Rugby resists modern marketing but Les Bleus have created a blueprint March 24, 2026 The sport of rugby union can be confusing. I don’t mean the rules – although they are part of the problem – but more how a sport can both thrive and struggle to survive almost simultaneously. Nowhere has this been more evident than in the 2026 men’s Six Nations. It was a tournament many claim [...]
Clubs like Chelsea won’t be able to hide from regulator scrutiny March 22, 2026 English football is a global entertainment and cultural powerhouse, contributing more than £9bn annually to the UK economy. Matches are broadcast to hundreds of millions worldwide, with clubs operating not just as teams but as global brands. But with that status comes increased scrutiny of how clubs are run. Under the new Independent Football Regulator [...]
Does Dyson’s Bath investment signal a new era for Prem Rugby? March 21, 2026 If there was major surprise surrounding Red Bull’s entry into Prem Rugby last year, fewer heads would have been turned by news this week of Sir James Dyson’s investment in Bath. Probably because plenty had assumed he was paying for the upkeep of the club anyway. The deal – likely a debt-for-equity swap – by [...]
Analysis: Could £1bn IPL RCB cricket windfall begin Diageo’s comeback? March 20, 2026 It’s been a tough few months for Diageo – and a tough few years for Diageo shareholders. The London-listed drinks giant has seen its share price melt away amid a slump in demand for premium spirits, rising production costs and a flurry of tariffs from across the pond. The stock is already down by an [...]
Elior Champ Rugby deal may be good for clubs, but what’s the point? March 20, 2026 It is great to see Champ Rugby get its first sponsor in six years this week, in catering company Elior UK; it signals a shift in appetite for the second tier of English rugby. It will be a good marketing tool for clubs, whose matches are broadcast on streaming platform Clubber TV, and it solidifies [...]
Can Scotland ever win the Six Nations, when so many of their players play abroad? March 19, 2026 On the final day of the 2026 Six Nations Championships, Ireland defeated Scotland in Dublin in their 12th successive victory against Gregor Townsend’s side. Ireland’s victory extended Scotland’s 27-year wait for the title and underlined the growing gap between the two sides. Days later, news broke that Scotland No8 Jack Dempsey has agreed a deal [...]
Why Winter Olympic growth opportunity sports like skating cannot stand still March 19, 2026 Major competition is the lifeblood of all sport, where firmly laid foundations and high-class athleticism combine to deliver champions. Skating’s global stars have performed in front of massive audiences at the Olympics in Milan recently but for the sport as a whole, the Games are only the start of the story, meaning the opportunity for [...]
Google and Apple can give Team GB Lottery-like boost up medal tables March 19, 2026 It took John Major’s National Lottery brainwave to turn GB into an Olympic and Paralympic force but Big Tech could do the same, argues Ed Warner. With Milan Cortina a wrap, British athletes have completed a full set of post-Covid Olympics and Paralympics, both Summer and Winter, in 21 months. A solitary silver medal from [...]
Football missing bank-grade infrastructure as regulator powers grow March 19, 2026 English football is entering a new era: the Premier League has just handed Chelsea a record fine for hidden payments, while the Independent Football Regulator (IFR) is starting to flex its intentions to improve financial soundness and resilience across the pyramid. The latest licensing proposals go further, allowing the regulator to categorise clubs as “high‑risk” [...]
Why World Cup hydration breaks will push traditional ads to the subs bench March 15, 2026 Hydration breaks at the World Cup could usher in major changes to advertising during live sport, writes Jonathan Haines. As broadcasters prepare for the 2026 World Cup, an unexpected talking point has emerged. The tournament will feature mid-half hydration breaks, introduced to protect players from the searing heat predicted this summer in North America. But [...]