Sport sponsorship: Forecasting the impact of the big events in 2022 January 2, 2022 Six months on from wading through the smashed bottles and broken dreams that littered Wembley Way after the calamitous Euro 2020 final, sports fans and sponsors can look forward to an abundance of major global events in 2022. As it happens, this year has been designated the United Nations International Year of Glass, so it’s [...]
Carlos Alcaraz’s US Open win could set him on course for superstardom September 12, 2022 No matter the result at Flushing Meadows on Sunday night the world of tennis was going to be exposed to a new Grand Slam winner, but in Carlos Alcaraz’s victory at the US Open the sport might have uncovered its next superstar. While the world basks in the ability to say they lived through the [...]
Ed Warner: When risk in sport is a smart choice June 29, 2023 This week columnist Ed Warner looks at risk in sport and how sometimes, such as in Bazball in cricket, it can be the smartest choice. A team of sub-10 second sprinters can be beaten to 4x100m relay gold by a quartet who have never broken that magic barrier. The trick is risk management in the [...]
Sam Torrance: Jon Rahm and Tom Kim are following in the footsteps of golf’s greats October 10, 2022 Jon Rahm knew exactly what was on the line as he tried to close out victory at the Spanish Open in Madrid on Sunday. A third win at his home championship would equal the tally of his late hero Seve Ballesteros. In the end Rahm didn’t just win – he blew the rest of the [...]
LIV Golf Invitational Series venue guide: From Centurion Club to Jeddah and Doral June 7, 2022 The inaugural LIV Golf Invitational Series is a globe-trotting circuit of eight big-money tournaments, culminating in three events in the space of four weeks in October. It takes in four countries, three continents and some of the most prestigious golf courses in the world, which have played host to majors and occasions such as the [...]
Chasm at ECB widens as list of priorities for new CEO grows May 17, 2022 With the resignation of England and Wales Cricket Board (ECB) chief executive Tom Harrison yesterday, yet another chasm appeared in the national set-up. Though current managing director of women’s cricket Clare Connor will take over the responsibilities on an interim basis, the governing body in charge of England’s international and domestic game will eventually need [...]
Emily Pedersen on the Aramco Team Series and her dream of achieving pay parity in golf October 5, 2022 Emily Pedersen discusses the growth of women’s golf, her hope of seeing prize money parity in the sport in the near future, and the Aramco Team Series. Emily Pedersen has been one of the shining lights of European golf in recent years and the Dane is optimistic that the future looks bright both for her [...]
Ed Warner: On bad actors and their pernicious influence on so many sports February 22, 2024 Our columnist on rogues who taint sport, plus FA Cup maths, Rwanda, Tracey Crouch MP and Jilly Cooper.
Georgia Hall aiming to cap fine season with success at Aramco Team Series Jeddah November 9, 2022 A major champion and two-time European order of merit winner by her early twenties, Georgia Hall has already ticked a lot of boxes in her young career. Over the coming weeks she hopes to reach a new milestone: a first multiple title-winning year. Having claimed the Saudi Ladies International in March, Hall will aim for [...]
Lessons for sponsors from sport’s biggest summer of protests since the suffragettes August 29, 2023 Sport sponsors need to be clear on what they stand for – not just what they stand next to – if they are to avoid blowback from protests, says marketing expert Matt Readman. This has been the most disrupted summer of sport for over a century. The pitches, courses and tracks of the UK now [...]