Thinking

Can it be true that only 26% of UK sports fans are female?

YouGov Sport put out some nice research the other day, looking at sports fans across various European markets. One of the most startling pieces of data is that only 26% of sports fans in the UK are female - a much lower figure than any other country in Europe, where it's at least 40%. Can this … Continue reading Can it be true that only 26% of UK sports fans are female?

Do #BrandBoycotts make any difference?

The milk brand Oatly got into some hot water (see what I did there?) last week when Twitter 'erupted' with allegations about one of its major investors, Blackstone. Allegations that don't exactly live up to Oatly's highly purposeful, sustainable positioning. This being social media, it quickly led to a #boycottoatly campaign with lots of people … Continue reading Do #BrandBoycotts make any difference?

The future media model for rights holders

The agency Two Circles just published a typically sharp piece of analysis around the future for sports media and the implications for rights holders. Sport is still a huge pull, but as consumers tighten belts and cut back on TV subscriptions, only the most premium sports can expect to secure big rights deals from traditional … Continue reading The future media model for rights holders

When does innovation become cheating?

It's been quite a week for Nike. Last Friday, they reacted to the four year doping ban of Alberto Salazar by swiftly shutting down the Oregon Project that the coach had led since its inception. It's kind of admirable that they acted so quickly to shut the project down, but what choice did they really … Continue reading When does innovation become cheating?

Is the ECB nuts to partner with KP?

The England & Wales Cricket Board copped some flack last week over the unveiling of KP Snacks as lead partner for the new competition, with various KP brands (from Tyrrell's to my personal favourite, Pom-Bear) adorning the front of the new team kits. Almost immediately, a variety of children's health charities were issuing statements condemning … Continue reading Is the ECB nuts to partner with KP?

Repurposing sport in a world of entertainment.

From its earliest days – going back to the ancient Greeks, Romans and probably beyond – sport at the highest level has been at least partly about providing entertainment for the masses, via the medium of elite athletes competing to see who is the best at running, jumping, throwing or not getting eaten by a … Continue reading Repurposing sport in a world of entertainment.