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If 2020 taught us anything, it’s that digital viewing platforms will grow and technology will take a predominant place across all sports. With competitions returning slowly (for the moment, without spectators or very few), technology has offered fans a way to immerse themselves into the game. All this seems great, but when i nnovative technology starts “merging” with the rules of the game itself , then debate sparks among professionals and fans.  This is where VAR (Video Assistance Referee) comes to mind, acting as an assistant referee who reviews decisions made by the head referee with the use of video footage. The VAR team communicates the decisions to the referee via a headset with the purpose of minimizing human error that might influence the result of the game. Not that new Technology of this kind has already been implemented in several sports to support the referee’s decision or add further excitement to the experience. However, so far, it has been used for limited specifi...

    Here are some of the most interesting articles of the last weeks selected by The Consultancy Group:

Pocky Lee The year 2020 should have been marked by major sporting events, but most of them will have to wait until 2021. The current situation, however, did not stop The Consultancy Group from supporting, advising and guiding its clients to success. Founded by Anthony Schaub, The Consultancy is celebrating its 4th birthday, the equivalent of an Olympic cycle. Its professional and motivated team sees each new project as an opportunity to excel. Thanks to their continued achievements, The Consultancy was able to strengthen its workforce to a dedicated team of six. Focused on the future, the marketing firm’s local and international clients rely on them to set increasingly ambitious goals. The strength of The Consultancy is based not only on its global network of prestigious partners, but also on the experience of its "Success Managers". They hail from various industries, bringing diverse yet complementary skills, from which emerge innovative, solid and la...

During this unprecedented outbreak, creativity, solidarity and optimism remain. Here are our selection of last week's articles on the best brands initiatives, e-sports challenges and unexpectable 1 million Swiss francs donation :  Family behind Ferrari donates €10m and 150 ventilators to help fight coronavirus in Italy The Agnelli family, who control the Ferrari Formula 1 team and road car business, as well as the FIAT Chrysler company and Juventus football club, have revealed they will make a €10 million donation to the Italian Civil Protection Department, and a social assistance organisation called La Stampa, to help both authorities deal with the health and social needs in the city of Turin and the region of Piedmont as the virus continues to spread .  Read more... The world's largest luxury conglomerate orders 40 million masks from China to support coronavirus pandemic in France LVMH, the world's biggest luxury goods gr...

Citius, Altius, Fortius By Emily Turrettini The famous Olympic motto which motivates all high performing athletes, also inspires the sports companies that cater to them – as they develop the scientifically designed gear which enables them to go faster, jump higher and be stronger.  But technology enhanced clothing is often the subject of debate for giving an unfair advantage to those who wear them.   Famously, the Speedo LZR full body-length swimsuit made of polyurethane, worn by athletes in the 2008 Olympics, broke 13 world records and was subsequently banned from Games. The suit both compressed the body while trapping air for buoyancy, reducing drag and friction, allowing the swimmer to move faster on the water. Even Michael Phelps, who won seven medals at Beijing wearing the Speedo LZR, agreed with the ban.  USA Today But now, it’s Nike's carbon blade and air-foam footwear models in their Vaporfly range , which are the subject of controversy, as...

A few weeks ago, you read our article predicting a big change in women’s sports. Not going to say we told you so, but almost…  Now that the dust has settled, we thought it would be a good idea to take a look back at a month of top-class international soccer, by breaking down the good, the bad and the awesome from this undeniably memorable Women's World Cup.  Scott Winters/Icon Sportswire/Getty Images More than a game, a fight for equality It has been impossible to ignore the United States Women’s National Team (aka USWNT) throughout the entire 2019 FIFA Women's World Cup . We all remember US co-captain Megan Rapinoe and Rose Lavelle securing the win in front of a sold-out crowd of 57,900 people filling the Stade de Lyon. Fans were chanting for equal pay when FIFA president Gianni Infantino and French president Emmanuel Macron were on stage handing out gold medals to the US players. When most teams would have soaked up the praise and celebrated winning the b...

Getty Images When speaking about sports teams , which come to mind first? It depends where you’re from, but an average sports fan will always give you a few team names like the Los Angeles Lakers, New York Yankees, Real Madrid, Barcelona , and so on. The most popular teams are also some of the most valuable in terms of net worth. Every year, Forbes establishes a ranking of the 50 most valuable sports teams in the world . This ranking is based on a calculation where team values reflect enterprise values (equity plus debt). Analyzing the ranking Forbes Let’s analyze the top 25 ranked teams. There’s a lot of stars and stripes , right? As a matter of fact, only five of them are non-US. Even though Europeans are not part of the majority, they still get a nice share of the cake with some of the highest-ranking positions, thanks to Real Madrid and Barcelona in third and fourth place, respectively. Looking even closer, we notice that only four sports are represented in this ranki...