Sabastian Sawe and the need for clean sporting heroes we can believe in April 30, 2026 Trust in performances like Sabastian Sawe’s at the London Marathon is the cornerstone of sport’s success, writes Ed Warner. The modern sports economy is anchored in belief: belief that the successes we celebrate are genuine, hard-earned, and comparable across eras. Without this belief records lose meaning, fans become disillusioned, sponsors turn tail and there is [...]
Sawe and Adidas London Marathon record could see athletes jump from Nike April 27, 2026 Sabastian Sawe’s use of Adidas footwear at the London Marathon to break the two-hour barrier could lure non-contracted runners away from Nike, experts have warned. Kenya’s Sawe became the first person to legally dip under the two-hour mark on Sunday to etch his name in athletics folklore alongside Roger Bannister and Jim Hines, and did [...]
Manchester United’s £10m boost; £5k Masters gnomes and Southgate TikTok April 15, 2026 Manchester United are set for a £10m boost from kit sponsor Adidas if, as now seems likely, they qualify for the Champions League. The club sit third in the Premier League with a seven-point cushion over sixth-placed Chelsea, despite Monday’s shock defeat by struggling Leeds United. Uefa confirmed last week that the top five Premier [...]
Icons, purpose and gastronomy: How brands can win at the 2026 World Cup December 7, 2025 The Fifa men’s World Cup is more than a tournament, it’s becoming the most glamorous, immersive and culturally defining sporting event of the decade. With 48 teams, three host nations, and a projected $17bn economic impact, the scale of the World Cup is staggering. And in true American style, Fifa has even announced the 2026 [...]
Fashion in sport: How Amiri, Blokecore and collabs show shift in fan strategy November 9, 2025 Once dominated by major sportswear brands like adidas, Nike, and Under Armour, the conventional sports marketing landscape has undergone a significant transformation, dramatically reshaped by the modern intersection of fashion and sport. These collisions are taking a number of guises. From high-end fashion houses launching official club formalwear (check out the recent Amiri x FC [...]
EuroLeague CEO: ‘NBA Europe is not needed. We’ve been here for 25 years’ October 29, 2025 EuroLeague CEO Paulius Motiejunas is on bullish form. European basketball is a hot topic and his organisation, which runs the competition home to continental giants such as Real Madrid and Panathinaikos, has just begun a new season in good shape. It has a new main sponsor in Etihad Airways, a new deal with Adidas and [...]
West Ham on hook for £5m despite Potter’s Swede pick-me-up October 22, 2025 West Ham will not receive any financial benefit from Sweden’s surprise appointment of Graham Potter, who is still set to bank around £5m in compensation after being sacked by the struggling Hammers last month. Most Premier League clubs only pay compensation – in the form of monthly salary payments – to sacked managers until they [...]
New Balance: UK sales pass £1bn for the first time October 2, 2025 Sales at the UK arm of New Balance have surged to more than £1bn for the first time, it has been revealed. The Cheshire-headquartered division has posted a turnover of £1.02bn for 2024, new accounts filed with Companies House show. The total is up from the £882.1m it achieved in 2023, the £679.7m it posted [...]
Three Lions fans snap up 2026 World Cup packages… in three days July 23, 2025 Hospitality tickets to watch England at next summer’s World Cup sold out within three days of being put on sale last week, with fans eager to secure the right to follow Thomas Tuchel’s side in the US, Canada and Mexico at the first opportunity. Fifa released hospitality packages last Monday for the group and first [...]
Andy Murray’s 2013 Wimbledon shirt put up for auction July 3, 2025 Sir Andy Murray’s worn shirt from his historic 2013 Wimbledon triumph is expected to fetch more than £5,000 at auction later this month. Murray has signed the Adidas shirt, which he wore when beating Novak Djokovic to become the first British man to win Wimbledon for 77 years. It is going under the hammer in [...]