Romain Tarrusson

Very proud to launch our first in depth FIFA World Cup 2026™ insights report on SportBusiness (link in the comments) The FIFA World Cup 2026™ is set to redefine sports sponsorship – and brands that understand the real rules of the game will own 2026. The North American sports and entertainment market has long been a trailblazer in commercial innovation, sponsorships and activations – and now, the world’s largest sporting event meets the world’s largest economy. EMW Global’s FIFA World Cup 2026™ Insights report provide a comprehensive analysis: 🏟️ The official sponsorship structure – tiers, rights, and how to actually maximise them. 💰 Host city opportunities – where local activations will drive disproportionate ROI. 🛡️ IP protection & anti-ambush measures – why this regulatory landscape will shape every marketing move. 🎯 The North American market canvas – cultural nuances, fan psychographics, and how brands can speak the right language in each host nation. 💡 ROI-focused strategies – aligning your brand with the world stage while leveraging digital and media reach. 📖 The first in-depth insights released now – link in the first comment.   LINK to part 1 of full report in the comments:

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International Sports Marketing: Principles and Perspectives This book provides a comprehensive overview of sports marketing on a global scale, covering both fundamental principles and regional applications. It is divided into three parts: 1. Principles of International Sports Marketing • Introduces the evolution of sports marketing from traditional, supply-oriented approaches to modern, demand-driven strategies. • Defines sports marketing as both marketing of sports (promoting sports products/services by sports organizations) and marketing with sports (using sports as a marketing tool by non-sports companies). • Highlights unique characteristics of sports marketing, such as dual consumption (active and passive), associative competition among sports entities, high public perception, and the balance between profitability and sporting success. • Discusses the academic debate on whether sports marketing is a subset of general marketing or an independent discipline, concluding that it applies general principles but requires sport-specific approaches. 2. Sports Marketing Around the World • Analyzes regional practices and market maturity in Western/Eastern Europe, Russia, Asia, Australia, North America, South America, and Africa. • Shows how factors like cultural differences, league structures, resource availability, and major sporting events (e.g., Olympics, FIFA World Cup) influence marketing strategies. • Identifies underdeveloped regions in sports marketing (e.g., Middle East, some African countries) due to lack of resources or academic development. 3. Future of International Sports Marketing • Discusses lessons corporate management can learn from sports, such as teamwork, competition, and performance measurement. • Provides a forward-looking outlook emphasizing globalization, commercialization, digital transformation, and the growing importance of emerging markets. Key Takeaways: • Sports marketing has evolved into a global, highly professional field requiring specialized knowledge. • Success in sports marketing depends on understanding unique market characteristics, fan behavior, and cultural contexts. • There is a dual role of sports in marketing, both as a product to be sold and a powerful medium to market other products. • Emerging markets and mega-events are shaping the future landscape of international sports marketing. • Corporate management can gain valuable insights from sports regarding brand building, customer engagement, and strategic competition.

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Ligue1+: A Pivotal Shift in French Football's Business Model and beyond? The launch of the Ligue1+ platform by the LFP - Ligue de Football Professionnel marks a strategic pivot, driven by a decade of persistent financial instability in the domestic broadcast market - collapsed deals, hostile negotiations, and widespread financial uncertainty for its clubs. Ligue1+ has achieved a initial tactical victory in its phase, not just because it made it happen but as well by its aggressive initial subscriber acquisition. The platform's opening weekend successfully garnered over 600,000 subscribers, a initial success attributed to a highly competitive price point and a "hyperdistribution" strategy that leverages partnerships with major French telecommunications and streaming providers with exception of CANAL+ Group. Of course it is still too early to say how churn will be managed and how this community can be retained and be grown as well as technical challenges and piracy can impact the platform's long-term viability. And above all if the financial delivery and success will be attained, as it needs to generate the revenue required to sustain the league and its clubs. The ongoing, adversarial relationship with key market players, particularly Canal+, represents another major competitive threat. The LFP's goal is to directly target its fans and establish a direct relationship that was previously mediated by broadcasters and opens a very interesting opportunity for all the industry. For many years, clubs and leagues had limited knowledge and access to its own matches consumers, as those were “owned” by third party broadcasters. LFP seem to have understood the opportunity and a lot of work is currently being made on direct marketing to fans to support not just Ligue1+ but to be part of the rebuild of the entire French Football ecosystem. A very interesting statement on the meaning & width of this initiative was made a few days ago by my friend Pablo Longoria, Olympique de Marseille President, that should be read by all the football industry: https://lnkd.in/dRMbtstc If clubs, fans & the football family can work together, on promoting, improving & innovating a single product the effect can only be positive and be a massive ignition for leveraging Fan Loyalty at scale. The message of "directly supporting the league and your club" can be a powerful emotional driver for support, especially in a time of crisis, and could foster stronger brand loyalty than a third-party broadcaster ever could. Being the first of the "Big Five" European football leagues to launch a domestic DTC service, Ligue1+ has a first-mover advantage & can serve if successful as a blueprint for other leagues, potentially attracting future partners and investment. Everyone should be watching with interest.

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📰 𝐄𝐂𝐀 𝐡𝐞𝐥𝐝 𝐢𝐭𝐬 𝐟𝐢𝐫𝐬𝐭 𝐁𝐨𝐚𝐫𝐝 𝐌𝐞𝐞𝐭𝐢𝐧𝐠 𝐨𝐟 𝐭𝐡𝐞 𝟐𝟎𝟐𝟓/𝟐𝟔 𝐄𝐮𝐫𝐨𝐩𝐞𝐚𝐧 𝐜𝐥𝐮𝐛 𝐟𝐨𝐨𝐭𝐛𝐚𝐥𝐥 𝐬𝐞𝐚𝐬𝐨𝐧 ➡️ ECA Board provided with debrief on competitions, including record levels of solidarity for non-participating clubs ▶️ Growth of women’s club competitions highlighted ahead of new UWCL format, Europa Cup ➡️ ECA and UEFA working jointly to improve collaboration between clubs and national teams regarding player release That and more ▶️ https://lnkd.in/dgRzaDZH

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🚨 New Partnership Announcement!🚨 We’re proud to announce a new collaboration with RCX Sports, a leader in youth sports experiences and events. Together, Sports ETA and RCX Sports will: ✅ Expand access and opportunities in youth sports ✅ Support community engagement nationwide ✅ Strengthen the connection between event operators and destinations As the official youth sports operator for the NFL, NBA, WNBA, NHL, MLS, MLB, and USTA, RCX brings unmatched expertise and resources to this partnership. Read more here ⬇️ https://lnkd.in/disuSFV6 #SportsTourism #YouthSports #SportsETA #RCXSports #Partnership

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Personal Brand After more than 20 years working in sports marketing, I’ve probably learned that the most important brand we manage is not the team’s — it’s our own. Because a strong personal brand isn’t built with a logo or a slogan. It’s built with consistency, credibility, and purpose. 🔹 1. Know who you are and why you do what you do. In sports —as in life— passion moves mountains, but purpose gives them direction. Understanding what drives you and what makes you different is where it all begins. 🔹 2. Be authentic. You don’t need to look perfect. You need to be real. Share your lessons, your mistakes, your values. People don’t connect with titles — they connect with stories. 🔹 3. Add value through experience. Speak about what you know, what you’ve lived, and what inspires you every day. Credibility is earned by sharing knowledge, not by chasing attention. 🔹 4. Stay consistent. A personal brand isn’t built through one viral post, but through years of coherence. Everything you do —the way you communicate, lead, and treat others— builds your brand. 🔹 5. Leave a mark. Your personal brand isn’t what you say about yourself, it’s what others say when you’re not in the room. In sports, we learn that reputation is earned by competing — but it’s cemented by behaving. And that lesson applies to all of us. In sports and life, be unique. #PersonalBrand

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