Winning domestic or international championships is the often the main goal for many sports teams and franchises, but with it comes unparalleled attention, considerable marketing and communications challenges as well as fresh opportunities. The way in which different teams plan for, and cope with, such scenarios is rarely discussed or shared outside of club walls. In this panel speakers from Europe’s domestic soccer champions share their views on the subject, what lessons they have learnt from their most recent successes on the pitch, and the tips they can share for the champions of the future.