Fresh plays from the sports marketing arena

The latest from the digital front line.News, views, insights and updates.

What’s hot this month

The Commentary Box Podcast: Nike's downfall, the Manchester City scandal and are sports rights holders capitalising on YouTube

The rise of the second club fan: How rights holders can understand, win and monetise multi-club fandom

Game changers: Building a winning challenger sports brand

Streaming in sports social: Maximising engagement beyond broadcast

Nike's Downfall, Man City Scandal and Are Sports Rights Holders Capitalising on YouTube

October 2026 (00 min)

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The Commentary Box Podcast: Nike's downfall, the Manchester City scandal and are sports rights holders capitalising on YouTube

Ed, Gabe and Henry break down the biggest talking points in sport and digital culture. Podcast

What the World Fencing League can teach rights holders about audience growth

Our global head of marketing, Alex Coumailleau, worked on the campaign, which sold over 6,000 seats and generated 500 million views on social. Views

Why F1's fanbase is easy to win and hard to keep

In his latest piece for SportsPro, our growth executive, Andrew Coates, breaks down how Formula 1 built one of sport's most dramatic audience turnarounds.Views

The Commentary Box Podcast: Has social media ruined transfer deadline day?

Misha, James and Ellis debate whether social media has ruined transfer deadline day, plus Amy Hunt's golds, NFL trades and Alysa Liu.Podcast

Special Olympics GB on inclusion beyond the medal | Tom Rawlings | Special Olympics GB

In this episode of The Commentary Box, Tom Rawlings, marketing and communications lead at Special Olympics GB, joined Brave Bison's chief commercial officer Geoff Griffiths to get into what it really takes to build an inclusive sporting movement.Podcast

Formula E on winning the culture war, not just the race | Ellie Norman | Formula E

Formula E was built sustainable from day one, not retrofitted like the rest of motorsport is now scrambling to do. Ellie Norman, Chief Marketing Officer at Formula E, joins Martin Ruffell to unpack what it means to be the "teenager" of motorsport, and why that youth might be the series' biggest advantage.Podcast

The Business of Women's Cricket | Ben Bradley | England and Wales Cricket Board

In this episode, Misha Pabari, head of marketing at Brave Bison, sits down with Ben Bradley, head of commercial partnerships at the England and Wales Cricket Board, to talk about what it actually takes to grow a sport from the inside out.Podcast

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Need to know

The World Cup will create second club fans. Will clubs convert them?

The Commentary Box Podcast: Verstappen leaving Formula 1 and are creators becoming too commercialised?

The Commentary Box

The Commentary Box February

The Premier League

The Commentary Box: January 2026

The Commentary Box: 2025 roundup

From insights to action: how smart use of AI can supercharge fan engagement

TNT’s Ashes commentary switch-up: Brave or barmy?

Why first movers in AI will win the fan game

Streaming Just Landed a Knockout Punch

Fan-first thinking: The challenger brand edge

Winning with insight: The challenger brand edge

Top three tips for growing a strong audience on Snap and Meta

Growing your brand as an athlete

Rewriting the rules: turning passionate fans into co-owners, creators, and distributors

Scaling your sports brands from startup

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