SPORTS

the Social connection & Social impact of sports events

How are sporting events enhancing the lives of those lucky enough to enjoy them, as well as those beyond the stadium walls? How can they leverage emotive connections and use...

Innovation in sports

Supporting the case for the FIFA Women’s World Cup positioning in 2000 couldn’t be based on the traditional drivers of value at the time – $ rights value and participation...

Creating Demand: The business of Brand Pull, Brand Currency & Brand Expression in Sports

The principles of generating Brand Pull and a platform for growth through building personal identity, social connections and a sense of cultural belonging into a brand’s strategy, culture (internally and...

The social, commercial & sporting value of event strategy & branding

Creating the ultimate sports event inspires, entertains and delivers big commercial rewards, the results of which are captured by full stadia, sporting spectacles and celebrations. After all, sporting events are...

Empty seats create hollow atmospheres

A great challenge for all sports event hosts is filling seats. Naturally, the commercial need to do so is fundamental to business, but it is also vital to the atmosphere...

New thinking & strategic revolution

The driving force behind the need for innovation is the marked change in people’s attitudes and behaviours. In no small part this can be attributed to the technological and communications...

Sport and politics don’t mix?

Sport and politics don’t mix. No? Then why, for millennia, has being seen at and seen to support sports (aka ‘borrowing’ brands) been so important for politicians & public figures?"...

When a brand dies…

Does what happened here genuinely constitute a failing brand? A failing business, certainly, but hardly an example of not sustaining a brand over time." There recently appeared in the Business...