The first day of the 21st edition of the SPORTO Conference offered a rich insight into global trends in sponsorships and sports marketing, highlighting meaningful stories that create strong and authentic emotional connections and build a bridge between fans and the business challenges of brands.
Nick Meacham, CEO of SportsPro, highlighted key trends shaping the future of the sports media industry. Relying solely on the sale of broadcasting rights is outdated, as 40% of live broadcasts now take place via streaming platforms, while only five rights holders generate 50% of the total rights value. Hybrid monetization models are on the rise, and sport must diversify its revenue streams across many more areas.
Ricardo Fort, founder of Sport by Fort, emphasized the importance of sponsorships in a business context, noting that they are not just a marketing tool but a comprehensive solution for numerous business challenges. Sponsorships help companies achieve business goals more quickly and effectively, increase brand recognition, and make services and products easier to understand. Strong partnerships drive the growth of key clients, deepen relationships, provide access to performance data, and build strategic connections, while also having priceless value for strengthening employee loyalty.
Pablo Dopico, Growth Director at Sportadar ad:s, focused on emotionally powerful moments in marketing and emphasized that emotional sports moments significantly increase fan engagement and marketing impact. Sport is defined by emotionally charged moments, and brands that master these moments have the best chance of winning over fans, as they act as engagement amplifiers.
Wrexham FC Director Shaun Harvey and Vice President and majority owner of the Olimpija Hockey Club, Alexandre Lefebvre, stressed that ownership strongly affects a club’s identity, long-term strategy, and connection with the community. Modern fans expect more than “just” sport: they want entertainment, atmosphere, and a complete experience. Clubs must also nurture the local community and encourage sustainable growth based on sporting success, credibility, and community connection, recognizing that a club exists not because of its owners, but because it is cherished by its fans and its local environment.
Anaïs G. Mootoosamy, Strategy Director at W Conran Design, presented the five-year process behind creating the visual identity for the Paris 2024 Olympic Games, which led to a 37% increase in brand value compared to Tokyo. Through a thoughtful design process, the team created not only a visual identity but a true brand culture that conveys history, breaks conventions, and co-creates the story of the city, the sport, and the values of the French Revolution and emancipation through symbolism and pictograms. This also led to the creation of a unique mascot – the Phryge, a beret representing emancipation, imperfection, and inclusion of people with disabilities, while also generating 25% of total revenue.
Sophie Morris, President of the European Sponsorship Association (ESA), and Zarah Al-Kudcy of WSL Football, noted that women’s football is in a phase of rapid expansion but requires smart investments, measurable data, and long-term partnerships. Sponsorships built on authentic storytelling, player involvement, and creating unique fan experiences are already attracting new brands and audiences. The key lies in sustainable, targeted partnerships that can build a commercially strong future for women’s football.
Sponsorships have a measurable financial impact, as presented by Malph Minns, who focused on how companies can demonstrate sponsorship effectiveness using a data-driven approach. Although sponsorships primarily build brand value – which is five times more important than direct sales – 73% of partnerships also generate measurable sales results. The key lies in using “data clean rooms” that combine fan and customer data, enabling precise measurement of customer acquisition, loyalty, and long-term value. Examples show thousands of new conversions and repeat purchases.
In the final part of the conference, a conversation was held with Colin Jackson, a world athletics legend and international director of the WFL World Run, who is now almost “Slovenian” due to his many visits to the country. He was an elite sprinter and long jumper and held the world record in the 110 – meter hurdles for many years both indoors and outdoors. The Wings for Life World Run, which raises funds for spinal cord injury research and has no finish line, gives everyone the opportunity to participate. The race always starts on May 10, and anyone can join from almost anywhere. Jackson was joined on stage by the Slovenian race ambassador, Nino Batagelj.
SPORTO Awards Presented!
In line with tradition, SPORTO 2025 celebrated the best projects in sports campaigns, digital projects, sustainability initiatives, and sports brands in the region, rewarding numerous Slovenian projects and their creators.
Best Sports Event:
“24-Hour Climbing Marathon with Janja Garnbret, presented by Allianz” (Allianz, Janja Garnbret, Elevatum Sports) – awarded for its unique execution, social impact, and outstanding athlete activation.
Best Digital Communication:
“S Klanca v klanc – Pogi challenge,” created by Extrem and the Tadej Pogačar Foundation with Pogi Team – recognized for innovative public involvement and creating a strong digital movement around one of the world’s most recognizable athletes.
Best Sponsorship Activation:
“Argeta Planica: Live IRL, Not URL” (Atlantic Grupa, Argeta; SZS / FIS World Cup Ski Jumping Finals Planica 2025; Luna\TBWA) – highlighted for its excellent event-based activation and modern creative approach.
Best Sustainability Initiative:
“Sustainable Execution of the Volleyball Nations League Tournament” (NLB and OZS) – recognized for its clear strategy to reduce environmental impact and for its long-term commitment to sustainable sports event organization.
Special Jury Mention:
“My City Celje, My Club NK Celje” (NK Celje, Zavod Celeia Celje, Cinkarna Celje, GRAWE, NLB) – awarded for exceptional community engagement and strong influence on the local environment.
Best Sports Sponsorship:
“The Mime Behind the Blue Line” (Telekom Slovenije, Tour of Slovenia, Pristop) – awarded for an outstanding creative idea and excellent connection between the brand and the sports product.
Special Jury Award – 17th SPORTO Awards:
“Godparenthood in Sport,” created by OKS – ZŠZ, ZPM, Anita Ogulin, Spontanzo, RTV Slovenija and Europlakat – the country’s largest sports-humanitarian network, established in just a few years.
SPORTO BRANDS 2025 by Mediana
The organizers of the SPORTO Conference, together with the Mediana Institute, conducted a study on the recognition and strength of sports brands in Slovenia, Croatia, and Serbia. The results once again highlight the most recognizable, popular, and marketable athletes and clubs in the region.
Slovenia
- Athlete: Luka Dončić
- Female athlete: Janja Garnbret
- Sports club: NK Celje
Croatia
- Athlete: Luka Modrić
- Female athlete: Zrinka Ljutić
- Sports club: GNK Dinamo Zagreb
Serbia
- Athlete: Novak Đoković
- Female athlete: Ivana Španović
- Sports club: KK Crvena zvezda
