World Cup no longer has global audience – and that’s a marketers challenge April 4, 2026 The domestic football season is hurtling towards its conclusion and, despite England’s drab international break and talk of boycotts, World Cup fever is starting to build. Soon, wallcharts will be pinned up, vintage England kits pulled out from the back of the wardrobe, and Three Lions will find its way onto office playlists. However, this [...]
Investec Champions Cup organisers should meddle with knockouts April 3, 2026 On Wednesday the amount of tickets still available for Harlequins’ Investec Champions Cup round of 16 fixture against Sale Sharks was well over 6,000. Against their registered capacity of 14,800, that could result in an attendance of less than 9,000 – or around 40 per cent empty – come Saturday night. It is a better [...]
Middlesex CCC needs saving from oblivion so ECB must take bold action April 2, 2026 As the English cricket season begins again, the demise of Middlesex should be ringing alarms bells at fat cats Surrey and the ECB, writes Ed Warner. Of course the forecast is for biting winds across the country this weekend. What did you expect? The English cricket season starts tomorrow. Expect confected hoopla about The Hundred, [...]
Tottenham Hotspur relegation: A black swan event the Premier League needs? March 26, 2026 The Premier League trades on its unpredictability so the relegation of Spurs, one of its ever-present clubs, could offer a Leicester-like lift in a dull season, says Ed Warner. Barnsley, Oldham Athletic, Bradford City, Swindon Town, Portsmouth. Just a few members of the not-so-exclusive club of 16 teams that Tottenham Hotspur fans will be desperate [...]
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 [...]