Observed Signal · Aug 24, 2026 · Product Launch · Source: Horizont · Impact: 1/5 · Sentiment: Neutral
HORIZONT and Fischer-Appelt Launch Sport Marketing Podcast
HORIZONT and agency Fischer-Appelt launched a new weekly podcast, "Matchplan: Sportmarketing," on 24 August 2026. Hosts are Bettina Sonnenschein, HORIZONT's sport-marketing editor, and Michael Schillinger, founder of agency Apollo18. The series explores why brands invest in sport, the role and measurability of sponsorship, cultural marketing, community building, reach versus relevance, media rights, and the impact of technology and AI on sport marketing. The first episode covers fundamentals and will lead into interviews with representatives from clubs, associations, media houses, agencies, sponsors, and business.
Announcement of a new industry-focused podcast by a publisher and agency; informative for practitioners but not strategically transformative for the wider AdTech/MarTech industry.
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Key Takeaways & Evidence Grounding
- HORIZONT and Fischer-Appelt launched the podcast "Matchplan: Sportmarketing."
- The podcast launched on 2026-08-24 and will publish weekly episodes.
- Hosts are Bettina Sonnenschein (Sportmarketing editor at HORIZONT) and Michael Schillinger (founder of Apollo18).
- Episode topics include sponsorship measurability, cultural marketing, community building, media rights, and technology/AI impacts on sport.
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Mercedes-Benz and Andrea Petković Discuss Sports Marketing on Podcast
HORIZONT and the agency fischerAppelt have launched the second episode of their podcast 'Matchplan Sportmarketing.' The episode features Christina Schenck, Head of Digital & Communications and Investor Relations at Mercedes-Benz, alongside former professional tennis player Andrea Petković. They discuss sports marketing and sponsorship from their respective viewpoints. Schenck outlines how sports sponsorship, such as Mercedes-Benz's global partnership with the WTA, serves as a crucial touchpoint to reach audiences through brand experiences rather than just products. Petković provides the athlete's perspective, explaining that professional athletes function as small businesses that rely heavily on sponsors to fund travel, coaching, and medical costs, which ultimately shapes their personal branding.
Duravit CMO Explains Sports Sponsorship Strategy in Women's Tennis
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Olympic Gold Medalist Joins ALBA Basketball Marketing Podcast
This article covers the fourth episode of the podcast "Matchplan: Sportmarketing" by Horizont and FischerAppelt, featuring Olympic gold medalist Svenja Brunckhorst. Brunckhorst, now a basketball manager at ALBA Berlin, discusses the gap between the rising enthusiasm for women's basketball in Germany and the actual investment from sponsors. She emphasizes that while many people enjoy women's basketball, few are willing to financially commit. The conversation also touches on the need for professional structures, personal branding for athletes, and the role of female role models in sports. The article highlights the broader challenges of turning momentum in women's sports into sustainable growth.
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