August 2026
Why brands are pulling out: the collapse of legacy categories
The clearest example comes from football, where the voluntary ban on front‑of‑shirt gambling sponsorships in leagues like the Premier League…
The participation premium: Why investors are backing specialist sportswear brands
Investors are betting on a simple but powerful idea: as more people run, hike, train, and compete, specialist sportswear brands…
The Fan is Now a ‘DataPoint’
The Rise, Fall and Reinvention of Fan Engagement Technology Sport has never known more about its supporters. It can track…
The Agentic Playbook: How AI is Rewriting the Business of Live Sports
Autonomous AI agents are quietly stepping out of backend data centers and onto the sidelines, transforming broadcasts, sponsorships, and stadium…
Beyond the Purse: Inside Golf Saudi’s US$15m Playbook — and What It Signals for the Future of Women’s Sport
Women’s professional sport is no longer the side‑stage of the global sports economy — it’s becoming the proving ground for…
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