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.
Facebook's decision to prioritise 'meaningful social interactions' over throwaway content in changes to its news feed algorithm will have significant implications for rights holders. Adam Nelson looks at how the sports ecosystem can adapt.
In just half a season, the Golden Knights NHL expansion team has captured the imagination of the US sports world with its success on the ice and, just as importantly, shattered the long-standing myth that Las Vegas is not a viable market for a major sports team.