CARLOS ALCARAZ COMPLETES THE CAREER GRAND SLAM AND ENTERS THE PANTHEON OF LEGENDS

Carlos Alcaraz, the world’s ATP number 1, has written one of the most extraordinary pages in tennis history. By lifting the Norman Brookes Challenge Cup at the 2026 Australian Open, the Murcian has joined an exclusive list of only nine men who have won all four Majors in their career, doing so at a younger age than anyone else in the history of the sport, breaking a record that had stood since 1938. At 22, with already seven Grand Slam titles, 8 Masters 1000s and an Olympic gold medal won in Paris 2024, Alcaraz already has a Hall of Fame career. Winning in Australia was his stated goal for 2026, and he achieved it at the first available opportunity.

A Slam for the Record Books

At 22 years and 272 days, the tennis player from Murcia became the youngest player in history to triumph in all four Grand Slam tournaments. The previous record in the Open Era belonged to Rafael Nadal, who had completed the Career Grand Slam at the 2010 US Open at 24 years and 101 days.

To fully appreciate the magnitude of this achievement, one must look at the list of those who preceded him. The Career Grand Slam is considered one of the greatest individual accomplishments in tennis. In the entire history of the sport, only nine men have managed it. In the pre-Open Era, Fred Perry, Don Budge, Roy Emerson and Rod Laver paved the way in an era when tournaments were accessible to a far smaller pool of players and professionalism was not yet the norm.

In the Open Era – which, from 1968 onwards, opened Grand Slam tournaments to all players in the world, exponentially raising the level of competition – only Andre Agassi, Roger Federer, Rafael Nadal and Novak Djokovic had achieved the feat before Alcaraz. Four players in over fifty years of global professional tennis: a figure that, in itself, speaks to just how rare and difficult this accomplishment is.

Winning all four Slams requires excelling on radically different surfaces, and that is precisely what makes it such a complex achievement. Every player has a preferred surface, presumably the one on which they perform best, and the Grand Slam tournaments cover them all, except indoor hard courts. Matches are played on the clay of Paris, the grass of Wimbledon and the hard courts of New York and Melbourne. Beyond the difference in playing surface, one must also account for the climatic, psychological and tactical conditions, which change from tournament to tournament. No surface rewards the same physical or technical qualities: the Career Grand Slam is therefore the most complete demonstration of versatility and adaptability that tennis can offer. It is no coincidence that many great champions, from Ivan Lendl to Jimmy Connors, from Stefan Edberg to Pete Sampras, never managed to complete it, despite dominating the world stage for years.

In the final, Alcaraz defeated Djokovic with the score of 2-6, 6-2, 6-3, 7-5, inflicting on the Serb his first-ever defeat in an Australian Open final. The 38-year-old from Belgrade, who was aiming for his 25th Slam title to set a new all-time record, will have to keep waiting – and perhaps a similar opportunity may never come again.

The Economic and Media Impact in the New Era of Tennis

The victory earns Alcaraz 2.8 million dollars in prize money, a substantial figure, even though the Australian Open remains the least lucrative of the four Slam tournaments, bringing his total career earnings to 63.3 million dollars, including his recent victory at the ATP 500 in Doha.

Off the court, his contract with Nike alone is worth between 15 and 20 million dollars, complemented by partnerships with Rolex, BMW, Babolat and numerous other brands. Furthermore, Alcaraz is expected to soon launch a Nike collection bearing his personal logo, further boosting his earnings from the Beaverton giant. A commercial profile that makes him one of the most bankable athletes on the global sports scene.

Alcaraz’s victory at the Australian Open is not merely an individual milestone: it is an unmistakable signal of how world tennis is undergoing an epochal transition. For over fifteen years, the ATP Tour was dominated in an almost monopolistic fashion by the so-called Big Three, Federer, Nadal and Djokovic, who together won 66 of the 75 Slams contested between 2003 and 2023. Finding two players capable of carrying on their legacy with the same consistency seemed a near-impossible task. Yet Alcaraz and Sinner are doing exactly that, and they are doing it better and faster than anyone could have anticipated.

From a ranking perspective, Alcaraz consolidates his position as number 1 with a significant lead over Sinner, making his place at the top of the standings difficult to challenge in the short term. For the ATP and its commercial partners, having two young, charismatic and technically extraordinary faces leading the tour is an ideal scenario. The global reach of tennis has never been so strong, and the Alcaraz-Sinner rivalry is set to drive investment, television audiences and sponsor interest for at least the next decade. Together, they have now won the last nine consecutive Slams, filling the void left by the Big Three with a consistency that few would have imagined. Their rivalry is poised to become the commercial engine of tennis for years to come.

By Francesco Maconi

10 marzo 2026 0

Is Saudi Arabia destroying football – “the beautiful game”?

Before the Saudi Arabian project, several non-European leagues attempted to attract top players with heavy investments. A very famous example is Oscar’s transfer from Chelsea to Shanghai SIPG for 60 million euros and a substantial salary increase. However, all these efforts by these football leagues struggled to build durable and sustainable success.
The Arabic “Saudi Vision 2030”, instead, is proving itself more sustainable and competitive than previous attempts. It is no more targeting only established star players, but investments have been made also in infrastructure and youth development.

Criticism, Ethics, and Sportwashing

This movement has been harshly criticized by some players, such as Toni Kroos, and even more by supporters and commentators, who claim that this new reality is destroying football – ”the beautiful game”. But is this really the case?
To answer this question, it is necessary to start by understanding whether we want to take into account the ethical and moral aspects related to this project and to the Saudi Arabian government or not. There is no doubt that this huge project is part of a broader strategy of sportwashing that aims to improve the country’s international reputation. While Crown Prince and Prime Minister Mohammed bin Salman, who has governed Saudi Arabia since 2022, explained in an interview with The Guardian that his aim is to fight extremism, the country’s position towards human rights remains very concerning, as reported by Amnesty International.
The aim of this article is to assess whether this kind of project could truly damage football and if it represents a new phenomenon in the industry, leaving all ethical and moral considerations to the reader.

The Saudi Arabian project

In the recent transfer windows, Saudi Arabian clubs have signed star players such as Benzema, Kanté, Mané, João Félix, and many others. However, the most sensational transfer was that of the five times Ballon d’Or winner, Cristiano Ronaldo.
Although it might seem that these clubs are able to attract only famous players nearing the end of their careers, and that their project is just based on extremely high wages, this is not totally true. While the financial power has undoubtedly been a key leverage to bring many star players, the vision of the Saudi football project is not limited to the signing of big names.
Indeed, the transfers have involved younger players as well. In some cases, wonderkids with a bright future or, in others, players that were already performing at high levels in very relevant stages. Some examples could be, respectively, Gabriel Veiga, who, despite being heavily linked to Napoli, went to Saudi Arabia when he was just 21 years old, and top-level footballers such as Darwin Núñez, Jhon Durán, Mateo Retegui, Moussa Diaby, and Rúben Neves, who were signed when entering their peak. These players were key figures for some of the best European teams, and they were actively searched and requested by European top clubs, yet Saudi Arabian teams were still able to sign them.

When analyzing the Saudi movement, the focus cannot be limited solely on the transfers, but it is essential to understand their broader project. “Saudi Vision 2030” shows how development should come with important investments in structures and across the whole sector. Moreover, the nation has already been selected as host for the 2034 FIFA World Cup and has set a target to build 11 stadiums before the beginning. This shows how the project is ambitious and not limited to the signing of big names. Saudi Arabia doesn’t seem to aim just to receive short-term attention from the signing of these stars, but rather to become one of the major players in the industry. We don’t know yet if this will happen or not, but the path has clearly been set in motion.

Historical comparisons and parallelisms

The Saudi Arabian project is not something new, rather the opposite. During the 1950s and 1960s the Brazilian league was widely considered to be the best domestic league in the world, having players like Pelè, who is arguably among the five best players to have ever graced the field. However, then there was a shift that led Europe to become the most dominant and important football stage. Many South American talents moved to Europe, creating a significant gap between the two continents’ competitiveness. An example is Zico’s transfer to Udinese in 1983. At that time, Zico was among the bests, having won the Intercontinental Cup with Flamengo, yet he still joined Udinese, a mid-table Italian club. Europe offered greater economic stability and higher wages, leading South American top players to accept not only offers from European top clubs, but also from less competitive ones. During this period, players such as Maradona, Falcão, and many others went to Europe, earning substantially higher wages.

Even within Europe financial and competitive dominance has changed and shifted over time. While in the 1980s the Italian Serie A was the most competitive and richest league, being able to have players like Van Basten, Platini, Maradona, Zico at Udinese, and Hagi at Brescia, that position is now occupied by the Premier League. Currently, English mid-table teams are able to sign some of the best players in Europe. For instance, newly promoted Sunderland was able to sign Xhaka, who played a pivotal role in the Bayer Leverkusen’s Bundesliga-winning campaign, while Newcastle a few years ago bought Tonali, who was one of the best players of AC Milan. Moreover, players like Senesi and Todibo preferred to join Bournemouth and West Ham rather than traditional Italian top clubs.

Conclusion

These examples show a clear pattern: in football, as in many other industries, there will always be leagues or clubs with greater financial resources and competitive power. Therefore, what is happening with Saudi Arabian football can be considered something not new nor unusual. As Argentinian former footballer, coach, and manager Jorge Valdano said: “Europe must remember that they have been the Saudi Arabia of the last 20 years, draining the most important continents of all their talents”.

Finally, if one wants to question Saudi Arabia’s approach, then the discussion should focus on the ethical implications of sportwashing and on the country’s position towards human rights. From a purely football perspective this phenomenon is neither new nor unique.

by Marco Ernesto Fugazza

23 febbraio 2026 0

MILANO CORTINA 2026: A UNIFORM THAT CONNECTS INNOVATION TO IDENTITY

The Fondazione Milano Cortina 2026 has finally announced the official uniforms for the Olympic and Paralympic Winter Games. Created in collaboration with Salomon, the event’s Premium Partner, these uniforms will be worn by more than 25,000 people, including volunteers and organizing committee staff. They were realized to represent the human and operational face of the Games, to be a symbol of unity, hospitality, and team spirit.

A project born from collaboration

As a result of over two years of specific and dedicated work, this collection combines the vision of Fondazione with Salomon’s technical expertise. The French brand, with nearly 80 years of experience in mountain sports, is a true giant in the industry. The outcome was revealed with style: a collection of 17 coordinated elements – over 400,000 units in total – designed to perform optimally in every environment, from urban locations to the most extreme alpine settings.

“The uniforms are more than simple clothing: they represent design, style, and functionality. They are the symbol of authentic teamwork, capable of uniting territories, cultures, and people under a single identity.”
Andrea Varnier, CEO of Milano Cortina 2026

Performance and identity: a closer look at the kit

Aiming to achieve performance and adaptability, the project was designed to ensure comfort and protection in all weather conditions. Each garment was created to offer total practicality without compromising on style or visual recognizability – a key aspect for both volunteers and staff members.

The outdoor jacket, inspired by a Salomon best-seller, is the most iconic and distinctive piece of the kit. It ensures thermal insulation, waterproofing, and a strong visual identity.
All the mid-layers combine comfort and versatility, while the pants, available in two different versions – insulated or lightweight – guarantee freedom of movement and durability.
To finally complete the set there are accessories such as hats, gloves and the TRAILBLAZER 20 backpack, which, together with the X ULTRA 360 MID GORE-TEX boots, were chosen for outdoor activities thanks to their stability, functionality, and grip on any field.

Design with a clear purpose

Developed over 18 months by Salomon’s Design Center in Annecy in close collaboration with the Fondazione, the uniforms embody a new kind of functional aesthetic, where every detail contributes to a coherent and dynamic harmony. The overall look, inspired by Salomon’s mountain DNA and heritage is enriched by the “vibes” of the Look of the Games. The gear tells the story of a perfect fusion between technical performance and visual identity.

“These uniforms represent the essence of how design and collaboration can shape new futures. They transform technique into emotion, and the Games into a collective story.”
Scott Mellin, Global Chief Brand Officer of Salomon

Beyond the Olympics: the legacy of the Uniforms

Each uniform is designed to last over time, especially through the meaning it carries: a true symbol of pride, belonging, and memory.
Even the torchbearers, who will accompany the Olympic and Paralympic Flame on its journey across Italy, will wear a special version of the kit. The design follows the same visual identity, featuring a luminous palette and reflective details that evoke motion and continuity, a symbolic metaphor for the journey toward the Milano Cortina Olympic Games.

They are more than just clothes; these remarkable uniforms represent the human part of the Games: an unforgettable and beautiful memory that will live on in the hearts of all who take part in this historic event.

Video of the presentation

By Tommaso Cagno

22 dicembre 2025 0

IMPULSE SUMMIT 2025

On the last week of October, we had the opportunity to attend the Impulse Summit as Global Talents. But what exactly are the Impulse Summit and a Global Talent?

The Impulse Summit was founded eight years ago at the University of St. Gallen by the students of the Impulse Network. The Impulse Network is a student association, just like BSSM, dedicated to helping and preparing its members for a career in the sports industry. This is done by offering a wide range of initiatives, such as workshops and case studies, events and networking opportunities with professionals and other students in the same position.

In 2017 the first Impulse Summit was organized by a small group of members with a goal: “the hosting of an international conference at the University of St. Gallen with students and experts from all over the world”. Today, the last edition of the Impulse Summit gathered 52 students from 18 different countries selected as Global Talents, 16 panels on different topics and challenges regarding the sports industry and countless speakers among the most important CEOs, Presidents and executives of the sector.

Three Days as Global Talents

On the first day, students from all over the world arrived in St. Gallen. People were coming from Italy and Portugal as well as Chile, Argentina and even South Africa! Regardless of their unique backgrounds, they were all united by one common passion: sport. The first day was dedicated to settling in, getting familiar with the place and exploring the city. We met at the University, on top of the city’s hill, and started getting to know one another. The Impulse Team presented us the week program and we did a game to get to know each other, with two of us ending on the podium! We then went for a guided tour of the city of St. Gallen and closed the evening having pizza altogether.

The next day we took the train to the beautiful Zurich! There we visited the FIFA Museum, discovering all its interactive games and activities. For instance, we immersed ourselves in the experience of commenting Grosso’s penalty kick in the 2006 World Cup final, discovered the history behind different nations’ jerseys and posters, as well as playing football in the games area and competing with different editions of the FIFA videogame.

On the second part of the day, we challenged ourselves by taking part in a workshop organized by PwC Switzerland. They explained to us what the current model for assessing how much funds the National Olympic Committee awards to each National Federation and then asked us to think about ways to improve it. The best thing about it? Having the possibility to confront with other students and understand their point of view based on their background and therefore sharing our experiences and thoughts, coming from different Universities and Countries.

The day ended with a quick visit of the city and the train back to St. Gallen, where we had dinner. We cannot really say that we spent a lot of time together at dinner, as many of us were quite busy watching Serie A’s matches.

Finally, we kicked off Wednesday with a sport session, where some of us played football, others volleyball and another group went for a run on the hills of St. Gallen. The rest of the day was spent downtown with PwC Switzerland and the IOC with whom we affronted an interesting, but complicated, topic: the management of Boxing at the Olympics. In fact, Boxing is the one and only discipline that is not regulated by the IOC due to the many scandals that keep arising.

We closed the three days as Global Talents with a Public Session that featured Jordi Quintillà, a player of St. Gallen FC, as host.

Impulse Summit

The Next Billion Fans was this year’s topic. The several stage sessions and panels we had the possibility to listen to, all focused about what the sport industry must expect from the future.

During the two days of Summit we had the possibility to listen and talk to several experts of the industry such as Luis Vicente, Chairman of APEX, who inaugurated the Summit and with whom we had also the possibility of a dedicated Q&A Session, exclusively for the Global Talents. Other exceptional speakers were Maheta Molango, CEO of the Professional Football Association for England and Wales; Lukas Eisner, President of Swiss Golf; Elena Mirandola, former CEO Como Women FC and Founder of The Breakaway; some experts from Infront and TEAM Marketing, such as Eliana Amboni, who is also a Bocconi Alumni; Michele Tozzi, CEO of the European Triathlon Association; Peer Naubert, CEO of Bundesliga International; and many more,

Furthermore, on Thursday evening a Networking dinner with all the speakers and experts that took part in the Summit was held, dedicated to the Global Talents. We had the possibility to talk one on one with them in a dynamic environment and exchange ideas and opinions.

Ending strong, on our last day in St. Gallen, Friday, we participated in yet another workshop. Our Global Talents had the possibility to join a workshop organized either by UEFA or DAZN on Women Football development.

In the first one, we had the opportunity to listen to experts from the UEFA Innovation Hub explaining us their Innovation Programs for the UEFA’s Women’s EURO 2025, which were developed in collaboration with partners such as Adidas, Disney, Amazon, the Swiss Football Association and various Universities around Switzerland. We were then divided into groups and challenged to think outside the box. We had to develop a plan on how to expand these initiatives to other countries and according to which factors. One key insight was the understanding of the cultural differences between the Countries of the group members, as everyone shared their point of view in respect to how their Country of origin would react to such ideas.

Instead, in the second workshop, organized by DAZN, we had the opportunity to explore the topic of sustainable business growth in women’s football, and to discuss how the sport can evolve from short-term “hype” into lasting success.
During the session, DAZN representatives shared some insightful broadcasting data from the latest Women’s European Championship, highlighting both the impressive audience growth and the challenges that still remain to make this progress sustainable.
We were then divided into groups to work on practical ideas to make women’s football more appealing to audiences. Among the proposals that emerged were adapting certain game rules to make matches more dynamic and entertaining, experimenting with new camera angles and production techniques to enhance the viewing experience, and investing more in youth women’s football to nurture stronger, more competitive athletes.
Another interesting insight was the importance of creating iconic figures who can inspire fans and elevate the sport’s visibility.

Finally, the week was concluded with an afterparty hosted by our friends from the Impulse Network, who did an amazing job! We couldn’t be more grateful for this experience and use the occasion to thank them once again. Hopefully this article will inspire other students to apply next year and make the most out of their own experience.

See you on the 29^th-30^th of October 2026!

By Sofia Negretti and Stefano Castellana

6 dicembre 2025 0

NITTO ATP FINALS: THE LAST SHOWDOWN IN TURIN

The Nitto ATP Finals are a professional tennis event that takes place at the end of each season. By then, the best eight players and couples of the ranking, are qualified to compete in this event. Since 2021, the ATP Finals are held at the Indoor Tennis Hardcourt of the Inalpi Arena in Turin and will most likely stay there for a few more years. This year, I had the chance to go watch the semifinals in person, giving me a real involvement in the atmosphere.

Nitto Denko Corporation Title Sponsorship

Since 2017, the official name has been Nitto ATP Finals due to a title sponsorship with the Japanese manufacturing company, Nitto Denko Corporation. Their collaboration is crucial to the event’s overall identity and branding. In fact, Nitto’s representatives are always present. For example, at the semifinals, the Nitto Denko Corporation CEO, Hideo Takasaki, did the coin toss before the start of both matches.

Tournament Format and Points

Singles matches are contested as best-of-three tie-break sets. Doubles matches consist of two sets with no-ad scoring, and if teams split sets, a Match Tie-break determines the winner.

The eight qualifiers are divided in two groups. The top seed is assigned to Group A, the second to Group B, and the remaining players are allocated in pairs according to seeding. Each participant plays against the other three players in their group. The group winners are placed on opposite sides of the draw, while each runner-up faces the winner of the other group in the semifinals.

Fun fact: groups at the Nitto ATP Finals are named after tennis legends. For instance, this year the singles groups were called the Jimmy Connors Group and the Bjorn Borg Group, while the doubles groups were the Peter Fleming Group and the John McEnroe Group.

In terms of ATP points, players get 200 points for each win in the group stages, 400 points for a semifinal win and 500 points for winning the final. If the player goes undefeated, they can get a total of 1,500 points, which is a significant amount of points as it’s only 500 less than a grand slam, emphasizing the importance of this event.

The Eight Who Made It to Turin

The eight singles players who qualified for this year’s Nitto ATP Finals were:

Carlos Alcaraz. He qualified early with strong results at Grand Slams, winning both the French Open and the US Open.

Jannik Sinner. He arrived in Turin after a highly successful season, despite a three-month suspension due to the controversial Clostebol doping case. He won major titles, including Wimbledon and the Australian Open. His qualification was impactful, given strong home support in Italy.

Alexander Zverev. He returned to the year-end event after a solid season with many deep runs in major tournaments.

Novak Djokovic. He qualified once again after a strong season despite his age. Notably, Djokovic won the ATP 250 event in Athens, defeating Lorenzo Musetti in the final. Musetti needed this win to qualify for Turin, but Djokovic’s victory prevented his entry. After the match, Djokovic reportedly told Musetti he would not participate in the ATP Finals, reflecting a strategic decision to manage his schedule at this stage of his career. Therefore, Lorenzo Musetti took his place at the event.

Ben Shelton. He qualified for the Finals for the first time after a breakthrough season with rapid progress on the tour.

Taylor Fritz. He returned to the event by delivering consistent results throughout the season.

Alex de Minaur. He qualified for the Finals through consistent performance in major tournaments despite only winning one title this year.

Félix Auger-Aliassime. He secured the final qualification spot following a strong performance during the later stages of the season.

Key Results and My Experience

There were several notable matches during this year’s ATP finals. However, the one that clearly stood out was the final between Carlos Alcaraz and Jannik Sinner. These two players have both had a dominant season this year, separating themselves from the rest of the tour. Jannik Sinner, the defending champion, ended up beating Carlos Alcaraz 7-6, 7-5 in a long-fought battle to claim his second career ATP Finals title.

Other matches, such as Taylor Fritz vs Alex de Minaur and Alexander Zverev vs Félix Auger-Aliassime, were particularly important. These were the last matches of the group stages, and hence for the players, it decided whether they would be going to the semifinals. Surprisingly, both de Minaur and Auger-Aliassime produced upsets by defeating higher-ranked opponents.

As a result, the two semifinals were Jannik Sinner vs Alex de Minaur and Carlos Alcaraz vs Félix Auger-Aliassime. These were the two matchups I was lucky enough to watch live at the Inalpi Arena in Turin.

Attending in person gave me a totally different perspective from watching the event on television. The atmosphere was electric, with fans responding to every point. It was particularly fascinating to see everyone joining in and chanting “Ole, Ole, Ole, Ole, Sinner, Sinner” during the warm-up, after winning the first set and after winning the match, which gave Sinner a lot of confidence going into and through the finals.

I sat in the first row on the North Sector 101, which is amongst some of the best seats in the stadium. This gave me a real court-level perspective on the match. From this perspective, I noticed how significant the level of power and precision that Sinner and Alcaraz play at, which is hard to grasp just by watching the broadcast on television.

Logistically, the event was organised with an easy entry process and a clear arena layout. The lighting and screens inside the arena also played a huge role. The large screens created a sense of immersion throughout the matches. For example, after every ace, all the screens around me instantly displayed the word “ACE,” which energised the crowd. This feature arose from the “Un Ace per la Ricerca” initiative by Intesa Sanpaolo. The leading Italian banking group donated €500 for every ace during the semifinals (€1,000 for the finals and €100 during the group stages). The funds went to the Fondazione Piemontese per la Ricerca sul Cancro. This integration of sport and charity added an essential layer of significance to the Nitto ATP Finals.

The Numbers

This year’s ATP finals wasn’t only intense on court, but it also broke several records. Jannik Sinner took home $5.07 million which is the biggest winner’s cheque in men’s tour history. Across the whole week, the event saw 229,879 fans attending which was an all-time high. The atmosphere also extended beyond the stadium itself since the Sinner vs Alcaraz final became the most-watched tennis match in Italian TV history with over 7 million viewers.

Taken together, these numbers reflect how vital this edition was not only for the players, but also for tennis as a sport. Overall, attending the Nitto ATP Finals offered a unique insight into one of tennis’s most prestigious events, highlighting why Turin remains an ideal host for the season finale.

By Alberto Di Lodovico

27 novembre 2025 0

ENHANCED GAMES: THE FUTURE OF SPORTS – OR THE END OF IT?

Created by 40-years-old Australian Aron D’Souza, the Enhanced Games is a new and controversial multi-sport event. The idea behind it is to admit the use of performance-enhancing drugs (PEDs), currently banned by the World Anti-Doping Agency (WADA), under medical supervision and control that, according to the event organizers, will ensure the athletes’ safety and health.

The declared objective of these games is to push beyond the athletes’ natural limits, break existing records and surpass the boundaries of human capability.

The inaugural Enhanced Games will take place in May 2026 in Las Vegas and will feature athletes competing in three main disciplines: swimming, track & field and weightlifting.

The Business Behind the Enhanced Games

The Enhanced Games are deeply commercial. They are structured around high-stakes investments, lucrative athlete payouts and a business model that pivots from traditional sport governance to an “entertainment-first” approach.

Unlike the Olympic Games – which rely on a mix of public and private funding, media rights and sponsorships – the Enhanced Games are entirely privately funded by venture capital funds such as 1789 Capital, and investors including Peter Thiel, Balaji Srinivasan and Christian Angermayer. To date, the project has reportedly raised around $300 million.

Each event will have a prize pool of $500,000, with $250,000 awarded to the winner and $ 1 million bonus for world record breaking. Moreover, all participating athletes will receive appearance fees.

The Enhanced Games promote themselves as an efficient and athlete-centric event. They aim at cutting unnecessary costs by focusing on fewer sports, using existing infrastructure and reinvesting to fairly pay all athletes.

The Uncomfortable Truth: Why the Enhanced Games are Going to Succeed

There are several factors that are likely to contribute to the success of the Enhanced Games:

Proof of concept. The Enhanced Games have already demonstrated that their model can work in practice. Greek swimmer Christian Gkolomeev broke the long-standing world record in the 50-meters freestyle during filming for the Games’ official documentary. What’s surprising is the fact that the swimmer achieved this just two weeks after joining the Enhanced program. Wether it was luck or not, this result perfectly aligns with the event’s core narrative: that with full medical supervision, financial backing and cutting-edge training facilities, athletes can truly push beyond their natural limits.
Unquestionable public interest. Regardless of personal opinions, the Enhanced Games undeniably attract attention. Featuring elite athletes like Ben Proud or James Magnussen, the event arouses curiosity. Furthermore, the timing of the event is ideal: with the next Olympics in 2028 and the conclusion of the swimming and athletics World Championships, the Enhanced Games will stand as the only major event on the calendar.
A smart marketing strategy. The Enhanced Games are built on storytelling and spectacle. They recently released a compelling and engaging documentary. Furthermore, their main target audience is the casual sports viewer – people who watch disciplines like swimming or track & field only occasionally or during the Olympics, mainly for national pride but especially to see the best athletes breaking world records. By emphasizing entertainment and frequency, the Enhanced Games aim to fill the long gap between Olympic cycles and transform elite performance into an ongoing show.
Transparency and compensation. At the highest level of sports doping has always existed and, in some disciplines, such as bodybuilding, there is already a clear distinction between “natural” and “enhanced” categories. There is a long-documented history of doping scandals in sports, and not all were sanctioned (for instance, at the Tokyo Olympic Games in 2020, 23 Chinese athletes tested positive and yet were still allowed to compete and win four gold medals). In this sense, the Enhanced Games ensure transparency and fairness.
Nevertheless, there is also the economic point of view. In a public statement released in May 2025, Christian Gkolomeev’s wife reveals that, during his career, her husband only earned about $5,000 per year, despite full commitment to his sport and continuous WADA testing. His choice to join the Enhanced Games was a purely money-driven – and it’s hard to blame him.
The longevity market. The wellness trend is booming. Ordinary people exercise more, eat healthier and take supplement to optimize health and performance. Let’s take creatine as an example: once considered unsafe, it is now mainstream, widely accepted for its physical and even cognitive benefits. From this perspective, the Enhanced Games also serve as a kind of scientific experiment. It wouldn’t be surprising if, in 15-20 years, some substances now labelled as “doping” will be normalized and socially accepted, both in sports and in everyday life.

Conclusion

The criticism raised against the Enhanced Games is entirely legitimate, yet it’s impossible to ignore the brilliance behind the idea. Aron D’Souza has managed to create something completely new and the mix of controversy, innovation and spectacle is likely what will make it a success.

By Federico Sittaro

20 novembre 2025 0