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What brands can learn from sports

Writer's picture: Niki SlawinskiNiki Slawinski



How do high-performance sports differ from the business world? In 2024, I had the chance to engage in many inspiring conversations with elite athletes and support teams at various events. What strikes me time and again is their relentless focus on clearly defined goals, which drives exceptional performance. Everyone goes beyond their limits and aligns fully with the set athletic objectives.


Where do we find a similar mindset in the business world?


In my experience, there’s often a lack of clarity in business when it comes to goals that could truly unite and motivate teams: What do we actually want to achieve? What is my role in this? How will we know if we’ve succeeded?


Uniting people behind the same goal and motivating them to stand up for it is a major challenge, especially for globally active companies.


This is where brand comes into play. Brand can and should unite everyone. And a clearly stated brand goal should be the score that everyone looks at. Regardless of function, hierarchy and region.



Picture credits

  1. Picture: taken by another participant at the Spobis network meeting at Rapid Vienna

  2. Selfie at the Spobis network meeting at Mannheim HC

  3. At the Spobis Conference 24 - photo by Mitja Schneehage (Dragon Rouge colleague)

  4. Selfie at the Spobis Conference 24

  5. Photo at MT Melsungen

  6. Photo of a chart by Andreu Enrich, coach at Mannheimer SC

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