The countdown to the Milano Cortina 2026 Paralympic Winter Games has begun. And with it, a familiar but uncomfortable question resurfaces: who is willing to lead when the spotlight is smaller — but the impact could be bigger? Toyota has left big footsteps. Its long-standing commitment to the Paralympic Movement went far beyond logo visibility.…

Can Other Multi-Sport Events Learn From It? In a groundbreaking move, LA28 will be able to sell venue naming rights during its Olympics and Paralympics — a change that marks a significant shift from the IOC’s longstanding policy and that stands to bring in an additional revenue stream. This marks a bold step in Olympic…

Dresden is hosting the 2025 edition of “Die Finals” and I must confess, I left deeply impressed. Not only by the event itself, but also by the city that hosted it with such elegance. For four days, the heart of elite German sport beats in the beautiful capital of Saxony — and it beats loudly.…