How can brands embrace the Games Wide Open ethos of Paris 2024? June 15, 2024 The Paris 2024 Olympics has chosen “Games Wide Open” as its slogan for the summer. Leo O’Mahony, Junior Strategist at firm Imagination, looks at how sports brands can embrace the ethos and how they must adapt to changing and evolving audiences. Sports brand messaging since the Nike boom in the 1980s has been about the [...]
Euro 2024 adverts review: Adidas, Coca-Cola, Sports Direct, BBC and Paddy Power June 13, 2024 Who are the Jude Bellinghams and Jack Grealishes of the advertising world?
Ed Warner: Are Manchester City on course to follow the Harlem Globetrotters? June 13, 2024 Our sport business columnist tackles Man City's challenge to the Premier League.
Premier League signs up Guinness to replace Budweiser in £40m deal June 12, 2024 Guinness saw off competition from Heineken to replace Budweiser.
Ed Warner: Boxing hits right notes in delicate dance between solo and team sport June 6, 2024 Frank Warren and Eddie Hearn are nothing if not entrepreneurial. Expect Queensberry 10-0 Matchroom to be just the start.
Ultimate Championship: How new World Athletics event with record $10m pot will work June 3, 2024 The Ultimate Championship will pay its winners $150,000 (£118,000) each.
Pool in Saudi Arabia? It’s about more than just money, says Matchroom’s Emily Frazer June 3, 2024 It’s not just boxing, golf and tennis – now nineball pool is headed to Saudi Arabia.
A Minister for Sport would change the game. If only politicians listened May 30, 2024 Sport matters to me. A lot. Probably to you too, otherwise why else are you reading this? Physical health, mental displacement, tribal identity, emotional immersion, empathy, joy, endorphins. All these gifts and more – including an appreciation of sport’s value to the society I live in. Enough to want our politicians to nurture it. Actually [...]
Cazoo has collapsed. Was its bold approach to sport sponsorship to blame? May 30, 2024 Last week, online car dealership Cazoo collapsed into administration. The brand had made a name as one of Europe's most prolific sponsors - was this to blame?
Euro 2024 branding: There will be no escaping football fever this year May 28, 2024 Euro 2024 is not just about football on the pitch. Brands use this period of captive audience for their own benefit. Either way, as Daniel Sproul writes, there’s no escaping football fever. The summer of sport kicks off in earnest on 14 June with Euro 2024 – and brands across Europe and in the UK [...]