The making of a modern Super Bowl
As the Seahawks and Patriots prepare for Santa Clara, the Super Bowl’s influence stretches far beyond the field, reshaping global broadcasting, hospitality, advertising and...
NFL turns Madrid into its next international stronghold
The NFL has confirmed a multi‑year commitment to stage regular season games at Real Madrid’s Santiago Bernabéu Stadium from 2026The NFL has cemented Madrid...
Frictionless fan experience becomes the industry’s World Cup priority
As fans prepare to watch, travel, bet and spend at unprecedented scale, industry leaders warn the World Cup will expose every weakness in the...
Commercial power lifts Real Madrid as UK clubs fall back
A landmark Deloitte report shows Real Madrid redefining football’s revenue model while Premier League giants lose ground, missing out on the top three for...
Manchester United explores TV drama to help cash flow problems
Manchester United is turning to scripted drama as a way to monetise its history without the reputational risks of fly‑on‑the‑wall documentaries.Manchester United has reportedly...
Women’s football passes €150m but the growth model is still being...
The women’s game has reached a new commercial milestone, but Deloitte’s latest Football Money League suggests revenue growth alone is no guarantee of structural...
Samsung VP says Olympic sponsorship must reflect how fans follow athletes,...
As brands rethink how value is generated around mega-events, Samsung’s expanded athlete programme ahead of Milano Cortina 2026 points to a broader move away...
Why FIFA is betting on TikTok for its biggest World Cup...
The agreement gives TikTok a central role in the digital distribution of World Cup content at a time when the platform’s long-term access to...
Why Bare Knuckle Boxing is the fastest-growing combat sport
The UFC was underestimated for years before exploding into the mainstream, and bare knuckle boxing (BKB) is now following that same underdog trajectory, with...
Q&A: James Flude on MatchWornShirt and the future of collectibles
James Flude discusses how MatchWornShirt is turning matchday moments into global collectibles and why a new generation of fans is engaging with memorabilia like...