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Who really funds global sport and what do they get in return?

Who really funds global sport and what do they get in return?

por Javier Nieto | Abr 29, 2026 | Opinion

What is really being bought when sport is financed? The answer can no longer be limited to advertising, brand visibility or the commercial return on a sponsorship deal. In today’s global sport, money buys audience, legitimacy, institutional access, reputation, data,...
Who really funds global sport and what do they get in return?

¿Quién financia realmente el deporte global y qué recibe a cambio?

por Javier Nieto | Abr 29, 2026 | Opinión

¿Qué se compra realmente cuando se financia el deporte? La respuesta ya no puede limitarse a la publicidad, la visibilidad de una marca o el retorno comercial de un patrocinio. En el deporte global actual, el dinero compra audiencia, legitimidad, acceso institucional,...
When marketing overtakes the simplicity of Sabastian Sawe’s bread and honey

When marketing overtakes the simplicity of Sabastian Sawe’s bread and honey

por Javier Nieto | Abr 28, 2026 | Opinion

Sabastian Sawe won the London Marathon in 1:59:30, became the first athlete to break the two-hour barrier in an official marathon and cut 1 minute and 5 seconds off the previous world record of Kelvin Kiptum, set at 2:00:35 in Chicago in 2023. The scale of the day was...
When marketing overtakes the simplicity of Sabastian Sawe’s bread and honey

Cuando el marketing vence a la sencillez del pan con miel de Sabastian Sawe

por Javier Nieto | Abr 28, 2026 | Opinión

Sabastian Sawe ganó el Maratón de Londres en 1:59:30, se convirtió en el primer atleta en bajar de las dos horas en una maratón oficial y rebajó en 1 minuto y 5 segundos el anterior récord mundial de Kelvin Kiptum, fijado en 2:00:35 en Chicago en 2023. El alcance del...
Italy instead of Iran at the World Cup? When football plays a different game

Italy instead of Iran at the World Cup? When football plays a different game

por Víctor García | Abr 23, 2026 | Opinion

The possibility that emerged this Wednesday suggesting that Donald Trump could push for Italy to replace Iran at the 2026 World Cup has sparked reactions ranging from disbelief to outright laughter. A recent rift between Italian Prime Minister Giorgia Meloni and the...
Italy instead of Iran at the World Cup? When football plays a different game

¿Italia por Irán en el Mundial? Cuando el fútbol juega otro partido

por Víctor García | Abr 23, 2026 | Opinión

La posibilidad que se ha filtrado este miércoles de que Donald Trump impulse la entrada de Italia en lugar de Irán en el Mundial 2026 ha desatado diferentes opiniones que van desde la duda a la carcajada. Una reciente ruptura entre la primera ministra italiana,...
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