Michael Jordan is not history. Or maybe he is, but he certainly does not belong to the past, especially not his trainers, the first merchandising product linked to a sports star that paved the way for the creation of global brands from singular players’ names.
The world of sports is undergoing a revolution in how people play, watch and enjoy their favourite activities.
“Visca el Barça, visca Catalunya i visca Fuentealbilla” (Long live Barça, Catalonia and Fuentealbilla). These historic words by Andrés Iniesta after winning the treble in 2009 also sparked a revolution for tourism.
It is a cultural and historical heritage what separates the way in which fans enjoy sports in Europe and the US.
It is possible to watch all matches of any sport, all categories, male, or female, including lower divisions, and even matches between fans. This scenario is now possible thanks to the technology.
Never in the modern history of sports were major sporting events expected to be cancelled or postponed. Neither those that are planned long in advance, such as the Olympics, nor those happening every year, such as the national and international leagues.
2020 was going to be a historic year for sports sponsorship. Major sponsors have kept their investments, while companies that were most affected by the pandemic have drastically reduced their advertising and sponsorship budgets.
The third source of income for a club’s sponsorship, is the naming rights of the stadium.