SportBusiness International

Analysis and insight for the global sports business

Events

Events

Video technology has been trialled around the world (Getty Images)
Comment
24 Nov 2017

Kevin Roberts believes that video technology is now a necessity in professional football, but argues that players must adapt their behaviour to ensure it is a success. 

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Floyd Mayweather and Conor McGregor battle it out at T-Mobile Arena in August (Ethan Miller/Getty Images)
Comment
27 Sep 2017

While the Mayweather-McGregor bout may have attracted the attention of millions of fight fans worldwide, Kevin Roberts suggests that cultural changes, rather than novelty, will influence the sporting contests of tomorrow.

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Comment
3 Oct 2016

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.

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