The rise of the 'Second Club Fan': download the report today

Fresh plays from the sports marketing arena

The latest from the digital front line.News, views, insights and updates.

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Podcast:

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

Whitepaper:

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

Whitepaper:

Game changers: Building
a winning challenger
sports brand

Whitepaper:

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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YouTube is no longer a highlights hub, sport needs to treat it like TV

Is YouTube the new TV for sport? Explore how rights holders are monetising YouTube in 2026 through ads, sponsorship, memberships, live content and creator-led formats.Views

Brave Bison Partners with iVisit Boxing to Transform Global Boxing Distribution via YouTube

Brave Bison, the digital media, marketing and technology company, today announces a new partnership with iVisit Boxing (iVB), the disruptive live sports entertainment organisation, to deliver and scale its ambitious new global city-vs-city franchise league, the Iconic Boxing League (IBL). News

FIFA’s sponsorship sellout and the growing power of the creator layer

FIFA’s sponsorship inventory is sold out, but attention is shifting. Here’s what DAZN48 and the rise of creators mean for rights holders, sponsors, and fan engagement.Views

The Commentary Box Podcast: Verstappen leaving Formula 1 and are creators becoming too commercialised?

Formula 1’s Verstappen uncertainty, The Masters’ influencer shift, and the rise of commercialised creators, here’s what it all means for sport, media and fans.Podcast

The rise of second club fandom: Why Europe’s sporting giants are chasing the NBA

Football clubs are investing in NBA Europe to unlock US audiences and tap into second club fandom. Explore how this shift is reshaping global sport, culture and commercial strategy.Views

The Commentary Box: Rugby’s next move, cricket’s power shift and a broadcast shake-up

From South America’s Rugby World Cup ambitions to the IPL’s growing dominance and a major shake-up in UK broadcasting, discover the major sports stories shaping 2026, in The Commentary Box.Views

From followers to football clubs: The creator economy enters sports ownership

Creators like KSI are moving from building audiences to owning football clubs. Explore how the creator economy is reshaping sports ownership and fandom.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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