Why mascots are the next branding opportunity for sports teams Sport Business Mascots aren’t just tacky costumes anymore, they’re the next frontier in the world of sport branding, writes Mike Perry. Surveying today’s sports brand landscape, one striking fact stands out. Teams aren’t just competing on the pitch anymore, they’re competing for hearts, thumb-scrolls and wardrobe space. For younger fans the experience of fandom is increasingly about [...]
TikTok owner eyes $23bn AI spend amid Nvidia chip uncertainty Tech ByteDance, TikTok’s Chinese parent company, is set to significantly ramp up its investment in AI next year, as access to Nvidia’s chips once again becomes a key fault line in the global race. ByteDance is reportedly targeting around RMB160bn (£17bn) in capital expenditure in 2026, up from roughly RMB150bn (£15.7bn) this year, with the bulk [...]
On: Sales surge by £40m before Ibiza Final Boss viral boost Retail Sales at sports clothes and shoes brand On in the UK jumped by £40m in the year before it went viral thanks to the ‘Ibiza Final Boss’. The brand was caught up in a social media sensation earlier this year when the ‘Ibiza Final Boss’, real name Jack Kay, was captured on video dancing at [...]
Big Tech cashes in on £1 trillion ad market boom December 11, 2025 The global ad market is booming, with spend forecast to reach $1.19 (£1.04) trillion in 2025, up 8.9 per cent from last year, according to WARC’s recent report. Growth is projected to accelerate to $1.30 trillion in 2026 and $1.40 trillion by 2027, a doubling in size since the pandemic. But while the market is [...]
‘Next-level unprofessional’ cup draw adds to club concerns over WSL November 26, 2025 Women’s Super League chiefs are facing widespread discontent over their handling of the professional game following a shambolic League Cup draw live-streamed on TikTok. It is understood that at least four clubs were unhappy with the draw, which was performed by influencer GK Barry and described to City AM by one witness as “next-level unprofessional”. [...]
Why sports media is entering its most disruptive decade yet November 22, 2025 There was a time when watching live sport meant one remote, one broadcaster, and one living room. That era is quickly passing. Sports media is undergoing its most significant transition since the shift from analogue to digital, only this time the change is being driven by fans rather than technology. Across Europe viewing habits are [...]
Jet2 shares soar as Tiktok meme pays dividends November 19, 2025 Jet2 has seen its shares jump after a viral TikTok trend helped the London-listed airline see record passenger numbers over the summer. The London-listed business said it saw an increase of 750,000 passengers flown to 14m over the six months to the end of September. That helped group revenue rise 5 per cent to £5.3bn. Jet2 [...]
TikTok US ban threat finally comes to an end October 27, 2025 After nearly five years of court battles and geopolitical wrangling, Beijing and the White House might finally be on the verge of ending a major tech standoff. The US treasury secretary Scott Bessent announced on Sunday that China and the US have “finalised the details” of a deal that would relocate TikTok’s American operations to [...]
Three Points Law: Former Mishcon sports pair go it alone – with help from AI October 20, 2025 For a combined 25 years Simon Leaf and Tom Murray have worked at the cutting edge of sports law, advising clients including England footballer Marcus Rashford, Formula 1 driver Alex Albon, TikTok and the Saudi Sports Ministry for Mishcon de Reya. This week they have officially launched their own practice, Three Points Law, formed in [...]
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 [...]