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Trade Comment

The Sports Market

With the sporting world now returning to normal after the pandemic, Rob Fletcher asks: “how important is the sports market to you and the wider print industry?”

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Yuichi Ishizuka, President and CEO, Canon EMEA

World-class sport

Through its sponsorship of the Commonwealth Games 2022, Canon will demonstrate its full breadth of imaging technology by supporting athletes and organisers with on-site medical imaging services, and dedicated Canon professional service (CPS) support and printing solutions which will help to bring the Games to life to more than a billion spectators and viewers.

The Birmingham 2022 Commonwealth Games will see around 6,000 athletes from 72 nations and territories compete in 19 sports and eight para-sports across 14 competition venues from July 28th to August 8th, 2022. As the biggest event ever to be held in the West Midlands, it is expected to attract more than one million spectators to the city and have a global TV audience of 1.5 billion.

At Canon we have a proud heritage of supporting world-class sporting events


At Canon we have a proud heritage of supporting world-class sporting events, so we are incredibly pleased to be the Official Imaging Supporter to the Birmingham 2022 Commonwealth Games. We believe that imaging can transform our world, and we look forward to using our full range of innovative technologies to support the welfare of athletes, ensure the smooth running of the Games and inspire sports fans across the globe.

Through this sponsorship, Canon will help the Commonwealth Games to be seen like they’ve never been seen before. Canon Professional Services will give photographers and broadcasters behind-the-scenes support in capturing every moment of the action, while dedicated on-site printing services will help the event organisers and venues to deliver an exciting fan and spectator experience.

Creating strong links
Michael Green, Managing director, MacroArt

As a business strongly represented in the world of exhibitions and live events, the almost overnight closure of this sector during lockdown focused our collective minds on the task of developing other sectors to which we could apply our skills and experience.

There are many transferable skills between the two markets, and with the more rapid return of sporting events (with or without fans), we have experienced significant growth in the sports market, which seems set to form a continued and important part of our business in the future. We now work with both the EFL and several Premier League clubs in providing a wide range of graphics services, including stadium dressings, hoardings, signage and branding.

We now work with both the EFL and several Premier League clubs in providing a wide range of graphics services


A prime example of our work in this new and growing sector is our involvement in the installation of more than 3,000sq m of graphics and signage at the EFL (English Football League) Papa John's Trophy Finals ‘Wembley Weekender’ held at Wembley Stadium in March of 2021, which was seen across both terrestrial and cable channels. Whilst challenging in both scale and timescales, perhaps the key point to this project was its strong sustainability credentials, resulting in a net carbon neutral result for the first time in this sector.

Looking to the future, as fans return across a wide variety of sporting events, MacroArt sees itself as well placed to further develop this sector, building on our expertise and creating strong industry links.


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