Steering clear of the cliff edge: Why it makes business sense for sport to put the human first Why putting the human first makes business sense in sport We’ve seen a seismic shift in attitudes around athlete welfare but the sentiment ‘it’s only what happens on the pitch that counts’, albeit largely unspoken, is sadly still common in professional sport. With the global sports market expected to reach $600bn by 2025, there is no doubt about the pressure clubs are facing to deliver [...]
