Maximilian Panthen’s Post

After what feels like an intense and rewarding journey, I’m thrilled to share a bit about my final thesis: Sport Sponsorships in Individual Sports. It’s been a while in the making, and in that time, I’ve dived deep into the unique sponsorship landscape that individual athletes navigate. The sponsorship game for solo athletes is a world of its own. Unlike team players who benefit from a collective brand, individual athletes are the brand themselves—relying on their personal achievements, charisma, and digital presence to stand out. My research breaks down the evolving strategies and obstacles in this space, from what it takes to attract brands in niche markets to how digital platforms and personal branding are changing the game. This topic hits home for me, too. Having competed myself, I know firsthand how tough it can be to secure sponsors as an individual. It’s a struggle that fuels both my research and my dedication to finding actionable solutions for athletes in similar positions. A big thank you to Luís Fernando Pamplona Novaes for the guidance, ISDE and the Barça Innovation Hub for the inspiration along the way.

And that’s a wrap! 💜 It’s been an increadible #hashtaghighered conference by Times Higher Education at Newcastle University - it honestly was quite fun! From working with international agents to market diversification through brand and strategy, lots has been discussed and shared with open arms. Particularly the sessions by Brand & Reputation and Maddie McGowan as well as by Fiona Morrison and Sarah Darlow had so much insight about brand, strategy and reputation - here are some bite size versions of some of the things that were mentioned: 👑 Brand is king! It is about storytelling, and it can be used to better influence reputation. 🔍 Reputation is often confused with brand. Fiona from University of Aberdeen outlined the difference quite nicely 👇 • Reputation is what people say about you when you’re not in the room. • Brand is what you say about yourself. All of this and more has been great insight shared across universities these past two days, and really - it’s been eye opening 🧿 PS. If you’ve seen a purple walking billboard from Loughborough University at the conference, hello - that was me 👋

Sport organizations frequently establish ambitious 10-year visions, aiming to inspire stakeholders with long-term goals and transformative aspirations. These visions often highlight targets such as increased participation, enhanced performance, and improved infrastructure. While these high-level objectives serve to galvanize support and set a clear direction, many organizations struggle to transition from visionary thinking to practical implementation. The core issue lies in the lack of operationalization of sport frameworks. Organizations often present impressive ideas but fall short in defining the specific daily actions needed to achieve their goals. They may lack the expertise or resources to translate their vision into manageable tasks, set measurable milestones, and monitor progress effectively. This disconnect between strategy and execution can result in stagnation and frustration, often leading to repetitive cycles where new documents with updated images and the same general mentions are released without real progress. This is our area of specialization. To bridge this gap, we have developed a comprehensive high-touch/high-tech operational framework designed to facilitate both macro and micro-level activation of the sport vision. This framework not only aids in the overarching implementation of the grand vision, but also ensures consistent, detailed execution on a daily, weekly, and yearly basis. Our approach enables us to train national governing bodies, equipping them with the necessary knowledge, tools, and resources to effectively guide their memberships, or, in cases where capacity constraints exist, we offer direct support to the membership on behalf of the governing body. What’s truly exciting is that this approach promises tangible benefits for governing bodies, their membership and, most importantly, the participants. This transformation will not only fulfill the ambitious visions set forth but also create a tangible, sustainable impact on the entire sports ecosystem.

Meet ESSEC Sports Chair student: Arnaud POUPEAU Who are you?  I'm Arnaud, and I am 26 years old. After graduating from an engineering school, I have decided to join the Master in Management at ESSEC Business School, with a strong focus on sports business. My interest in sports is broad with a particular emphasis on tennis and football. What is the trend that interests you the most in the sports industry?  Data analysis has revolutionized the approach to sports practice, from amateur enthusiasts to professional athletes. Tailoring workouts, boosting performance, and reducing injury risks, data's role is now pivotal for both individual players and clubs, opening up new possibilities for all involved. What impact would you like to have within this industry? I strongly believe that sport is a main tool to fight obesity and promote health around the world. My goal is to be involved in creating new technologies, that will encourage the future generations to practice more and more sports. Where do you see yourself in a few years?  I aim to become an expert in deploying new technologies, such as AI, within the sports industry, guiding companies to leverage my expertise for their benefit. What has been the most interesting experience you have had within the ESSEC Sports Chair so far?  The most captivating experience I am having with the ESSEC Sports Chair is our study collaboration with Stade Français Paris. We are tackling tangible strategic issues, such as fan engagement, alongside the club's executives.

We are thrilled to announce that the Sport Innovation Index project is officially up and running! 🚀  📣 Call to Action: We invite you all to join us on this exciting journey! Follow our LinkedIn page for updates, insights, and opportunities to collaborate in shaping the future of sport innovation in Europe! 🏆 What is the Sport Innovation Index? The Sport Innovation Index aims to assess the innovation level of sport organizations across Europe, helping them enhance governance, compare results, and achieve excellence in innovation. Drawing inspiration from renowned models like the European Innovation Scoreboard and the Dutch Sport Innovation Monitor, this index will be a game-changer in mapping and promoting innovation within the sports industry. 🎯 Our Objectives: 1️⃣ Understanding current methods and indicators for measuring sport innovation. 2️⃣ Gathering expectations from sport federations, SMEs, and municipalities. 3️⃣ Identifying elements for measuring innovation management in sport entities. 4️⃣ Empowering sport-related organizations to assess and enhance their innovation capabilities. 🤝 Meet Our Consortium:  European Platform for Sport Innovation (EPSI) (BE) Cluster Sports and Technology (NL) Universiteit van Amsterdam , Amsterdam Business School (NL) Mulier Instituut (NL) Olympiacos SFP (GR) VSSÖ - Association of sporting goods producers and sporting goods dealers in Austria(AU) @Fundacja Innowacji dla sportu verde (PL) @Asociacion para el Impulso, Investigación, Desarrollo e Innovacion (ES) @Secretaria Regional da Saúde e Desporto do Governo Regional dos Açores (PT) Fondazione Links (IT) Surpass Sport Systems Ltd. (IE) 🌍 Funded by: Erasmus+ Sport Let's make history together! 🚀 #SportInnovationIndex #SportInnovation #InnovationInSports #EU #EUSport 

The Philosophy of a Trophy A trophy is awarded as a symbol of recognition for someone's achievement. Why is it so important? This symbolic value is especially evident when we see Olympic athletes dedicating their entire lives to a few moments of performance. We can all agree that the material of the trophy is intrinsically irrelevant, yet footballers who win the World Cup kiss and hug it as though it were life itself. The value of a trophy lies not in its substance, but in what it represents. To win a trophy, one must participate in a form of competition, typically measured by arbitrary standards (KPIs). The winner is deemed the one with the best overall result, but why do we strive to win such competitions? Winning a competition marks the end of that event, but the real significance often lies not in the victory itself, but in the recognition and attention that follow. Without an audience, the achievement feels hollow. Pleasure and satisfaction experienced by winning are driven by a rush of dopamine, derived from the anticipation of success and the rewards that follow. When others recognize the winner as the best, they feel admiration and perhaps a form of social bonding influenced by oxytocin. From an evolutionary perspective, attention gained through competition could enhance one's status and attractiveness, potentially influencing reproductive success. In this sense, a trophy won in a competition symbolizes more than just victory—it represents the recognition that could, in evolutionary terms, play a role in future survival and the continuation of one's genetic line. Now, consider how this applies to social media. Social media profiles have arbitrary measures (likes/follows) and promote attention, making them a modern competition for recognition. Since humans are wired to favour those with popularity (even if some individuals are famous for negative reasons), social media could influence who gains social status and, indirectly, which traits are favoured by society. Thus, the incessant competition for attention on social media may have a far-reaching impact on the social dynamics of future generations. In a world driven by digital interaction, every 'like' may seem insignificant, yet it contributes to the broader competition for attention that increasingly defines our modern social landscape—and perhaps, in some small way, the future as well.

We are thrilled to announce that the large-scale Sport Innovation Index project, for which ACBI collaborates with organizations from nine different European countries, is officially up and running! 🚀 📣 Call to Action: If you are directly or indirectly involved in sport activities, then we invite you to join us on this exciting journey! Follow our LinkedIn page for updates, insights, and opportunities to collaborate in shaping the future of sport innovation in Europe! 🏆 What is the Sport Innovation Index? The Sport Innovation Index aims to assess the innovation level of sport organizations across Europe, helping them enhance governance, compare results, and achieve excellence in innovation. Drawing inspiration from renowned models like the European Innovation Scoreboard and the Dutch Sport Innovation Monitor, this index will be a game-changer in mapping and promoting innovation within the sports industry. 🎯 Our Objectives: 1️⃣ Understanding current methods and indicators for measuring sport innovation. 2️⃣ Gathering expectations from sport federations, SMEs, and municipalities. 3️⃣ Identifying elements for measuring innovation management in sport entities. 4️⃣ Empowering sport-related organizations to assess and enhance their innovation capabilities. 🤝 Meet Our Consortium from 9 European countries: European Platform for Sport Innovation (EPSI) (Belgium) Olympiacos SFP (Greece) VSSÖ - Association of sporting goods producers and sporting goods dealers in Austria (Austria) 4iCVESPORT - HUB SPORTS VALENCIA (Spain) LINKS Foundation LINKS Foundation (Italy) Surpass Sport Systems (Ireland) Verde (Poland) SPORT AZORES (Portugal) Cluster Sports & Technology (Netherlands) Mulier Instituut (Netherlands) Amsterdam Centre for Business Innovation, University of Amsterdam 🌍 Funded by: European Union (Erasmus+ Sport) Let's make history together! 🚀 #SportInnovationIndex #SportInnovation #InnovationInSports #EU #EUSport

In today's evolving sports landscape, building a personal brand is essential for college athletes aiming to make a seamless transition to the pros. With the rise of Name, Image, and Likeness (NIL) deals, athletes now have an incredible opportunity to monetize their brand while still in college. In fact, according to Opendorse, the average Division I athlete earned over $3,000 from NIL deals in the first year of implementation, with top athletes earning six figures or more. Successful brand building starts with defining a unique identity—one that reflects your values, personality, and story. It’s about being consistent in your messaging, staying true to your authentic self, and engaging with your audience regularly. Social media is a powerful tool for athletes, as 80% of NIL activities take place on social media platforms like Instagram, according to the NCAA. Sharing your journey, behind-the-scenes moments, and personal insights is a great way to connect with fans and expand your brand presence. As NIL deals become more prominent, athletes need to be strategic in choosing partnerships that align with their brand and values. Authenticity is key—brands want genuine partnerships that resonate with the athlete’s audience, which is why top student-athletes see the majority of their NIL earnings come from social media endorsements. Alongside brand building, understanding the legal, financial, and contractual aspects of NIL deals is crucial. Reports from Altius Sports Partners show that nearly 30% of student-athletes are seeking guidance on how to manage the legal and financial complexities of NIL. From securing the right endorsements to managing income and taxes, surrounding yourself with the right team of advisors can make all the difference. Building a personal brand not only opens doors to NIL opportunities but also creates a foundation for long-term success, both on and off the field. As athletes, it’s about thinking beyond the game and setting yourself up for success in every aspect of life. Start today by focusing on authenticity, consistency, and strategic partnerships, and make the most of the incredible opportunities NIL deals provide. According to a McKinsey & Company report, student-athletes who successfully manage their NIL and brand-building activities can position themselves for career success both in and out of sports. #PersonalBranding #NIL #AthleteMarketing #CollegeAthletes #BeyondTheGame #SportsBusiness #NCAA

The topic of the owned stadium is on the agenda of top sports managers: there are different evaluations, many aspects to consider also in function of the sport (obviously football and F1 have substantial differences). Certainly the stadium represents an icon, a way of living the brand. Every sports infrastructure creates value: a rule that in our experiences is essential is the occupation of the structure. Making it live does not only mean "selling" tickets but also giving it a physiognomy of image and personality: creating experiences in the fans that will remain in their minds for years, this is the intrinsic value of sports structures. Transform your passion into a profession, enroll in the Master in Sport management of the Università Cattolica del Sacro Cuore and Sportmaster Consulting. The program includes the way to Manage infrastructures and some visits to important sports structures. https://lnkd.in/degEJn7t https://lnkd.in/dMUsGXgs

Triangle Founder & CEO Gregg Turner was asked to contribute to the latest sport business course created by InSport Education titled, “Investment in Sport”. Throughout the eight modules, an introductiom to the academic theories and principles behind investment in sports is provided. Featuring industry leading speakers covering 8 modules, each module concludes with an in-depth Q&A session with Insport Educations’ academic director, Prof. Rob Wilson, followed by a summary of key takeaways for both the individual module and the entire course. Our focus within this course is on “Why Sport is an Attractive Imvestment for Brands.” We hope the course and our own insights provide value to you in your career progression. Any questions unanswered within our module, do please reach out and we will be happy to expand and answer any specific questions you have related to our module subject. Course module details as follows: Module 1 🔺 'The sport market proposition' Dan Plumley, Sheffield Hallam University Module 2 🔺 'Value based thinking' John Purcell, vysyble Module 3 🔺 'A threefold perspective on sports investment', Achille de Rauglaudre Module 4 🔺 'Why is sport an attractive investment for brands?', Gregg Turner, TRIANGLE Sports Consulting Module 5 🔺'Pathways to on-field and off-field success in football. A case study of Chelsea Football Club and Manchester United', Mobolaji A Module 6 🔺'Regulatory Impact', Christina Philippou, University of Portsmouth Module 7 🔺'Understanding the athlete investor', Fergus Bell, The Players Fund Module 8 🔺The outlook for sport investment, Samuel Agini, Financial Times The course is priced at £269 for 8 hours of content, with a special rate of £99 for students. To find out more about this course and other InSport Education courses, please follow the link 👇 https://lnkd.in/eKkBQ_2A A big thank you to InSport Education Oli Walsh and Prof. Rob Wilson for the opportunity to contribute and share our experiences and insights to this valuable course subject.