Major Events - SportsPro

The business of the Tour de France: The curious commercialism of a national obsession and global spectacle

Josh Sim — Thu, 02 Jul 2026 16:46:34 +0000

The Tour de France has transformed from an icon of French culture into a global media property and is backed by one of the most unique business models in sport.

The post The business of the Tour de France: The curious commercialism of a national obsession and global spectacle appeared first on SportsPro.

The business of 26.2 miles: Inside marathon running’s commercial boom

Nick Winn — Wed, 01 Jul 2026 09:16:04 +0000

Marathon running has become one of sport's most valuable assets. Hans-Peter Zurbruegg, senior vice president of Active Lifestyle at Infront discusses how cities, sponsors and organisers are trying to sustain the boom.

The post The business of 26.2 miles: Inside marathon running’s commercial boom appeared first on SportsPro.

The business of Wimbledon: Careful modernisation of tennis tradition protects a unique commercial model

Josh Sim — Thu, 25 Jun 2026 14:30:00 +0000

Wimbledon's brand preservation over revenue maximisation has made it tennis's most prestigious event. Now it is seeking to modernise its facilities and broadcast coverage to maintain this position.

The post The business of Wimbledon: Careful modernisation of tennis tradition protects a unique commercial model appeared first on SportsPro.

Building the next Monaco: F1 signals intent to make Las Vegas its marquee race with extension until 2037

Cian Brittle — Tue, 09 Jun 2026 16:40:21 +0000

Following substantial investment and proven return across its first three years, the Las Vegas Grand Prix now has its sights set on becoming Formula One’s marquee race.

The post Building the next Monaco: F1 signals intent to make Las Vegas its marquee race with extension until 2037 appeared first on SportsPro.

Record attendances, mainstream exposure and lasting legacy: How the 2026 ICC T20 Women’s World Cup will take English women’s cricket to the next level

Josh Sim — Fri, 05 Jun 2026 14:10:52 +0000

Beth Barrett-Wild, the T20 Women’s World Cup tournament director explains how record revenues and rising audiences will drive lasting change for women's cricket.

The post Record attendances, mainstream exposure and lasting legacy: How the 2026 ICC T20 Women’s World Cup will take English women’s cricket to the next level appeared first on SportsPro.

Breaking down the business of the US$13bn 2026 Fifa World Cup

Josh Sim — Thu, 04 Jun 2026 14:30:00 +0000

World soccer’s showpiece tournament arrives in North America with equally high levels of anticipation and concern. SportsPro maps out the business behind Fifa’s biggest ever World Cup.

The post Breaking down the business of the US$13bn 2026 Fifa World Cup appeared first on SportsPro.

Fifa to ‘allow’ leagues to stage one game abroad each season

Josh Sim — Mon, 27 Apr 2026 12:30:05 +0000

New draft proposal would open door for the likes of LaLiga and Serie A to revive plans for overseas matches.

The post Fifa to ‘allow’ leagues to stage one game abroad each season appeared first on SportsPro.

The business of The Masters and the most unique commercial strategy in sport

Steve McCaskill — Tue, 07 Apr 2026 15:42:52 +0000

The Masters is one of the most famous events in world sport yet it is under-commercialised by design. SportsPro breaks down the business behind the biggest prize in golf.

The post The business of The Masters and the most unique commercial strategy in sport appeared first on SportsPro.

WTA Finals ‘to leave’ Saudi Arabia after 2026, Charlotte emerges as host option

Ed Dixon — Thu, 02 Apr 2026 11:45:55 +0000

WTA CEO Portia Archer had wanted to extend the event’s stay in Riyadh.

The post WTA Finals ‘to leave’ Saudi Arabia after 2026, Charlotte emerges as host option appeared first on SportsPro.

Sheffield keeps World Snooker Championship until 2045 with UK£45m Crucible refurb

Sam Carp — Tue, 24 Mar 2026 16:23:50 +0000

Snooker's flagship tournament had been linked with move to markets like China and Saudi Arabia.

The post Sheffield keeps World Snooker Championship until 2045 with UK£45m Crucible refurb appeared first on SportsPro.

F1 could lose US$200m as Bahrain and Saudi Arabia races cancelled due to Middle East conflict

Cian Brittle — Mon, 16 Mar 2026 15:24:20 +0000

MotoGP and WEC also forced to reschedule upcoming races in Qatar.

The post F1 could lose US$200m as Bahrain and Saudi Arabia races cancelled due to Middle East conflict appeared first on SportsPro.

NHL to stage games in Germany for next three seasons

Josh Sim — Mon, 16 Mar 2026 12:16:50 +0000

Ottawa Senators and Chicago Blackhawks to play a pair of matches in Düsseldorf in December.

The post NHL to stage games in Germany for next three seasons appeared first on SportsPro.

Decentralising the Olympics: Why Milan-Cortina’s technological blueprint could futureproof the Games

Steve McCaskill — Wed, 11 Mar 2026 15:30:00 +0000

Cloud, AI and advanced networking will be crucial to scaling and securing the Olympic Games as it looks to become more efficient and sustainable. In that context, Milan-Cortina’s embrace of remote tech teams, embedded intelligence and digital platforms was a major milestone.

The post Decentralising the Olympics: Why Milan-Cortina’s technological blueprint could futureproof the Games appeared first on SportsPro.

How Qatar 2022 became a data-driven ticketing success

Joey Poole — Sun, 01 Mar 2026 16:21:08 +0000

Fifa’s first World Cup in the MENA region presented an opportunity to grow the world’s most popular sport in key emerging markets. Here’s how marketing agency PACE helped write a record-breaking attendance story.

The post How Qatar 2022 became a data-driven ticketing success appeared first on SportsPro.

How the Fifa World Cup became a performance marketing engine

Joey Poole — Sun, 01 Mar 2026 10:12:52 +0000

For tournament sponsors, the Fifa World Cup is a cultural and communication event unlike any other. Here’s how marketing agency PACE helped brands seize the moment.

The post How the Fifa World Cup became a performance marketing engine appeared first on SportsPro.