It’s a global phenomenon that transcends cultures, languages, and borders. Fans engage with the beautiful game in ways that go far beyond watching matches or cheering for their favourite teams.

Football sponsorships and online casinos have formed a powerful alliance in recent years, reshaping the landscape of sports marketing.

How much do football clubs really know about their fans? Quite a lot, you’d think. Game attendance, merchandise buying habits, in-stadium food and drink preferences and a host of other insights can be ...

Each football club’s experience is unique, although some challenges, such as finance, team spirit, and sustainability, appear to be universally applicable.