Chloe Kelly and the Lionesses are marketing gold. Brands take note Sport Business In a world gripped by political instability and economic uncertainty, the Lionesses offer something powerful: focus, momentum, and cultural relevance. Sunday’s nail-biting Euro 2025 win wasn’t just a sporting triumph. It was a commercial line in the sand. The Lionesses aren’t a moment – they’re a movement. And for brands, the message is clear: the [...]
Cannes Lions: Athletes, algorithms and the ascent of women’s sport Sport Business At this year’s Cannes Lions International Festival of Creativity, sport didn’t just show up – it dominated. From athletes turned media moguls to billion-pound plays on women’s leagues, the message was clear: sport is now a strategic asset for marketers hungry for cultural relevance, real life interactions and experiences, and commercial return. The Sport Beach [...]
The top five trends emerging in sports marketing in 2025 Sport Business Sports marketing continues to play a diverse and increasingly important role in the marketing mix for brands. And for many reasons. It serves as a launchpad for brands seeking to enter new markets by capitalising on major events across the globe that command mass audiences. It’s a signal of a brand’s stature and prominence re-enforcing [...]
How Samsung, Pampers and NBC struck gold at Paris 2024 Olympics August 14, 2024 The Paris 2024 Olympics marked a cultural shift in how brands connect with global audiences, with the games being dubbed the “TikTok Olympics” due to many sponsors’ digital-first approach. As the International Olympic Committee (IOC) acknowledges an ageing fanbase—the average age has risen by approximately 10 years in just a decade—the need to captivate younger [...]
Summer of Sport: Insights from the Cannes Lions Jury Room June 29, 2024 The Summer of Sport was a key topic at the Cannes Lions, and Louise Johnson, CEO of Fuse, was president of sports and entertainment on the Cote D’Azur. She lets us into the secrets of what hits the jackpot. For one week every year the great and the good of the marketing and advertising industry [...]
