Blog
Analysis and signals from the sports business.
Signals30 July 2026 · 2 min
PSG sponsors: contracts signed through 2032
Nike through 2032, Qatar Airways through 2028. When a partnership is locked for a decade, the only question left is where the association actually forms.
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Analysis · 2 min
Champions League rights: what €480M actually buys
· 2 min
Analysis · 2 min
Ligue 1 TV rights: the league becomes broadcaster
· 2 min
Activation · 2 min
67% will follow the World Cup, but where are they?
· 2 min
Activation · 2 min
8% plan to subscribe: what it forces on activation
· 2 min
Signals · 2 min
World Cup 2026: what fans search for
· 2 min
Methodology · 2 min
What fans search for versus what they say
· 2 min
Analysis · 2 min
Messi effect: MLS subscriptions more than doubled
· 2 min
Analysis · 2 min
F1: from 554,000 to 1.3 million US viewers
· 2 min
Signals · 2 min
World Cup 2026 broadcaster: M6 has it
· 2 min
Methodology · 3 min
Sports sponsorship: visibility or real demand
· 3 min
Analysis · 3 min
Sports OTT: keeping World Cup subscribers
· 3 min