If a brand wants to sell to a mass market, sport delivers the eyeballs like nothing else writes Kevin Roberts. It’s why companies pay megabucks for spots around the Super Bowl, an event that is now routinely used to debut fresh creative work and which has, in the last decade or so, become a combative arena for the ad agencies, as well as competing teams.
Opinion | Sport can provide antidote to insularity of Trump
Brexit and the election of Donald Trump suggest a world that is rejecting globalisation. But sport can provide a counterbalance and an antidote to an an increasingly inward looking planet, says Kevin Roberts.
Opinion | An Olympic decision for a changing world
Kevin Roberts on the conclusion of the race to stage the 2024 and 2028 Olympic Games.
IOC to enter talks with ‘preferred candidate’ Brisbane for 2032 Olympics
The International Olympic Committee is to begin talks with Brisbane about its bid to host the 2032 Summer Olympics, after selecting the Australian city as a non-binding 'preferred candidate' for the event
Beijing 2022 to “transform winter sports”, Bach says
IOC president Thomas Bach said the Beijing 2022 Winter Olympics would "transform the global scene for winter sports", in an address marking one year to go until the start of the Games
ASOIF’s Ryan: IFs would face budget hit from Olympics cancellation, but not bankruptcy
The Association of Summer Olympic International Federations (ASOIF) has conceded that its federations would be hit hard if this year’s Olympic Games in Tokyo were to be cancelled, but has offered assurances t…
Budapest exploring 2032 Olympics bid, establishes feasibility committee
The Hungarian Olympic Committee has announced that it has established a committee to look into the feasibility of launching a bid for the 2032 Summer Olympics in the country’s capital city of Budapest.