July 2017


History has shown the unique role that sport can play in shaping our lives, values and behaviours. But it’s no longer just about “the game”. Fans today expect those associated with their favourite sports – whether that be players, teams, administrations, sponsors or other – to not only entertain them, but to reflect their own values and purpose. For some, winning is no longer enough.

So how has this change fundamentally impacted the world of sport today? Are sporting brands, governing bodies and stars responding effectively to the challenge of operating in this climate, and where are the opportunities to succeed where others are failing?