Why mascots are the next branding opportunity for sports teams Sport Business Mascots aren’t just tacky costumes anymore, they’re the next frontier in the world of sport branding, writes Mike Perry. Surveying today’s sports brand landscape, one striking fact stands out. Teams aren’t just competing on the pitch anymore, they’re competing for hearts, thumb-scrolls and wardrobe space. For younger fans the experience of fandom is increasingly about [...]
Ferrari merchandise sales soar 400% after Hamilton F1 move Sport Business Ferrari merchandise sales have jumped nearly 400 per cent off the back of Lewis Hamilton’s move to Maranello for the 2025 Formula 1 season. Data shared with Morning Wire demonstrates the huge global appeal the seven-time world champion enjoys with F1 fans. In the days following Ferrari’s 2025 season launch earlier this month, Ferrari merchandise [...]