Fresh plays from the sports marketing arena

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

What’s hot this month

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

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

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

July 2026 (00 min)

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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

What the Murrays’ YouTube launch signals for sports rights holders

The Murray brothers' new YouTube channel is about more than behind-the-scenes content – it's a sign of how athletes are becoming media businesses in their own right. From unlocking the value of archive footage to embracing creator-led storytelling, sports organisations have an opportunity to rethink how they engage fans, grow audiences and build long-term commercial value.Views

Sport England: why joy might be the bravest marketing strategy

Recorded live at MAD//Fest, Sport England's Director of Marketing, Kate Dale, joins Brave Bison's Martin Ruffell to discuss the legacy of the iconic campaign, the rise of women's sport, and why brands should lead with joy instead of performative purpose.Podcast

The Commentary Box Podcast: Ben Stokes has retired from international cricket

Ben Stokes’ retirement leads this week’s Commentary Box, as we unpack what it means for England cricket, modern fandom, World Cup stories and sports marketing.Podcast

How to monetise multi-club fans

The 2026 FIFA World Cup will create millions of new second club fans. Here's how rights holders and brands can convert that sports fan engagement into lasting revenue.Views

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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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