World Cup: How brands will activate as the knockouts begin June 27, 2026 Most eyes will be firmly fixed on the pitch as the World Cup enters the knockout phase next week. But for the discerning observer, there is another contest playing out in the background: what are the sponsors up to? With marketing and sponsorship deals related to the World Cup reported to generate between $2.5bn and [...]
Why sport fans got bored of influencers and forced brands into a mind shift June 27, 2026 Are we a sport generation that loves influencers or hates them? Jack Moriarty looks at how brands have changed their approach Sport has never just been about who wins and who loses. For fans, it’s a vehicle that allows them to escape from their everyday lives and connect with something deeper. That Saturday afternoon on [...]
Novak Djokovic joins investment firm with stake in Mexico’s Azteca Stadium June 26, 2026 Novak Djokovic has joined General Atlantic, the firm that holds and investment in Mexico football’s Azteca Stadium. The Serbian tennis player – who will take on Wu Yibing at Wimbledon next week as he looks for an unlikely 25th Grand Slam title – will act as a global strategic advisor for the firm that has [...]
World Cup proves film and music walked in the US so that sports can run June 26, 2026 With the US experiencing football fever Alistair Watkins argues that we have seen this before, with sport following in the footsteps of film and music When people think about European culture making its mark in the United States, they tend to think of music, film and television. From The Beatles to Harry Potter and One [...]
World Cup spending: England fans could spend £150m if they beat Panama June 26, 2026 An England win against Panama at the World Cup on Saturday could lead to an extra £150m in consumer spending, while fans are expected to fork out an extra £22m in pubs across the country this weekend. England are top of Group L, level on points with Ghana, ahead of Saturday’s final match of the [...]
How onerous UK tax system can sting players at Wimbledon June 26, 2026 With the Wimbledon Championships set to begin on Monday, Pete Fairchild takes us through the (very) complex tax issues players face. At Wimbledon, while spectators sip on Pimm’s and eat strawberries, the world’s top tennis players are earning income on British soil. For stars such as Jannik Sinner and Carlos Alcaraz, competing in London means [...]
Women’s rugby in England is way ahead, and the RFU deserves credit June 26, 2026 In a phrase many thought a rugby fan would never utter: The RFU, the governing body of the sport in England, is doing a world-leading job. Hold the front page, it surely cannot be true given recent controversies surrounding bonuses and the structure of the men’s game below Prem Rugby. But it is true. But [...]
Could Burnham be the answer to free-to-air sport for all? June 25, 2026 With Andy Burnham set to be the next Prime Minister, Alan Sendorek assesses how his approach to broadcasting sport may differ from Sir Keir Starmer’s. Sir Keir Starmer – the country’s most powerful Arsenal fan – last month joined the Football Supporters Association in calling on TNT Sports to make the Champions League final available [...]
Yokohama F Marinos: City Football Group offloads second club in space of six months June 25, 2026 City Football Group, owner of 10 football clubs including Manchester City, has divested its minority stake in Japanese side Yokohama F Marinos to carmaker Nissan. The J1 League outfit will remain a CFG partner club but is now wholly owned by Nissan, who founded them as a works team in the 1970s. It comes six [...]
Messi, Ronaldo, Serena, Novak: What sport stars dodging retirement tells us June 25, 2026 Sport heroes used to retire at the top but now the likes of Messi, Ronaldo, Serena and Djokovic have other ideas, writes Matt Readman. Sport is nothing if not storytelling. And every athlete wants the perfect ending to their own story. The crowning moment. The final wave to the crowd. Departing with dignity on your [...]