Where Mbappe will go if he breaks up with Nike Sport Business With rumours swirling about Kylian Mbappe’s future with Nike, marketing expert Steve Martin breaks down what could come next. I have spent more than 30 years working in sports marketing, and one of the most consistent truths I have learned is that the football boot market is one of the most tightly controlled consumer categories [...]
Cristiano Ronaldo on Mars: Where will sport take us in the next five years? Sport Business Tech disruption, athlete power and new formats: sport has changed dramatically since Ed Warner started writing weekly about the industry in 2021. This column – based on my weekly newsletter, Sport Inc. – has just reached its fifth anniversary. The book of the same name is three years older. In this short span of time, [...]
10 years of Laver Cup: Nerves, serves and Federer’s ‘lucky’ London farewell Sport Business Tony Godsick vividly remembers the day, exactly 10 years ago, when he and Roger Federer, his biggest client, went public with their big idea: the Laver Cup. “I was nervous,” Godsick tells City AM. “I had been in the sport for a long time already, and this concept was screaming to be done, but no [...]
Australian Open enjoys record crowds before tournament has even begun January 12, 2026 Australian Open organisers are toasting record crowds before the Grand Slam has properly begun after a near four-fold year-on-year increase in attendance on the first day of play at Melbourne Park. More than 29,000 tennis fans poured through the gates on Monday to catch players including home favourite Bernard Tomic and Brit Dan Evans in [...]
What Wimbledon taught me about winning in business July 10, 2025 Tennis’s unique scoring system mirrors the nonlinear, probabilistic nature of start-ups and life, where success hinges not on winning every point, but on succeeding when it really matters, says Lewis Liu I am obsessed with tennis. I try to play every day. My wife says I’m grumpy if I miss a day. During Wimbledon, it’s [...]
Ed Warner: Ronaldo, Federer, Bolt, Biles – what makes a sporting icon? July 4, 2024 Our columnists also takes on Air France, Seb Coe and England's PR team.
Federer: Twelve Final Days review – A glossy documentary June 21, 2024 Tennis lovers will revel in the footage of the Roger Federer at his best, but the film as a whole offers only basic shots.