Blog: Sport.

In the last week, the Performance office has been awash with sweat, shower gel and the whiff of competition. Between Monday January 8 and Friday January 12, the 46 members of our UK office have, collectively, cycled the 874 miles between Land’s End and John O’Groats on an exercise bike situated on one of our […]

Having a brand ambassador can bring a myriad of benefits – awareness, engagement and favourability to name a few. Over the past 15 years, we have brokered deals with a range of ambassadors (including Margot Robbie and David Millar) for our clients. But it can be expensive. If you can’t afford the top tier of talent, we […]

Argentina and Portugal left it late but they qualified for the World Cup 2018 and you could almost hear the collective sigh of relief. Not from the millions of Argentinian and Portuguese fans but from the sponsors of FIFA, the national teams and their biggest stars, Messi and Ronaldo. As you were probably aware two […]

Politics and sport have long been bed fellows, but often uncomfortably so. Cast your mind back – or Google it, as I did – and history is punctuated by athletes, teams, fans and entire nations using sport to take a political stance for the causes in which they believe. Needless to say, sporting individuals who […]

It is fantastic news that Cannondale has a new sponsor for 2018 in the shape of Education First, but the fact that disaster has been averted in this instance must not detract from the stark reality that the sport’s commercial model remains broken. It is amazing that such an inequitable status quo has lasted until […]

It is an uncomfortable truth that women on average earn less than men throughout their career, and almost half a century from the Gender Pay Act, there is sadly still an 18% difference between men and women in similar roles. Most noticeably, one of the biggest pay disparities lies in the world of sport. Tennis […]

If you’ve been keeping an eye on football social media content during this summer’s transfer window, you may have noticed a few changes… Some strange ones. First, Liverpool announced former Chelsea and Roma winger Mohammed Salah on Twitter with a video of a mystery man flicking through Twitter on his phone to the trending hashtag […]

It’s time. With just a few hours to go until Warren Gatland announces his 37-man touring party to take on New Zealand, the wait is finally coming to an end. Rumours have been rife and despite a leak making it onto a BBC Sport article, every man and his dog have wanted to have their […]

Newspapers, web articles and Twitter exploded this week following the confusing and unusual tactics of Italy against England in the RBS 6 Nations Championship on Sunday. Whilst most of the 80,000 attendees at Twickenham and people in front of their television screens were screaming for offside, the Italians exploited a loophole in the laws of […]

There’s something about being British that means we love a plucky underdog in sport. That David v Goliath situation, where the impossible happens is impossible to describe. Sports teams coming back from seemingly insurmountable deficits is beautiful to watch. After Barcelona’s quite frankly ludicrous comeback from 4-0 down on aggregate to beat PSG in the […]

Last year was a particularly good one for eSports. Despite many sports industry stakeholders continuing to muse over whether gaming actually constitutes a sport, whether the new arrivals threatened to steal food from their table, and perhaps most importantly whether its meteoric rise represented a ticking time-bomb for future generations’ health, the eSports fraternity has […]

There is no denying it – we live in a very different media landscape to the one I grew up in as a teenager a decade ago. Everything is social, everything is online and media consumption is no longer dictated by television schedules. The current teenager wants everything now and they want control over not […]

“Hopefully I can make everybody so proud of the England team again”. The ill-fated words of Sam Allardyce, who as recently as July recorded a message to England fans laughing down the camera with joy, announcing his appointment as their new manager. Fast-forward to today, Allardyce is now out of a job following claims to […]

As we collectively bathe in the post-Olympics glow, it’s hard not to wonder how we’ll fare in the next one. Or about how this epic undertaking could be improved. Despite lacklustre live attendances, this year’s event in Rio created plenty of sporting drama but could we raise the bar in Tokyo in 2020? One of […]

While basking with the rest of the nation in the glory of Team GB’s Olympic success in Rio (six golds in one day will take some beating), I noticed that Rio will be hosting an additional ‘Games’ this week in a sport that has pushed the boundaries of competition in recent years. Although the eGames […]

Contracts are commonplace in football. Barely a day goes by where we don’t hear about a new contract wrangle, or a football star that has just signed a new contract that makes him the ‘xth’ highest paid player in the world. But I haven’t yet seen an example of fans being strong armed into signing […]

So he’s back. Paul Pogba is back. Or as the marketing machine at Manchester United exclaimed at 59 minutes to kick-off of the traditional season opener on Sunday – #Pogback Forget the ‘protracted transfer’ and constant stream of media speculation, that hashtag hinted to the world that this was a deal done long ago. Skip […]

Any time, any place, anywhere. That seems to be the catchphrase of sports fans who have an insatiable appetite for sporting content. Whether it’s results, stats or behind the scenes videos, they just can’t get enough of it. And they’ll access that content at any stage in the day – our research showed that 73% […]

I’ve never been so nervous in my life. I was standing there in red pen nine, ready to run, and the reality of it all hit me. I was actually about to run the London Marathon, THE London Marathon. I’ve always been in awe of the runners that take part. But never in a million […]

Once again the subject of women in sport is all over the news. However although this piece looks at equality, it’s not about tennis. What I do want to look at is Asda’s recently announced sponsorship of the Tour de Yorkshire. In a shrewd move, the supermarket brand has decided to only sponsor the women’s […]

There’s no denying it – eSports are here, and they’re here in a big way. Working at a sports PR agency, I’ve been acutely aware of the growing popularity of eSports and the influence that it is increasingly having over our younger generation for a while now. There’s been no shortage of media coverage outlining […]