Extraordinary athletes, ordinary content: why even Nike should make more of its talent Sport Business Nike’s former global editor, Dan Rookwood, argues that brands are leaving value on the table by wasting their allocated time with star athletes. Since landing my first job on the sports desk of The Guardian’s website in 2000, I’ve spent a good chunk of my career interviewing athletes. Sometimes it has been a joy – [...]
How sport and athletes can show the realities of neurodiversity Sport Business Sport and athletes like Simone Biles, Lewis Hamilton and Lucy Bronze can play a key role in reframing attitudes on neurodiversity, writes Matt Readman. Earlier this month Wes Streeting announced a review into how the UK is currently diagnosing mental health conditions, jumping on the bandwagon of those questioning whether normal feelings have become “over-pathologised”. [...]
Messi and LeBron beaten to top spot in athlete marketability rankings Sport Business US gymnast Simone Biles has beaten LeBron James and Lionel Messi to be named the most marketable athlete in the world by sports industry experts. Real Madrid and Brazil footballer Vinicius Jr is second, followed by NBA legend James, women’s basketball sensation Caitlin Clark and Messi in the list published by SportsPro magazine. Biles, who [...]
The Olympics are about building a better world, not just muscles August 1, 2024 There’s more to the Olympics than “faster higher, stronger” – they inspire generations to create a more tolerant, inclusive society, says Matt Hardy The Olympic Games are more than sport and ego; they are an appreciation of dedication, patriotism and the highs and lows of humankind. Already we have seen the sheer jubilation of Adam [...]
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.