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Since the 2024-2025 season, European soccer has changed its face with the new cup format, a revolution involving the Champions League,Europa League and Conference League. A total of 51 evenings, over 500 games and more than 342 competitions, with unprecedented coverage. Sky and NOW have secured the exclusive broadcast of 185 out of 203 Champions League matches, bringing audiences to the center of an increasingly immersive experience, on and off the field.

But soccer reporting today is no longer just about commentary. The language with which football is told has evolved, following the evolution of society and the media. The goal? Involve the viewer, making them an active part of the story through emotion, analysis and innovation. This was the main theme of theSFS24 panel“Champions League an integrated narrative. Field, studio and social,” which involved Sky journalists Mario Giunta, Federica Masolin, Giancarlo Marocchi and Federico Zancan.

The change in the format of the Champions League also directly affects the narrative of the matches. High-level matches as early as the first few days change the approach of commentators and analysts, who must adapt to an increasingly dynamic reality.

At Sky, the focus is not only on tactics, but also on the emotional dimension of the sport. “We want our studio to be an integral part of the European journey,” said Masolin, the broadcaster’s leading face, who added. how “technology integration is key to making the subscriber feel an active part of our product.”

Emotion is at the heart of storytelling: not just technique, but also storytelling. Giancarlo Marocchi mentioned special moments experienced in the studio, such as the presence of Cesare Cremonini, who was excited to be in the field in an unprecedented role. Humanization of sports thus becomes essential to bring the public closer.

The figure of the second voice has also undergone an evolution, as clarified by Federico Zancan: “Today, former players no longer take this role lightly. There is more and more preparation and professionalism, with a language that adapts to modern needs.”

If language is evolving, technology is also playing its part. Sky has introduced advanced tools to enhance football storytelling, including robycams, drones, dedicated cameras, and advanced filming. The result? A level of immersion never seen before, with exclusive angles that enhance every technical and tactical detail.

“Every action within a match is a unique event,” as Marocchi said; analyzing it with innovative tools allows it to be told in a deeper way, helping the audience understand its nuances. Sky Tech, entrusted to experts such as Marocchi and Paolo Di Canio, radically changes the perspective on the game, bringing viewers inside the game.

Today, however, sports journalism goes beyond mere commentary. Reporters are no longer just “on the sidelines,” but begin their work days before the match, providing information that enriches the live story. And the new Champions League also allows stand-ups from the tunnel before entering the field, providing moments of strong emotional impact.

In parallel, the weight of social networks is growing, with Sky confirming itself as one of the most important communities in Italy. The numbers speak for themselves: 1,500 pieces of content dedicated to Champions, 18 million interactions and 238 million views on digital platforms. The social team follows the matches directly from the fields, offering exclusive perspectives and innovative content.

With the new Champions League format, European soccer is entering a new era. Sky, with its exclusive coverage and evolving storytelling, confirms itself as a reference point for fans. The mix of emotion, technology and analytical insight makes the product increasingly engaging, creating an authentic bond between sports and the public.

From the integration of studio and game to the use of social media, via the technological revolution and the increasing focus on emotional aspects, the future of football storytelling is evolving organically.

Since the 2024-2025 season, European soccer has changed its face with the new cup format, a revolution involving the Champions League,Europa League and Conference League. A total of 51 evenings, over 500 games and more than 342 competitions, with unprecedented coverage. Sky and NOW have secured the exclusive broadcast of 185 out of 203 Champions League matches, bringing audiences to the center of an increasingly immersive experience, on and off the field. But soccer reporting today is no longer just about

During an engaging panel organized by SFS24, industry experts and managers examined the crucial role of sustainability in soccer, focusing on how Premier League clubs are adopting environmental, social and governance (ESG) strategies to innovate and transform their operating model. The panel featured prominent figures such as Tom Harris, Sustainability Manager Brighton & Hove Albion FC; Chris Goodwin, ESG Manager Chelsea FC; Caroline Carlin, Head of Clients and Sustainability Enovation Consulting; and Kelsey Francis, Senior ESG Reporting and Communications Manager also

In the prestigious setting of the European Parliament, a symbolic venue for decisions that shape the future of Europe, on 26 March from 16.30 to 18.30 the SFS Snack Brussels, entitled "Football and Europe: rules, rights and priority",presents itself as a key event for debating the governance of European football. At a time of profound regulatory transformations and global challenges, this event offers a unique opportunity to bring together institutions, experts, and key industry players to outline effective strategies for

Following the conclusion of the winter transfer window, the latest update of the Football Benchmark Player Valuation Tool has reassessed the market value of over 10,000 players worldwide. This powerful tool, designed for clubs, agents and football governing bodies, provides an objective, data-driven valuation based on key factors such as performance metrics, contract details, age, and broader market trends. It is important to note that a player's market valuation reflects the estimated worth of their current contracts rather than a

This article is available in its original and unabridged version on the official Bundesliga website. The Bundesliga and EA SPORTS have joined forces as part of EA SPORTS FC FUTURES initiative, making the most of the established Bundesliga Common Ground pitches to provide further benefit to local communities around the world. This partnership project aims to promote the revamp and continued utilisation of 4 community pitches located around the world. Starting with the sites in Brazil, Nigeria, Indonesia and Germany, each pitch

Football is undergoing an unprecedented transformation, extending into new markets and reaching fans around the world. In the SFS panel'Globalization of football: how football is expanding into new markets,' industry experts discussed the strategies, challenges and opportunities that are driving the globalization of the game. Speaking on stage, moderated by Didem Dilmen , Director Of Communications Comparisonator, were Carolina Tha, Country Manager ITA, ES, PT and CH SambaDigital, Lucas Bugter, Director of Business Development 433 and Nicole Pike,

Giuseppe Totaro and Rasoul Abdulzahra are two referees ready to revolutionize one of the most controversial categories, often at the center of debates and headlines in major media. We at SFS know them well: they were awarded during the 2022 startup competition when their creativity and innovative vision already stood out. Today, the spotlight is on them again, thanks to Ref House, an ambitious project now close to its big launch. We reached out to Giuseppe, who gave us an

French football has decided to change its look. With the launch of the "Football. But French." campaign, Ligue 1 has embarked on an ambitious rebranding operation aimed at redefining its positioning in the international football landscape. This is not just a new visual identity—it is a cultural statement. French football seeks to be distinctive, elegant, and authentic, without following the narratives set by other top European leagues. The New Visual Language of Ligue 1 One of the most striking changes is the

After a summer window that saw a 10% drop in spending, the winter window increased by 8% compared to last season, reaching EUR 1.46 billion. As a result, the total transfer expenditure (summer + winter windows) across top-division UEFA leagues and the English Championship shows a 4% overall drop compared to last season reaching EUR 7.87 bn in 2024/25. This represents a slight decline in expenditure for the first time since the pandemic. With the transfer window now closed for

The London-based agency LoveGunn collaborated with the club to design a new visual identity, aiming to merge its historical and cultural heritage with future commercial aspirations. The world's most prestigious university and a dynamic new partnership with the LoveGunn studio—Oxford United, a club competing in the Championship, has launched a rebranding initiative to expand its commercial strategy and reach a new audience. The Club's visual identity The visual project presented by LoveGunn draws inspiration from the city's historic architecture, referencing the spires of