Fury: The real fight is not in the ring or ad spend, but brand alignment Sport Business Tonight, when Tyson Fury steps back into the ring, the spectacle will be available live on Netflix to 300m customers worldwide. It is a knockout for audiences. And it will be a showcase event for brand partners too. However, in high-profile environments like this where brands want to make an impression, it is not just [...]
Joshua vs Paul: A defining moment in evolution of sport entertainment Sport Business Tom Wild discusses how Joshua vs Paul shows sport can no longer be separated from the cultural forces that surround it. In a world where attention is fractured and loyalty is fluid, one of the most powerful tools available to help marketers cut through isn’t new at all – it’s culture. More specifically, it’s the [...]