A22 Sports Management is a company that was formed to sponsor and assist in the creation of the European Super League. In its advisory capacity, A22 focuses on the overall structure, operating and financial aspects of the potential new competition. The current focus of our work is to set up an active and extended dialogue with a comprehensive group of football stakeholders including clubs, players, coaches, fans, media and policy makers, the European Football Dialogue. The aim is to facilitate a conversation about a sustainable sporting model that reflects the long-term and mutual best interests of fans and the broader football community.