By Buddhika Rajapakse and Jacques Bassili The NFL is as synonymous with America as apple pie, democracy, freedom of speech, and free...

Mark Thompson is the COO of Burnley Football and a voracious reader of sports books. So we asked him to share his Top 10 favourite...

1. Understand the unique audience Women’s sport offers a different audience to that of men’s sport. Obviously audiences vary by code,...

Many of us in the sports industry have been talking about Qatar for years. Now, less than a week away from the FIFA World Cup Qatar 2022,...

Earlier this month I left the warm confines and storied halls of Wimbledon to start a new creative agency - Doppelgänger - alongside...

As COVID restrictions have all but gone and confidence rises in the viability of major sports events, we have seen a lot of major...

By Sophie Hind Voice technology is exploding and audio listening is booming, creating new channels to deliver new content. Sport is all...

By Ian Thompson It’s much used - but is being a ‘proud sponsor’ meaningless and wasteful? At the recent 70th Anniversary GP from...

Is there a place for purpose in sponsorship? Maybe. But don’t lose sleep over it.

Following weeks of tension over school reopening plans the government and unions clashed on Wednesday (17th June), with debate focused on so

The industry press is awash with views on marketing in the time of you know what. Some is useful, but it’s often hard to separate myth...

The first episode of the Unofficial Partner podcast went live on April 4th last year. It was a one to one conversation between me and...

Is AI the answer to sponsorship's big questions? I heard the word ‘machine’ used as a verb the other day. The scene was yet another panel...