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Introducing Sports Marketing. A New Premium Section Inside Culture of Sport
The commercial intelligence behind the deals, campaigns, and partnerships that shape modern sport.
 • David Skilling
Sports teams are no longer just competitive organisations.
They now have to function as media brands, cultural symbols, entertainment properties and global communities.
 • David Skilling
adidas Originals and Willy Chavarria's Mexico Collection Goes Deeper Than a Simple World Cup Activation
The new "Comienza Con El Sueño" collection uses Mexico's football identity to tell a story that began a long time ago.
How Coca-Cola Is Approaching the FIFA World Cup From Multiple Angles
Coca-Cola's latest World Cup activity spans fashion, artificial intelligence and traditional storytelling, revealing how one of football's…
Why FIFA and TikTok Are Betting on Football Creators Like Lirian Santos. Full Q&A.
The 2026 World Cup is showing how football’s biggest institutions now rely on creators to shape culture around the game.
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Soccer

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adidas Originals and Willy Chavarria's Mexico Collection Goes Deeper Than a Simple World Cup Activation
The new "Comienza Con El Sueño" collection uses Mexico's football identity to tell a story that began a long time ago.
How Coca-Cola Is Approaching the FIFA World Cup From Multiple Angles
Coca-Cola's latest World Cup activity spans fashion, artificial intelligence and traditional storytelling, revealing how one of football's…
Why FIFA and TikTok Are Betting on Football Creators Like Lirian Santos. Full Q&A.
The 2026 World Cup is showing how football’s biggest institutions now rely on creators to shape culture around the game.
Premier League Prize Money: What The Final Table Means for Clubs.
Arsenal won the league, Bournemouth reached Europe, and Tottenham survived. Across the table, every position carried financial consequences far beyond…
World Cup 2026 Sponsors: Who’s Paying for Soccer’s Biggest Show, and What They’re Paying For.
From adidas and Coca-Cola to Visa and Aramco, the World Cup sponsor roster is as much a battle for habit, access and legitimacy as it is a soccer…
World Cup 2026 Security Funding Finally Arrives, but the Delay Tells You Plenty
The $625 million release helps host cities, but it also shows how close politics came to interfering with the biggest football event on the planet.
World Cup 2026: Guadalajara’s Matches Now Hinge on Security, Not Football
With four fixtures scheduled in Jalisco, recent cartel-linked disruption reframes the real question facing organisers and governments.
 • David Skilling
Soccer Fashion as Culture: Adidas, Willy Chavarria and Paris
How a Paris runway became a stage for soccer identity and heritage
 • David Skilling

Formula 1

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Gucci’s Alpine F1 Deal Could Give Its Slump a Very Public Reset
The 2027 title partnership gives Gucci access to Formula 1’s younger, richer, more culturally alert audience, but Luca de Meo’s Renault history is the…
Inside Audi Revolut’s Miami Grand Prix Weekend and Formula 1’s New Partnership Standard
A first-hand look at how Audi and Revolut used Miami to show why modern F1 partnerships now depend on alignment, execution and lived experience.
The Hard Rock Beach Club Shows Race Week Is Not Just About Racing.
Hard Rock turns the Miami Grand Prix into a connected entertainment week, not just a three-day sporting event. Interview with Keith Sheldon.
How a Motorsport PR Firm Turns a Formula 1 Grand Prix Into a Global Media Product
The Madrid Grand Prix reveals how modern Formula 1 races are positioned, packaged, and sold long before race weekend.
 • David Skilling
Visa’s Formula 1 Commitment Defines What Big-Brand Sport Deals Look Like
Visa’s renewed partnership with Red Bull’s F1 projects shows that elite sport has shifted from media inventory to infrastructure for global brands.
 • David Skilling
Formula 1, the Super Bowl and Cadillac’s American Entry Strategy
The launch sequence suggests Cadillac sees Formula 1 not just as a championship, but as a global cultural platform operating inside the American sports…
 • David Skilling
ABX London Captured Motorsport at a Moment of Confidence, With Some Caution
Autosport's ABX London event shared great insights about the evolution of motorsport.
 • David Skilling
Why Sport Has Become Luxury’s Biggest Stage
Football, basketball and Formula 1 now sit at the centre of luxury’s visibility strategy
 • David Skilling

Basketball

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March Madness Isn't Just Watched. It’s Predicted, Tracked, and Traded.
Brackets started it, but real-time prediction and market-driven engagement are changing how fans experience college basketball’s biggest month.
The Knicks Won't Hang a Banner, and That Signals Intent.
Why New York’s response to the NBA Cup reveals a franchise thinking long-term, not emotionally
 • David Skilling
The NBA’s European Play: A Move Reshaping Global Basketball
A 16-team Europe-based league is taking shape for 2027, and the implications go beyond expansion
 • David Skilling
CVC’s €9bn Power Play: Turning Sport into a Permanent Asset Class
How Global Sport Group plans to build the super-league of sports media.
 • David Skilling
Betting on Trust: The NBA’s Integrity Crisis
You can feel the stress behind the league’s memo warning of “dire risks” to integrity.
 • David Skilling
College Basketball: Why Sitting Out Might Be the New Trend
Princeton’s Caden Pierce is making a business decision that could redefine how elite college athletes leverage NIL power.
 • David Skilling
Is the NBA Building a Global League or Guarding Its Monopoly?
Adam Silver’s talk of NBA Europe and cross-continental playoffs raises as many questions as it answers, about growth, control, and the politics of…
 • David Skilling
Kawhi Leonard, the Clippers, and the $28 Million Question That Could Shake the NBA
A secretive endorsement deal, a bankrupt company, and the league’s toughest rule, was it business as usual or something shady?
 • David Skilling

Football

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Why Super Bowl LX’s $10m Ad Boom Matters to Sport, Media and Fans
Super Bowl advertising has become bigger, pricer and more strategically embedded in the wider sports calendar.
 • David Skilling
FIFA taps TikTok as first-ever “Preferred Platform” for World Cup 2026.
Shifting how football is consumed and who shapes the biggest spectacle on earth
 • David Skilling
Why Sport Has Become Luxury’s Biggest Stage
Football, basketball and Formula 1 now sit at the centre of luxury’s visibility strategy
 • David Skilling
NFL London Keeps Growing: No Longer A Novelty Event
Broncos vs Jets in London was another a broadcast test, a tourism ad and a quiet step in the European team debate.
 • David Skilling
Football Is Winning the Ratings Battle
With CBS, Fox, NBC and ESPN all hitting decade-high viewership, the NFL and college football are thriving.
 • David Skilling
Tom Brady, Saudi Arabia, and Global Flag Football
The NFL legend joins a Saudi-backed tournament as the sport edges towards Olympic status and international growth.
 • David Skilling
Billion-Dollar Power Shift: How Female Owners Are Rewriting the Future of Elite Sport
From the Irsay sisters in Indianapolis to Michele Kang in Europe, women are taking control of franchises once thought untouchable.
 • David Skilling
Sports Media Rights: How Tech Giants Have Reshaped the Distribution of Sport
Amazon, Apple, Netflix and Disney+ aren’t just streaming sport, they’re reshaping its value, its audience, and its future.
 • David Skilling
© 2026 David Skilling · Privacy ∙ Terms ∙ Collection notice
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