By: Amar Singh

Amar Singh is SVP, Content and Creative for MKTG Sports + Entertainment. He writes and podcasts about sports marketing, content and culture at https://thesportsmarketeer.substack

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The 2026 World Cup had its flaws, yes, but it was a resounding success for Fifa

Sport Business

In the coming days following last night’s World Cup final, Fifa will release a report on how many people watched the tournament across its five and a half weeks. Look out for the social media KPIs – impressions, engagement, video views – that major sporting bodies now have to report, but the headline number will [...]
Sovereignty has replaced ownership as the real currency of power in football

Sport Business

The City AM Football Power List illustrates the shifting sands of the sport ahead of the 2026 World Cup, writes one of its judges, Amar Singh. We are days away from a truly super-sized Fifa World Cup – 48 teams, three host nations, and a tournament that will be watched by more people than any [...]
Death of Football Focus is a signal for every brand at the World Cup

Sport Business

Brands will spend fortunes on this summer’s World Cup but they should heed the BBC’s warning when scrapping Football Focus, writes Amar Singh. I grew up with Football Focus. Saturday lunchtime, Bob Wilson in a grey suit, grainy footage of some Division Two ground in the rain. It was the traditional seat-warmer for a weekend [...]

City grandees call for revival of ‘animal spirits’ on Big Bang anniversary

Major Chinese brands drop Mbappe over Chairman Mao meme jokes

Why The Reeds at South Lodge is long weekend heaven

By: Amar Singh

All 3 Articles

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