The rising sporting prominence of Budapest

Budapest, the Hungarian capital of almost three million people that sits on both sides of the picturesque Danube, is on its way to joining the likes of Paris, London and Moscow as ...

There was a time where big-name sponsorship deals were the bread and butter of sports marketing. However, since there’s been an overload of advertising and new channels for marketi...

Off the back of a successful debut season for SailGP, series co-founder Sir Russell Coutts talks plans for growth on and off the water, the ongoing battle to simplify sailing for t...

2019 has been quite a year for Women's football and one that will likely define it's future growth as the women's game looks set to take advantage of the boost from the FIFA World ...

As the International Paralympics Committee (IPC) celebrates it's 30th anniversary, it has used this landmark in its history to deliver plans for its future and detail a bright and ...

A standard full marathon is 26.2 miles and to complete one requires hard work and dedication, but what drives runners to go even further? The dramatic rise of Ulta-distance running...

La Vuelta a España manages to show 190 countries every year what a sporting event needs to sell epic sport and socioeconomic value in 3 weeks of televised competition with Brand Sp...

Federico Winer is Business Development, Retail and Consumer Industries expert for SAP, the global enterprise software company. He has been working within the media, sports and ente...