SFS Snack arrives in Milan: ESG, brand value, and new competitive strategies for sports
SFS Snack arrives in Milan with a new and exclusive event dedicated to the strategic role of ESG criteria in the football and sports industry. Created in collaboration with RISE and ESGeo, the event will mark the first of three touchpoints for the new season, officially kicking off the Road to SFS26.
The Snack will take place on September 30, 2026, from 10:00 AM to 1:00 PM, at the Avvale Group headquarters in Milan. Through two thematic sessions, interactive discussions, and networking opportunities, the event will explore how aligning ESG principles, brand identity, and sponsorship strategies can generate value, strengthen stakeholder trust, and become a concrete driver of competitiveness and growth.
The first panel, “ESG, Brand Identity & Sponsorship: The New Strategic-Competitive Lever for Sport Business,” will focus on how to integrate ESG criteria into the value proposition to better compete in the market, as well as how sustainability is increasingly shaping governance models and decision-making processes related to sponsorships and club-company relationships. The session will analyze how an integrated ESG strategy can build stronger partnerships, enhance brand positioning, boost stakeholder trust, and drive an increased return on investment (ROI).
The second session will be dedicated to the EmpCo Directive and the new European regulations regarding environmental and social claims. This masterclass will explore how to turn a regulatory requirement into an opportunity for differentiation and competitive advantage.
With insights from experts and industry professionals, participants will learn about the necessary tools to identify and effectively manage environmental and social claims, building more transparent, authentic, and credible messaging.
Participation is subject to approval by the organization following registration via the dedicated online form.
📍 Avvale S.p.A. Headquarters — Milan
📅 September 30, 2026
⏰ 10:00 AM — 1:00 PM
