How Samsung, Pampers and NBC struck gold at Paris 2024 Olympics August 14, 2024 The Paris 2024 Olympics marked a cultural shift in how brands connect with global audiences, with the games being dubbed the “TikTok Olympics” due to many sponsors’ digital-first approach. As the International Olympic Committee (IOC) acknowledges an ageing fanbase—the average age has risen by approximately 10 years in just a decade—the need to captivate younger [...]
Work from home culture may damage the future of sport branding August 13, 2024 Has the phenomenon of working from home damaged the way sports brands can reach their audiences? Joe Langsworthy investigates. Sport in 2024 has never been more accessible. Yet watching our favourite pastimes live in stadiums, arenas and other venues remains out of reach to millions. Recently, Sir Lewis Hamilton condemned the rising prices of tickets [...]
Reddit finds the perfect non-league football club to sponsor August 8, 2024 The online forum’s football sub-section r/football will appear on the home and away shirts of the Worcesterstershire team.
Ahead of the Game: Treasury cost-cutting to hit Manchester United £2bn stadium plans August 7, 2024 Rachel Reeves could scupper Sir Jim Ratcliffe's more ambitious stadium hopes.
Emirates extends FA Cup sponsorship despite controversial changes August 1, 2024 The Football Association has renewed its sponsorship deal with Emirates for the FA Cup for another four years. The arrangement, which began in 2015 and is reported to be worth £10m per season, will now run through until at least 2028. It comes as the FA Cup is set to undergo controversial changes this season, [...]
Ed Warner: Is the ‘Wrexham Effect’ actually hurting lower league finances? August 1, 2024 One week until the football league kicks off and Wrexham AFC will hog the League One spotlight.
Ahead of the Game: Six Nations facing compensation fight over £800m deal snub July 31, 2024 In his first weekly sports news column, Matt Hughes reports on the row between the Six Nations and southern hemisphere chiefs over the Nations Championship, the value of Team GB’s new deal with Adidas, Everton’s tensions with the Premier League, and England cricket chiefs’s latest hire. The Six Nations are facing potential demands for tens [...]
Let the Games begin! There’s a rush of excitement for Team GB at Paris 2024 July 25, 2024 The bookies appear to have keyed their odds off the Gracenote forecasts, with a few tweaks. The over/under odds on France golds is currently struck at 24.5; Team GB are at 16.5.
Paris 2024 adverts: The best and worst Olympics commercials July 24, 2024 As the sports advertising world attempts to catch its breath after the highs and lows of the Euros, the Olympics and Paralympics have other ideas, with Paris 2024 welcoming the world’s best athletes and the world’s biggest brands for a month of sporting excellence. Whilst every brand and his dog tried to tap into authentic [...]
Premier League games in America? No, says top flight club owner July 22, 2024 The Premier League previously considered the controversial “39th game” plan, which would have seen an extra round of matches added to the season and played in different locations around the world.