Sports Sponsorship Trends 2026: AI, Prediction Markets, Women's Sport
IMG expert Sam Galet reveals the three trends set to dominate sports sponsorship in 2026. Discover how AI, prediction markets, and women's sport will shape deals.
Category : Search result: AI in sports marketing
Why 2025 Changed Sports Marketing Forever
2025 was a watershed year for sports marketing. AI became essential infrastructure, women's sport proved its commercial power, and live sport reasserted its value. Discover the key shifts.
2025's Bizarre Sports Awards: Gaffes, Animals & Viral Moments
Relive the most surreal sports stories of 2025. From Donald Trump's golf communique to a fly that sank a birdie and viral mascot scandals, we review a year of unforgettable gaffes and glory.
The Stories Behind 2025's Most Powerful Sports Photos
From F1 glory to football frenzy, discover how photographers captured the year's defining sporting moments. See the skill and split-second decisions behind each iconic image.
Government bans unwanted advertising mail from 2026
New UK law from 2026 will stop businesses sending unaddressed adverts to households that opt out. Find out how to stop junk mail and what it means for you.
Apple's $140m F1 Deal Sets New Sports Media Trend
Apple's landmark Formula 1 deal, worth $140m annually from 2026, signals a strategic shift in sports broadcasting, prioritising ecosystem engagement over traditional reach. Discover the implications for UK sports.
Why Mascots Are Sport's Next Big Branding Opportunity
Sports mascots are evolving into vital branding tools. Discover how characters like Gritty drive profit, fan engagement, and cultural relevance for modern teams.
Obituary: Guinness marketing man Mike Vineall dies aged 87
Michael Vineall, a former Guinness marketing executive and lifelong Leeds United supporter, has passed away at 87. Read about his career and passions.
The Big Sports Quiz of 2025: Can You Score?
Think you've kept up with football, golf, F1 and more in 2025? Take our ultimate sports quiz covering 11 major disciplines and prove your fan credentials. Challenge yourself now!
Chalamet's Marty Supreme: A New Hollywood Marketing Playbook
How Timothée Chalamet's bizarre, all-in press tour for 'Marty Supreme' is challenging Hollywood's stale marketing formula and trying to save original cinema.
Private Capital Reshapes Sports Finance Future
Explore how institutional private capital is transforming football, Formula 1, and sports infrastructure as a mature asset class. Discover why London is at the heart of this financial shift.
Clementines rebranded as 'Easy Peelers' in fruit shake-up
The humble clementine is undergoing a major rebrand to 'Easy Peelers', a move reflecting consumer habits and marketing strategy. Discover the story behind the fruit's new identity.
Why Big Tech is Hiring Corporate Storytellers
From Google to Microsoft, companies are hiring 'storytellers' to control their narrative. Discover what this ancient role means in the modern corporate world and the salaries on offer.
Viral London 'break-up' scene was a storage firm stunt
Attic Self Storage admits creating the viral 'messy break-up' scene in central London to promote new facilities. The marketing stunt sparked a nationwide sleuthing frenzy online.
The Struggle Behind 2024's Christmas Ad Campaigns
Amid global turmoil and a cost of living crisis, UK retailers like John Lewis and M&S craft complex Christmas ads. Explore how they sell joy in difficult times.
How Brands Can Win at the 2026 World Cup
With a $17bn economic impact, the 2026 FIFA World Cup across the US, Canada and Mexico offers a huge marketing opportunity. Discover how brands can connect authentically through purpose, experience and local culture.
CEO offers £3bn firm to flat Earth provers
Columbia Sportswear's CEO, Tim Boyle, has made an extraordinary bet: he'll hand over his £3billion company to anyone who can prove the Earth is flat. A bold marketing stunt challenges conspiracy theorists.
TNT Sports loses Champions League and rugby rights
TNT Sports suffers a double blow as it loses UK rights to the Champions League and international rugby. Analysis reveals the broadcaster's strategy to balance the books and future challenges.
UK marketer uses AI photos after illness halts career
After a sudden illness forced her to stop filming, a UK social media founder turned to AI-generated photos to rebuild her brand. Discover how this technology restored her creative expression and sparked a debate on authenticity.
Cricket and Rugby Union Surge in UK Popularity
New EY research reveals cricket and rugby union have surged into the UK's top 10 most popular sports, signalling a shift in fan engagement. Discover the full rankings and insights.
Britain's flawed sports investment model needs a rethink
Britain invests heavily in sport but treats funding as charity, not a catalyst for growth. Discover the shift needed towards sustainable clubs and unlocking £500m in unclaimed Gift Aid.
Sports Quiz: Ashes Defeats, Arsenal Goals & Medals
Challenge your sports knowledge with our weekly quiz. Covering cricket's Ashes, Arsenal's goals, Deaflympics medals, and major events in football, rugby, and motor sport. Take the test now!
Keeps Secures £1.2M Funding from Investor Rush
London-based sports platform Keeps closes £1.2 million funding round as investors target sports sector. Discover how this impacts UK sports technology investment landscape.
Women find LinkedIn success by pretending to be men
A viral LinkedIn experiment reveals women dramatically increase profile views and engagement by adopting male personas and 'bro-coded' language. Discover the surprising results and LinkedIn's response.
Weekly Sports Quiz: Test Your Sports Knowledge
Challenge yourself with our weekly sports quiz covering football, rugby, tennis, cricket, basketball and darts. Can you beat this week's questions?
Bull Riding Enters Sports Science Era Amid Boom
Rodeo is transforming as bull riding embraces sports science. Discover how modern training methods are revolutionising this traditional sport while preserving its rugged heritage.
Sky Sports TikTok for women fails after 3 days
Sky Sports' Halo TikTok channel aimed at female fans was scrapped after just three days amid accusations of sexism. Discover why sports marketing needs fundamental change.
How Sports Tribes Drive Fandom and Commercial Growth
Discover why tribal identity is crucial for sports success and how governing bodies can nurture organic growth while balancing commercialisation challenges in modern fandom.
Sports lawyer Simon Leaf on life-changing legal battles
Discover how sports lawyer Simon Leaf handles everything from £1bn deals to heart condition diagnoses for footballers. Learn about the unseen legal world shaping modern sports.
Channel 4 AI Ad Tool Helps Small Businesses Compete
Channel 4 introduces free AI advertising tool for SMEs, transforming websites into TV ads in minutes. Discover how small businesses can now access television advertising.
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