By: Matt Hardy

Deputy Sports Editor - City AM Matt Hardy is the City AM Deputy Sports Editor with a specialism in the business of sport. He covers the likes of rugby, cricket, sporting investment and venture capital funds; while also being across golf, cricket, and the politics of sport.

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Unilever chief on how to activate 35 brands at the Fifa World Cup

June 30, 2026

With the World Cup a sponsor’s heaven, Matt Hardy asks Unilever how the FMCG behemoth activates 35 brands amid a need to be noticed. A number of the brand campaigns at this Fifa World Cup have been sublime, others have fallen a little flat. Activating at a tournament watched by billions across nearly 200 countries [...]
Wimbledon: Majority of £350,000 debentures sold to overseas fans

June 29, 2026

The majority of premium Wimbledon debentures are being purchased for over £350,000 by overseas fans as sellers cash in on its exclusivity. Weekly auctions run by Dowgate Capital, the official broker of Wimbledon, are seeing prices surge beyond the initial issue price of £116,000 with most of the debentures being sold in pairs and therefore [...]
Novak Djokovic joins investment firm with stake in Mexico’s Azteca Stadium

June 26, 2026

Novak Djokovic has joined General Atlantic, the firm that holds and investment in Mexico football’s Azteca Stadium. The Serbian tennis player – who will take on Wu Yibing at Wimbledon next week as he looks for an unlikely 25th Grand Slam title – will act as a global strategic advisor for the firm that has [...]
World Cup spending: England fans could spend £150m if they beat Panama

June 26, 2026

An England win against Panama at the World Cup on Saturday could lead to an extra £150m in consumer spending, while fans are expected to fork out an extra £22m in pubs across the country this weekend. England are top of Group L, level on points with Ghana, ahead of Saturday’s final match of the [...]
Wimbledon to stay on BBC as grand slam bucks paywall trend

June 25, 2026

Wimbledon will remain on the BBC until 2033 after the public service broadcaster announced a deal extension with the All England Club. The Wimbledon Championships fortnight, which this year begins next Monday, is, in part, in cahoots with the government’s so-called Crown Jewels list – officially called the Ofcom Code on Sports and Other Listed [...]
Silverstone safe amid MotoGP calendar shake-up, chiefs insist

June 25, 2026

MotoGP chiefs have insisted their Silverstone race is safe despite plans for a drastic shake-up to the motorsport’s calendar. After signing a major deal with the five manufacturers – akin to Formula 1’s governing Concorde Agreement – which formalises the commercial framework across the sport until 2031, MotoGP will now look to grow an organisation [...]
England draw with Ghana worth £20m extra to British pubs

June 24, 2026

England’s lacklustre 0-0 draw against Ghana may have lacked fizz but hospitality industry experts estimate it was worth an extra £20m in trade for Britain’s pubs. Thomas Tuchel’s men were held to a goalless 90 minutes in Boston on Tuesday but the late kick-off and blistering weather proved a boon to boozers up and down [...]
Advertising at World Cup: Levi’s genius, hydration breaks and dodging rules

June 23, 2026

This World Cup, now well under way, has been dominated not only by the action on the pitch but how much brands are spending off it. An estimated $10bn is being splurged by some of the world’s most recognisable organisations on adverts and campaigns, while some firms are milking the World Cup for free advertising [...]
Government is set to deal major blow to Big Tech’s moves into sports rights

June 23, 2026

The government is set to deal a major blow to Big Tech’s moves into sports rights after launching a consultation on the future of broadcasting. A green paper – an exploratory consultation – was announced by the minister for creative industries, media and arts, Ian Murray, on Tuesday, proposing to prevent streaming platforms such as [...]
Sunderland AFC chiefs in Stadium of Light expansion talks

June 23, 2026

Sunderland AFC chiefs have discussed expanding the Stadium of Light to meet surging demand after qualifying for Europe on their return to the Premier League. The club will compete in the second-tier Europa League next season after finishing seventh in their first Premier League campaign since relegation in 2017. The impressive season, which included a [...]

Fifa World Cup 2026: The tournament of IP infringement and touts

Fifa World Cup 2026: The tournament of IP infringement and touts

Inside the Gumball 3000, the world’s most outrageous motoring event

By: Matt Hardy

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