Street football, a cast that stretches from Ronaldo to Kim Kardashian, and football positioned as pop culture. Nike’s latest football campaign shows how big brands should start to think "culture-first" when it comes to major sporting events.
Rich Hewes
Global campaigns don’t fail on grammar when it comes to translations, they fail on nuance. This piece argues that translation gets you on the pitch, but only real cultural fluency turns a global brand into a local one people actually care about.
Contributor
Modern sports sponsorships are shifting from logos on shirts to culture‑first partnerships. In a packed Soho pub, Chivas Regal, Snapchat and a Premier League club discussed how brands can build stories that resonate with real fans – and how to actually make it into their closed communities.
Alex Zeevalkink
Netflix is quietly rewriting the rules of sports media – swapping expensive rights and endless fixtures for scarce, high-impact moments that behave more like cultural premieres than TV slots, and giving brands a smarter way to plug into its ecosystem.
Rich Hewes
Sport has stopped being just a sponsorship channel and has slowly but surely become the operating system for culture. Leagues, brands and athletes can all win if they treat every fan touchpoint as part of an always‑on, integrated experience, rather than a row of logos on shirts or around a pitch.
Alex Zeevalkink
