Category: Sports Business

Streaming platforms have moved from the fringes of sports broadcasting to its centre, reshaping rights deals, viewing habits and the economics of live sport.

The world's biggest teams are no longer just sports clubs. They are global media operations, built deliberately through content, tours and multilingual reach.

Why would a company pay hundreds of millions of dollars to put its name on a building? The economics of stadium naming rights are more rational than they look.

Sponsorship used to be sold on prestige and exposure. Today, brands demand measurable returns, and data has become the language of every major partnership.