In March 2016, two-time Olympic cycling champion Victoria Pendleton took on the odds, the doubters and her own fears to compete in the amateur Foxhunter Chase at horse racing’s celebrated Cheltenham Festival. Her challenge was the result of a marketing and sponsorship campaign by Betfair and the London-based Pitch agency, whose founder Henry Chappell puts its success down to credibility and co-operation.
For Mike Whan, running the Ladies Professional Golf Association is all about creating opportunities. It is a mantra that has come to define his eight years as the tour's commissioner, one which has taken women's golf and its leading circuit to new heights and unprecedented popularity.
A lucrative endorsement deal with Puma in late 2015 helped cast Andre De Grasse as the next big thing in track and field. After a record haul of three medals at last year’s Olympics in Rio, and with Usain Bolt’s glittering career coming to an end, the Canadian sprint sensation is on track to become one of his sport’s most marketable stars.
Though the live experience remains the pinnacle of sport, that has not stopped stadium operators looking at how to improve it. With technology developing all the time, new ways are constantly emerging to augment the in-venue experience for fans and drive value for clubs, both subtly and dramatically transforming the way we watch live sport.
eSports has emerged from its online roots to become an increasingly sophisticated live arena experience. Purpose-built eSports facilities are the logical next step.
On 29th April, in front of 90,000 fans at Wembley Stadium, Anthony Joshua met Wladimir Klitschko on the biggest night of heavyweight boxing in over a decade. SportsPro went behind the scenes at a promotion that restored the power of one of sport’s blue riband events.
The formation of the annual FIE Fencing Grand Prix series in 2014 gave the sport of fencing an elite-level showcase outside of Olympic years. Now, with social media and the emergence of new over-the-top streaming options having created direct ways of reaching the uninitiated fan, the International Fencing Federation is taking its repackaged event concept to a digital audience.
In an era when the boundaries between sport and entertainment are increasingly blurred, insurance company Integro is using its broad experience to evolve the industry.
The Los Angeles bid for the 2024 Olympics promises to deliver ‘a new Games for a new era’, one that can restore the credibility of an Olympic movement going through a worrying malaise. As another bidding race enters its final phase with just two cities in the running, it could be that the movement needs LA now more than ever.
With under 12 months to go until the Winter Olympics gets under way in PyeongChang, it is a crucial season for the major winter federations. International Ski Federation secretary general Sarah Lewis and the newly elected International Skating Union president Jan Dijkema discuss their respective governing bodies’ plans for this all-important year.
Paris has unveiled its final plans for hosting the Olympic Games in 2024 as it prepares to face off with Los Angeles in what is now a two-horse race. The bid committee is promising the most open, the most sustainable, and the most shareable Olympics ever, and is confident of celebrating the 100th anniversary of the city’s last Games by doing it all over again.
The withdrawal of Budapest from the race for the 2024 Olympic Games means that for the second time in succession, the International Olympic Committee has just two bidders to choose from. Even with a run of events set for major global cities, there are now burning questions as to how desirable hosting is in the current era.
While major federations across the world of sport continue to find themselves embroiled in scandal, it is business as usual for the governing bodies further down the sporting ladder, where the work remains focused on increasing visibility throughout the Olympic cycle. Representatives from three summer federations reflect on the Rio Games, look forward to the 12 months ahead, and discuss their plans for further expansion.
The Nordic nation of Denmark is currently gearing up to host the 15th annual edition of the SportAccord Convention, an event which marks its coming of age as a sporting destination. Sport Event Denmark, the government-established and run body for the organisation of sport events in the country, is facing a big year, and an even bigger future.
Award-winning journalist and author Mihir Bose returns to the city of his birth, Mumbai, to discover the sport of Powerboat P1, and reflect on the many challenges of putting together an event from scratch in a unique marketplace.
Mark Peters, chief executive of the Gold Coast 2018 Commonwealth Games Corporation, explains what processes have been put in place to create a lasting economic impact in the city.