Crowds of team fans, overcrowded stadiums, and grandiose sports marketing campaigns - all this would not be possible without sports marketing. Today's guest is Ryan McCallum. Ryan McCallum is President at Canada Sport Marketing, Formula 1 Paddock Club Authorized Distributor. In this edition, he shares the features of working with major sports clients such as F1. Also, Dr. Sebastiano Mereu tells in his article about dimensions of perceived value that influence sport fans’ adoption of the metaverse.