‘In rude health’: Why Sky Sports is courting Gen Z with its Miami Open audio campaign
Molly InnesSky Sports is focused on bringing new audiences into the fold through its marketing efforts, says marketing director Dave Stratton.
‘The strategy was right’: Aston Villa on the success of its rebrand and global entertainment ambitions
Molly InnesRebranding a football club can go down badly with fans, however, for Aston Villa it’s been a commercial success with £100m in ‘controllable revenue’ off the pitch generated, says president of business operations Chris Heck.
Adidas makes headway on brand revival as marketing spend set to rise
Molly InnesHaving increased its marketing spend by 12% last year, the sportswear giant plans to ramp up investment in 2025 as its brand revival continues.
Nike’s turnaround has begun – but it will take a long time
Mark RitsonNike has triumphantly returned to its roots, focusing on sport while overinvesting in brand, but undoing the damage from the last regime won’t be a quick job.
‘It’s hard to do’: Beats CMO on uniting product and marketing
Molly InnesAs the headphone giant launches its “biggest” campaign to date, CMO and head of product Chris Thorne explains why the “best” ads showcase brand and product.
How F1 is breaking conventions and uniting audiences by embracing social media
Amrit VirdiAs Formula One teams get ready for the new season, brands are using social media to transform the traditional sport into an inclusive and accessible community giving fans “a look behind the curtain”.
How Norwich City went global with its mental health message
Marketing Week ReportersThe football club’s poignant suicide prevention film gained a massive online audience and prompted thousands to seek support.
Women’s sport viewership grew in 2024 but total hours watched drops, data suggests
Molly InnesWomen’s sport in the UK, excluding global tournaments, achieved its highest viewership level ever in 2024, according to Women’s Sport Trust data.
How Paddy Power ‘pulled a 180’ to donate £1m to charity
Marketing Week ReportersThe tie-up between Paddy Power, Prostate Cancer UK and the Professional Darts Corporation drove a 232% increase in men using the prostate cancer risk checker.
‘A foundation to build on’: Sweaty Betty’s CMO on its first global brand campaign
Molly InnesOne year into Kerry Williams’ role as Sweaty Betty’s first CMO, the activewear brand is releasing its first global brand campaign after a period of resetting and brand evaluation.
‘We didn’t inherit a brand’: Billie Jean King Cup on its ‘louder, brighter’ revamp
Molly InnesSince rebranding from the Federation Cup in 2020, the women’s tennis team competition has undergone changes including a new CEO, ownership and identity.
‘Significant change’: ATP Tour on repositioning to engage next gen tennis fans
Molly InnesAiming to create the “greatest campaign of all time”, the tennis tour wants to attract new audiences and support fresh talent as legends of the sport retire.
Peloton’s CMO on pivoting, restructuring and how its strategy is starting to pay off
Molly InnesPeloton has restructured its marketing function, changed its operating model and identified new customers. Its CMO, Lauren Weinberg, believes it will pay off.
Channel 4’s 2024 Paralympics coverage shifted perceptions about disabilities, data suggests
Molly InnesThe majority of viewers (76%) felt the Paralympics gave them a new perspective on the challenges faced by disabled people.
The Year Ahead 2025: The sports sponsorship evolution marches on
Molly InnesFrom PepsiCo to Who Gives A Crap, brands of all sizes are paying attention to the opportunities in sports partnerships, beyond simply slapping their logos down.