Max Verstappen’s $110 Million Deal Has Changed Formula One’s Driver Market
Red Bull have secured the sport’s most valuable driver until 2030, while McLaren are preparing to make another long-term investment in Lando Norris.
Culture of Sport
Independent stories and analysis exploring sport, culture, business and marketing.
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H-E-B’s Dallas Cowboys Sponsorship, Kalshi’s MLB Deals and Nike’s NFL Rivalries Strategy
This week in sports marketing: retail expansion, prediction markets, female audiences, athlete media and Formula 1 brand safety.
Good Good’s Callaway Advert Exposed the Problem With Brand-Value Apologies
Garrett Clark shoving Alexis Miestowski wasn’t an unfortunate misunderstanding. It was a creative decision that multiple people made, approved and published.
Inside Jaguar TCS Racing: Why Formula E Matters Beyond the Track
Jaguar TCS Racing left London as Formula E Teams’ World Champions, I spent the weekend learning about the operation.
The Bills Spent $2.1 Billion on a Stadium. Everyone Is Talking About the Bad Seats.
Buffalo’s new Highmark Stadium was designed to signal the franchise’s future. Its opening weekend revealed what happens when teams chase every available dollar.
LIV Golf Has Spent Four Years Disrupting Golf. Now It Has to Build a Business.
LIV's new investment deal gives the league a future beyond Saudi funding, but turning players into owners raises as many questions as it answers.
Under Armour and the World Cup: The Winning Goal Wasn't Planned. Everything Before It Was.
Brands spend years planning for the FIFA World Cup. Under Armour's defining moment came from preparing for something nobody could predict.
LeBron James Chose Philadelphia, and the NBA Bent to His Timeline
The 41-year-old’s move to the 76ers ends weeks of speculation, but the waiting revealed how much power one athlete can still hold over an entire league.
NBA: Billionaires Are Fighting to Buy a Franchise
Las Vegas is the likely prize, but the energy around NBA expansion reveals how difficult it has become to enter one of sport’s richest ownership classes.
adidas' Biggest FIFA World Cup Test Was a Huge Success
In an exclusive interview, adidas North America executive Tor Southard explains the risk, planning and cultural conviction behind the brand’s biggest football tournament yet.
Olympics: Russia Isn't Back. But the IOC Are Preparing Us for the Idea That It Will Be.
The IOC has reinstated the Russian Olympic Committee, but how does global sport manage the return of countries that once seemed impossible to welcome back.
What Michelob ULTRA's World Cup Trophy Says About Modern Sponsorship
From a fan competition to the Superior Player of the Match trophy, the brand's approach has been a fully integrated World Cup Strategy.
David Beckham Is Everywhere at the World Cup. That's the Point.
The former England captain is one of the tournament's most valuable commercial assets.
LeBron James' Next Team Will Inherit an Entire Economy.
The NBA's biggest free agency story is about more than chasing championships.