Forget medal targets, Winter Olympics success will be decided on sofas not ski slopes February 5, 2026 Sports fans have a feast of action, from the Winter Olympics to the Six Nations and the T20 World Cup, to gorge on over the coming days, writes Ed Warner. Have you planned your viewing schedule for the next few days? Pushed the football to the margins of your calendar for once? Six Nations opener [...]
Team GB bid for Winter Olympics history hit by skeleton helmet row February 4, 2026 Team GB have become embroiled in a kit row on the eve of the Winter Olympics after their world-leading skeleton squad’s safety helmets were deemed to be non-compliant. The British Bobsleigh and Skeleton Association (BBSA) has lodged an urgent appeal with the Court of Arbitration for Sport against a decision made by world governing body [...]
Exclusive: Olympian Matt Richards launches sports-tech platform Sponza February 3, 2026 Double Olympic champion swimmer Matt Richards has launched a new business that will help thousands of athletes find commercial backers. Sponza, Richards told City AM, has raised a six-figure sum at a seven-figure valuation ahead of its launch this week. The sports tech platform will allow athletes to connect with brands, with the aim of [...]
Why tribes are everything in sport, but growing them is no easy task November 20, 2025 Tribalism is key to fandom in sport but the challenge is commercialising and gorwing them, writes Ed Warner. To the Kia Oval for an exercise in tribe creation. Conscious that in most enterprises the whole is stronger than the sum of its parts, I have been working with the help of chairs across Britain’s sporting [...]
In defence of sport’s blazers: Give them scrutiny, yes, but also empathy October 23, 2025 Spend a minute on social media during a major sporting event and you’ll find them: the keyboard warriors, the armchair pundits, the self-appointed arbiters of “what the fans really want”. Their target? The blazers in the boardroom perceived to be truffling for perks and who wouldn’t know how to find the nearest grassroots facility. While [...]
No Limits Tour: Cliff diving, Tom Daley and the TikTokification of sport October 4, 2025 When launching a new sports property it helps to have one of the biggest names in the game lend their support and, in diving, they don’t come much bigger than Tom Daley. So it was a timely boost to the No Limits Tour Cliff Diving Championship that former Olympic champion Daley agreed to appear in [...]
GB Snowsport announces new partner with Olympics looming September 24, 2025 London headquartered insurance broker McGill and Partners has partnered with GB Snowsport ahead of the 2026 Milan Cortina Winter Olympics and Paralympic in February and March. The short-term deal will see the organisations partner up after a successful World Cup season for GB Snowsport, with the likes of snowboard cross racer Charlotte Bankes, skier Dave [...]
Olympic swimmers to take on length of Thames in sewage protest August 29, 2025 Olympic-level swimmers are set to navigate the length of the Thames next week in a bid to highlight calls for better protection from pollution of the UK’s waterways, lakes and seas. Eight elite swimmers are taking part in the non-stop relay, which will begin at the source of the Thames in Gloucestershire on Monday and [...]
Brits back Team GB funding hike, but split over taxpayer involvement June 24, 2025 More than half of Britons think Team GB athletes should be given more funding but are split over whether that injection should come from the taxpayer, new research out today shows. Exclusive polling by Ipsos for City AM reveals backing for athletes such as Keely Hodgkinson to receive more than the average £22,500 payment, but [...]
Rolex becomes title sponsor of major sport league November 21, 2024 Legacy watch brand Rolex has today been announced as title sponsor of SailGP, with the Formula 1 of water now known as the Rolex SailGP Championship. The luxury brand joins the likes of Chanel (The Boat Race) in venturing into title sponsorship agreements in sport. The watchmaker has been associated with SailGP since 2019. The [...]