Image credit: Kalju FC

Digital fan platforms and the reorganisation of football commerce

29 April 2026 12:23
Digital fan platforms are changing football commercialisation by turning fragmented supporter attention into owned, measurable relationships. For Baltic clubs and leagues, the opportunity is not to imitate Europe’s largest markets, but to build direct fan infrastructure that strengthens engagement, improves sponsor accountability, and creates new…

Tactical breakdown: how Žalgiris fell apart against Atmosfera

23 April 2026 23:14
“Things were better back then” - that was the kind of reaction spreading across social media after Tuesday’s collapse of FK Žalgiris Vilnius. The positional structure - once again - was unsuccessful on the pitch, and taking advantage of Žalgiris’…