My favourite sports books.....

Mark Thompson is the COO of Burnley Football and a voracious reader of sports books. So we asked him to share his Top 10 favourite...

5 Ways to Unleash the Women's Sport Opportunity

1. Understand the unique audience Women’s sport offers a different audience to that of men’s sport. Obviously audiences vary by code,...

Qatar: Looking For Locals (and Legacy)

Many of us in the sports industry have been talking about Qatar for years. Now, less than a week away from the FIFA World Cup Qatar 2022,...

The opportunity for sports brands in ‘The Metaverse’

Earlier this month I left the warm confines and storied halls of Wimbledon to start a new creative agency - Doppelgänger - alongside...

Fear of Sponsorship Measurement

As COVID restrictions have all but gone and confidence rises in the viability of major sports events, we have seen a lot of major...

Are you listening to your own fans?

By Sophie Hind Voice technology is exploding and audio listening is booming, creating new channels to deliver new content. Sport is all...

Sponsors: Stop Being Proud!

By Ian Thompson It’s much used - but is being a ‘proud sponsor’ meaningless and wasteful? At the recent 70th Anniversary GP from...

Is there a place for purpose in sponsorship? Maybe. But don’t lose sleep over it.

Sport for all should be a fundamental principle of our society, especially for children.

Following weeks of tension over school reopening plans the government and unions clashed on Wednesday (17th June), with debate focused on so

The importance of taking stock

The industry press is awash with views on marketing in the time of you know what. Some is useful, but it’s often hard to separate myth...

What I learnt from doing 40 podcasts in 40 weeks

The first episode of the Unofficial Partner podcast went live on April 4th last year. It was a one to one conversation between me and...

The UP Guest Blog

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