The Billion-Dollar Moment: Women’s Sport is Booming, but Can Football Keep Up?

Deloitte’s latest report on women’s sport paints a compelling picture of rapid financial growth. By 2025, global revenues are set to soar past $2.35bn, with women’s basketball alone projected to generate over $1bn—a staggering 44% increase. But as basketball sprints ahead, women’s football is facing a stark reality check. FIFA’s latest findings reveal that despite the commercial momentum, financial sustainability remains a challenge for many clubs.

This moment represents both an opportunity and a warning for the sports industry. Women’s sport is no longer a niche market—it’s a cultural force commanding serious commercial investment. Yet, the ecosystem remains fragile, with disparities in financial backing, wages, and infrastructure creating hurdles to long-term sustainability.

The Power of Cultural Relevance in Women’s Sport

Women’s sport isn’t just growing; it’s redefining audience engagement. Deloitte’s research highlights how female athletes lead the way in direct fan interaction, making them invaluable brand partners. New sponsors from outside traditional sporting markets are entering the space, recognising the untapped potential in authentic, socially engaged storytelling.

The shift is clear: while men’s sport remains largely driven by broadcast revenue, women’s sport is leveraging cultural relevance to drive commercial partnerships. This isn’t just about airtime; it’s about identity, community, and influence. The rise of women’s basketball proves that when star power, merchandising, and investment align, the financial rewards follow. Women’s football, however, must bridge the gap between visibility and viability.

Women’s Football: The Balancing Act

While global revenues in women’s football are set to rise from $740m in 2024 to $820m in 2025, the financial outlook remains precarious. FIFA’s report reveals that:

🔹 Only four women’s football leagues worldwide have title sponsorship deals worth more than $1m annually.
🔹 67% of top-tier clubs operate at a loss.
🔹 The average global player salary is just $10,900.

This ‘start-up’ narrative is only part of the story. Women’s football has captured hearts and headlines, with record-breaking attendance figures at the FIFA Women’s World Cup and UEFA Women’s Champions League. The audience exists, but the commercial model must evolve. Higher ticket prices, greater broadcast investment, and strategic brand partnerships will be crucial in shifting the sport from a cultural movement to a financially self-sustaining industry.

Why Brands and Investors Should Care

For brands, women’s sport presents a prime opportunity to connect with a passionate, engaged, and socially conscious audience. The growing commercial ecosystem isn’t just about sponsorship—it’s about storytelling, credibility, and alignment with the future of sport. Companies investing now are not only backing a rapidly growing market but also shaping a more equitable sporting landscape.

The sports brands that win in this space will be those that understand how to fuse commercial strategy with cultural impact. Women’s sport isn’t just having a moment—it’s leading a movement. And those who fail to see its potential risk being left on the sidelines.

Tariff Threats, Cultural Fallout: How Trump's Trade War Shapes Brand Influence in Sports, Music, Entertainment, Alcohol, Beauty, Tech, Gaming, and Luxury Fashion

As Donald Trump escalates his rhetoric around tariffs and trade wars, brands across sports, music, entertainment, alcohol, beauty, tech, gaming, and luxury fashion face a new wave of uncertainty. While tariffs are traditionally discussed in economic terms, their ripple effects extend far beyond pricing and supply chains—impacting cultural relevance, brand positioning, and consumer sentiment in profound ways.

The Fragility of Cultural Capital

For brands, cultural relevance isn’t just about selling products—it’s about shaping conversations, driving engagement, and building communities. Tariffs disrupt this equilibrium by forcing brands to rethink their partnerships, pricing, and global market strategies. In industries reliant on cultural cachet—where perception is everything—this unpredictability is a dangerous game.

Music, Entertainment & Sports: A Collateral Cultural War

The music and entertainment industries are deeply intertwined with global trade. Merchandising, touring, streaming, and even the availability of musical instruments and production equipment are all vulnerable to tariff hikes. If Trump's policies trigger retaliatory measures from key markets like Europe or China, artists and entertainment brands could face rising costs, regulatory hurdles, and strained international relationships.

Canada has already warned of the impact of tariffs on the live music industry, with the Canadian Live Music Association’s president and CEO, Erin Benjamin, highlighting the uncertainty caused by these threats. While acknowledging the risks, she also pointed to opportunities for the domestic music scene, reinforcing the importance of supporting local talent. Similarly, Spencer Shewen, artistic director of the Mariposa Folk Festival, noted that Canadian talent is becoming even more dominant in response to these trade disruptions. (rootsmusic.ca)

Sports brands, which thrive on cross-border sponsorships and global fan engagement, also risk disruption. If tariffs hit apparel and footwear—industries already navigating economic headwinds—companies like Nike, adidas, and Puma may pass costs onto consumers, affecting accessibility and eroding brand loyalty. Meanwhile, American sports leagues with international ambitions (such as the NBA and MLS) may face backlash if geopolitical tensions sour overseas market expansion.

Alcohol & Beauty: Luxury, Exclusivity, and Market Volatility

The alcohol and beauty industries thrive on perception. Luxury spirits and premium beauty brands are global status symbols, carefully curated to resonate across cultures. But tariffs on European imports—think Scotch whisky, Champagne, and premium fragrance houses—create pricing volatility that alters the aspirational appeal of these products. Trump’s recent threat of a 200% tariff on European wines, Champagnes, and spirits has raised alarms among U.S. importers and retailers, with industry leaders warning of drastic reductions in demand. 

This isn’t just an economic issue; it’s a cultural one. If once-affordable luxury becomes unattainable, brand desirability could shift, opening the door for regional competitors to fill the void.

Luxury Fashion: The Price of Prestige

Luxury fashion is particularly vulnerable to tariffs, as it relies heavily on European craftsmanship and heritage. Iconic brands like Louis Vuitton, Chanel, Gucci, and Prada may face higher import duties on leather goods, handbags, and apparel. This could force them to either absorb the cost, reduce margins, or increase prices—potentially alienating aspirational consumers and affecting desirability.

A significant part of luxury fashion’s cultural relevance stems from its accessibility at various levels, whether through entry-level products like perfumes and accessories or high-end ready-to-wear collections. If tariffs disrupt this balance, the exclusivity that defines luxury could shift—creating an opportunity for emerging designers or locally produced alternatives to capture market share.

Additionally, the resale market—driven by platforms like The RealReal and StockX—could also be affected, as pricing adjustments ripple through the industry. This would impact not only luxury houses but also the broader ecosystem of influencers, stylists, and cultural tastemakers who contribute to brand storytelling and desirability.

Tech & Gaming: The Cost of Innovation

Tech and gaming are arguably the most exposed industries in this scenario. Manufacturing dependencies in China, Taiwan, and South Korea make hardware companies and gaming brands vulnerable to cost spikes. PlayStation, Xbox, and PC gaming brands may be forced to adjust pricing or delay product launches. Meanwhile, content creators—whose cultural influence extends beyond gaming into music, fashion, and film—may find sponsorship deals and brand collaborations disrupted as companies cut budgets in response to rising costs.

Analysis suggest that these tariff measures could lead to a 0.3% decrease in the U.S. GDP and a 0.2% reduction in the capital stock, reflecting potential declines in investment and economic growth. 

The Brand Strategy Imperative

For brands navigating this turbulent landscape, staying culturally relevant requires more than just financial agility. The brands that will emerge strongest are those that:

1. Double Down on Localised Storytelling: Brands should pivot their marketing strategies to lean into regional narratives, ensuring resonance even if global trade frictions impact accessibility.

2. Strengthen Authentic Collaborations: Strategic partnerships with artists, athletes, and cultural icons can help maintain brand desirability despite economic uncertainty.

3. Emphasise Sustainability & Ethical Sourcing: In a world increasingly driven by conscious consumerism, brands that champion domestic production, sustainability, and ethical sourcing can turn trade challenges into opportunities.

4. Adapt Pricing & Accessibility Strategies: Flexible pricing models, exclusive drops, and creative bundling can help maintain consumer interest despite tariff-induced cost fluctuations.

Final Thought: Tariffs as a Cultural Test

Trump’s tariff threats aren’t just about economics; they’re a litmus test for brand resilience in an era of geopolitical and cultural flux. The most successful brands won’t just react to economic policy—they’ll shape their own narratives, ensuring they remain relevant, desirable, and culturally indispensable in a world that’s constantly shifting beneath their feet.

The question is: will your brand weather the storm, or will it become another casualty of cultural irrelevance?

Turning 2025’s Cultural Trends into Lasting Brand Impact

As we move through 2025, cultural shifts are fundamentally reshaping how brands communicate with their audiences. Authenticity, hyper-personalisation, and community-driven marketing are no longer just trends—they are becoming the new foundation of brand-consumer relationships. However, brands that simply react to these shifts risk short-term engagement at best and irrelevance at worst.

To create marketing messages that resonate today and remain impactful in the long run, businesses must evolve beyond trend adoption and embed these shifts into their core brand DNA.

Here’s what’s shaping marketing this year—and how brands can turn fleeting trends into lasting strategies.

1. From Trend-Driven Authenticity to Deep Brand Transparency

The Trend:

With growing scepticism around fake reviews and AI-generated content, consumers demand real connections. They expect brands to be open, honest, and consistent in how they present themselves, with storytelling rooted in real experiences rather than curated perfection.

The Long-Term Strategy:

Authenticity cannot be a seasonal campaign—it must be embedded into every touchpoint of a brand’s identity. This means:

• Owning Your Imperfections: Consumers trust brands that acknowledge challenges and show how they’re improving, rather than pretending to be flawless.

• Radical Transparency: Brands like Everlane set the bar by breaking down costs and sourcing details—expect more brands to follow suit.

• Real Voices Over Scripted Content: Long-term relationships with brand advocates, rather than one-off influencer partnerships, build credibility over time.

2. From AI-Driven Personalisation to Relationship-Building at Scale

The Trend:

AI is reshaping content delivery, enabling hyper-personalised interactions tailored to individual consumer preferences. Gartner predicts that by 2025, 30% of large organisations’ outbound marketing will be AI-generated.

The Long-Term Strategy:

The future of personalisation isn’t just about tech—it’s about using AI to enhance human connection, not replace it.

• From Data Collection to Meaningful Engagement: Brands should use AI to listen to consumers and create marketing that feels like a conversation, not just targeted ads.

• Sustainable Personalisation: AI-driven marketing must be privacy-conscious and transparent—brands that build trust in data usage will win in the long run.

• AI + Human Creativity: The best brand strategies will balance efficiency with emotional resonance, ensuring AI enhances creativity rather than diluting it.

3. From Interest Clans to Community-Centric Brand Loyalty

The Trend:

Consumers are forming micro-communities based on shared passions rather than demographics. These “interest clans”—from niche subcultures to fandom-driven groups—are shaping purchasing decisions more than ever.

The Long-Term Strategy:

Traditional one-size-fits-all marketing is becoming obsolete. Instead, brands need to embed themselves within communities rather than marketing at them.

• Invest in Long-Term Community Building: Instead of one-off campaigns, brands should create dedicated spaces for engagement (e.g., Discord servers, brand-owned platforms, experiential events).

• Champion Subcultures Before They Go Mainstream: The most culturally relevant brands invest in emerging movements early rather than hopping on the bandwagon once they trend.

• Facilitate Peer-Led Conversations: Community members trust each other more than they trust brands—enabling user-generated content, co-creation, and advocacy will drive long-term loyalty.

4. From Nostalgia Marketing to Multi-Generational Storytelling

The Trend:

In a world of uncertainty, nostalgia offers comfort. Whether it’s Y2K aesthetics, ‘90s branding, or retro product revivals, nostalgia-driven marketing is thriving.

The Long-Term Strategy:

Nostalgia can’t be a gimmick—it must be woven into a brand’s legacy and storytelling in a way that evolves over time.

• Reviving Heritage with a Modern Lens: The most effective nostalgia campaigns blend the past with cultural relevance today (e.g., how Adidas Originals revives archival styles while staying contemporary).

• Cross-Generational Connection: Brands should leverage nostalgia not just to appeal to those who lived through an era but also to introduce younger audiences to timeless cultural moments.

• From Look & Feel to Meaning: Rather than just aesthetic throwbacks, successful nostalgia campaigns tap into the emotions and values of past eras in a way that resonates today.

5. From Performative Inclusivity to Embedded Representation

The Trend:

Consumers no longer view diversity and inclusivity as a marketing trend—it’s now an expectation. Tokenistic representation is quickly called out, while brands that champion inclusivity meaningfully are rewarded with long-term loyalty.

The Long-Term Strategy:

Brands must move beyond representation in campaigns and embed it into their workplace, products, and partnerships.

• Diversity Behind the Scenes: Representation in leadership, product development, and creative teams must be as diverse as the campaigns themselves.

• Collaborate, Don’t Appropriate: Work with cultural leaders and communities rather than treating inclusivity as an aesthetic.

• Consistency Over Headlines: Instead of big, one-time DEI campaigns, brands that integrate inclusivity into their everyday communications will build deeper consumer trust.

6. From Cross-Industry Collaborations to Sensory-Driven Brand Experiences

The Trend:

The blending of food, fashion, and lifestyle in marketing reflects a shift towards multi-sensory brand experiences. Consumers seek more immersive, tangible connections with brands.

The Long-Term Strategy:

Brands that master experiential marketing will engage multiple senses, not just visuals.

• Blurring the Lines Between Industries: Expect more collaborations like Fendi x Tiffany’s café pop-ups or beauty brands launching food-inspired collections to create unexpected, memorable brand moments.

• Interactive Experiences Over Traditional Ads: Consumers want to engage with brands in real life—through taste, touch, sound, and scent. Brands investing in immersive experiences (e.g., multi-sensory pop-ups, interactive retail, AR-enhanced storytelling) will stand out.

• From Products to Cultural Moments: Successful campaigns will go beyond product promotion and create cultural conversations and rituals around brand experiences.

The Future of Cultural Relevance in Marketing

The brands that win in 2025 and beyond won’t be the ones reacting to every trend—they’ll be the ones shaping culture in a way that feels authentic, immersive, and deeply embedded in community values.

Staying relevant isn’t about keeping up—it’s about standing for something.

Brands that evolve their marketing messages from fleeting trends into long-term cultural influence will not just capture attention—they’ll build lasting relationships in an ever-changing world.

Why Consumers Don’t Shop Their Values – And How Brands Can Fix It

Why Consumers Don’t Shop Their Values — and How to Change That

Purpose fatigue is real. Consumers are bombarded with brands championing sustainability, ethics, and social impact, yet their actual purchasing behaviour rarely aligns with these values. The intention-action gap—the chasm between what people say they believe in and how they actually shop—has only widened as scepticism around corporate virtue-signalling grows.

For brands, this presents a stark reality: performative purpose no longer cuts it. Consumers are exhausted by empty promises and premium-priced ethical options that feel more like a luxury than a standard. So, how do we close the gap and make values-driven shopping the default rather than an exception?

The Myth of the Conscious Consumer

The idea of the conscious consumer is an attractive one, but real-world shopping decisions are shaped by more immediate concerns: price, convenience, and habit. While studies consistently show that most consumers claim to prioritise sustainability and ethics, sales data tells a different story. A 2023 McKinsey report found that while 66% of consumers say they’re willing to pay more for sustainable goods, only 25% actually do.

This discrepancy stems from several factors:

1. Purpose Fatigue – The overuse of social impact messaging has led to consumer cynicism, with many questioning whether brands genuinely care or are simply capitalising on trends.

2. Price Sensitivity – Ethical and sustainable products often come with a higher price tag, making them inaccessible for many shoppers.

3. Convenience Over Conscience – Consumers are creatures of habit. If a purpose-driven brand isn’t as readily available as mainstream alternatives, it will struggle to gain traction.

4. Emotional vs. Rational Decision-Making – Shopping is impulsive and emotionally driven; values tend to play a secondary role in real-time decision-making.

Closing the Gap: How Brands Can Drive Action

Bridging this gap requires brands to move beyond surface-level storytelling and into systemic shifts that make values-based shopping effortless. Here’s how:

1. Make Purpose Practical

Consumers are fatigued by brands that talk about purpose but fail to integrate it into their actual business models. The key is making sustainability and ethics a seamless part of the shopping experience—no guilt trips or upcharges required. Patagonia’s Worn Wear programme, which promotes product longevity over new purchases, is a prime example of a brand making purpose actionable rather than aspirational.

2. Reframe Value, Not Just Values

Consumers hesitate to spend more on sustainability, but they will invest in quality, durability, and experience. Brands need to position their purpose-driven offerings as superior products first, with ethics as a natural bonus rather than the main selling point. Veja built a cult following not just on sustainability but on style and quality—proving that ethics alone won’t create demand.

3. Default to Better Choices

The easiest way to drive values-based shopping? Remove the friction altogether. Starbucks’ decision to automatically include plant-based milk in select markets unless consumers opt out is a perfect example of behavioural nudging. If ethical choices are the default rather than an alternative, consumers will follow without needing to be convinced.

4. Build Trust Through Radical Transparency

Greenwashing has led to widespread scepticism, making transparency the new currency of credibility. Brands like Allbirds and Everlane set the benchmark by sharing detailed breakdowns of costs, carbon footprints, and ethical practices. Consumers are tired of vague claims—they want proof.

5. Shift Culture, Not Just Marketing

Purpose-driven brands can’t rely on messaging alone; they need to embed their values into culture. The rise of thrifting and second-hand fashion isn’t just about sustainability—it’s a cultural movement driven by Gen Z’s influence and the aesthetics of vintage fashion. Brands that align with genuine cultural shifts rather than forced marketing narratives will earn lasting relevance.

The Future of Values-Driven Shopping

The brands that will win in this space aren’t the ones shouting the loudest about purpose—they’re the ones quietly making ethical choices the easiest, most desirable, and most practical option.

Consumers aren’t tired of purpose itself; they’re tired of brands that treat it as a trend rather than a fundamental shift. The future isn’t about telling people what they should care about—it’s about making it impossible for them to ignore.

Beyond Trend-Chasing: How to Build Cultural Staying Power

Cultural influence isn’t about hopping on the next big trend—it’s about shaping the narrative, setting the agenda, and making sure people want in. The brands that dominate today aren’t those chasing relevance—they’re the ones deciding what’s relevant.

The landscape is shifting. AI is rewriting engagement. Collaborations have evolved from hype-stunts to cultural alliances. And after years of “brand purpose” overload, consumers are over the performative activism. Brands have a choice: build something that lasts or get lost in the churn.

1. Own the Culture—Don’t Chase It

Nike. Balenciaga. Telfar. They don’t react to trends. They set them.

• Nike knew that backing athlete activism wasn’t a risk—it was a cultural inevitability. They bet on Kaepernick before most brands knew where to stand.

• Balenciaga redefined high fashion by embracing irony, dystopia, and the absurd. They made Crocs cool. Twice.

• Telfar didn’t beg for a seat at the table. They built their own. The brand’s "Not for You—for Everyone" model flipped luxury on its head.

The takeaway? Stop waiting for a trend report to tell you what’s next. Decide what’s next.

2. Collaborations Are No Longer a Cheat Code

For years, slapping two logos together was enough to generate hype. That era is over. The new collaborations aren’t about branding—they’re about cultural collision.

• MSCHF x Crocs wasn’t a partnership; it was a statement on how far absurdity can go in fashion.

• Martine Rose x Nike didn’t just drop another sneaker—it distorted the entire silhouette, forcing consumers to rethink what’s desirable.

• Louis Vuitton x Tyler, the Creator isn’t about star power. It’s about working with actual tastemakers, not just famous faces.

Collabs today have to be unexpected, deeply intentional, and culture-led—otherwise, they’re just noise.

3. AI Isn’t Just a Tool—It’s the New Creative Director

Consumers now expect brands to know them better than they know themselves. AI-driven personalisation is no longer a gimmick—it’s the baseline.

• Spotify Wrapped isn’t just an annual recap. It’s a cultural event that turns every user into a brand evangelist.

• Stitch Fix is training AI to style consumers better than they can style themselves.

• NotCo is using AI to outsmart food giants, creating plant-based alternatives that taste better than the original.

Brands that fail to integrate AI into their strategy will lose consumer engagement, period.

4. Purpose Fatigue is Real—So Either Mean It or Drop It

Consumers don’t need another brand manifesto. They need action. The brands still winning on purpose are the ones who walk the walk.

• Patagonia didn’t "launch an initiative"—they literally gave the company away to fight climate change.

• NotCo isn’t posting about sustainability—it’s engineering a better food system.

• Nike’s activism works because it’s woven into its brand DNA—not just a one-off campaign.

What’s not working? The brands who went all in on purpose in 2020 and quietly backed out when the pressure faded. Consumers have receipts. Performative branding is dead.

5. The Future is About Building a World, Not Just Selling a Product

The most influential brands today don’t just have customers—they have devoted followers. Why? Because they’ve created a universe consumers want to live in.

• Apple doesn’t sell tech—it sells an identity.

• Supreme mastered exclusivity as a cultural currency.

• Erewhon turned a grocery store into a lifestyle flex.

The future belongs to brands that build their own world—one that feels so distinct, so culturally rich, that consumers don’t just want to buy in. They want to belong.

Final Word: It’s Time to Lead, Not Follow

The brands that win aren’t waiting for culture to move—they’re moving it themselves. If you’re still reacting to what’s trending, you’ve already lost. The real power is in setting the pace, owning the narrative, and making the world pay attention.

The Evolution of Podcasts: Navigating a Shifting Cultural Landscape

Not long ago, defining a podcast was simple. It was an audio show, distributed via RSS feeds to various platforms, consumed primarily through listening. But today, the lines are blurred. YouTube is now a leading podcast platform, Spotify has embraced video, and monetisation has expanded beyond ad sales into live tours, merch, newsletters, and social media activations. The very notion of what a podcast is—and where it belongs—has become increasingly fluid.

This shift is not just about semantics; it has profound implications for creators, audiences, and the business of content distribution. The once-clear boundaries between podcasts, traditional broadcasting, and influencer-driven media have dissolved. Today’s biggest podcast names are just as likely to be digital-first content creators who bypassed traditional audio production as they are veterans from public radio. The industry is being reshaped by new audience behaviours, platform priorities, and the rising power of personal brands.

The Fragmentation of Audio and Video

For years, podcasting was an audio-first medium, a space where storytelling, conversation, and journalism thrived through the power of the human voice. But as visual platforms like YouTube and TikTok push further into spoken content, podcasts are becoming a hybrid of audio and video experiences. Does this mean a podcast is now simply content that can be understood whether heard or watched? Some argue that the term no longer serves a clear purpose at all.

A similar shift occurred in television and film. Streaming services disrupted traditional formats, blurring distinctions between cinema and episodic content. Now, podcasting is experiencing its own disruption. “Simulcast,” “new broadcast,” and other attempts to redefine the space hint at a broader transformation. The medium is no longer constrained by its original technical definition; it is evolving into an adaptable, multi-platform experience.

The Business of Podcasting: Where Do Creators Fit?

As the industry expands, so do the economic stakes. Who owns the rights to monetise a podcast when it exists as a YouTube series, a live tour, and a merch-driven brand? Should podcasters be classified as influencers, tapping into the multi-billion-dollar creator economy, or should they remain within the podcast advertising ecosystem? These questions are no longer theoretical—they are shaping the financial models that sustain creators and networks alike.

Podcast networks and platforms must now structure deals that account for the fluidity of content distribution. The power dynamics between creators, distributors, and advertisers are shifting. The challenge is not just about defining what a podcast is, but also about ensuring sustainable revenue streams for those who create them.

The Future of Podcasting: A Cultural Reframing

At its core, podcasting has always been about storytelling and community. Whether through an intimate conversation, investigative reporting, or deep-dive analysis, the format thrives on engagement. Perhaps the most enduring definition of a podcast is not a technical one, but a cultural one: a platform for voices, narratives, and ideas to resonate in an increasingly fragmented digital landscape.

If podcasts are to remain relevant, they must continue to evolve alongside audience habits and technological shifts. The question is not just “What is a podcast?” but “How do we continue to build meaningful experiences in a world where content exists everywhere?” The answer will shape the future of storytelling itself.

The Cultural Fallout of Tariff Wars: How Political Volatility Threatens Creative Industries

The Cultural Fallout of Tariff Wars: How Political Volatility Threatens Creative Industries

In a world where cultural currency is as valuable as economic capital, the unpredictability of U.S. tariff policies threatens more than just trade relations—it puts entire creative industries at risk. Former President Trump’s latest declaration of a potential 200% tariff on European wines, champagnes, and other alcoholic products underscores the volatile nature of international trade disputes. But beyond the economic ramifications, such policies have a ripple effect that stifles cultural exchange, creativity, and the jobs that sustain them.

The Cultural Ecosystem at Risk

Cultural relevance in marketing has always been tied to global storytelling—borrowing from, celebrating, and elevating different traditions to create resonant narratives. Tariff wars, however, disrupt this exchange. When costs skyrocket on imported goods like French champagne or Italian wines, it’s not just a luxury market issue; it limits access to the cultural markers that shape experiences. Brands that thrive on authenticity—whether it’s a Michelin-starred chef curating menus or a spirits brand partnering with European vineyards—will face severe creative restrictions.

Marketing thrives on cultural symbols. Imagine a world where a brand can no longer affordably use Bordeaux in its high-end activations or where fashion and fragrance collaborations with European maisons become prohibitively expensive. These aren’t just economic transactions; they’re cultural connections that elevate brand stories. Tariffs restrict the accessibility of these narratives, forcing brands to either limit their scope or dilute their authenticity.

The Impact on Creativity and Jobs

The creative economy—spanning advertising, design, media, and experiential marketing—is built on the free flow of ideas, goods, and talent. Tariffs, especially retaliatory ones, put up barriers where there should be bridges. If the U.S. imposes a 200% tariff on European wines and spirits, the European Union is likely to counter with its own levies on American exports, including cultural products like film, music, and fashion. The collateral damage? American and European creatives alike.

Take the spirits industry: mixologists, event curators, and brand ambassadors who rely on European imports will see budgets slashed. Limited access to key products will force experiential marketing teams to rethink strategies—likely at the expense of cultural depth. Jobs tied to these industries, from hospitality professionals to creative agencies, will feel the squeeze as brands cut costs and campaigns scale back.

The False Promise of Protectionism

Trump frames these tariffs as a boon for domestic industries, suggesting American wine and champagne businesses will flourish in the absence of European competition. However, protectionist policies rarely deliver on such promises. The last round of U.S.-EU tariff disputes saw American whiskey exports plummet by 35% when Europe retaliated with its own levies. Similarly, if European alcohol becomes too expensive, consumers may not automatically shift to American alternatives—they may simply consume less or pivot to different categories altogether.

Moreover, the global luxury and hospitality industries don’t operate in silos. A five-star hotel in New York cannot replace Dom Pérignon with a domestic sparkling wine without altering its brand positioning. The same applies to luxury retailers, fine dining establishments, and global cultural institutions that rely on European imports as part of their brand identity. Tariff wars force them to make compromises that dilute their credibility and appeal.

Cultural Relevance Beyond Borders

For marketing and creativity to thrive, cultural relevance must remain fluid. Artificially inflating prices on heritage-rich products disrupts more than just consumer choice; it severs cultural ties that fuel innovation and storytelling. When access to international goods is hindered, the creative economy—one of the most vital drivers of global influence—suffers.

The U.S.-EU trade skirmishes are not just about bottom lines; they are about the interconnectedness of industries that rely on open cultural exchange. From advertising to hospitality, from fashion to film, cultural narratives are built on shared traditions. If tariffs become a political weapon, the collateral damage extends far beyond trade—it strikes at the very heart of the creative industries that shape global culture.

At a time when cultural storytelling has never been more important, the question isn’t just about economics—it’s about what kind of world we want to create. And that world should be one of connection, not division.

The Future of Sponsorships: How Brands & Athletes Are Redefining Partnerships in 2025

12th March 2025

The Sponsorship Revolution: 2025’s Game-Changing Trends

Sponsorship in 2025 isn’t just about brand visibility—it’s about cultural relevance. The landscape is undergoing a major shift, where brands must go beyond logo placements and embrace authentic storytelling, social impact, and deep audience engagement. This year presents a rare opportunity for forward-thinking brands to harness shifting power dynamics, emerging platforms, and evolving consumer behaviours to create lasting impact.

Premier League’s Reset: A Sponsorship Market Reimagined

The upcoming ban on gambling sponsors in the Premier League marks a turning point. For years, inflated sponsorship rates driven by betting firms priced out brands that could offer deeper engagement. With gambling firms exiting, a more balanced market emerges, allowing strategic brands to step in at fairer rates. However, simply replacing a logo won’t cut it—success will come from values-driven partnerships that resonate with fans.

Rugby’s Sponsorship Shake-Up

Rugby is at a crossroads. With nearly every Premiership Rugby club struggling financially, the sport needs more than just financial support—it needs reinvention. This presents an opening for brands that bring real value, whether through technology, content, or fan engagement. The most effective sponsors will go beyond transactional deals and co-create new experiences that help the sport thrive in an increasingly competitive landscape.

Cultural Relevance Over Visibility: 2025’s Sponsorship Leaders

Three sectors are set to dominate sponsorship this year: alcohol-free beverages, EV manufacturers, and luxury brands. Each is leveraging sponsorship to drive cultural shifts, not just brand awareness:

• Alcohol-free brands are reshaping social norms, using sponsorships to integrate 0.0% offerings into mainstream culture.

• Automakers are positioning themselves as sustainability leaders, using partnerships to drive an image transformation beyond selling EVs.

• Luxury brands are tapping into sports sponsorships to blend exclusivity with mass aspiration, following LVMH’s high-profile investments in Formula 1 and the Olympics.

Athletes as Media Powerhouses: The Brand Ambassador Model Evolves

The traditional sponsorship model—where brands dictate the message—is fading. Today, athletes control their own narratives through personal media platforms. From Cristiano Ronaldo’s YouTube channel to Jude Bellingham’s reality-style content strategy, top athletes are turning into content creators. Brands that fail to embrace this shift will quickly find themselves irrelevant. The future lies in co-creation, where sponsors act more like media partners than passive investors.

The Rise of Athlete-Owned Newsletters

As social media platforms tighten their algorithms and brand-safety measures, athletes are seeking direct-to-fan channels. Newsletters are emerging as a powerful alternative, offering unfiltered access to audiences.

• Russell Westbrook’s Word of Westbrook dives into his fashion insights.

• Kyle Kuzma’s Kuz Kontrol shares personal reflections on life in the NBA.

• Kareem Abdul-Jabbar’s newsletter has amassed hundreds of thousands of subscribers, proving the model’s effectiveness.

This shift represents a new sponsorship frontier—brands can now partner with athletes in a more authentic and meaningful way, moving beyond simple endorsements to richer storytelling collaborations.

Esports: From Experiment to Essential Strategy

Esports sponsorship is no longer an experimental budget line—it’s a necessity. With an audience exceeding half a billion and engagement levels unmatched by traditional sports, brands that invest now will dominate the space for years. Those waiting on the sidelines risk being left behind in a fast-moving, highly engaged ecosystem.

Women’s Sports: The Last Undervalued Sponsorship Market

The “early adopter” phase of women’s sports sponsorship is closing fast. Barclays set the standard in women’s football, and future sponsors must go beyond basic involvement. Women’s rugby, in particular, presents a huge opportunity, with the Women’s Rugby World Cup 2025 poised for explosive audience growth. Brands that invest with respect, creativity, and ambition will secure long-term wins in this space.

ESG in Sponsorship: Beyond the Buzzword

Sustainability-led sponsorships are no longer just a corporate box-ticking exercise—they’re a competitive advantage. The best ESG-driven partnerships don’t just support green initiatives; they actively drive industry change. DHL’s role in Formula 1’s net-zero 2030 pledge is a prime example of a brand using sponsorship as a force for progress. Forward-thinking brands will integrate sustainability into their partnerships at a foundational level, not as an afterthought.

The Power Shift: How Brands Can Take Control

For the first time in years, the sponsorship landscape favours brands. The exit of gambling sponsors from the Premier League, rugby’s financial constraints, and the rise of digital and women’s sports provide unprecedented leverage. But with this power comes responsibility—negotiating lower rates isn’t enough. The most successful brands in 2025 will be those that prioritise cultural relevance, audience engagement, and authentic storytelling over traditional sponsorship models.

The game has changed. The real question is: which brands are bold enough to play it right?

The Fight for Culture: Why UK Music Venues Are Under Siege—And Why We Must Keep Fighting

11th March 2025

Simeon Aldred, a pioneer in cultural venues, recently shared a powerful reflection on LinkedIn about the reopening of Drumsheds—one of London’s largest and most ambitious entertainment spaces. His words cut through the noise of bureaucracy, legislation, and public scrutiny to deliver a hard truth: music venues are fighting for survival.

Aldred and his team at Broadwick Live have opened 20 venues in six years, despite a hostile climate that continues to squeeze independent operators. The fight is real, and it’s not just about one venue—it’s about the survival of live music culture in the UK.

A Crisis in the Industry

The UK’s grassroots music scene is being systematically dismantled by rising costs, restrictive legislation, and planning laws that favour developers over culture. The statistics paint a bleak picture:

• 31% of UK grassroots music venues closed between 2020 and 2023 (Music Venue Trust, 2024).

• The UK lost 125 grassroots venues in 2023 alone—the highest number in a single year (MVT, 2024).

• In London, 35% of grassroots venues have shut down since 2007, largely due to gentrification and noise complaints (Greater London Authority, 2024).

• Festivals aren’t immune either—the UK lost 36 festivals in 2023 and 78 in 2024 due to spiralling costs and licensing challenges (Association of Independent Festivals, 2024).

This isn’t just a problem for music lovers—it’s an economic issue. Live music contributes £5.2 billion to the UK economy and supports over 200,000 jobs (UK Music, 2024). Yet, instead of supporting the industry, many councils and licensing bodies are making it harder for venues to operate.

The Legal Minefield

Aldred’s post highlights a key issue: venues are being held accountable for the actions of individuals, rather than being supported in their efforts to create safe spaces.

• The Night Time Industries Association (NTIA) has long campaigned against excessive licensing conditions that unfairly penalise venues.

• Increased policing and security costs are crippling independent operators, with some reporting a 300% rise in costs since 2019.

• Planning laws continue to prioritise property developers, meaning music venues are forced to shut or comply with impossible restrictions due to noise complaints from new residential developments.

It’s no surprise that Aldred, a man who has risked everything to keep cultural venues alive, has questioned whether it’s all worth it. But his conclusion is powerful: it is worth it.

A Call to Arms

Despite the challenges, venues like Drumsheds are reopening, new spaces are launching, and independent operators are still standing. Aldred and his team are leading the charge with five new venues set to open or reopen in London this year.

The fight is far from over, and the industry needs urgent action:

• Better legal protection for venues, ensuring they are not held liable for individuals' actions beyond their control.

• A reform of planning laws, so that cultural spaces are safeguarded from the impact of new residential developments.

• Financial support for independent operators, recognising their contribution to the economy and culture.

The UK’s nightlife and live music scene is a global asset. But without intervention, we risk losing the very spaces that define our cultural identity.

Simeon Aldred and his team stand as a beacon of resilience in this fight. It’s time for policymakers, councils, and industry leaders to do the same.

You can check out the industry engagement here:

Breaking the Silence: How the Lionesses Are Leading the Charge in Normalising Female Health Conversations

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For too long, discussions around female health have been whispered in hushed tones, hidden behind euphemisms, or avoided altogether. Periods, menopause, endometriosis, fertility struggles—these are everyday realities for millions of women, yet they remain taboo topics in many social, professional, and even medical settings. The reluctance to talk openly about these experiences has consequences: misinformation, stigma, lack of proper healthcare, and, ultimately, a culture where women feel unheard and unsupported.

That’s why initiatives like the recent content series featuring Lionesses Leah Williamson and Beth Mead are not just refreshing; they’re essential. By speaking candidly about periods and the realities of female health, they are doing something revolutionary—normalising the conversation. When high-profile athletes and public figures lend their voices to these topics, it signals a cultural shift, making it clear that this is not just a ‘women’s issue’ but a universal one that demands attention and action.

Cultural Relevance: Why Now?

The conversation around female health is gaining momentum, and not a moment too soon. The rise of women’s sport, the growing influence of female-led communities, and the demand for better representation in media and advertising have created a unique moment for change. Society is finally beginning to understand that women's health is not niche—it’s fundamental.

In sport, the impact is particularly stark. For years, female athletes have been expected to train and compete under conditions designed for men, with little regard for hormonal cycles, menstrual symptoms, or the impact of reproductive health on performance. Conversations like those led by Williamson and Mead help to challenge outdated norms and push for research, investment, and innovation in female-specific sports science and wellness.

Beyond Sport: The Wider Impact

But this shift isn’t just about athletes. Every woman and girl benefits when these conversations become mainstream. In workplaces, normalising discussions about periods and menopause can lead to better policies, from flexible working arrangements to proper medical support. In schools, open dialogue can ensure young girls receive the education they need to understand their bodies without shame. In healthcare, breaking the stigma can lead to faster diagnoses and better treatment for conditions like PCOS and endometriosis, which are too often dismissed or misunderstood.

Meaningful Impact: Where Do We Go from Here?

Content like this is a catalyst, but the real impact comes from sustained action. Brands, media, and institutions must continue to provide platforms for these conversations. Schools must integrate comprehensive menstrual education. Workplaces must adopt female-friendly policies. And each of us must challenge outdated perceptions in our daily lives.

Change starts with visibility, and visibility leads to normalisation. The more we talk about female health openly and without shame, the closer we get to a world where women’s experiences are acknowledged, respected, and properly supported. It’s time to make the ‘taboo’ unremarkable—and that is a future worth fighting for.

How Brands Can Meaningfully Support Women on International Women’s Day (8th March) and Beyond

6th March 2025

International Women’s Day (IWD) has become a prominent occasion for brands to celebrate women’s achievements, express solidarity, and showcase their commitment to gender equality. Yet, for many, this moment often feels more like a performative checkbox than a genuine commitment to change. While sharing empowering hashtags and highlighting women’s achievements within a business may seem like a step forward, it’s not nearly enough. To be truly impactful, brands need to show up for women in ways that go far beyond the Instagram post, embracing meaningful, systemic change within their business and beyond.

Cultural Relevance: Beyond Surface-Level Celebrations

Women today are looking for authenticity and commitment. A hashtag or a curated image isn’t going to cut it anymore. Consumers are more attuned than ever to whether a brand’s actions align with its messaging. 66% of consumers believe that brands should take a stand on social issues, including gender equality, suggesting that consumers expect brands to actively support these causes, not just perform for a day (Source: Cone Communications CSR Study). They’re paying attention to how brands show up for women, not just on IWD, but every day.

The Case for Systemic Change

Brands can make a real impact by championing women’s rights and equality throughout their business practices, policies, and long-term initiatives. This begins with asking, “What are we doing and why are we doing it?”

For brands to genuinely support women, they need to focus on tangible, structural changes. It’s not enough to highlight the five women in leadership positions on IWD and call it a win. True commitment to gender equality demands that brands focus on areas like equal pay, employee retention post-maternity, menopause awareness, and more. These are areas that need ongoing, consistent attention, where brands can make a real difference.

For example, companies with higher levels of gender diversity are 15% more likely to outperform their competitors in terms of profitability (Source: McKinsey & Company - Diversity Wins Report). Supporting women through structural changes not only helps foster a positive workplace but also leads to better financial performance.

Education on issues like the gender pay gap or providing resources for employees navigating menopause can go a long way in creating an inclusive environment. This type of policy shift isn’t just about PR; it’s about embedding feminist values into the fabric of the company. Brands need to reflect these values both externally and internally.

The Importance of Women on Boards

Representation at the top levels of leadership is key to gender equality. Research shows that diverse boards make more effective decisions and outperform their competitors. But troubling statistics reveal setbacks: in the UK, the percentage of women on FTSE 100 boards decreased from 38.6% in 2022 to 37.7% in 2023, marking the first drop in gender diversity in nearly a decade (Source: The Hampton-Alexander Review). Furthermore, only 15% of executive director positions on FTSE 350 boards are held by women, revealing a significant gap in leadership roles. These setbacks underscore the urgent need to accelerate efforts to place women in positions of power.

Education and Representation

Representation is crucial, but not the sole measure of success. Women want brands that reflect their lives and experiences across all areas, from diverse representation in product development to ensuring women’s voices are heard in decision-making. Diverse teams are 35% more likely to have better financial returns and make better decisions (Source: McKinsey & Company). For brands to thrive in a competitive market, diverse representation is essential—not just for optics but for smarter business decisions and better outcomes.

It’s also vital for brands to create opportunities for women to gain new skills, professionally and personally. By providing learning opportunities, brands can play a meaningful role in closing the gender gap in industries where women are underrepresented.

The Importance of Long-Term Commitment

IWD is a reminder to celebrate women’s achievements, but it’s equally important to do the hard work to ensure women are consistently supported, not just once a year. To show up meaningfully for women, brands need to commit to systemic change long-term. This involves cultivating a culture that prioritizes gender equality, not just for optics, but because it’s the right thing to do.

73% of consumers are more likely to purchase from companies that support gender equality initiatives, especially when these brands demonstrate commitment to promoting women’s rights both in the workplace and through their marketing (Source: Edelman Trust Barometer). Brand partnerships, content, and campaigns should consistently focus on uplifting women, aligning with the brand’s values, and backed by authentic action. If a brand promises to champion women’s rights, it should show how it is actively addressing issues such as gender pay disparity, flexible working options, and opportunities for advancement.

Creativity in the Pursuit of Change

Supporting women and making these systemic changes doesn’t have to be dull. Brands can harness creativity and resources to make this important work engaging and transformative. Whether through innovative storytelling, partnerships with women-led organisations, or creating products addressing women's needs, brands have the power to drive meaningful change while captivating their audiences.

The key is understanding the why behind these actions. When brands align their missions with real-world issues affecting women, they create an authentic, lasting connection with their audience.

The Bottom Line

The brands that thoughtfully answer these questions and act on them will stand out. They will not only shape the conversation on IWD but also have a lasting impact on gender equality’s cultural landscape.

Only 20% of companies are actively creating initiatives for gender equality, despite 60% of women reporting having faced gender bias at work (Source: World Economic Forum's Global Gender Gap Report 2020). This gap presents a key opportunity for brands to make meaningful change.

Brands are uniquely positioned to move beyond hashtags and create real, transformative change. By addressing systemic issues, embracing inclusive representation, and committing to long-term solutions, brands can authentically support women, not just on IWD, but every day. And that’s how brands will build lasting relationships with women while advancing the conversation on gender equality.

Did You Know?

• Companies with more women in leadership roles are 15% more likely to outperform their competitors in terms of profitability (Source: McKinsey & Company)

• Diverse teams are 35% more likely to have better financial returns and are proven to make better decisions (Source: McKinsey & Company)

• Companies in the top quartile for gender diversity are 21% more likely to experience above-average profitability (Source: McKinsey & Company, 2020)

• Women-led businesses see 35% higher returns on investments than those led by men (Source: BCG Study, 2020)

But here's the flip side...

• Only 37.7% of FTSE 100 board positions are held by women, with a decline in gender diversity for the first time in nearly a decade (Source: The Hampton-Alexander Review, 2023)

• Women hold just 15% of executive director positions in FTSE 350 companies (Source: The Hampton-Alexander Review, 2023)

• Women still earn 16.4% less than men in the UK (Source: ONS, 2023)

• Over 50% of women in the UK have experienced workplace discrimination due to their gender (Source: CIPD, 2023)

• Only 20% of companies have active gender equality initiatives, despite 60% of women reporting gender bias at work (Source: World Economic Forum, 2020)

The UK's Bid for the FIFA Women's World Cup 2035: A Defining Moment for Women’s Sport

5th March 2025

UK’s 2035 Women’s World Cup Bid: A Defining Moment for Sport

The UK’s bid to host the 2035 FIFA Women’s World Cup is more than just a tournament—it’s a statement. It signals a commitment to elevating women’s football, securing investment, and recognising the dedication of millions of fans.

Building on EURO 2022’s Legacy

The UEFA Women’s EURO 2022 proved the power of the women’s game, with record crowds and a surge in participation. It wasn’t just a tournament—it was a cultural shift. Hosting the 2035 World Cup would build on this momentum, ensuring young girls see a clear path to success in football, both on and off the pitch.

A Lasting Legacy

Bringing the Women’s World Cup to the UK would be a historic milestone in the fight for gender equality in sport. More than just a competition, it would reshape perceptions, boost visibility, and cement women’s football as a pillar of sporting culture.

The journey to 2035 starts now. This is the UK’s chance to lead and prove that women’s sport isn’t just part of the conversation—it’s at the heart of it.

Sponsorship Deals in Women's Sports Grow 12% YoY Outpacing Men's Leagues by 50%: A Win for Investors Brands and the Planet

Sponsorship deals in women's sports have grown at a 12 percent year over year (YoY) rate, outpacing growth in select men's professional leagues by nearly 50 percent, according to a new report by SponsorUnited. This surge marks a pivotal moment for investors and brands, offering not only financial returns but also meaningful cultural and environmental impact.

The Power of Women’s Sports Growth

Women’s sports are no longer a niche investment. From the 3.2 billion views of the 2023 Women’s World Cup content to the record breaking NCAA Women’s Basketball Championship, the sector’s rapid ascent reflects a growing demand for diverse authentic sports narratives. The WNBA, hailed as the fastest growing brand in professional sports, saw a 170 percent increase in viewership in its last season, underscoring the appetite for women's athletic excellence.

This shift isn’t merely about expanding audiences – it’s about redefining sports culture. Athletes like Everton F.C.'s Hayley Ladd celebrate the influx of resources and professional opportunities that are reshaping the game. Enhanced facilities, equitable prize money, and increased visibility are tangible signs of progress, illustrating the commercial viability of women’s sports.

Brands Aligning With Values Driven Audiences

Unlike traditional sponsorship metrics that prioritise reach and impressions, women’s sports present a unique value proposition. Fans of women’s sports often demonstrate a values first mindset, seeking out brands that reflect integrity, equity, and sustainability. For companies aiming to forge deeper connections with younger socially conscious consumers, aligning with female athletes and leagues offers an authentic platform.

According to recent surveys, 86 percent of sponsors reported that their investments in women’s sports met or exceeded expectations, with a third experiencing better than expected returns. In Australia, every A$1 invested in the visibility of women’s elite sport generated over A$7 in customer value. These numbers are not just statistics; they represent a clear path to competitive advantage.

Driving Positive Impact On and Off the Field

The influence of women’s sports extends beyond commercial growth. Female athletes are increasingly using their platforms to advocate for social and environmental causes. In 2024, over 100 professional female footballers signed an open letter condemning FIFA’s sponsorship deal with Saudi Arabian oil giant Aramco, a bold stance against corporate greenwashing.

Similarly, athletes like Innes Fitzgerald, known as the "Greta Thunberg of sport," have made headlines by prioritising climate conscious decisions. Tottenham Hotspur’s Amy James Turner and WNBA star Napheesa Collier are among those championing sustainability and community action, demonstrating how sports can be a force for good.

The Future Is Female

Upcoming events like the 2025 Women’s Rugby World Cup and the UEFA Women’s Euros 2025 are already seeing record ticket demand. Brands investing early will not only capitalise on the increasing viewership but also establish long term credibility as supporters of equity and progress.

In a landscape where consumers expect brands to stand for something more, sponsorship in women’s sports offers a rare trifecta: commercial growth, cultural relevance, and positive societal impact. For those ready to seize the moment, the returns are as promising as the game itself.

As the momentum behind women’s sports continues to accelerate, the real question is: which brands will rise to the occasion?

AI & Copyright: The Fight for Fairness Continues

24th January 2025

The AI and Copyright Debate: Why Creators Need an Opt-In Approach

I recently took action that many of us in the creative industries should be paying attention to: I wrote to my MP about the urgent need for an opt-in approach rather than the current opt-out system when it comes to AI training on copyrighted music. The response I received from my MP made one thing crystal clear: this debate is far from over, and we need to keep pushing for a fairer system.

Here are the key takeaways from the government’s stance on the matter:

🎵 AI and the Creative Industries
AI is no longer a far-off concept. It’s already an integral part of our industry, with over 38% of creative businesses already using AI in some form. This is a massive shift, and while AI holds incredible potential, it also poses significant challenges when it comes to protecting creators' rights.

⚖️ Inadequate Protection for Creators
One of the major issues highlighted in the response is that current copyright laws are simply not equipped to deal with the complexities of AI. Creators are often left in a vulnerable position, unable to control or monetise their work when it’s used in AI training. This is a major problem for everyone from musicians to visual artists – and it’s one that we can’t ignore.

❌ The Burden is on Rights Holders
Perhaps the most concerning aspect of the government’s proposal is that it continues to place the burden on rights holders to protect their work. In an era where AI is growing at a pace that’s hard to keep up with, asking creators to chase down how their work is being used is not only unrealistic, but unfair. The solution should be that AI developers seek permission to use copyrighted works in training, not the other way around.

📢 The Need for Ongoing Advocacy
While the issue is being raised in Parliament, it’s clear that we need to continue pushing for a system that balances the interests of creators with the needs of AI developers. Technology companies shouldn’t be at an unfair advantage in this debate, and creators shouldn’t be left fighting to protect their own work.

The government’s consultation on AI and copyright is running until 25 February 2025. If you work in the music, media, or creative industries, now is the time to have your say. This is a crucial moment to shape how AI will interact with our industries – and to ensure that creators are valued, protected, and paid fairly.

As the creative industries continue to evolve, it’s vital we stay ahead of the curve. Let’s ensure the UK remains a place where creativity and innovation are not only embraced but fairly compensated.

Have your say here: Government Consultation on AI and Copyright

Let’s make our voices heard.

Navigating the Future of AI in the Music Industry: UK Music CEO Tom Kiehl Raises Concerns at Westminster

24th January 2025

The intersection of artificial intelligence (AI) and copyright law is one of the most pressing topics facing the creative industries today. In a landmark meeting at Westminster, UK Music CEO Tom Kiehl led the charge in raising concerns over the Government’s proposed “opt-out” mechanism for text and data mining. This proposal has sparked significant debate among industry leaders, MPs, and peers, with six All-Party Parliamentary Groups (APPGs) convening to discuss its potential impact on creators and rights holders.

In a meeting that underscored the importance of protecting creators in the evolving digital landscape, Kiehl highlighted several key challenges and flaws in the proposed AI framework, warning of significant risks to the music industry and its £7.6 billion contribution to the UK economy.

Key Takeaways from Tom Kiehl's Address:

🚨 Practical Challenges: Unreasonable Burden for Creators

The proposed opt-out mechanism would require creators and rights holders to notify multiple AI platforms individually, creating a significant administrative burden. This level of engagement is simply not practical for many smaller creators, who may lack the resources to navigate the complexities of these platforms. The sheer scale of this challenge would make it difficult for creators to effectively protect their work in a rapidly evolving technological landscape.

🚨 Lack of Transparency: How Can Creators Ensure Their Rights Are Respected?

One of the most concerning aspects of the proposal is the lack of transparency surrounding the opt-out process. Without a clear and reliable way to ensure that opt-out requests are honoured, creators and rights holders are left in a vulnerable position, uncertain whether their intellectual property is being used in line with their wishes. In an age where trust and transparency are paramount, this is a significant gap in the proposed legislation.

🚨 Technological Limitations: AI Can't Selectively Remove Data

Kiehl’s address also underscored a critical technical issue: AI models cannot selectively remove individual pieces of data once they have been included in the training process. This means that even if a creator opts out, there is no clear way to erase their data from models already trained, leaving their rights at risk. The challenge is not just one of policy; it is a technological limitation that renders the current approach practically unworkable.

🚨 Lessons from the EU: Uncertainty and Low Uptake

Looking across the Channel to the EU’s opt-out mechanism, Kiehl pointed to the legal uncertainty and low uptake among rights holders. The lessons from Europe are clear: opt-out mechanisms can lead to confusion and create a barrier for creators who may not fully understand their rights, or who are unable to navigate the complex legal landscape. The UK must avoid replicating these issues if it is to protect the interests of its creative industries.

🚨 Impact on the Music Sector: Risks to the UK’s Cultural Economy

The music industry is a cornerstone of the UK’s economy and cultural identity, contributing a staggering £7.6 billion annually. The opt-out proposal, without proper safeguards, could damage the livelihoods of creators, from songwriters to performers, and undermine the sector's ongoing growth. The Government must ensure that any AI-related legislation considers the unique challenges faced by the music industry, ensuring that creators' rights are not sacrificed in the name of technological innovation.

🚨 Need for Centralisation: A Unified Approach

Currently, there is no centralised repository for opt-out requests, a key flaw in the proposal. Without a unified system, creators and rights holders are left to navigate a fragmented landscape, making it difficult to effectively protect their work. Kiehl stressed the need for a centralised mechanism that could streamline the process and ensure that creators have the tools they need to safeguard their intellectual property.

The Call for Stronger Protections: A Critical Moment for UK Music

Given the vital role that music plays in the UK’s economy and culture, Kiehl urged Parliamentarians to ensure that the consultation process delivers robust protections for creators. As AI continues to reshape industries across the globe, it is essential that the creative sector is not left behind. The Government must take heed of the concerns raised today and work towards a solution that balances the opportunities AI offers with the protection of intellectual property rights for creators.

The conversation around AI and copyright in the music industry is far from over, but today’s meeting at Westminster has set the stage for a deeper, more nuanced debate. With so much at stake for the UK’s creative economy, now is the time for meaningful action.

The Decline of UK Grassroots Music Venues: A Call for Immediate Action

23rd January 2025

The latest report from the Music Venue Trust paints a concerning picture for the future of live music in the UK. Grassroots venues, the lifeblood of the UK’s live music scene, are under threat, and the touring circuit is shrinking. Over the past 30 years, the number of locations available for live performances has nearly halved, leaving parts of the UK disconnected from the vibrancy and creativity of live music.

Cities like Leicester, Edinburgh, Bath, and Hull have fallen off the touring map, with a sharp decline in the number of live shows being performed. This trend not only impacts the cultural landscape but also results in declining ticket revenues, further threatening the survival of grassroots venues.

Key Findings from the Report:

🚨 Drastic Decline in Touring Locations:

The report reveals that the number of touring stops has dropped dramatically from 28 locations in 1994 to just 12 in 2024. This means that fewer cities are seeing live shows, with a concentration of performances now limited to a small group of major cities. This is having a devastating impact on the diversity and accessibility of live music across the country.

🚨 Declining Live Shows and Ticket Revenues:

Total live shows have dropped by 8.3% since 2023, and ticket revenues have seen a more significant decline of 13.5%. This trend further emphasises the unsustainable pressure on venues that are struggling to stay afloat amidst rising costs and diminishing returns.

🚨 Razor-Thin Profit Margins:

Grassroots venues are operating on razor-thin profit margins, with an average of just 0.48%. A staggering 43.8% of these venues are reporting losses, a clear indication that they are finding it harder than ever to survive. These venues not only provide essential opportunities for up-and-coming talent, but they also play a pivotal role in connecting local communities with live music. Their decline signals a wider crisis for the music industry as a whole.

The Need for Urgent Action:

The report underscores the urgent need for action to protect grassroots music venues. While the proposed voluntary ticket levy on stadium shows could provide some much-needed funding, it’s clear that more practical interventions are necessary to ensure the survival of these vital venues. Grassroots music is the foundation of the UK’s live music scene, and without it, the next generation of talent may have nowhere to grow or perform.

The Time for Action is Now:

The music industry, particularly at the grassroots level, is facing a critical juncture. The decline of these venues poses a serious threat not only to the local music scene but also to the future of UK music on the global stage. Grassroots venues foster creativity, community, and a sense of belonging, and their survival is essential to the ongoing cultural health of the UK.

We must protect the spaces where artists develop their craft, audiences experience live music, and communities come together. The time for action is now. Let’s ensure that the next generation of talent has the opportunity to flourish in an environment where live music can thrive. It’s time to act before it’s too late.

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A Call for Action: Challenges Facing the UK’s Live Music Sector

13th November 2024

Government Acknowledges Concerns and Promises Support for Grassroots Venues and Touring Artists

Recently, I took the opportunity to write to my MP to voice concerns about the serious challenges facing the UK’s live music sector. From the struggles of grassroots venues to the barriers that UK artists face when touring Europe, it’s clear that the industry is in a critical state and requires immediate attention.

The live music sector has long been a cornerstone of our cultural landscape, but it is now under threat from a variety of factors. Grassroots venues—the incubators of emerging talent and community engagement—are fighting to survive, while UK artists are burdened with costly visas and transport issues that make touring Europe increasingly difficult and expensive. These barriers not only affect the livelihoods of artists but also the vibrancy and diversity of live music that the UK is known for.

A Response from the Secretary of Culture, Media, and Sport

I was pleased to receive a response from the Secretary of Culture, Media, and Sport, who acknowledged these concerns and reiterated the government’s commitment to supporting live music. The government recognises the challenges and has outlined a focus on tackling the issues facing the sector, including grassroots venue survival and the complexities of touring.

The upcoming response to the Culture, Media, and Sport Committee’s report is expected to include tangible measures to address the needs of grassroots venues. It’s encouraging to see that there is an understanding of the importance of these venues to both the music industry and local communities.

Addressing the Challenges for Touring Artists

Equally important is the government’s focus on touring challenges, particularly the visa and transport issues affecting smaller acts touring Europe. These logistical barriers have made it more difficult and expensive for UK artists to perform abroad, thus limiting their ability to expand their reach and grow their careers. The government’s commitment to resolving these issues is a step in the right direction, but real, actionable solutions are needed to ensure that UK talent can continue to perform and connect with international audiences.

Looking Ahead: Actionable Steps for a Thriving Future

As the situation stands, the future of the UK’s live music industry depends on swift and decisive action. I am optimistic that the upcoming response will bring forward the necessary support for grassroots venues and offer practical solutions for artists facing barriers to touring.

We need to ensure that the government’s actions align with the challenges that the sector faces and lead to real change. Only through tangible support and proactive steps can we ensure a thriving future for the UK’s live music industry, securing its place as a global leader in music and culture.

I look forward to seeing concrete measures from the government to help secure the future of live music in the UK, ensuring that the next generation of talent has the opportunity to thrive.

Urgent Action Needed to Address Challenges Facing UK's Live Music Sector

9th October 2024

It’s great to see the government backing indie films with increased tax reliefs, which is a positive step for the creative industries. However, the live music sector, a vital part of the UK’s creative economy, is facing a host of serious challenges—rising costs, venue closures, and a slow post-pandemic recovery. While other sectors may be experiencing a resurgence, live music continues to struggle.

The Struggles of Grassroots Venues

Grassroots venues, which are the backbone of the live music industry, are in desperate need of urgent financial support. These venues are not only struggling to stay afloat but are also feeling the pressure of energy bills and VAT—issues that threaten their very existence. These small venues have always been where emerging talent is nurtured, but without financial relief, their survival is at risk.

Brexit and Touring Challenges

On top of these financial burdens, Brexit has created additional difficulties for touring musicians and their crews. Increased costs, visa complications, and logistical barriers across Europe have made it more challenging for UK artists to tour internationally. This has had a direct impact on their ability to reach international audiences and grow their careers. The loss of freedom of movement for touring musicians has made it harder for them to make a living and expand their presence on the global stage.

The Economic Impact of Live Music

The live music industry contributes billions to the UK economy, supporting thousands of jobs and fostering new talent. It’s a key economic driver and cultural asset that reflects the vibrancy of the UK’s creative industries. Without action, we risk losing this essential part of our cultural landscape.

The Need for Immediate Action

We must act now to protect this integral part of the economy. Grassroots venues need immediate financial relief, especially with regard to energy costs and VAT. In addition, the government must address the post-Brexit barriers for touring musicians to ensure that UK artists can continue to perform across Europe and further their careers.

We cannot afford to wait—live music is not just an entertainment sector, it’s a cultural and economic pillar. The time to act is now to ensure that the live music industry continues to thrive, nurture talent, and contribute to the UK's global cultural influence.

UK Independent Festivals Face Financial Crisis, AIF Calls for VAT Reduction to Save the Sector

18th August 2024

Festivals have always been a powerful platform for emerging artists to showcase their talent and gain exposure. However, recent data has highlighted the severe challenges the UK’s independent festival sector is facing. According to the Association of Independent Festivals (AIF), the sector saw a staggering 90% drop in revenue from 2019 to 2021, leaving many festivals struggling to survive and facing the real possibility of permanent closure.

Decline in Festivals Post-Pandemic

A study conducted by the AIF in the first half of 2023 paints a concerning picture of the sector’s decline. In 2019, there were 600 music festivals held in the UK, but by 2023, that number had dropped to 482, reflecting a 19.7% decline. This drop includes festivals that disappeared during the pandemic and those that either failed to return in 2022 or couldn’t make it to 2023. These closures represent not just a loss of events, but a loss of cultural spaces and opportunities for new artists to connect with their audiences.

The Need for Financial Relief

In response to these alarming figures, the AIF is calling for a reduction in VAT on festival tickets. Currently set at 20%, the organisation is advocating for a reduction to 5%, which they argue would provide vital financial relief for festival organisers and make events more accessible to attendees. Such a change could play a critical role in ensuring the sustainability of festivals, especially those that have been hit hardest by financial instability.

The ‘5% For Festivals’ Campaign

The ‘5% For Festivals’ campaign seeks to raise awareness about the challenges faced by festival promoters over the last five years. The AIF urges festival-goers and industry supporters to lobby their MPs and advocate for the much-needed VAT reduction on festival tickets. To support this campaign, visit their website to find out how you can help make a difference: 5% For Festivals.

A Call to Action

With many festivals facing the risk of closure, now is the time to show solidarity with the sector that has given us some of the most iconic musical experiences. By reducing VAT, we can help safeguard these festivals, ensure they remain vibrant cultural hubs, and continue to provide essential platforms for emerging artists to thrive.

It’s a reminder that the live music sector is an essential part of our cultural and economic landscape—and we must act to protect it for future generations. The time for action is now.

https://www.fivepercentforfestivals.com/

Cultural Relevance in Women’s Football: A Game-Changer Moment for Equality

31st July 2024

The words spoken by Ian Wright, Alex Scott, and Jonas Eidevall today highlight not only the current state of women’s football but the seismic cultural shift that has taken place in the sport over the past few years. Their passionate remarks, which carry the weight of decades of struggle, are not just about football; they are a clarion call to industries, institutions, and decision-makers everywhere. It is a rallying cry for change, inclusion, and the recognition of talent in the women’s game.

A Long-Awaited Change

Ian Wright’s words resonate deeply within the context of an ongoing battle for equal visibility and opportunity in sport. By using this moment, Wright emphasises how uphill the struggle has been for women in football, and with his status as a cultural icon, he places this issue squarely at the feet of the people in power. His call to “sit up and listen” isn’t just aimed at the governing bodies of football; it’s a reminder to every individual in a position of influence. We’re at a crossroads in sport, and Wright is challenging those who have had the power to make real change — but failed to do so.

The sense of urgency is palpable, and it reflects the frustration of countless athletes and supporters who have had to fight not just for recognition, but for basic access to resources and equal treatment. Wright’s message is loud and clear: the time for complacency is over. Women’s football isn’t a trend — it’s the future of the sport.

Alex Scott: A Force of Nature

No one encapsulates the spirit of perseverance in the women’s game like Alex Scott. Her words are a powerful reminder of the countless battles fought behind the scenes. “We were begging people to host, in their stadiums, a women’s game in the Euros,” she said. This statement is not just a reflection of past struggles — it’s a warning to those who were once hesitant. “If you weren’t brave enough back then, I hope you’re looking at yourselves right now,” she adds, making it clear that the tide has turned.

Scott’s refusal to continue begging at corporate events for support is one of the most defining moments in her advocacy for the women’s game. “If you're not involved, you've missed the boat,” she declares. “The train has finally left the station, and it is gathering speed.”

This is more than a metaphor for a sporting revolution — it’s a direct challenge to anyone who doubts the growth and commercial potential of women’s football. The business of women’s sport is no longer optional; it’s essential.

Wright Calls for Accessibility and Support

Ian Wright continues this charge with a bold demand for accessibility and increased fan engagement in the Women's Super League (WSL). He highlights the glaring gaps in the current structure, like scheduling conflicts that make it difficult for fans to attend games. “You’ve got the first WSL game of the season and Arsenal are playing Chelsea at 7 o’clock on a Sunday night, and it’s on television. That’s not going to encourage people to get there,” Wright observes. His call to “make it easier” for fans to access stadiums reflects a broader truth about how the sport has often been held back by barriers that discourage fan interaction.

For Wright, it’s clear that the system needs to change. From ticketing to scheduling to travel arrangements, the whole structure needs to be revamped to ensure that fans — both existing and new — have easy access to live games. And this change must be driven by the governing bodies, with the Premier League playing a crucial role in commercialising and growing the WSL.

Jonas Eidevall: The System is the Problem

Jonas Eidevall’s statement brings everything into sharp focus: “These women aren’t here because of the system. They’re here DESPITE the system.” These words speak to the heart of the women’s game. For too long, women’s football has had to fight its way into existence, despite the system that has worked against them. But now, as evidenced by the record-breaking crowd of 87,192 at the Euros final, the system is changing — and it’s changing fast.

Eidevall’s praise for the women’s achievements is not just about the success of the Lionesses — it’s about recognising the struggles that have paved the way for this historic moment. As we look at the incredible milestones in women’s football, we must acknowledge the profound cultural shift that is now taking place. The time for change is no longer a distant hope — it is a reality that is unfolding before our eyes.

Time for Change

Today, we witnessed not just a victory on the field but a victory for equality, perseverance, and for those who have fought tirelessly to make women’s football what it is today. The Lionesses’ achievement is a cultural milestone that transcends sport. It speaks to the power of representation, the value of equal opportunities, and the importance of breaking down the barriers that have held so many back for so long.

In this moment, the message is clear: the future of women’s football is not just a possibility; it is a certainty. But it requires all of us — from fans to decision-makers — to keep pushing, keep fighting, and keep raising our voices. The system is changing, but only if we continue to demand it.

Time for change? The train has already left the station.