoid stereotypes, for example". In the area of DE&I (Diversity, Equity and Inclusion), "we use an external D&I board, among other things, to ensure that we take diversity and inclusion into account at all levels - including with regard to gender," emphasizes the company spokesperson. "Since September 1, 2023, 50.3% of management positions worldwide have been held by women. Since January 2023, the proportion of women on our Executive Board has also been 42.9%. This means we have tripled our progress in this area in the last three years." The respondents to the Haltungskompass 2025 also see it this way: Nivea ranks first in the "gender equality" attitude dimension.
Various companies in the sports industry also clearly represent their values: whether environmental protection and sustainability, as with Patagonia and Globetrotter, or inclusion and diversity, as with Nike. Patagonia not only focuses on high-quality and durable clothing, but also communicates a "Don't buy this jacket" philosophy. In 2023, the clothing manufacturer took first place in a survey of the 100 most respected US companies. Vincent Stanley, Director of Philosophy at Patagonia, told the business magazine Fortune that Patagonia is a great example of how a company can turn an environmental solution into a business opportunity. He believes that "the intrinsic motivation of people to do the right thing is a kind of secret force in business".
Globetrotter was recognized in the Haltungskompass 2025 for its commitment to climate protection (3rd place) and animal welfare (1st place). "We always think it's great when our commitment to sustainability is recognized and rewarded," says Miriam Ersch-Arnolds, PR Manager at Globetrotter. "In recent years, we have continued to work on expanding and optimizing our circular services such as our repair workshops and our 2nd-hand buying and selling." The German retailer has received numerous awards for its commitment to sustainability, such as the "German Sustainability Award 2024" in the sports retail category. "We also offer our label 'A greener choice' [...] to recognize more sustainable alternatives in our range. The fact that sustainability is indeed a decisive purchasing factor is also confirmed by the Haltungskompass 2025: around 79% of respondents state that sustainability influences their choice of brand. To make this visible, Globetrotter is focusing on campaigns - for example in "Green November", which invites people to consume consciously instead of going on a shopping spree.
Nike is committed to the values of inclusion and diversity with regular campaigns. "Equality" (2017) emphasized social justice in sport and beyond, "Until we all win" (2018-2020) spread the message about the power of community and "Believe in something" (2018) supported ex-NFL player Colin Kaepernick in his protest against police violence - a campaign that, incidentally, was very controversial. Customers also see the corporate values communicated by German companies: Globetrotter took third place in the "Measures against climate change" dimension of the Haltungskompass 2025 and first place in the "Protection of animal welfare" dimension.
If you really want to attract the attention of consumers and become the preferred lifestyle brand, you need to know your target groups inside out. Sound data analysis and consumer surveys are the key to recognizing relevant trends.
Claudia Gelbe and Bastian Graber from Toluna are experts in consumer market research. They know their way around personas, consumer habits, (social) media use and lifestyle trends. For ISPO.com, the Toluna Managing Director DACH and the Senior Client Partner have compiled 7 consumer trends. They all show: The sporting goods industry has enormous potential - whether it's new communication channels or the everyday lives of consumers.
You can find more trends from 30 NOV. - 02 DEC. at ISPO 2025. The ISPO Brands & Products Arena offers the ideal environment to effectively present your brand - be it in the outdoor, performance, team sports or other dynamic segments - and to discover and learn about emerging trends.
The 7 Consumer Insights clearly show that if you want to remain relevant as a sports or lifestyle brand in the future, you have to do more than just sell products. It's about really understanding target groups - their values, their behavior, their needs.
Data-driven decisions, genuine proximity to the community and a feel for trends such as wellbeing, self-expression or new touchpoints make all the difference. Brands that are prepared to adapt flexibly to new platforms, lifestyles and communication channels not only create visibility, but also trust and long-term loyalty.
Now is the time to put your own strategy to the test: Where is my target group - and am I really present there?
You can find more learnings and insights from 30 NOV. - 02 DEC. at ISPO 2025 - what are you waiting for?
What started as a street phenomenon is now becoming a strategic playground for brands, media, and retail: Small-Sided Football is booming. These condensed, high-energy formats resonate with younger audiences – and open up new opportunities in marketing, product development, and fan engagement.
At ISPO 2024, the Baller League showcased how urban football culture evolves into a professional, emotional, and brand-driven experience. The question for brands, retailers, and leagues: How can this format fuel new business models – from tailored products to media formats and community-building?
At ISPO 2025 (30 NOV. – 02 DEC.), this shift will again take center stage: Small-Sided Football as a signal for the ongoing transformation of the sports industry – especially in light of global events like the FIFA World Cup 2026.
At its core, small-sided football is about revisiting the game's simplicity. Instead of sprawling pitches and 11 players on each side, these matches are played on smaller fields with fewer players—typically 5 or 6 a side. The result? A faster, more dynamic version of football that echoes the street games many of us grew up playing. But what exactly does this mean for the sports industry and what is so fascinating about small-sided football?
Why Smaller Pitches Resonate
The appeal of smaller pitches lies in how they transform the game's dynamics. Players are forced to make quicker decisions and develop a heightened sense of awareness. There’s no room for passive play; every individual contributes actively. This environment fosters creativity and teamwork while showcasing raw skills. Fans appreciate this condensed action as it strips the game down to the basics - talent, strategy, and passion.
This format can be a career-changing opportunity for players. The smaller field evens the playing field, rewarding finesse over sheer physicality. For instance, players who might struggle with the athletic demands of traditional football can shine in this environment by leveraging their technique and footballing intelligence.
Nostalgia Meets Innovation
The Baller League, discussed at a panel in ISPO 2024, exemplifies the fusion of nostalgia and innovation in small-sided football. It recreates the essence of street football, where friends gather for impromptu games, but elevates it with professional organization and storytelling. Daniel Donaldson, CMO of the Baller League, highlighted that the league’s core is about rediscovering the joy of pure football, free from unnecessary complexities.
Marco Raimondo Metzger, team captain of Beton Berlin, described how playing in the Baller League brought back memories of childhood games.
It's like playing back in the years when I was young, when I was playing with my friends in my childhood, and it gives me the same feeling when I'm out there playing football.
By evoking such deep emotional connections, small-sided football appeals to both seasoned professionals and casual players.
One of the defining features of small-sided games is their intensity. The reduced pitch size and fewer players mean there’s little room for downtime. Players are constantly involved, making decisions, passing, shooting, and defending in rapid succession. This fast-paced action is a stark contrast to the slower buildups often seen in traditional 11-a-side matches.
Keeping Fans Hooked
For spectators, the brisk pace of small-sided games is an undeniable draw. The compressed action ensures that there is never a dull moment.
Felix Starck, CEO of the Baller League, shared that younger audiences, despite their reputation for shorter attention spans, are captivated by the league’s high-energy gameplay. He noted
"People are watching Baller League matches for six hours in a row."
In addition, the shorter match durations, often around 30 minutes, align perfectly with modern viewing habits. Spectators can enjoy the thrill of the game without committing an entire afternoon, making these matches perfect for busy people or families with young children.
Catering to Modern Attention Spans
The shorter games are also a clever response to changing attention spans. Platforms like TikTok and Instagram have normalized brief, engaging content, and small-sided football aligns seamlessly with this trend. By packaging high-quality football into shorter, more digestible segments, these leagues are capturing the imagination of a new generation of fans who crave fast and frequent entertainment.
Traditional football, with its rigorous academies and professional structures, often leaves little room for players who don’t fit the mold. Small-sided football offers an alternative. It’s a space where skill, creativity, and passion take precedence over athleticism or formal training.
An Opportunity for Overlooked Talents
Small-sided leagues create avenues for players whose potential might otherwise go unnoticed. Daniel Donaldson highlighted that players who didn’t fit into traditional systems, like professional academies, could still find their place here. The format values technical skill and game intelligence over attributes like speed or endurance, opening the door for diverse talents to thrive.
In a sport traditionally dominated by strict structures, small-sided football serves as a game-changer. By leveling the playing field, it provides a platform for players who may have been overlooked to showcase their skills and passion. As Daniel Donaldson put it,
If you have the skills, you can prove it. Even though you are not able to train three times a day or maybe you didn’t fit in the academy system, come to the Baller League.
Rethinking the Talent Pipeline
This approach provides a blueprint for rethinking talent pipelines across the sports industry. By integrating small-sided formats into their scouting processes, professional clubs and academies can identify and nurture talent that might not fit traditional molds. In fact, many organizations are already using data-driven scouting and AI-powered performance analysis to identify promising players in small-sided games. Investing in alternatives to professional football, rather than solely relying on academy systems, can widen the talent pool and create opportunities for a more diverse group of athletes to succeed.
Expanding the Fan Base
Not only players, but this format of the game also broadens its fan base. By blending gaming culture with traditional sports, leagues like the Baller League attract audiences who might not typically follow football. Gamers, for instance, often transition into fans due to the competitive yet relatable nature of these games. Families and casual viewers also find the shorter matches more approachable, making small-sided football an ideal entry point for those new to the sport.
Another hallmark of small-sided games is the integration of entertainment into the sporting experience. These leagues are not just about the game on the pitch; they’re about the stories, the rivalries, and the spectacle.
The Rise of "Sportainment"
In small-sided football, the emphasis on storytelling and entertainment has led to the term “sportainment”—a blend of sport and entertainment. Marco Raimondo Metzger explained how the Baller League uses narratives and rivalries to captivate audiences. This approach creates a multi-dimensional experience where fans are as invested in the drama off the pitch as they are in the action on it.
Building Community Through Storytelling
Storytelling also fosters a sense of community among fans. By introducing theatrical elements, dramatic rivalries, and engaging narratives, leagues like the Baller League make their events more than just matches; they become cultural phenomena. This approach ensures that fans remain emotionally connected to their favorite teams and players, deepening their loyalty over time.
The traditional 90-minute football match, while timeless, can feel like a commitment in today’s fast-paced world. Small-sided games, with their shorter durations, align perfectly with modern lifestyles. They cater to those who want to enjoy high-quality football without dedicating an entire afternoon.
This shift is particularly appealing to younger audiences and families. As Felix Starck noted,
My six-year-old son can barely sit through a 90-minute match, but he absolutely loves these shorter games.
By adapting to the needs of modern audiences, small-sided football is ensuring that the sport remains relevant and accessible.
As Daniel Donaldson pointed out,
At the end of the day, football should convince everybody to tune in.
Small-sided games are not confined to local playgrounds or niche leagues. They are expanding globally, with leagues being launched in major markets like the UK and the US. This growth is driven by a recognition that these games offer something unique: a blend of tradition and innovation that appeals across demographics.
The international expansion also brings opportunities for cultural exchange and competition. Some leagues are already envisioning a “Champions League” format for small-sided games, where teams from different countries can compete on a global stage. youngSuch initiatives could further elevate the format, making it a staple in the football ecosystem.
At ISPO 2025 (30 NOV. – 02 DEC.), Small-Sided Football will once again be in the spotlight – as a case study for how new game formats connect sport, community, and business. If you want to understand where football is headed – and how the sports industry can benefit – this is where the insights begin.
Gender segregation, diversity and fairness in sports - topics that are not only relevant for the International Day of Visibility of Transgender Persons on March 31, but also at ISPO Munich and the Sport Brand Media conference, which will have international speakers, from 30 NOV. - 02 DEC. 2025 at the Messe München. In this interview, Hans-Willy Brockes, CEO of the ESB Marketing Network, talks about the role of sponsors in an increasingly diverse sports environment. But how far along is sport really when it comes to equality and inclusion?
ispo.com: Why is there such a strong gender-specific differentiation in sport?
Hans-Willy Brockes: Sport strives for comparability, justice and fairness. That's why there are different classes and categories to make competitions fair. These are not only divided according to gender, but also according to weight classes, as in boxing, for example. Children and young people are also divided into age groups in order to achieve comparability and fairness.
Why is male sport given significantly more space in the media than other genders?
In sports such as equestrian sports, motor sports and darts, however, there are usually no gender-specific competitions, so the statement cannot be generalized. But of course there are historical reasons for men's sport being the "standard". Many competitive sports were historically reserved for men. In addition, due to physical differences, the results seem to be better for men. In marathons and other endurance sports, men usually finish ahead of women. In general, however, you can't talk about better in gender-specific terms, but women's sport is often different and, in my personal opinion, more attractive in soccer or tennis, for example. However, not all the media necessarily see it that way.
In the year 2025, isn't it a scandal that sponsors regularly pay significantly lower sponsorship sums for the identical performance of women than for the performance of men?
You can't say that. Sponsors don't generally pay according to gender, but according to criteria such as advertising effectiveness, image and positioning opportunities. That's why there are big differences between sports. Soccer, tennis and Formula 1 receive higher sums than sports such as badminton or volleyball. The same applies to women's tennis compared to badminton. Sponsorship is always a balancing act between reach, target group appeal and storytelling.
What role does the topic of transgender play in sport and to what extent is this an exciting area for sponsors?
The transgender issue is complex and is discussed from a fairness perspective. It mainly concerns trans women who want to compete in women's disciplines. There are hardly any transgender athletes at world-class level in elite sport. Sponsors have rarely taken up the issue so far, as they carefully weigh up their commitment. However, there could be potential in certain sectors such as clothing, fashion or sporting goods.
Would you advise a sponsor against sponsoring transgender athletes or even promoting their own competitions?
Yes and no. It depends on the message you want to get across. In this day and age, it is important to carefully examine the target groups and the possible image transfer. In certain sectors, a focused commitment can achieve great reach. However, it is important to be aware that companies are pursuing economic goals and if the engagement then scares off other customer groups, this is not recommended.
What is the attitude of sponsors towards the sexual orientation of athletes?
Sexual orientation is a private matter. If someone makes their sexual orientation public, it is a facet of the personality that you are sponsoring. This can be positive or less advantageous. Ultimately, it's about achieving economic goals and not alienating the company's target groups. Quite a few companies are interested in the strong purchasing power of the LGBTQ+ community and address them with targeted marketing measures. However, this tends to be the exception in sports sponsorship.