October 17, 2018

Esteve Calzada will present a special edition of the Football Transfer Review this November 15-16 in Miami at the Soccerex USA event. A presentation that will kick off an expert analysis of "The Evolution of the Transfer Market in the Americas", featuring figures from Benfica, Boca Juniors, and Wasserman.

This report will review the recent trends in transfer spend and player movement across the top 5 leagues in America (US, Argentina, Brazil, Colombia and Mexico), looking at key areas of the transfer market. It will also include the progression of these leagues' investments and sales in the last two years, comparisons between the top five American and European leagues, a general comparison between the Americas and Europe, the most expensive American signings and the most expensive American sales to the US. 

More information: https://bit.ly/2RTIZaV

September 10, 2018

Once again the Football Transfer Review by Prime Time Sport was very successful in terms of covering by the media. All the sports journals in Spain and some international ones mentioned the report and spoke about La Liga's record investment, Premier League's net investment record and also Real Madrid and FC Barcelona's improved numbers in players sold.

You can download all the articles here: https://tinyurl.com/ybbceky6

September 6, 2018

It’s a pleasure to announce the new edition of the Premier League edition of the Football Transfer Review 2019 by Prime Time Sport. A report that provides relevant data and insightful and independent analysis on the variables that influence squad designs and player transfers.

The report was unveiled this Wednesday in an event in Madrid by Esteve Calzada (CEO Prime Time Sport). This year is Football Transfer Review’s 10th anniversary.

Download La Liga full edition here: https://tinyurl.com/yc2t3swy

Download the Premier League full edition here: https://tinyurl.com/y7pma272

July 15, 2018

Cristiano Ronaldo’s departure from Real Madrid overshadowed a World Cup without big icons and leaves LaLiga with a big hole that will last for a long time.

Rumours about Cristiano Ronaldo's departure from Real Madrid had been rising Juventus' value on the stock exchange for weeks until the news became official last Tuesday. Real Madrid's most influential player of all-time ended a 9-years fairy-tale story at the white house, having won 4 Champions Leagues (3 of them in a row), 2 La Liga titles and 2 Copa del Rey, scoring 451 goals and adding 4 extra Ballon d’Or to the one he had won with Manchester United. Stats speak for themselves and show it will be an incredible headache to identify who can play the Ronaldo role in Madrid from now on.

Apart from having lost their superstar on the pitch, Cristiano Ronaldo's departure to Juventus also means that Real Madrid will also miss a vital cog in the club's well-oiled marketing machine, especially since the arrival of Florentino Pérez. From a ma...

July 3, 2018

It was an honor to be included in the Sponsorship Landscape Report prepared by Fuse for UEFA. We were asked to give our opinion on the brand activity around the Champions League Final 2018 between Liverpool and Real Madrid and what we learned from it.  

March 22, 2018

With less than 3 months for Russia World Cup start, there seems to be wide consensus about the lack of excitement generated by the most important national teams tournament. This is also the case for brands that normally engage with players for major global marketing campaigns ahead of big tournaments, as you can see from the list of campaigns that we have put together in a new release of Prime Time Sport’s players marketing newsletter. The number of brand activations with football players is still massive, but few of them are strictly related to the World Cup.

But what are the reasons behind this trend change? We have put together the ten trends that are transforming the usage of player image rights by brands around the world. And here we go…

  1. Media objectives rather than strategic. Players (and their powerful social media channels) are more often used to amplify brand campaigns rather than to seek attributes image transfer.

  2. Smarter investment. Brands are no longer putting togeth...

October 17, 2017

2018 World Cup is around the corner and line-up of participating teams almost complete. We just need to wait for November play-offs to know the last 6 teams of the total 32 in contention. And it is finally confirmed that Cristiano Ronaldo and Messi will be in Russia next summer, even if it had to go all the way to the last match for Portugal and Argentina to qualify.

And it’s time for brands to make-up their minds in terms of which players will best fit their marketing plans around World Cup event. Some of them have already done their homework and secured endorsement contracts with most marketable players, but many others are deciding what to do as we speak.

In this sense, and taking into account most relevant selection criteria –such as cost, availability and appeal to consumers-, I reckon neither Cristiano nor Messi or Neymar will be among players most used for World Cup campaigns marketing activation or ambush. In my opinion, these global superstars have become so expen...

July 15, 2017

A few days ago, when we were negotiating his contract as manager of our latest venture CE Sabadel FCl, Toni Seligrat said to me: "Oh my God how much has this changed, not so long ago managers were negotiating new contracts in a Director’s personal office, full of smoke and in the middle of the night, and often with proposals of under the table payments and other very creative clauses".

In fact, at the end of the first decade of the new century, club managers and owners were still making important decisions without the adequate experience or a team of experienced professionals on their side. And the numbers of the football business couldn’t be any more disappointing. Nearly €1,6bio of annual losses in European clubs, 19 out of 20 LaLiga clubs generating losses, accumulated debts in Europe of more than €7,6bio and recurring player complaints for non-payment. Football had hit rock bottom and conventional investors were conspicuous by their absence.

It was then that the different bodies that...

March 9, 2017

The name Antoine Griezmann is no strange to any football fan today. The French striker has been improving and growing fast in the last couple of seasons, both on and off the pitch. His quality and skills with a ball on his feet made him reach a Champions League final last season with Atlético de Madrid and a UEFA Euro final a few months later with France. His personality, his looks and the values that he projects, have turned him into a very attractive proposition off the pitch too. He is today the total footballer in Europe, adding commercial success to the one he has on the pitch.

Brands understand that Griezmann is a player on the rise and that associating with him is a smart move to engage with football fans. His personal values and friendly looks, have made him sign endorsement deals with the likes of Gillette, H&S, Puma or Beats by Dre. He is arguably the best player in France right now and the most active and successful off the pitch. Not only he signs deals with top br...

July 17, 2016

The unexpected UK exit from the EU puts at the borderline the most powerful football league in the world for the first time and translates into an excellent opportunity for LaLiga

On June 23rd a "match" not organised by the Premier League was held in Great Britain and its consequences could be a huge blow for the admired English clubs tournament. By voting in favour of "Brexit", British fans did a disservice to its favourite competition, probably in the best time of its history. At a sporting level, the revolution on the benches will mean big changes in the most important teams in the tournament. The arrivals of Guardiola, Mourinho and Conte to Manchester City, United and Chelsea respectively, with the first full season of Klopp at Liverpool and the signing of Ronald Koeman by Everton, will translate into new sports projects at top Premier League clubs.

And all this at a time of top economic prosperity, with the entry into force of the new TV contracts, which will bring English sides a t...

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