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      How does a brand agency build a league identity like Ultimate Sevens from scratch?

      Collection of six sports team logos: Albion Athletic, Sol Feroz, Cian Taran, Foudre Bleue, Pacific Current, Atlantic Novas.

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    • Featured

      How does a brand agency build a league identity like Ultimate Sevens from scratch?

      Collection of six sports team logos: Albion Athletic, Sol Feroz, Cian Taran, Foudre Bleue, Pacific Current, Atlantic Novas.

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      Tell us your story.

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Sport Business

  • David Kogan: Chair of football regulator appointed despite ongoing inquiry

    October 6, 2025

    Media rights advisor David Kogan OBE has been confirmed as the first chair of the Independent Football Regulator despite an inquiry into his appointment remaining ongoing. Kogan was named preferred candidate by the Department of Culture, Media and Sport earlier this year but questions about his suitability were raised after he revealed he had donated [...]

  • Kildunne and Maher honoured with Barbie dolls, celebrating women’s sport

    October 6, 2025

    England Red Roses star Ellie Kildunne has been honoured with her own Barbie doll alongside US sensation Ilona Maher. The pair are two of four players – alongside New Zealand’s Portia Woodman and France’s Nassira Konde – to have dolls created for them by Barbie owner Mattel. It comes after the Red Roses partnered with [...]

  • Luxury brands in sport: F1 leading the way, but for how long?

    October 5, 2025

    Take one minute to watch some of the Formula 1 Singapore Grand Prix this weekend and you’ll struggle not to lock eyes with a luxury brand being splashed on an advertising hoarding or chassis panel. One year ago this month LVMH – parent company of the likes of Louis Vuitton, Dior, Moet & Chandon, Tiffany [...]

  • No Limits Tour: Cliff diving, Tom Daley and the TikTokification of sport

    October 4, 2025

    When launching a new sports property it helps to have one of the biggest names in the game lend their support and, in diving, they don’t come much bigger than Tom Daley. So it was a timely boost to the No Limits Tour Cliff Diving Championship that former Olympic champion Daley agreed to appear in [...]

  • Allianz Stadium Twickenham can be hub for global overseas sport

    October 3, 2025

    On Saturday Argentina and South Africa will play a regular season Rugby Championship match at Allianz Stadium in Twickenham. But this is not out of the ordinary for the capital; next month the Springboks will take on Japan at Wembley and an All Blacks XV will face the Barbarians in Brentford. Looking back, too, there [...]

  • Women’s sport participation numbers surge, Royal London state

    October 2, 2025

    Participation numbers in women’s sport are soaring as global success inspires the next generation of athletes. More women are playing football, rugby, netball, hockey and cricket than in 2023 with big moments in women’s sport cited as key factors in getting people active. The findings, from Royal London, come a week after England’s Red Roses [...]

  • Private equity stakes in NFL teams could increase above 10 per cent

    October 2, 2025

    NFL commissioner Roger Goodell failed to rule out allowing private equity giants to buy more than the current 10 per cent limit in franchises ahead of a trio of games in London. In January the Buffalo Bills (Arctos Partners) and Miami Dolphins (Ares Management) became the first NFL franchises to sell stakes to private equity [...]

  • Premier League spending not suffocating Europe, insists chief

    October 2, 2025

    Premier League chief executive Richard Masters has denied English clubs’ unprecedented spending in the summer transfer window is “suffocating” rival football leagues. The 20 Premier League clubs spent £3bn over the summer, smashing all records for a transfer window. Their net spend was £1.2bn. This splurge was led by Liverpool, who spent over £400m, while [...]

  • Exclusive: Arsenal close in on Visit Rwanda partnership extension

    October 2, 2025

    Arsenal are in advanced talks to extend their controversial £10m-a-year commercial partnership with Visit Rwanda, the tourism arm of the East African country. The current agreement, which sees Visit Rwanda appear on the shirt sleeves of the men’s and women’s teams, was due to expire at the end of the season.  It has also been [...]

  • Capitulation clearing Russia and Putin’s path to LA 2028 Olympics

    October 2, 2025

    Vladimir Putin’s path to Los Angeles 2028 is being cleared, his war on Ukraine becoming normalised in the minds of the world’s sports administrators. Last week’s votes by the International Paralympic Committee to readmit Russia and Belarus are, to my mind, a shameful capitulation and represent a triumph for the warmonger. All eyes now on [...]

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