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InsightThe Big Picture. The value stays on the pitch. The growth has moved beyond it.
Football used to be a sport with a business attached. It is becoming a business with a sport inside. The match still creates the emotion. Growth now belongs to whoever knows the fan, owns the data, sells the rights in pieces and sits where the format is decided.
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InsightOne Year On. Three shifts between two Madrids, and one line nobody changed.
In October 2025 football was diagnosing its problems. In September 2026 it was transacting on them. Rights went from complaint to contracts, capital went from buying clubs to shaping competitions, and AI went from buzzword to budget line. The players' union said the exact same sentence both times.
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InsightDay Two. Football has found its fans. Now it has to decide who owns the game.
The fan you can name is consensus now. The match is no longer the only thing people pay to watch. Capital has hit a wall at governance. And clubs paid for AI when the asset was their own knowledge.
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InsightDay One. Three ideas from Madrid that will move capital in football
Capital has stopped asking whether to enter football and started asking on what terms. Media rights have peaked. And the one thing AI cannot make is the thing football sells, which protects the product but not the distribution.
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InsightThe club that is rebuilding match day
Two thousand people for a Serie D cup tie in Sanremo, a year after ordinary afternoons drew a few hundred. A small club with every ingredient already in place, an international boardroom, and the quiet work of wiring them together.
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CaseNobody in That Kitchen Was Doing Brand Strategy
Italian football owns the best raw material in world sport - a city, a dialect, a food culture, a light - and does the least with it. Lecce's new adidas third shirt is a first move in the system.
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InsightFootball's Next Chapter Is Also Being Written Beyond the Pitch
Clubs keep treating the business side as a reward for promotion. It's the other way around: brand, data, fans and real estate are the engine that gets you up, and most of football's money is now made off the pitch.
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CaseDropping one word: how we repositioned Valt for what comes next
How Marte repositioned Valt, a family color maker founded in 1975. A soft rebrand that dropped "Plastic" from the name, claimed the most famous blue in art, and rebuilt governance, product architecture, and digital underneath the new face.
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CaseThe making of an identity kit, US Lecce returns to adidas
The three stripes are back on giallorosso shoulders after 34 years. We coordinated the transition from in-house production to a global partner, with one rule: the shirt's meaning doesn't get touched.
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CaseWhen football becomes culture
How a kit drop turned into a cultural movement. Pisa returned to Serie A after 34 years, and the jerseys that carried it there weren’t merchandise. They were the story, worn.
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CaseLeaning into the future: how we redesigned the identity of Pisa Sporting Club
How Marte rebuilt the identity of Pisa Sporting Club: a custom typeface born from Piazza dei Miracoli, a harmonized Pisan cross, and a brand platform that leans into the future without falling.
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