Elior Champ Rugby deal may be good for clubs, but what’s the point? March 20, 2026 It is great to see Champ Rugby get its first sponsor in six years this week, in catering company Elior UK; it signals a shift in appetite for the second tier of English rugby. It will be a good marketing tool for clubs, whose matches are broadcast on streaming platform Clubber TV, and it solidifies [...]
Can Scotland ever win the Six Nations, when so many of their players play abroad? March 19, 2026 On the final day of the 2026 Six Nations Championships, Ireland defeated Scotland in Dublin in their 12th successive victory against Gregor Townsend’s side. Ireland’s victory extended Scotland’s 27-year wait for the title and underlined the growing gap between the two sides. Days later, news broke that Scotland No8 Jack Dempsey has agreed a deal [...]
Why Winter Olympic growth opportunity sports like skating cannot stand still March 19, 2026 Major competition is the lifeblood of all sport, where firmly laid foundations and high-class athleticism combine to deliver champions. Skating’s global stars have performed in front of massive audiences at the Olympics in Milan recently but for the sport as a whole, the Games are only the start of the story, meaning the opportunity for [...]
Google and Apple can give Team GB Lottery-like boost up medal tables March 19, 2026 It took John Major’s National Lottery brainwave to turn GB into an Olympic and Paralympic force but Big Tech could do the same, argues Ed Warner. With Milan Cortina a wrap, British athletes have completed a full set of post-Covid Olympics and Paralympics, both Summer and Winter, in 21 months. A solitary silver medal from [...]
Football missing bank-grade infrastructure as regulator powers grow March 19, 2026 English football is entering a new era: the Premier League has just handed Chelsea a record fine for hidden payments, while the Independent Football Regulator (IFR) is starting to flex its intentions to improve financial soundness and resilience across the pyramid. The latest licensing proposals go further, allowing the regulator to categorise clubs as “high‑risk” [...]
Why World Cup hydration breaks will push traditional ads to the subs bench March 15, 2026 Hydration breaks at the World Cup could usher in major changes to advertising during live sport, writes Jonathan Haines. As broadcasters prepare for the 2026 World Cup, an unexpected talking point has emerged. The tournament will feature mid-half hydration breaks, introduced to protect players from the searing heat predicted this summer in North America. But [...]
Arsenal: Leading the digital charge as well as the Premier League March 14, 2026 If Arsenal lift the Premier League trophy this season, it won’t just be a victory on the pitch; the club could also win the race to redefine how fans engage with football online. Arsenal are building a quiet revolution, investing in digital platforms that house ticketing, merchandise and original content to pull fans deeper into [...]
Horse racing came together to fight tax hikes. Now it must unite again March 12, 2026 The Jockey Club’s chief executive’s recent rallying cry to British horse racing was bang on, writes Ed Warner. All successful sports have tentpole events, the occasions that attract attention well beyond hardcore fanbases and which drive profits that may (although not always) provide financial scaffolding for its lesser players and promoters. The Cheltenham Festival is [...]
Premier League +: Football following the Disney playbook with streaming platform March 8, 2026 When the Premier League last week quietly confirmed that it will be launching its own streaming platform, Premier League +, in Singapore, it might have slipped under the radar for many. At first glance, it’s a new app in a new territory; a controlled test of in-housing distribution and cutting out the broadcasters. But this [...]
Fifa’s credibility is shot because it can’t decide what it wants to be March 6, 2026 Does Fifa want football to be pure sporting competition floating serenely above politics, or a global force for peace? Its current approach is dumbing down, writes Matt Readman. On 21 June 1998, Iran faced the United States at the Fifa World Cup in what was billed as the most politically charged football match in history. Fifa later declared it the match that “football [...]