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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Brave Bison appoints Ed Knights as Head of Growth

Media, marketing and technology company Brave Bison has appointed Ed Knights as Head of Growth, as the business accelerates its global expansion across marketing consultancy, training and execution.News

The Commentary Box: Who’s owning the future on YouTube in 2026?

Welcome back to The Commentary Box, where we’re unpacking how YouTube is no longer just a platform, it’s a playing field, a broadcast network, and the world’s biggest idea incubator. Views

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

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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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