IOC
Five sports added to Dakar 2022 programme
Five sports are set to be added to the programme for the 2022 Youth Olympic Games in Dakar, Senegal, after the International Olympic Committee Executive Board approved the inclusions of breakdancing, karate,…
‘Story doing’ | The B2B activations that are transforming sports sponsorship
B2B and technology brands are leading a shift in sponsorship from storytelling to 'storydoing'. Andy Fry reports on a sector that is critical to the future of sport.