Ian examines the opportunity to use the night-time to create innovate event concepts

Tom Kerry looks at how wearing a helmet in cycling can actually dissuade people to cycle.

This article explores the relative value of grassroots sport sponsorship compared to elite sponsorship. It also examines why big brand engagement in grassroots sport has so far failed to deliver a resultant increase in participation. There remain opportunities for brands to demonstrate their ability to deliver this legacy, as well as a commercial return. ….. Find out more

This article looks at different ways that brands can engage in grassroots sports sponsorship and highlights some guidelines for best practice. It stresses the need to provide linkages and pathways to existing sports development infrastructure. Since writing the article I have changed my views slightly. The growth in social media has enabled informal and recreational sporting communities to be sustained outside the traditional sports network. ….. Find out more

In this article I explore the potential of brands to help deliver the Olympic legacy of increasing sports participation either through traditional sponsorship of existing activity or creation of new branded content.

Since the article there has been a significant increase in brand engagement in grassroots sports, but this has not yet translated into increased participation. ….. Find out more