Purpose -The purpose of this article is to investigate sports branding at the personal level by focusing on the evolvement, growth and sustainability of the ANNIKA BRAND -an extension of Annika Sörenstam's success on golf courses worldwide. Design/methodology/approach -A qualitative case study method inspired by "symbolic interactionist" aspects and focusing on Annika Sörenstam's commercial success with personal sports branding and its interdependence with sports branding at the product and corporate levels. Data collection was conducted in accordance with interpretative research traditions and hence based on qualitative semi-structured research interviews. Findings -The "hybrid" nature of sports brands draws highly on "emotional capital" and "social currency". Personal sports branding acts as a "hybrid", which facilitates "hybrid" branding relationships between personal sports brands and sports brands at the product and corporate levelsoften underlining good ROIs for all involved parties if the sports branding process is executed well strategically. This article presents personal sports branding as a hybrid phenomenon, which is dynamic by heart and part of a well-coordinated process engaging several partners. Practical implications -The practices and activities of the ANNIKA BRAND is a showcase for sports branding practitioners thinking about sustainable business models. Originality/value -This paper is unique in offering a roadmap for how personal sport stars may approach brand development and growth while discussing key points of the interdependence between sports brands at the personal, product and corporate levels.

Contemporary professional football (and sports) entities have embraced technology and data to boost sporting quality. However, this development has gone beyond the playing field as technology and data also start to play a larger role in improving business performances in the football (sports) industry. This chapter looks into how technology and data in the form of sports tracking systems, cf. based on (but not totally limited to) the case of the ZXY sports tracking system, are capable of helping to translate improved sporting performances into enhanced business performances. The intensified commercialization in football from technology and data takes fandom to new heights and bring about new revenue generating opportunities. However, harnessing the increased amounts of data is associated with technical challenges and financial and human resource constraints. In some instances, the context of applying 'big data' in football is still premature. Therefore, the technology and data implementation in professional football needs to undergo a qualification process to secure that the applied data co-exists with a context of competent knowledge-sharing, individual and organizational learning in order to positively develop sporting and business performances.

Recently, 12 European football clubs launched the idea of creating the European Super League. After massive protests from fans, the Union of European Football Associations, politicians, coaches, and players, the initiative was stopped. In this commentary, the authors reflect on some of the problems facing football and argue that the creation of a European Super League is not a solution to the challenges. However, European football does face problems that require actions, and thus the authors provide some suggestions to progress.

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