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: Nike's downfall, the Manchester City scandal and are sports rights holders capitalising on YouTube

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

Nike's Downfall, Man City Scandal and Are Sports Rights Holders Capitalising on YouTube

October 2026 (00 min)

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What the Murrays’ YouTube launch signals for sports rights holders

The Murray brothers' new YouTube channel is about more than behind-the-scenes content – it's a sign of how athletes are becoming media businesses in their own right. From unlocking the value of archive footage to embracing creator-led storytelling, sports organisations have an opportunity to rethink how they engage fans, grow audiences and build long-term commercial value.Views

Sport England: why joy might be the bravest marketing strategy

Recorded live at MAD//Fest, Sport England's Director of Marketing, Kate Dale, joins Brave Bison's Martin Ruffell to discuss the legacy of the iconic campaign, the rise of women's sport, and why brands should lead with joy instead of performative purpose.Podcast

The Commentary Box Podcast: Ben Stokes has retired from international cricket

Ben Stokes’ retirement leads this week’s Commentary Box, as we unpack what it means for England cricket, modern fandom, World Cup stories and sports marketing.Podcast

How to monetise multi-club fans

The 2026 FIFA World Cup will create millions of new second club fans. Here's how rights holders and brands can convert that sports fan engagement into lasting revenue.Views

YouTube in ANZ Sports: A 2025 deep dive

We have analysed over 72,000 YouTube uploads from sports teams, codes, competitions, podcasts, events and more from across Australia & New Zealand to reveal the true scale of the platform, how accounts have found success and the commercial benefit to the platform.

The Commentary Box Podcast: Are sports losing the real fans?

Sport is becoming more social, cultural and creator-led. The Commentary Box breaks down what tennis, the NBA, football rights and viral content mean for rights holders, brands and fans.Podcast

The rise of the second club fan: How rights holders can understand, win and monetise multi-club fandom

Download Engage’s Second Club Fan report to discover why multi-club fandom is rising, and how rights holders can turn chosen fans into growth.Whitepaper

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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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