America’s Cup sailing is 164 years old and proud of its traditions, but the 90km-per-hour catamarans contesting the latest edition have added a new dimension and opened up fresh commercial opportunities for a property focused on building for a new generation without losing sight of its past. Kevin Roberts reports.
Lucy Basden-Smith, experiential business director at HSE Cake, explains the brand control mentality behind The Masters.
Blair Hughes visits NRG Stadium in Houston, Texas for the NFL American football league's Super Bowl 51 match between the New England Patriots and Atlanta Falcons.
Fan engagement consultant Mark Bradley visits Dublin’s Aviva Stadium for the Six Nations rugby union match between Ireland and France.
Ben Cronin looks at how the NFL and EA Sports have turned to a YouTube influencer in a bid to win new UK fans.
In the first of a new series, fan engagement consultant Mark Bradley visits the William Hill World Darts Championship at Alexandra Palace to assess the customer journey and investigate the concept of ‘darts-mas’.