From paddock to pop culture: How tech is fueling F1’s new...
It’s tempting to view Formula 1’s recent surge in popularity as organic, a happy accident, or the result of shifting global tastes. However, like...
Premier League adopts Adobe’s AI tools for digital transformation
The Premier League is seeking to provide customisable experiences through Adobe's AI solutions to support Fantasy players and social media users across the league's...
What women’s sport is teaching us about smarter sponsorship
New data from the Women’s Sport Trust highlights a shift in sponsorship effectiveness, with challenger brands delivering stronger results through relevance, authenticity and emotional...
IMG enters the arena with Esports World Cup deal
IMG joins the star-studded roster of the Esports World Cup as its latest partnerThe Esports World Cup has partnered with global sports marketing giant...
DAZN’s secures Serie A UK offering amid global expansion plans
DAZN will exclusively broadcast all Serie A games throughout the 2025/26 season in the UK, the broadcaster confirmed on July 4. They also acquired non-exclusive...
ITV turns on audio description commentary for blind EURO 2025 fans
The initiative will allow blind and partially sighted fans to experience every moment of England and Wales' matches in real-time detail, marking a push...
The last free ride: Tour de France enters paywall era in...
As the Tour de France airs on UK free-to-air television for the final time, a generation of fans prepares to say goodbye to an...
Small market, big numbers: NBA Ads break the mould
Despite an unflashy Finals lineup, advertisers saw strong returns from the NBA Playoffs, as new data signals a shift in how sports viewership drives...
How EURO 2022 “changed the face of football” ahead of EURO...
As anticipation builds for the start of the 2025 UEFA Women’s EUROs on July 2, a new wave of English supporters from their 2022...
Insider Sport’s H1 review: The stories shaping the sports industry in...
From major sponsorship shake-ups to strategic betting partnerships, the Insider Sport team revisit some of the most-read stories of the first half of 2025—and...