Digital

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Over the last five years the hackathon has been adopted by several major rights-holders. Kevin McCullagh discusses the impact of hackathons on sports businesses.

US major leagues are tweaking their rules to make sure fans stay tuned in as concerns build about distracted audiences. Data is playing a critical role, with leading rights-holders employing sophisticated, data-led decision-making to make the changes.

Wimbledon’s long-term commercial strategy is driven by an increased focus on projecting itself as a global brand and protecting its standing as a premium sports property. In part three, Ben Cronin speaks to Alexandra Willis, head of communications, content & digital to investigate the grand slam's more permissive approach to activation online.

At the heart of the popularity of the NBA is how the organisation drives its social media strategy by engaging players and attracting younger audiences.

Two years ago the International Cricket Council hired data-driven sports marketing agency Two Circles help meet the rising demand that rights-holders demonstrate measurable impact against brand objectives. David Walmsley investigates how they did it.

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