The Week in Sportbiz: Fresh fears over Tokyo Olympics; Pound calls for athletes to jump vaccine queue; China’s $900m esports palace January 7, 2021 Tokyo 2020 Olympics organisers have attempted to calm fears that the Games will not go ahead after a state of emergency was declared in the city. Japan’s prime minister Yoshihide Suga announced the measures today in response to a steep rise in Covid-19 cases. The Olympics was rescheduled in response to the pandemic last summer [...]
‘Cultural relevance’ is the key to brands connecting with Generation Z sport fans October 28, 2020 ‘Cultural relevance’ is a phrase increasingly being discussed in boardrooms of brands and advertising agencies across the world. As reaching Gen Z becomes more important every year, the need to go beyond traditional marketing and connect with the values and beliefs of this audience is now vital. At Ear to the Ground, we know that [...]