The presentation will deal with the new European Union competition law rules, which are in force since June 1, 2022 and which offer new strategic opportunities for sporting goods brands, importers and retailers to structure/adjust the various offline and online distribution channels. The revised EU Block Exemption Regulation 2022 imposes however also some new obligations on industry and trade in particular in the area of direct to consumer sales of brands. To be prepared and to make use of this new law means to gain a competitive advantage over others.