Inside the untapped commercial potential of the Tour de France July 26, 2026 The Tour de France is the most attended annual sporting event with over 12m people attending roadside every year for the historic three-week race. Its UK audience is growing too, with the 2026 broadcast attaining 41 per cent more viewers than the previous year. Despite that scale, many brands still underestimate the breadth of commercial [...]
Sport documentaries muddle grey area of storytelling vs reality July 23, 2026 As every sport seemingly gets its own documentary, Matt Readman assesses whether they’re meddling with reality. There is a famous rule in nature documentary filmmaking: observe, but never intervene. The moment the camera changes the behaviour of its subject, it stops documenting reality and starts creating it. Earlier this month the International Cricket Council investigated [...]
Commonwealth Games must prove crises are thing of past July 23, 2026 There is no evidence of Commonwealth Games fever in downtown St Peter Port. Guernsey, an island of 65,000 people, is sending 22 athletes to Glasgow 2026, down from 38 to Birmingham 2022. Colleagues on the island report far less public interest than four years ago. There you have these slimmed-down Games which start today in [...]
A photography expert’s guide to the best images from the World Cup July 21, 2026 After a thrilling World Cup, Morning Wire Picture Editor Andy Blackmore ranks his favourite images from the tournament. Aside from war, about the only other human experience that spans such a wide range of emotions is sport. Of all the sports, perhaps football is the most emotive, and photographers at the World Cup hold the [...]
The 2026 World Cup had its flaws, yes, but it was a resounding success for Fifa July 20, 2026 In the coming days following last night’s World Cup final, Fifa will release a report on how many people watched the tournament across its five and a half weeks. Look out for the social media KPIs – impressions, engagement, video views – that major sporting bodies now have to report, but the headline number will [...]
Did this World Cup have too much of Sir David Beckham? July 18, 2026 Graham McKenna assesses whether David Beckham proves this World Cup had too much celebrity As the curtain starts to fall on another World Cup, a lot of conversation around this year’s tournament hasn’t been about the football itself, but the business surrounding it. The introduction of mandatory hydration breaks sparked plenty of debate, with many [...]
The real winner of the Fifa World Cup? Beer July 17, 2026 Whatever happens in Sunday’s final, one World Cup winner is already clear: beer. For generations, football fans around the world have gathered at their local, celebrating victories and consoling one another after defeats with a pint in hand. Beer does not simply accompany football, it transforms watching a match into a shared experience. This summer’s [...]
What can the Rugby World Cup learn from US nailing of Fifa World Cup? July 17, 2026 With a United States Rugby World Cup just five years away, Ollie Phillips asks what can the sport learn from the Fifa World Cup. Sitting here in the UK looking across the Atlantic to a World Cup mainly staged in the United States, it is difficult not to get just a little bit excited about [...]
Sport expects true fan Andy Burnham to take a leaf out of John Major’s book July 16, 2026 Andy Burnham was Secretary of State for Culture, Media and Sport for 16 months in Gordon Brown’s cabinet. This was a time in which shirt and tie was the required political dress code for swinging in a children’s playground in Brixton with the Secretary of State for Children, Schools and Family, one Ed Balls. Burnham’s [...]
Fifa World Cup had amazing stadiums, 2035 UK edition must too July 12, 2026 The Fifa World Cup is coming to an end and it has taught us that stadiums are crucial to a good bid, Maria Knutsson-Hall writes. With nearly 40 days of men’s Fifa World Cup fever coming to an end, it is worth taking a moment to consider the health of the Women’s game at this [...]