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Blog: Sport.

147 articles.

Performance Communications Transitions To Employee Ownership

Performance Communications, a leading provider of specialist communications services to the Automotive, Sport and Technology industries is delighted to announce that it has transitioned to employee ownership via an Employee Ownership Trust (EOT). The move secures the agency’s long-term independence and will provide its employees with both a greater level of involvement and a share […]

Cricket at the Olympics, it’s just not cricket!

Let’s set the record straight, I don’t like cricket, I love it* but cricket at the 2028 Olympics, is that really necessary? The IOC has announced the five new sports that will be included in the 2028 Los Angeles Olympic Games. Funnily enough some of the new sports that will appeal to a Northern American […]

Top 5 Sports Documentaries – The Power of Sports Documentaries

It seems that recently a new pro sports documentary appears on an almost daily basis, 24-7 viewing if you need to get away from the family over Christmas! While the docs undoubtedly provide the streaming channels with engaging content to draw subscriptions and drive revenue, should sporting associations or teams always give the green light […]

Our favourite World Cup PR campaigns

The biggest stage in football is just days away as all attention turns to Qatar for what is set to be a competition like no other. With over 3.5 billion people watching the 2018 edition in Russia, including 1.12 billion for the final match alone, the World Cup provides brands with an unrivalled platform for […]

The UEFA Women’s Euros 2022

Now the crescendo of excitement of England’s Euros triumph has subsided, Nicola McKelvey takes a deeper look at the huge growth of the women’s Euros and the England team in an article that quantifies and compares the positive momentum of the UEFA Women’s Euros 2022 to previous events. Introduction It’s widely believed that major tournaments […]

The value of title sponsorships

As the women’s football season draws to a close in England, and before the Women’s Euros kicks off, I wanted to look at how the main sponsors have activated their sponsorships. I started looking at Barclays and its title sponsorship of the Women’s Super League. But I couldn’t find any activations online or on social […]

Brand Watch: TikTok and Women’s Six Nations

In January 2022, TikTok announced its partnership with Six Nations Rugby, which included the Women’s Six Nations, Guinness Six Nations and Autumn Nations Series. The fact the women’s tournament is mentioned first in the press release is no accident. Not only was this an important landmark in women’s rugby – it was the first time […]

The Impact of Rachael Blackmore on horseracing

Ok so she didn’t make it two years in a row at the Grand National but that still doesn’t take away from what has been an amazing 12 months for Rachael Blackmore. Her Gold Cup win at Cheltenham unsurprisingly made headline news, turning the public’s attention away from recent scandals and allegations of bullying in […]

International Women’s Day – a round-up of the best sports campaigns

As March draws to a close and Twitter’s Gender Pay Gap Bot finally begins to recover, I wanted to take a look at the winners and losers of International Women’s Day from a sporting focus. The focus this year was #breakthebias and all across the world, companies jumped at the chance to promote just how […]

What does 2022 have in store for women’s sport?

Women’s sport is in a pretty good place right now. Research from the Women’s Sport Trust estimates that more than 50m people will have watched some form of women’s sport in 2021, thanks in most part to The Hundred and WSL. That’s only set to grow in 2022. But what are the main events to […]

Toyota Distance From Olympics After Listening To Their Audience

  Benjamin Franklin famously said that “There is nothing certain in life apart from death and taxes”. If he was alive in recent times then he could easily have added successful brand sponsorship of the Olympics to his list! The power of the one of the world’s biggest sporting events, beaten into second spot only […]

Wearable Technology In Sport and Fitness

Whether you’re an Olympic athlete or a casual jogger, wearable technology is changing the way we think about sport and fitness. From Fitbits to Oura Rings, Sensoria smart socks to Whoop bands, you can rest assured there is a wearable device out there designed for you. It’s of no surprise that the demand for wearable […]

Judo athletes take joint gold in Performance Communications’ BOOST competition

Sports, Automotive and Technology communications consultancy, Performance Communications, has announced the winner of its BOOST competition to promote women’s sport in the UK. Two athletes were chosen, 25 year old Jemima Yeats-Brown and 21 year old Kelly Petersen-Pollard. Both compete in the under 70kg category in judo. They also train full time at the British […]

Who has made the BOOST shortlist?

Our BOOST competition to support women’s sport in the UK has come to a close. We received 60 entries, covering 28 different sports, from all over the UK. We have now picked our shortlist. It has been a really tough judging process. The entrants were judged based on their story, existing profile and how they […]

Performance Communications celebrates new women’s sport division with offer of £20,000 consultancy Boost

£20,000 consultancy support up for grabs for one UK female athlete, team or organisation Nicola McKelvey to head up new Women’s Sport division Sports, Automotive and Technology communications consultancy, Performance Communications, is celebrating the launch of its new Women’s Sport division by offering £20,000 worth of consultancy to one lucky winner. Performance has joined with […]

Female sporting stereotypes

For the past six months, I’ve been working with the Women’s Sport Trust on its #unlocked campaign, helping to raise awareness of women’s sport. From speaking to a lot of the athletes, reading and hearing their stories, one subject that stood out was around sporting stereotypes. This topic seems to cover anything from seeing women’s […]


While technology cannot take all of the credit, technological advances are helping athletes achieve sporting success and bridge the gap between first and second. We’ve moved a long way since the dreaded beep test (sporting ‘technology’ 1.0?) was introduced 40 years ago. I’ve identified a list of five ways sports teams or individuals have taken […]

5 Ways Tech has improved sport

…AND 5 WAYS (I HOPE) IT IS ABOUT TO   Never before has the world of sport needed technology more than it does now, to crack the code on COVID and get fans back watching live sport safely. It got me thinking about the myriad tech innovations with sporting applications that have already launched, are […]

Top 8 Women’s Sport Marketing Campaigns

It’s been a great month for women’s sport with Vitality, Three and Pepsi all showing their support in different ways. The news that Pepsi is sponsoring the UEFA’s women’s league is probably the most exciting. Not just because it’s another big brand supporting women’s sport. It’s also because of the possibilities of how the brand […]

Five Keys to the Realisation of Cycling’s Brave New Dawn

Like many, I am genuinely excited that the growth of UK cycling could be one of the few silver linings of the Covid-19 pandemic. Public transport is out. Room on our roads for cars is finite. The government has committed to put cycling at the heart of its transport policy. Finances have been assigned to […]

How Sports are Adapting During Lockdown

While professional sports clubs and associations are utilising the free time of their stars to engage with fans while sport is on-hold (see my previous blog), many are now adapting to provide some sort of competition and whet the appetite of the action-starved sporting public before normality is restored. I’ve highlighted my favourites and will […]

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