The 17th international issue of the SPORTO Magazine was born! The magazine again brings fresh content from the world of sports marketing and sponsorship. The new issue is also an overture to the SPORTO 2023 Conference, which will be held during the world championships for the first time (as “winter experience” on February 22 in the VIP area of ​​the FIS Nordic World Ski Championship in Planica, Slovenia). Don’t miss new insights from the ever-changing sports marketing landscape and find more about the contents. (The digital edition of the SPORTO Magazine is available for download HERE).


The north star of the Los Angeles Kings

Michael Altieri, Senior Vice President responsible for Marketing, Communications and Content, has been with the Los Angeles Kings since 1995, Anže Kopitar has also spent his entire NHL career with them. SPORTO brings insights into their stories and into the professional environment of this global sports brand.

Fan-speed marketing

Amar Singh is an experienced media expert specialised in sport content strategy. He is currently in the role of Vice-president and Head of Content and Communication at MKTG Sports + Entertainment, consulting some of the top brands on sponsorships and content strategies. He offered insights for SPORTO on various aspects of sponsorships.

The power of sleep

“To some, at first glance there would appear no obvious link between our brand and the Olympic Games but dig deeper and the link is bigger than you think. We wanted to become the leading authority in sleep,” says Simon Moore, Marketing Director at Dreams, recipient of the ESA Sponsorship of the Year award.

Audiences are increasingly nuanced

Joe Weston is Head of Sport UK at the creative agency We Are Social. The agency has recently published an extensive report on the future of sports fandom which offers an excellent insight into the sports marketing industry, which, according to Weston, lacks creativity and receptivity to changes.

Planica 2023 behind the scenes

The Ski Association of Slovenia has submitted its candidacy for the FIS Nordic World Ski Championships for four times. The fourth time was a charm. Our guests Michel Vion (FIS), Tomaž Šušteršič (SloSki), Stefan Krauss (Infront) and Satu Härkönen (Stora Enso) are convinced that Planica will be a success also during the championships.

Digitization is dictating sport sponsorship trends

We talked to some of the representatives of sponsor brands and specialised technological marketing agencies in Slovenia about their views of the current sport sponsorships situation, opportunities and challenges. All point to the yet unexploited potential of the digital environment, both for rights holders and sponsors.

Towards the change

The World Surf League’s campaign “We Are One Ocean” speaks about the necessity of conserving oceans as key ecosystems for the planet’s sustainable future. GOAL – Green Operations and Advanced Leadership is an example of how technology can spread sustainability efforts in sport and entertainment industry, and Project Whitebeam is the response of three Bristol sports clubs to the UN’s global initiative.

The power is in the hands of content creators
From the childhood spent behind the computer in the basement to popular culture. Insight into the phenomenon of gaming and esports through the eyes of Jaci Hays, advisor at FaZe Clan.

A sea of untapped potential

Even the major and most active sports organisations leverage only a small percentage of opportunities offered by their digital portfolio. It is not surprising therefore that we still talk about a sea of untapped digital potential. Luis Viveiros from the company Horizm revealed more about the findings and the potential in this area.

Raising the profile of women’s team
How did Burnley become the first UK’s football club streaming live games on TikTok? The women’s team has been operating since the 1990’s, however, the club itself took over operation of the women’s team in 2021. They are looking for new ways to attract both fans as well as sponsors, as a result, Burnley entered a close partnership with TikTok.

Column by Matt Rogan: An impossible job?

Passionate audiences, employees who love the industry, business contacts who love having you in their networks, cool meeting venues. How could there be a better job? Well, as we enter 2023, the reality is somewhat different. Find more about ten key skills for a sport CEO to thrive in the upcoming year.

The digital edition of the SPORTO Magazine No. 17 (pdf.) can be downloaded HERE.