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: Has social media ruined transfer deadline day?

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

Has social media ruined transfer deadline day?

September 2026 (00 min)

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What TikTok told us about the future of sports on the platform

An afternoon spent with TikTok’s sports team made one thing very clear: TikTok doesn’t see itself as a replacement for live sports broadcasting. It sees itself as the ignition. News

The Commentary Box: How streaming, creators and athletes are reshaping sport

From the Winter Olympics and Eileen Gu’s digital dominance to the Premier League’s streaming plans, here are the sports media stories shaping 2026.Views

The Loyal Fan Index: Which sports team in Australia & NZ has the most loyal supporters?

Ever wondered which teams have the most loyal fans in sports? The first ever metric of its kind absorbs thousands of data points to provide the answer of who has bragging rights in Australia & New ZealandWhitepaper

Brave Bison Promotes Ric Hayes to Chief Strategy Officer

Today, media, marketing and technology company Brave Bison announces the promotion of Ric Hayes to Chief Strategy Officer (CSO), marking a major step in the business’s ambition to lead the next evolution of marketing strategy for global brands. News

Creator Access Is Turning YouTubers Into Media Owners

For years, YouTube creators have been treated as distribution - talent plugged into platforms, monetising largely through AdSense and interruptive ad formats. Creator Access changes that. Views

The Commentary Box: What’s driving sport in 2026

From NFL viewership records to FIFA's TikTok play and Koepka's PGA return — discover the game-changing sports stories shaping 2026 in The Commentary Box.Views

Why the 2026 FIFA World Cup will be won in feeds as much as on the field

Discover why the 2026 FIFA World Cup will be defined by creators, not just commentary. This blog explores how TikTok, short-form video, and fan culture are reshaping the future of football storytelling.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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