The Long Read | How big are the commercial opportunities in athlete biometric data?

When I interviewed WPP’s ebullient chief executive Sir Martin Sorrell a couple of years ago, the head of the world’s biggest advertising group was keen to give a positive perspective on the sprawling operation’s relationship with sport.

Adam Nelson looks into Pyeongchang 2018's commercial work, and finds that some of the concerns that dogged the Games late last year are easing.