⚽️📱 Beyond the Statement: Why Football Is Still Failing Players Like Jess Carter on Online Abuse

When Jess Carter stepped onto the pitch during the Women’s EUROs, she represented the future of football: world-class, proudly Black, openly gay. But once again, her success was met with a wave of online racial abuse. The response? Familiar statements, fleeting outrage – then silence.

As someone who led internal reform efforts at a Championship club, I’ve seen how deeply broken the system is. Clubs, leagues and platforms talk a good game. But when it comes to player protection, safeguarding and accountability, the infrastructure just doesn’t exist.

📊 The Scale of the Problem: Discrimination Is Rising, Not Falling

The 2023/24 season marked a record high in reported discrimination across football:

• 1,332 reports of discriminatory behaviour were made to Kick It Out - a 32% increase year on year

• Racist abuse rose 47%, from 496 to 731 cases, making it the most reported form of discrimination.

• Player-specific abuse rose 43%, from 277 to 395 cases in the professional game.

• Reports of online abuse more than doubled, from 281 to 589 cases.

• Players of East and South-East Asian heritage were disproportionately affected, accounting for over 55% of targeted racist incidents in the pro game.

This is evidence that despite years of campaigns and hashtags, the sport is becoming less safe for many players  -  especially online.

⚙️ The Current Setup: Who Holds Responsibility?

Clubs and Leagues

While individual clubs issue public statements and occasionally report abuse, there are:

• No mandatory standards for digital safeguarding.

• No enforced training or escalation protocols.

• No consistent player support beyond basic wellbeing provision.

In my time at a Championship club, we attempted to build better reporting pathways and player support, but there was no structural guidance from the league. Responsibility sat with individuals, not systems.

Leagues (FA, Premier League, EFL)

The leagues remain heavily invested in PR-driven campaigns like Kick It Out and No Room for Racism. These raise visibility, but they:

• Lack enforcement power.

• Do not publish club compliance data.

• Have no framework for holding clubs accountable for repeated inaction.

Police

Policing of online hate is sparse. With matchday costs already contentious - many forces now ask Premier League clubs to cover a greater share - online enforcement drops down the list. Unless there’s a direct physical threat, police are unlikely to pursue online abuse, especially when perpetrators are anonymous or based overseas.

Social Media Platforms

Despite the Online Safety Act (2023), platforms continue to:

• Allow anonymous users to target players with minimal moderation.

• Delay or ignore takedown requests.

• Withhold data that could support law enforcement action.

Even when clubs escalate serious abuse, there’s often no response unless the issue goes public.

🧱 Structural Challenges: Why the System Doesn’t Work

• No central accountability: No body has both the mandate and the power to enforce protection for players.

• Platforms profit from engagement: Hate still drives traffic. There’s little financial incentive to act.

• Cross-jurisdictional barriers: Online abuse is global. Enforcement is not.

• Inconsistent club appetite: Many clubs lack the infrastructure, leadership or pressure to act decisively.

• Legislative lag: While the Online Safety Act is a step forward, it wasn’t designed with athletes in mind.

⚖️ The Online Safety Act: Progress, But Limited

The Online Safety Act (2023) introduces Ofcom regulation and fines for platforms failing to prevent illegal content. It’s a significant policy milestone, but:

What it might achieve:

• Greater platform transparency and reporting.

• Fines for non-compliance.

• Strengthened moderation standards for all users.

What it won’t fix:

• There’s no athlete-specific protection or escalation channel.

• It doesn’t mandate real-time moderation during live sporting events.

• It doesn't force platforms to verify accounts or share user data with clubs or leagues.

Without targeted provisions for high-risk groups like footballers, the act remains a blunt tool.

✅ What Needs to Be Done: A Clear Action Plan

To protect players and rebuild trust, football must move from awareness to enforcement. Here’s what that requires:

1. Create a Central Abuse Monitoring and Response Body

• Independent from clubs and leagues, with powers to escalate abuse cases to platforms and police.

• Provide real-time support to affected players.

• Publicly report trends and platform accountability.

2. Mandate Safeguarding Standards for All Clubs

• Minimum standards for online abuse monitoring, reporting and player care.

• Built into club licensing agreements.

• Regular audits, with non-compliance linked to financial penalties.

3. Reform Platform Policy

• Mandatory ID verification for users interacting with verified accounts.

• Permanent bans for repeat offenders.

• Real-time reporting and takedown mechanisms for athletes under attack.

4. Enhance Police and Legal Infrastructure

• Fund specialist online hate units with football-focused expertise.

• Require social platforms to share user data under streamlined legal processes.

• Hold top-tier clubs accountable for funding part of this work.

5. Amend the Online Safety Act

• Recognise elite athletes as a defined “at-risk group”.

• Introduce enhanced protections, takedown speeds and support services.

🎯 Final Word: Statements Are Not Protection. Systems Are.

Jess Carter should never have to trade visibility for vulnerability. And players shouldn’t have to rely on public outrage to trigger action.

From my own experience inside a Championship club, I can tell you: the appetite to tackle this issue exists on the ground. But without clear standards, funding and accountability, it remains piecemeal and unsustainable.

Football has the money. Social media platforms have the tools. The law is starting to catch up. Now we need leadership - not from players, but from those paid to protect them.

No more statements. It’s time for structural change.

🎥 Google Goes Hollywood: What 100 Zeros Means for the Future of Tech and Entertainment

Google is officially stepping into the spotlight. With the launch of 100 Zeros - a new entertainment venture in collaboration with Range Media Partners - the tech giant is making a concerted effort to reshape how technology is portrayed in mainstream entertainment. The aim? To move away from dystopian narratives and toward more hopeful, culturally relevant stories centred on AI, spatial computing, and emerging tech.

Rather than producing content in-house or via YouTube, 100 Zeros will co-finance and co-develop projects with established streamers like Netflix, Amazon, and Apple TV+. This strategic move signals a shift in how Silicon Valley wants to influence culture: not just through product, but through story.

What’s Working: A More Nuanced Tech Narrative

Google's timing is smart. Public perceptions of AI are swinging between wonder and worry. According to a 2024 Pew Research report, 52% of Americans feel more concerned than excited about AI. In the UK, Ofcom's 2023 Media Nations report highlighted growing demand for content that explores ethical and human-centred aspects of technology. By investing in storytelling that reflects nuance and optimism, Google is positioning itself as a values-led innovator.

Limitations: Brand Distance and Creative Control

Google isn't producing its own shows - it's aligning with third-party creatives. That means reduced control over final messaging and potential tension between brand goals and artistic integrity. There’s also the risk of audiences perceiving this as soft PR rather than genuine cultural investment, especially if narratives feel overly polished or didactic.

Opportunities: Brand Building Through Storytelling

Done well, this could help reposition Google as not just a tech enabler, but a cultural thought leader. There’s significant upside in embedding brand values in entertainment without overt branding. Think: what Nike did with sport documentaries or Apple’s subtle product integration across original content. With talent access via Range Media and scale via partnerships with top streamers, Google is well-placed to influence the next wave of tech narratives.

Challenges: A Distrustful Audience

Audiences are increasingly sceptical of Big Tech. Edelman’s 2024 Trust Barometer shows trust in technology has declined for the third consecutive year globally. This means 100 Zeros must earn attention and respect on creative merit - not corporate association. The risk of backlash is real if content is perceived as sanitised or self-serving.

🔑 Key Takeouts:

• Google’s 100 Zeros is a strategic move to influence tech narratives via film and TV.

• It reflects a shift toward values-based storytelling focused on optimism, not dystopia.

• The venture offers cultural influence potential but carries reputational risk.

• Success hinges on creative authenticity, not corporate messaging.

🎶 TikTok Turns Up the Volume on Songwriters: What the New Features Mean for Brands and Creators

As TikTok continues to shape global music discovery, its latest move puts songwriters centre stage. With the beta launch of TikTok Songwriter Features, the platform is responding to industry calls for greater transparency, visibility and value for the creators behind the hits. For brands, talent managers, and cultural strategists, this development signals a shift in how music creators can be engaged and elevated in the social ecosystem.

Why This Matters Now

TikTok has become a core driver of music virality. But until now, songwriters have often remained in the background. This new suite of features - including a Songwriter Account Label and a Music Tab - is designed to ensure their work is properly credited and more discoverable.

According to MIDiA Research’s 2025 Songwriter Report, 53% of full-time songwriters who post content do so on TikTok, and over 80% of all songwriters use social media to advance their careers. The timing is clear: songwriter visibility is no longer optional - it’s business-critical.

✅ Pros - What’s Working?

Elevated Attribution
For the first time, songwriters can label their profiles and curate a music tab showcasing their co-written works, making authorship transparent and accessible.

Content + Catalogue Integration
TikTok’s update places music and storytelling side by side - empowering songwriters to link personal content with professional catalogues.

Direct Fan Discovery
As songwriter KOLE notes, fans are discovering creators through TikTok’s algorithmic curation - not by search. That passive discovery makes songwriter visibility more impactful than ever.

Industry Endorsement
Major publishers like Kobalt, Reservoir, Warner Chappell and Sentric have publicly backed the beta, reinforcing its industry legitimacy and reach.

❌ Cons - What Are the Limitations?

Closed Beta = Limited Access
Currently, the feature is in a restricted rollout with select publishing partners. This limits early visibility for independent or unsigned songwriters.

Attribution Is Still Optional
TikTok’s features are tools, not enforcement mechanisms. Unless widely adopted and standardised, songwriter credits may still be missed or inconsistent.

Monetisation Still Vague
While the features improve discovery, the connection to revenue (e.g. sync, streaming boosts, licensing) is still unclear for many songwriters.

💡 Opportunities - What Should Brands Pay Attention To?

Creator Collaborations at the Source
Brands can now identify not just performers, but the creative minds behind trending tracks - opening doors to deeper, story-led partnerships with writers.

Content Series Like #BehindTheSong
TikTok’s built-in storytelling formats like #BehindTheSong offer a blueprint for branded content collaborations focused on process, inspiration and authorship.

Talent Scouting Through Attribution
With credits attached to profiles, brands and agencies can scout songwriting talent based on real metrics - discoverability, influence, and song virality.

Culture-Led Campaign Soundtracking
Knowing who wrote a viral track opens up richer cultural alignment and licensing conversations, beyond performer endorsements.

⚠️ Challenges - What Barriers Exist?

Fragmented Credit Systems Across Platforms
TikTok may credit songwriters, but many DSPs and UGC platforms still lack consistent metadata frameworks.

Algorithmic Attention Gaps
TikTok’s For You Page surfaces content, not necessarily credit. Without amplification, songwriter features risk being underused or unseen.

Platform Dependency
Over-reliance on TikTok for visibility may reinforce platform-driven career models, which can be unstable or opaque.

🔑 Key Takeouts

• TikTok Songwriter Features signal a shift towards greater attribution and visibility for music creators.

• The initiative is backed by major publishers and supported by songwriter advocates across the industry.

• While still in beta, the features could reshape how songwriters are discovered, credited, and monetised on social platforms.

• Brand marketers now have a new layer of creative partnership potential, tracing culture back to its originators.

• Success will depend on widespread adoption, feature evolution, and cross-platform alignment on credit standards.

🧭 Next Steps for Brand Marketers

• Track the Beta Rollout: Stay informed on when the features open more broadly. Early engagement could offer brand partnership advantages.

• Map Songwriters to Cultural Trends: Go beyond performers. Identify the creatives behind trending TikTok tracks who may align with your brand story.

• Experiment with #BehindTheSong Formats: Use TikTok’s existing campaign structures to spotlight the creative journey behind licensed music in brand campaigns.

• Push for Metadata Standards: Join or support industry calls for consistent songwriter crediting across digital platforms.

• Reframe Influencer Strategy: Include songwriters as a new class of cultural creators for endorsement, partnership or amplification.

TikTok is positioning songwriters not just as background contributors, but as cultural figures in their own right. For brands, that means a chance to engage deeper in the music economy - at the source of creativity.

🧨 Fyre Festival Sale: What’s the Real Price of a Tarnished Brand?

🔥 Congratulations, You Bought a Fyre! (Now What?)
How a Disaster Festival Became the World’s Most Expensive Meme - and What Its New Owner Might Actually Do With It

Introduction
Remember Fyre Festival? That glittering influencer fantasy that turned into a slow-burn survival thriller shot entirely in Instagram aspect ratio? Well, it just sold on eBay. For $245,300.

Billy McFarland - the man who turned Evian water into a logistical crisis and cheese sandwiches into a class-action exhibit - auctioned off the rights to the Fyre brand. Yes, someone voluntarily paid nearly a quarter of a million dollars for a pile of broken promises, unkept NDAs, and a logo that smells faintly of damp plywood.

💥 How Bad Was It, Really?

Let’s recap, in case you’ve managed to forget the best-worst event of the last decade:

• Guests were promised private jets, luxury villas, and VIP yacht parties.

• They received hurricane-relief tents, feral dogs, and portaloos from a Mad Max reboot.

• Luggage was tossed out of shipping containers like bingo prizes.

• Gourmet catering turned out to be two slices of bread + one plastic cheese single = dinner.

• Thousands were stranded on an island with no electricity, no running water, and no explanation.

• The only thing that showed up reliably? The influencers’ phone batteries.

And let’s not forget the launch video, which broke the one (one!) rule of using the island: “Don’t mention Pablo Escobar.” They did. In the first five seconds. The sellers - allegedly ex-cartel associates - swiftly revoked their rental contract. Bad branding and potentially life-threatening. A bold mix.

🧐 So Who Bought It? And Why?

175 bids were placed, but the winner hasn’t been publicly named.

Given McFarland’s past with fake ticketing schemes, phantom VIP packages, and some suspiciously energetic Google Docs, we can’t rule out that he was bidding against himself... from the same IP address... using an alias like “NotBilly99”.

But whoever the buyer is, they now own one of the most recognisable (and ridiculed) event brands of all time. Which leads us to the question no one asked but we’re answering anyway:

🤹 What Can You Actually Do With the Fyre Festival Brand?

Here’s a spitball list of potential business ventures for the new owner, ranging from “sort of plausible” to “please don’t but we’d watch the doc”:

1. Fyre Fest: The Immersive Experience™
A travelling museum/pop-up that lets guests relive the disaster: wait 12 hours for luggage, queue for bread, try to find working WiFi. The exit is only open if you can prove you didn’t post a black square in 2017.

2. Limited-Edition Merch Drops
Streetwear that leans into the joke: “Booked. Cursed. Burned.” hoodies, FEMA tent duffel bags, or cheese sandwich air fresheners. Supreme would collab in a heartbeat.

3. A Netflix Prequel
Eight-part prestige drama: FYRE: Origins. Every episode opens with a drone shot and ends with a nervous phone call to Ja Rule.

4. Turn It Into a Branding Case Study IP
A keynote series or MBA module titled: The Limits of Influence: When Hashtags Outpace Infrastructure. Sponsored by Evian.

5. NFT resurrection (God help us all)
Repackage ticket stubs, digital merch, or “exclusive behind-the-scenes panic” as collectibles. Bonus points for minting a token called “FYRcoin.”

🧠 Key Takeouts

• The Fyre brand isn’t valuable because it worked - it’s valuable because it failed memorably.

• Infamy has cultural weight in the attention economy, especially when it spawns memes, docs, and group therapy sessions.

• Modern brand equity is just as much about narrative potential as product or performance.

• With enough irony and internet savviness, even a reputational dumpster fire can be monetised.

• If you're buying burnt IP, have a plan - and maybe legal representation.

So yes, someone really bought Fyre Festival. And no, we don’t know what they’ll do with it.

But if the history of this brand teaches us anything, it’s this: where there’s smoke... there’s probably a failed VIP concierge service.

Meanwhile, Billy McFarland - after serving four years in federal prison for fraud - still owes over $26 million in restitution, is banned from serving as a company director, and in 2025, attempted to launch Fyre Festival II. Tickets were reportedly being sold before a venue, date, or lineup was confirmed. Unsurprisingly, that plan also fizzled.

At which point, he did what any rational entrepreneur would do: listed the brand on eBay.

Honestly, it’s less of a business model and more of a performance art piece.

🔥 When Spectacle Backfires: What Tomorrowland’s Main Stage Fire Reveals About Festival Risk

The fire that destroyed Tomorrowland’s iconic main stage just 48 hours before the 2025 edition kicked off wasn’t just a production mishap - it was a cultural and operational alarm bell for large-scale events. For an experience famed for its hyper-immersive design, narrative staging, and theatrical build, the loss of its centrepiece so close to opening underscored the risks embedded in scale and spectacle.

Despite the dramatic setback, organisers confirmed the festival would go on as planned - a decision that reassures fans but invites reflection from brand strategists, cultural producers and live event professionals alike.

🎧 A Festival That Redefined Scale

Tomorrowland isn’t just another music festival. Held in Boom, Belgium, it attracts over 400,000 attendees annually, hosting more than 800 artists across two weekends. In 2023 alone, the event generated €155 million in economic impact for Flanders (Source: Tomorrowland Economic Report, 2023), with livestreams reaching millions more globally.

At the heart of this mega-production is the main stage - redesigned every year as an architectural and thematic statement. The now-destroyed Orbyz stage was themed around “a magical universe made entirely out of ice,” complete with pyrotechnics and elaborate animatronics. This level of production is Tomorrowland’s signature - and its differentiator.

🔥 When the Centrepiece Becomes the Liability

The fire, which began around 6 p.m. Wednesday and took over three hours to contain, raises significant questions about how health and safety is managed at events of this scale. Fireworks installed in the stage structure exploded during the blaze, according to the Rivierenland fire brigade, though thankfully no injuries were reported.

Had this occurred just 48 hours later during peak crowd density, the consequences could have been catastrophic. A sudden evacuation or fire-related chaos with 70,000+ attendees in front of the stage would have severely tested any safety plan, no matter how well designed.

Elaborate main stage production offers incredible brand and attendee value - but when that spectacle becomes the event’s centre of gravity, its failure can jeopardise the whole enterprise.

📚 Learnings and Strategic Implications

1. Spectacle can’t be the single point of failure
Culturally, Tomorrowland’s theatrical ambition has set the bar for immersive festivals. But operationally, the heavy reliance on one architectural centrepiece creates a major risk concentration. Multi-stage or decentralised concepts may provide more resilience.

2. Crisis response and transparency matter
Organisers’ swift communication and commitment to go forward with the event preserved trust. In a cultural landscape where reputation is fragile, proactive, transparent messaging helped contain the fallout.

3. Health and safety protocols must consider ‘what ifs’
Although no injuries occurred, the incident highlights the importance of pre-emptive risk planning around live fire, special effects, and structural hazards. Rehearsing scenarios where infrastructure fails can no longer be optional.

4. Design must meet disaster resilience
The pursuit of ever-more intricate stage designs needs to be matched with robust materials, fire suppression systems, and emergency exit planning. Visual storytelling should not compromise safety systems.

5. Brand experience depends on operational excellence
For brands activating at cultural events, it’s a reminder that the experience economy is tightly linked to infrastructure and logistics. A brand moment is only as strong as the scaffolding behind it.

📌 Key Takeouts

• Tomorrowland attracts 400,000+ attendees annually and generates €155M in regional economic impact.

• A fire destroyed the main stage days before opening, highlighting risks in large-scale immersive design.

• No injuries occurred, but fireworks within the stage ignited during the blaze.

• Organisers will continue the festival, but questions remain about centralised production risk.

• Health and safety planning must evolve to match the creative ambition of such events.

Tomorrowland's ability to continue in the face of setback speaks to the professionalism and preparedness of its team. But for the wider industry, it's a vivid reminder: in the experience economy, the show can go on - but only if it’s safe to begin with.

🧃 Rewriting the Playbook: How Dream’s “Girlification” of Sport Media Signals a Cultural Reset

When creator and commentator Dream wrote “The ‘Girlification’ of Sport Media”, she didn’t just observe a shift - she named it. With humour, clarity, and a sharp eye for cultural change, Dream captures how women are transforming sports media from the ground up: not by mimicking the old guard, but by building something faster, funnier, and far more emotionally intelligent.

This is a values shift - one that has major implications for how brands, leagues, and media platforms approach sports storytelling.

📌 What Dream Said—and Why It Matters

Dream’s piece outlines a new era of fandom. One where FaceTime-style commentary trumps studio panels. Where edits to Beyoncé soundtrack player moments. Where creators like Mariah Rose and Kait Maniscalco build trust and community through humour, vulnerability, and style.

She notes: “It’s not always about who jumps highest or scores most—it’s about who they are beyond the court or field.” That’s not sentimentality. It’s strategy. Human-centred storytelling is proving to be a powerful engine for engagement.

According to a 2023 Nielsen study, nearly 75% of women globally identify as sports fans, and more than half became fans in the last few years.

This new fan base isn’t passive - it’s participatory. They’re creating content, sharing edits, buying merch, and watching games. They care deeply. They’re growing the pie.

✅ What’s Working

• Creator-Led Coverage: Women are building sports commentary formats that prioritise narrative, relatability, and humour over legacy structures.

• Emotional Resonance = Engagement: Viral edits and humorous breakdowns aren’t just entertaining - they increase emotional investment in players, teams, and leagues.

• Community-Led Growth: These creators aren’t just attracting followers - they’re activating fans who show up and spend.

⚠️ Where the Friction Lies

• Legacy Perceptions: Traditional media still tends to frame women’s sports content as secondary, “not serious,” or stylistically inferior.

• Platform Gaps: The platforms benefiting from this new wave aren’t always investing in its sustainability or visibility.

• Monetisation Misalignment: Engagement is high, but sponsorship is lagging—especially for creators focused on women’s sports.

🚀 Brand Opportunities

• Support the Storytellers: Partner with creators like Dream not to “help them grow” - but to co-create formats that reflect how fans actually consume sport today.

• Reframe Credibility: Statistical rigour is important - but cultural literacy is just as valuable. Know the difference.

• Back Women’s Sports: Coverage is projected to hit 20% of total media share by the end of 2025. Brands who show up early will build deeper equity.

🔥 Cultural Takeaways

• TikTok explainers and aesthetic edits aren’t trivial - they’re the most effective sports marketing formats of the moment.

• “Girlified” content is emotionally intelligent, platform-native, and engagement-driven - brands should take notes.

• The future of fandom isn’t just male or female - it’s multidimensional.

• Women aren’t asking for permission to participate. They’re setting the pace.

📣 For Brand Marketers: 3 Moves to Make Now

1. Reallocate Spend: Divert legacy media budget into partnerships with women creators driving actual fan growth.

2. Champion Format Innovation: Invest in lo-fi, creator-native content formats - not just glossy broadcast ads.

3. Measure Cultural Value: Expand KPIs to include community impact, fandom creation, and narrative resonance.

Dream’s original piece ends with a provocation: “The rise of women in sport media is not just a trend - it’s a cultural reset.” She’s right. Brands can either play catch-up or take the field early. Just don’t show up with a 2007 playbook.

🍾 F1’s Bubbly Revival: Why Champagne on the Podium Still Matters

The symbolism, strategy and spectacle of Moët & Chandon’s return to Formula 1
Inspired by Toni Cowan-Brown’s brilliant piece in Idée Fixe

Formula 1 has never just been about racing. It’s a sport built on ritual, symbolism, and visual storytelling - and few podium moments are more enduring than the Champagne spray. This summer, that ritual got a high-gloss refresh: Moët & Chandon is back as the official Champagne of Formula 1, thanks to a headline $2 billion, 10-year global partnership with LVMH.

Much of what follows is drawn from Toni Cowan-Brown’s excellent deep dive in her Idée Fixe newsletter - a piece that traces the fizzy origins of Champagne in motorsport, unpacks the LVMH-F1 deal, and reminds us why this ritual still carries commercial and cultural weight.

So why does this matter now – and what can brand strategists take from it?

🥂 From Accident to Asset

The tradition started with an accident: Jo Siffert shook a bottle at Le Mans in 1966 and sprayed the crowd. It stuck. Dan Gurney repeated it a year later, and by 1969 it had made its way to F1. What began as a spontaneous moment of celebration became one of sport’s most recognisable images.

But it wasn’t just about celebration – it became a brand asset. As Cowan-Brown points out, the podium spray became shorthand for “triumph, luxury, and the pinnacle of performance”.

💼 A Strategic Return for Champagne

Moët & Chandon dominated F1 podiums for decades, but in 2021, the official fizz switched to Ferrari Trento. While the Italian sparkling wine kept the show going, insiders were always quick to note it wasn’t technically Champagne.

Now, under a broad LVMH partnership spanning Moët, Louis Vuitton and TAG Heuer, the French icon is back – and in style. Moët is not just on the bottles but on the Grand Prix itself, with naming rights to the Belgian GP at Spa-Francorchamps. It's not just product placement – it’s a luxury alignment play.

🌸 Rosé in the Paddock Club: Lifestyle Signals

The LVMH move isn’t just about Champagne either. Whispering Angel – the Provence rosé now partially owned by LVMH – is also flowing through the Paddock Club. As Toni notes, it’s part of a broader lifestyle strategy: one that taps into the preferences of F1’s younger, fashion-forward audience.

It’s not only about prestige, it’s about palette, culture and contemporary codes of luxury.

🔍 Brand Takeaways

1. Rituals matter.
The Champagne spray works because it’s repeatable, cinematic and emotionally resonant. In brand terms, it’s a gold-standard “signature moment”.

2. Symbols scale.
A single image – Champagne sprayed across the podium – communicates victory, luxury, joy. That’s brand equity you can’t buy through media alone.

3. Luxury isn’t static.
By pairing Moët with Whispering Angel, LVMH is showing how tradition and trend can sit side-by-side. Old-world prestige meets new-world lifestyle.

4. The details count.
As Toni notes, even fans clock what’s poured where. What’s served in the Paddock Club isn’t just hospitality - it’s a signal.

5. Culture is context.
The Champagne comeback isn’t random nostalgia. It fits a broader strategy: as F1 expands into new markets and audience segments, brand partners are betting on culture-led moments to anchor their presence.

📌 Final Thought

Formula 1’s renewed relationship with Champagne isn’t just about looking good on the podium. It’s about understanding the commercial power of tradition, the value of symbolism, and the role of emotion in high-performance storytelling.

Thanks again to Toni Cowan-Brown for sparking this reflection. Her full newsletter is well worth a read: Champagne and Motorsports: A Sparkling Love Affair.

🎧⚽️ From Beats to Barça: How Spotify Turned a Shirt Sponsorship Into a Cultural Power Play

Spotify's front-of-shirt partnership with FC Barcelona has become one of sport's most ambitious and effective branding strategies in recent memory. As outlined in Daniel-Yaw Miller’s May 2025 piece for SportsVerse, “How Spotify Built Its FC Barcelona Sponsorship Into a Music-Fashion-Culture Goldmine,” the streaming giant has rewritten the playbook on how brands can activate cultural relevance through sport. By trading traditional logo exposure for timely, artist-led takeovers during global moments like El Clásico, Spotify isn’t just sponsoring football – it’s shaping the future of fan engagement across music, fashion, and sport.

In a rare, behind-the-scenes interview, Marc Hazan, Spotify’s global VP of marketing and partnerships, described this strategy as “hitting the zeitgeist” - and by all measures, it’s working.

🚀 Pros - What’s Working?

Cultural Synergy That Resonates
Spotify’s yearly El Clásico jersey takeovers - featuring artists like Drake, Rosalía, The Rolling Stones and most recently Travis Scott - blend the emotional pull of football with the cultural weight of global music icons. These collaborations transcend fandom, creating mass desirability and tapping into fashion, resale and hype culture.

Record-Breaking Merchandising
The Travis Scott x Cactus Jack x Barcelona jersey set a new benchmark for demand, reportedly reselling for over $2,200 on StockX within days of its release. Earlier drops, like the Barcelona x Rosalía jersey, have also held strong resale value, cementing these pieces as cultural artefacts, not just merchandise.

Innovative Brand Integration
Unlike passive logo placements, Spotify’s activation strategy includes curated matchday playlists by players like Jules Koundé and exclusive artist performances (such as Travis Scott’s first-ever Barcelona concert). These deepen brand affinity while delivering unique experiences to fans.

⚠️ Cons - What Are the Risks?

Lost Traditional Visibility
By removing its logo from the most visible moment of the football calendar - the El Clásico - Spotify forfeits billions of global impressions. This is a high-risk move in a media environment where visibility often equates to value.

Dependence on Artist Relevance
The impact of the partnership is tightly linked to the cultural capital of the artists involved. A misstep in artist selection or backlash around a collaborator could quickly turn a cultural win into a PR problem.

Exclusivity vs Accessibility
While exclusivity drives hype, it may alienate loyal fans unable to afford or access these high-ticket items. Balancing aspirational branding with broad fan inclusion remains a challenge.

🔍 Opportunities - Where Brands Should Pay Attention

The Rise of Football as Fashion
Football kits are no longer just for match days. As Daniel-Yaw Miller notes, they're now fashion items worn by non-fans for style and status. Brands in music, fashion and sport should be exploring how to enter this crossover space authentically.

Reimagining Sponsorship Models
Spotify’s approach redefines what a sports sponsorship can be. Rather than visibility alone, it focuses on cultural currency, storytelling and digital content. This signals a shift in how partnerships should be structured in the age of fandoms and niche culture.

Localisation Meets Globalisation
Artist-led jerseys tap into global pop culture, but Spotify is also leveraging local fan communities with intimate concerts and regional engagement. This hybrid model of global reach with local resonance is an emerging best practice.

🧱 Challenges - What's in the Way?

Maintaining Authenticity
As Hazan emphasised, “staying respectful and authentic to football culture” is key. Over-commercialisation or tone-deaf activations risk alienating hardcore fans and eroding credibility.

Saturation and Imitation
Now that Spotify’s success is evident, copycat models are inevitable. Brands must innovate beyond the initial idea and evolve their execution to maintain originality and impact.

Scalability Beyond Barcelona
The unique cultural cachet of FC Barcelona, combined with Spotify’s artist relationships, makes this model effective. But can it be replicated with other teams or in other sports? Not every partnership offers the same cultural access point.

📌 Key Takeouts

• Spotify’s Barcelona deal is redefining the role of sponsorships in culture.

• Artist-led jersey swaps create scarcity, hype and commercial returns.

• The strategy’s strength lies in merging music, fashion and football authentically.

• Risks include visibility trade-offs, artist controversies and pricing exclusivity.

• Cultural capital is the new media currency - and brands must invest accordingly.

🔮 Next Steps for Brand Marketers

• Rethink ROI: Move beyond impressions and CPMs - ask how your brand can influence culture through partnerships.

• Get Embedded: Work with cultural insiders - not just agencies - to ensure brand activations feel real, not reactive.

• Design for Desire: Co-create limited products that fans want, not just ones that tick brand boxes.

• Embrace Cross-Pollination: Consider how sport, music, fashion, gaming and nightlife intersect – and build at those crossroads.

• Plan for Longevity: Don’t chase virality. Build long-term partnerships that allow for evolving, layered storytelling over seasons.

Spotify’s FC Barcelona playbook isn’t just a win for the brand. It’s a signal to the industry: the next era of sponsorship will be led by those who dare to blend creativity, culture and commerce.

🧩 XChat vs WhatsApp: Can Elon’s Super App Ambitions Reshape Messaging?

As Elon Musk continues his transformation of X (formerly Twitter), the introduction of XChat marks another bold move to turn the platform into a full-service “super app.” Following the playbook of WeChat and other Asian tech giants, XChat isn’t just a bolt-on feature - it’s Musk’s latest step in blurring the lines between social, messaging, and media. So, what does this mean for brand strategists and digital marketers?

📊 The Context: Messaging Apps Are Still Booming

Messaging platforms remain central to online engagement:

• WhatsApp leads globally with 2.9 billion monthly active users, followed by WeChat (1.3 billion) and Telegram (900 million) (Datareportal, 2025).

• Over 70% of consumers say they prefer messaging over calls or emails when contacting brands (Zendesk, 2024).

• In China, WeChat has grown far beyond messaging to include payments, ecommerce and even government services, becoming the benchmark for Musk’s vision.

So how does XChat stack up?

✅ Pros - What’s Working?

1. Integrated Experience

XChat’s real selling point is that it’s embedded directly into the X platform. Messaging, social content, and voice/video calling all coexist without needing to switch apps. This could reduce friction for both brands and users.

2. No Phone Number Required

Unlike WhatsApp and Telegram, XChat links to your X handle, not your phone number. This lowers the barrier to entry and enables more anonymous or professional interactions.

3. Advanced Messaging Capabilities

Features like disappearing messages, unsend options, group chats, and file sharing give XChat a feature set that rivals or surpasses many incumbents.

❌ Cons – What Are the Risks?

1. Privacy Questions

Despite claims of a “Bitcoin-style encryption system,” there’s no confirmation of end-to-end encryption (E2EE). This leaves XChat at a disadvantage versus WhatsApp’s proven E2EE.

2. Limited Access

Many features sit behind a paywall via X Premium. That could hinder widespread adoption, particularly among casual users.

3. Still in Beta

The platform is new and still evolving. Stability, speed, and UX are works in progress – which may deter brands from jumping in too soon.

🚀 Opportunities - What Should Brands Pay Attention To?

1. Customer Service and CX

With messaging integrated into X, brands can create seamless customer journeys – from post to private message to support - all in one ecosystem.

2. Community Building

Creators, influencers and brands can use XChat to form private groups or VIP communities tied to content on X, fostering loyalty and engagement.

3. AI Integration Ahead

Expect eventual integration with Grok, X’s in-house AI assistant. This could open up advanced customer service, automated responses, or even co-creative tools inside chats.

⚠️ Challenges - What Tensions Lie Ahead?

1. User Trust

Without clear encryption standards, users and brands may hesitate to use XChat for sensitive communication.

2. Competing with Incumbents

WhatsApp’s entrenchment, Meta’s AI play, and Telegram’s developer-friendly model all mean XChat has a high bar to clear.

3. Monetisation vs Adoption

X Premium’s pricing model could stifle uptake unless clearly positioned with value-added features.

📌 Key Takeouts

• XChat is Musk’s bid to build a unified content and messaging hub, echoing super apps like WeChat.

• Privacy remains a grey area, with no confirmed end-to-end encryption.

• Direct integration with X sets XChat apart, but limits reach to X’s user base.

• AI integration and no-phone-number access are key differentiators to watch.

• Brands should see this as a potential direct comms channel, especially for community or support use cases.

🧭 Next Steps for Brand Marketers

1. Test Early, Learn Fast - Pilot use of XChat for customer queries or feedback loops, especially where you already have strong X engagement.

2. Watch for Grok Integration - Prepare to integrate AI tools for automated support or content moderation inside chats.

3. Reassess Comms Ecosystems - As XChat matures, think about how it might reduce dependency on third-party apps for CRM or social engagement.

4. Stay Alert on Privacy - Keep a close eye on security developments. Sensitive conversations may still need to stay elsewhere.

5. Balance Reach and Richness - Use XChat for depth of engagement, but maintain WhatsApp or Telegram for broader user access until XChat scales.

🧵 Legacy in Motion: 'Virgil Abloh: The Codes' Comes to Paris

This September, the Grand Palais in Paris will host Virgil Abloh: The Codes - the first major European exhibition dedicated solely to the late designer’s trailblazing career. Running from 30 September to 10 October 2025, the show offers a timely moment to reflect on Abloh’s cultural impact, and what it means for the future of creativity, collaboration, and design.

As the lines between fashion, art, music, and tech continue to blur, the exhibition serves not only as a retrospective, but a roadmap for cross-disciplinary thinking.

Key Takeouts

• Creative Legacy as Brand Blueprint
  The exhibition brings together over 20,000 items - including sketches, prototypes, personal artefacts and archival media - showcasing how Abloh fused luxury with streetwear, architecture with apparel, and high fashion with everyday language. His multidisciplinary approach offers a strategic framework for expanding creative boundaries.

• Collaboration as Currency
  Through partnerships with cultural figures like Serena Williams, A$AP Rocky, and Takashi Murakami, Abloh built a model of co-creation that was rooted in mutual respect. Collaboration, in his world, was a method for cultural dialogue - not a marketing stunt.

• Open-Source Thinking in Action
  Abloh's commitment to transparency and shared knowledge (often releasing templates and process materials publicly) reflects the ethos of contemporary creative communities. His "open-source" mindset champions accessibility, authorship and shared cultural ownership.

• Risk of Mythology
  While the exhibition celebrates his genius, there's a risk of flattening his legacy into aesthetic shorthand. His work was deeply informed by lived experience and social context - not simply a visual style to emulate.

• From Archive to Action
  The Codes is more than a look back - it’s a call to reimagine how we create, connect and communicate. The real value lies in understanding not just what Abloh made, but the mindset and methods that shaped it.

As Shannon Abloh, founder of the Virgil Abloh Foundation, put it: “This exhibition is just the beginning.” The Codes offers a rare opportunity to engage with the inner logic of one of the most influential creatives of our time – and to consider how his ideas might inform what comes next.

🛵 Olympic On-Demand: Why Uber’s LA28 Partnership Signals a New Era in Event Mobility

In a landmark move for both urban mobility and global sports, Uber has been named the official rideshare and on-demand delivery partner for the LA28 Olympic and Paralympic Games, as well as Team USA. This partnership is more than a brand alignment - it’s a strategic play that could reshape how large-scale cultural events manage transportation and logistics. With Uber also powering delivery via Uber Eats within the Olympic Village and select spectator venues, this signals a wider convergence of mobility, commerce and tech-enabled experience.

As cities plan for increasingly hybrid, multi-modal futures, Uber’s integration with LA28 shows how brands can serve infrastructure needs while also embedding themselves in high-visibility cultural moments.

📈 Supporting Stats

• According to McKinsey, multi-modal mobility (cars, bikes, scooters, etc.) is expected to grow at a 30% CAGR through 2030, particularly in urban centres.

• In the Tokyo 2020 Games, up to 80,000 vehicles were in operation for stakeholders, making transport coordination a major priority (IOC).

• The global food delivery market is projected to hit $192 billion by 2025 (Statista), underlining the growing relevance of delivery services for mega-events and venues.

✅ Pros - What’s Working?

Seamless Urban Mobility

Uber’s ability to manage high-volume, real-time transport via rideshare, micromobility, and data-led routing is tailor-made for complex urban sporting events like LA28.

Operational Efficiency

By offering its logistics infrastructure and expertise, Uber supports LA28’s goal of a “transit-first” Games - potentially reducing congestion and easing pressure on public systems.

Enhanced Athlete & Spectator Experience

Uber Eats’ integration within the Olympic Village and selected venue locations offers convenience and autonomy for athletes and fans - supporting LA28’s promise of an athlete- and audience-centric experience.

Brand Visibility at Cultural Scale

Partnering with the Olympics gives Uber unparalleled global exposure, aligning the brand with excellence, performance, and innovation on a world stage.

⚠️ Cons - What Are the Limitations?

Urban Traffic Management Risks

While Uber offers solutions, increased rideshare use could still add to congestion if not carefully integrated with public transport and pedestrian flows.

Worker Concerns

The Games may spotlight ongoing debates around gig worker conditions - especially as Uber relies heavily on drivers and couriers to deliver its Olympic promise.

Brand Saturation

As multiple corporate sponsors crowd the Olympic narrative, Uber will need to work harder to make its role and value proposition stand out.

🔎 Opportunities - What Should Brands Watch?

Infrastructure-as-Service

Uber is positioning itself as an infrastructure partner, not just a consumer-facing app. Brands should explore how to embed capabilities, not just campaigns, in high-impact cultural platforms.

Multi-Modal Strategy

The emphasis on scooters, bikes and walkability could catalyse wider adoption of eco-friendly urban transport - a cue for mobility brands to diversify their service offers.

In-Venue Commerce Integration

The move to offer Uber Eats within stadiums hints at future partnerships between delivery platforms and entertainment venues - an emerging space for innovation.

🧱 Challenges - What Barriers Exist?

• Public Scrutiny: The Olympics attract intense global media attention, so any service disruption or safety issue could lead to reputational risk.

• Local Resistance: Los Angeles has a complex relationship with rideshare services, and community stakeholders may raise concerns about the impact on local traffic or workers.

• Logistical Complexity: Coordinating with LA’s public transport systems, local authorities, and Olympic committees will require meticulous execution.

🗝️ Key Takeouts

• Uber’s partnership with LA28 reflects a shift from sponsor visibility to sponsor utility.

• Multi-modal mobility and integrated delivery services are now essential for large-scale event experiences.

• The success of this partnership could set a precedent for how private platforms support public infrastructure.

• There’s a growing expectation for brands to deliver real-world value - not just advertising - during global cultural moments.

🔭 Next Steps for Brand Marketers

• Think Infrastructure, Not Just Impressions: Explore how your brand can offer services, systems or tools that deliver value during cultural events.

• Plan for Operational Readiness: Any event-facing partnership must be backed by logistics, tech support, and risk mitigation strategies.

• Lean into Utility: Look for ways your brand can simplify, enable, or enhance real-world experiences - especially for audiences navigating large, complex environments.

• Monitor Public Sentiment: Be ready to adapt messaging and support local concerns, particularly around sustainability and labour.

Uber’s LA28 deal signals a new frontier: one where brand partnerships don’t just sponsor the spectacle - they power its infrastructure. For marketers, the takeaway is clear. Influence isn’t just about presence. It’s about performance.

🎾 Wimbledon’s £409M Win: What Brands Can Learn from the World’s Most Profitable Fortnight in Sport

Every July, Wimbledon captivates audiences with its timeless rituals - pristine tennis whites, strawberries and cream, and the famously stoic queue. But behind the genteel façade is a high-performance commercial engine generating over £409 million ($555 million) in just two weeks.

For brand marketers, the Wimbledon model is more than a sports story. It’s a masterclass in monetising heritage, commanding media value, and maintaining cultural relevance across generations. As global sports properties evolve into content ecosystems, Wimbledon’s model warrants closer inspection.

📊 The Stats That Matter

• Wimbledon earned £409 million ($555 million) in 2024, a 7% increase from the previous year and a 162% rise over the past decade (AELTC).

• Nearly 50% of revenue came from broadcast rights, led by Disney (ABC & ESPN) in the US and the BBC in the UK.

• 225 million hours of coverage were viewed in the UK alone last year, with a peak audience of 7.5 million for the men’s final (BBC).

• The total prize pot reached £53.5 million ($72.5 million), with £3 million ($4.1 million) each awarded to the men’s and women’s champions.

✅ Pros - What’s Working?

Heritage Drives Global Equity
Wimbledon’s longevity, symbolism, and discipline create unparalleled brand consistency. It feels both exclusive and universally understood, which makes it an attractive platform for partners across categories.

Media Rights as a Growth Engine
High-value, long-term partnerships with major broadcasters ensure stability and visibility. With rights set to go up for renewal post-2027, competition among UK networks like Sky Sports and TNT Sports could drive further gains.

Cultural Relevance Through Tradition
Wimbledon doesn’t chase trends - it defines its own. From the queue to the dress code, the tournament maintains its values while still delivering spectacle.

⚠️ Cons - What Are the Limitations?

Free-to-Air Constraints
UK legislation mandates that culturally significant events remain free-to-air, limiting bidding wars that would otherwise inflate broadcast deals.

Opaque Commercial Strategy
Unlike newer sports properties, Wimbledon’s partner ecosystem is less transparent. Marketing revenue isn’t clearly itemised, which may suggest under-leveraged assets.

Reliance on Legacy Media
While strong in traditional broadcasting, Wimbledon’s digital engagement strategy remains conservative. TikTok, Twitch, and emerging creator platforms are largely untapped.

🌱 Opportunities - Where Should Brands Focus?

Immersive Fan Experience Innovations
As premium hospitality and brand activations grow in sport, there’s room for Wimbledon to extend its physical experience into virtual realms, augmented access, or VIP metaverse extensions.

Sustainable Brand Integration
Wimbledon’s pristine image is ideal for brands focused on sustainability, design, and slow luxury. The right alignment could unlock long-term equity rather than just seasonal spikes.

Next-Gen Storytelling
There’s significant headroom in player-led content, behind-the-scenes storytelling, and interactive formats for global audiences who don’t watch full matches but still engage deeply.

🧱 Challenges - What Could Disrupt the Model?

Competition from More Flexible Properties
The ATP and WTA continue to innovate with new tournament formats and player-centric media. Wimbledon’s commitment to tradition can risk becoming a constraint if not balanced with modernisation.

Audience Fragmentation
Even with strong linear ratings, attention spans are shifting. Without compelling content for short-form and social-first channels, future growth could plateau.

Global Talent Tensions
Geopolitical issues, visa policies, and athlete activism may increasingly affect global participation and sentiment, especially at tightly curated events.

🧠 Key Takeouts

• Wimbledon is proof that heritage, when handled strategically, can deliver outsized commercial returns.

• Media rights, not sponsorships or ticketing, remain the financial backbone.

• There is untapped value in digital, experiential, and sustainability-driven brand partnerships.

🔜 Next Steps for Brand Marketers

• Audit Your Heritage - Can your brand own tradition the way Wimbledon does, and if so, how do you modernise it without dilution?

• Push for Content Co-Creation - Rather than static placements, pursue narrative integration with cultural properties.

• Target the ‘Quiet Luxury’ Space - Wimbledon’s aesthetic aligns with the growing trend for understated excellence and sustainable prestige.

• Advocate for Media Versatility - Don’t just buy broadcast; help shape how content is distributed and repurposed across platforms.

🧢 What £1 Billion Really Buys: Man City and Puma’s Cultural Power Play

Manchester City’s record-breaking extension with Puma isn’t just a kit deal - it’s a statement about brand ecosystems, cultural capital, and global dominance.

This week, Manchester City announced a 10-year contract extension with Puma worth up to £1 billion, cementing the club’s partnership with the German sportswear giant until 2035. It’s now the most lucrative kit deal in English football history, surpassing Manchester United’s £900m deal with adidas signed in 2023.

More than just a commercial agreement, this signals how sports brands are evolving from sponsors into strategic partners shaping identity, fan engagement, and even international expansion. As kit deals morph into long-term brand-building alliances, there’s a deeper game being played - and marketers would do well to pay attention.

🟢 Pros - Strategic alignment, not just sportswear

Since the original 2019 deal, Manchester City have won six Premier League titles. That success, combined with Puma’s design ambition and brand agility, has helped both parties redefine what a kit partnership looks like.

• Cultural reach: Puma’s association with the City Football Group (CFG) extends far beyond the Etihad - it includes sister clubs Girona, Melbourne City, Mumbai City and Palermo, helping Puma extend its global footprint in key markets.

• On-field success = off-field leverage: City’s trophy-laden run has increased fan acquisition, social media reach, and merch sales - a critical feedback loop for Puma’s growth.

• Brand synergy: Both City and Puma position themselves as disruptors - youthful, modern, and global - appealing to Gen Z and emerging football markets.

🔴 Cons - Risk of saturation and brand fatigue

A 10-year deal at £100m per season sounds impressive - but scale brings risk.

• Creative repetition: With long-term deals, kit design risks becoming formulaic or predictable unless constantly reinvigorated.

• Fan expectations: In a fast-moving culture where fans expect drops, collabs, and fresh aesthetics, long deals must deliver sustained excitement.

• Exclusivity tension: Puma’s widespread club affiliations could dilute the distinctiveness of City’s look and feel unless carefully managed.

🟡 Opportunities - Beyond kits: ecosystem branding

This is about much more than shirts.

• Lifestyle expansion: Puma has shown interest in blending sport, fashion, and streetwear (see: LaMelo Ball or Rihanna Fenty). City could become a platform for more lifestyle-oriented drops.

• Digital fan engagement: With CFG’s global tech-driven structure, expect smarter integration of data, NFTs, and customisation across Puma activations.

• Emerging markets: The link with clubs in India, Spain and Australia creates cross-market leverage. Puma can test regional campaigns and scale global hits.

⚫ Challenges - Global volatility and brand governance

Big deals bring big expectations - and even bigger scrutiny.

• Political and ethical considerations: With growing attention on club ownership models and sportswashing accusations, brand partners will face reputational spillover.

• Market unpredictability: Exchange rates, inflation, and sports media rights fluctuations could affect how “value” is calculated over a decade.

• Creative consistency: Ensuring Puma delivers innovation at the same pace as City’s ambitions will be key to sustaining excitement over 10 years.

📌 Key Takeouts

• Man City’s £1bn Puma deal sets a new benchmark for brand-athlete collaborations.

• Long-term kit partnerships are becoming brand ecosystems - influencing fashion, content, and international growth.

• Creative differentiation, not just financial scale, will define the success of these mega-deals.

🔮 Next Steps for Brand Marketers

• Think ecosystem, not endorsement: Look at how partnerships can evolve across multiple touchpoints, from product drops to storytelling and fandom.

• Global-local balance: Use flagship deals to power regional plays. CFG’s club portfolio is a case study in local nuance under global brand strategy.

• Plan for longevity: If you're committing long-term, build structures for creative reinvention, not just year-one buzz.

🥊 Katie Taylor vs Amanda Serrano 3: What 6 Million Viewers Mean for Women’s Sport and Streaming Strategy

The third bout between Katie Taylor and Amanda Serrano wasn’t just a rematch, it was a moment of reckoning for women’s sport, boxing visibility, and Netflix’s live event ambitions. Held at Madison Square Garden on 11 July 2025 and streamed globally via Netflix, the event drew an impressive average minute audience of 6 million viewers - with 4.2 million tuning in from the US alone.

For context, while their previous fight on the Mike Tyson-Jake Paul undercard reached a record-breaking 74 million global viewers, this standalone headline card still ranks as one of 2025’s most-watched women’s sporting events. It also achieved the highest gate for any female sporting event in MSG history - $2.63 million.

This fight card signals more than just viewership numbers. It points to shifting expectations around how women’s sport is packaged, distributed, and monetised - especially as platforms like Netflix step further into live broadcasting.

📈 Pros - Growth Signals for Women’s Sport & Streaming

• Streaming Scalability: Netflix proving it can successfully host a global live sports event with major reach (Top 10 in 43 countries).

• Cultural Capital: The Taylor vs Serrano trilogy cements both athletes as icons, drawing crowds comparable to major men’s bouts.

• Revenue Benchmarks: A record-breaking gate at MSG confirms growing appetite for elite women’s boxing as a ticketed live experience.

⚠️ Cons - The Comparison Trap

• Drop from Previous Viewership: The 6 million AMA pales in comparison to the 74 million drawn during the Tyson-Paul event – highlighting how star power and card curation still heavily influence women’s sport visibility.

• Platform Maturity: Netflix’s sports play remains nascent. Unlike ESPN or DAZN, it lacks habitual sports viewers, affecting repeat tune-in patterns.

🔍 Opportunities - Building a Women’s Sport Flywheel

• Athlete-Led Promotions: Serrano and Taylor’s ongoing success shows the viability of women-led, athlete-first storytelling and promotion.

• Integrated Campaigns: Brands can build multichannel campaigns around female fighters, aligning with themes of resilience, equity, and excellence.

• Global Growth: With international Top 10 rankings, brands should note the cross-border appeal of marquee female boxing events.

🚧 Challenges - Sustaining Momentum & Investment

• Inconsistent Viewership: Without consistent scheduling or anchor events, women's boxing risks peaking episodically rather than building longitudinal growth.

• Media Narratives: Coverage still tends to compare women’s events to men’s benchmarks rather than valuing them on distinct terms.

• Brand Reluctance: Some mainstream sponsors still hesitate to commit large-scale budgets to women's sports events without proof of ROI.

📝 Key Takeouts

• Netflix is making strides in live sports, with women’s events offering breakthrough opportunities for differentiation.

• Taylor-Serrano 3 shows strong fan demand and commercial potential, even if not reaching the scale of crossover novelty fights.

• Women's sport continues to break attendance and gate records when marketed as premium content.

👉 Next Steps for Brand Marketers

• Invest Early in Female Fighters: Align with emerging stars before they hit peak cultural recognition. Think long-term partnerships.

• Prioritise Streaming Partnerships: With platforms like Netflix scaling up live events, brands have new digital placement and integration options.

• Champion Authentic Storytelling: Move beyond empowerment tropes. Focus on legacy, rivalry, skill, and achievement.

This event was a test of how women’s sport can live on premium platforms and how brands and platforms can shape its future.

📱 Google Indexes Instagram: A Strategic Nod to Gen Z Search Habits

Google has started surfacing Instagram posts directly in its search results - a quiet but significant shift in how the platform is responding to changing user behaviour. This move reflects the growing influence of Gen Z, a demographic that increasingly bypasses traditional search engines in favour of social-first discovery. According to Fast Company, Gen Z users are 25% less likely than Gen X to use Google, and 46% of them prefer searching on platforms like Instagram and TikTok.

As content ecosystems become more fragmented, Google’s latest update signals an evolution in how search adapts to platform-native content - and how brands should rethink their digital strategies accordingly.

Pros - Meeting Users Where They Are

• Improved visibility for native content: Instagram posts, particularly those from public creators and brands, now have a greater chance of being discovered outside the app.

• Shorter discovery journeys: For visual or culture-driven queries, users can get relevant content quicker without switching platforms.

• SEO meets social: This brings new potential for organic reach, where optimised social content contributes to wider discoverability.

Cons - Fragmentation and Control

• Limited context and depth: Instagram posts may lack the comprehensive information found on traditional websites or long-form content.

• Platform dependency: Brands now face additional pressure to optimise content across yet another environment indexed by Google.

• Algorithm ambiguity: It's unclear how Instagram content will be ranked or prioritised within search results - particularly branded content versus creator-led posts.

Opportunities – Strategy for Social-Search Integration

• New content formats for SEO: Brands can now develop Instagram content with both in-platform engagement and search visibility in mind.

• Cultural capital as search value: Culturally resonant, timely posts can become key search touchpoints - especially for lifestyle, fashion, and entertainment brands.

• Collaboration with creators: Influencer posts may now have a longer digital shelf life, adding search value to short-form content partnerships.

Challenges – Measurement and Consistency

• Attribution complexity: With Instagram content now surfaced on Google, tracking the user journey becomes less linear.

• Content hygiene across platforms: Brands must ensure posts are up-to-date, correctly tagged, and aligned with SEO goals - even within a fast-moving visual medium.

• Regulatory scrutiny: As tech giants blur the lines between platforms, concerns around data use and competition could increase.

Key Takeouts

• Instagram content is now indexed by Google - making visual posts discoverable via traditional search.

• Gen Z’s shifting search habits are influencing how major tech platforms evolve.

• Social content must now work harder - not just in-platform, but as part of a wider visibility strategy.

• Opportunities exist in aligning SEO practices with social content planning.

• Tracking and measurement frameworks need updating to reflect these changes.

Next Steps for Brand Marketers

• Audit your social content: Ensure Instagram posts are optimised with clear metadata, alt text, and relevant hashtags.

• Bridge SEO and social teams: Align KPIs and content planning across functions to maximise discoverability.

• Track how indexed posts perform: Use analytics tools to understand what content surfaces in search and why.

• Plan visual content with search in mind: Consider evergreen formats and search-relevant topics when developing social campaigns.

As platforms converge and users rewire how they discover content, the boundaries between social and search are fading. Brands that adapt early will be best positioned to meet audiences where they’re already looking.

🧠 Meta Quest enters the WNBA chat with immersive retail takeover

As women's sport hits new cultural highs, Meta Quest is using mixed reality to claim a front-row seat. The VR headset brand has expanded its NBA partnership to spotlight the WNBA, launching a 24-hour takeover of New York’s NBA Store - reimagined as a fully branded WNBA retail experience. With appearances from Sue Bird, mascot Ellie the Elephant, and live Quest headset demos, the activation is designed to blend fandom, tech, and cultural capital.

The move arrives as brands increasingly invest in women’s sport as a high-growth, high-engagement space. By integrating WNBA access directly into the Meta Quest ecosystem - including five immersive VR broadcasts this season - Meta is pushing beyond traditional sponsorship into experiential platform strategy.

Pros - Why this matters for brand momentum

• Cultural timing: WNBA viewership has grown 21% YoY, with Gen Z women leading digital engagement (Nielsen, 2024). Meta’s timing aligns with the league’s ongoing cultural rise.

• Platform as venue: Meta Quest isn’t just a headset, it’s positioning itself as a destination for live, immersive sport content.

• Retail meets experience: The NYC store activation bridges physical and digital engagement, creating a one-day fan event designed for both IRL buzz and social media traction.

Cons - Limitations and watch-outs

• Niche scale: While WNBA interest is growing, VR audiences remain relatively small compared to traditional broadcast.

• Discovery friction: Accessing immersive content still requires user intent, hardware, and app fluency - limiting reach for more casual fans.

• One-off format: A 24-hour retail activation drives urgency but may lack lasting visibility unless followed by sustained campaign activity.

Opportunities - What brands should watch

• Sport as a VR content driver: Live events, especially fast-paced formats like basketball, are testing grounds for immersive storytelling.

• Female athlete partnerships: Collaborating with players like Sue Bird allows brands to tap into athlete-led cultural influence with credibility.

• Mixed reality meets merchandise: Limited-edition drops paired with headset demos hint at the potential for AR/VR-led commerce.

Challenges - Structural and strategic hurdles

• Conversion to regular use: A single event may drive trial, but not necessarily sustained headset engagement.

• Competing for attention: As Apple, TikTok, and others enter the spatial and immersive space, Quest must differentiate on content and cultural relevance.

• Infrastructure limits: Physical activations are resource-heavy and can be difficult to scale outside of flagship cities.

Key Takeouts

• Meta Quest is using women’s sport as a proving ground for VR engagement and cultural alignment.

• The WNBA activation reflects a shift from sponsorship to immersive platform-led experiences.

• Headset-based content still faces barriers to mass adoption, but delivers strong fan immersion in the right context.

• Retail activations can serve as high-impact brand moments, but need long-term strategies to sustain relevance.

Next Steps for Brand Marketers

• Explore cross-reality activations that integrate physical spaces with VR or AR content for event amplification.

• Build athlete-first narratives by partnering with players who drive cultural engagement, not just performance.

• Use sport as a testbed for new formats - whether immersive content, interactive commerce, or community-led storytelling.

• Prioritise accessibility by ensuring any immersive content is easy to discover, use, and share across platforms.

🧵 Topshop & Topman Are Back: What Their Return Means for Fashion and Brand Strategy

After a seven-year hiatus, Topshop and Topman are stepping back onto the runway - and into the cultural conversation. The announcement of a landmark fashion show in London this August marks a significant shift for the iconic high-street labels, once central to British fashion retail before their decline and eventual closure in 2019. Now, under the ownership of ASOS, the brands are embracing a digitally-led revival, complete with a See Now, Buy Now showcase, a refreshed product focus and an open casting call that signals a more inclusive direction.

This moment isn’t just a nostalgic comeback - it’s a real-time case study in how heritage brands can reimagine themselves for a new generation.

📊 Supporting Stats

• ASOS reported a 15% drop in group revenue year-on-year in early 2024, with Topshop and Topman noted as key areas for investment focus (ASOS Financial Reports, 2024).

• Fashion resale and revival trends are booming, with 63% of Gen Z preferring to buy from brands that have a heritage or legacy (Thredup Resale Report, 2024).

• Open castings have surged in popularity, with TikTok videos tagged #opencasting reaching over 170 million views as of mid-2025 (TikTok Analytics, July 2025).

✅ Pros - What’s Working?

Cultural Relevance Through Legacy
Topshop and Topman tap into a wave of Y2K nostalgia and early-2010s fashion revival, aligning with broader consumer interest in ‘vintage’ digital-era brands.

Inclusivity as a Brand Reboot Tool
The open casting, in partnership with Wilhelmina Models, invites a new wave of diverse, unsigned talent – signalling a shift from exclusivity to community-led style representation.

Digital Commerce Integration
The See Now, Buy Now format directly links runway visibility to purchase behaviour, creating a closed loop between inspiration and transaction – particularly effective for digital-native audiences.

⚠️ Cons - What Are the Limitations?

Retail Footprint Remains Digital-Only
While the runway offers spectacle, the lack of physical retail presence may limit touchpoint diversity, especially as brick-and-mortar stores remain key for brand discovery and trust-building.

Brand Equity Rebuild Takes Time
Despite cultural fondness, Topshop’s exit wasn’t just emotional – it followed operational and supply chain issues that will take more than a catwalk to correct.

ASOS Image Bleed
With Topshop and Topman now housed within ASOS, the parent brand’s ongoing performance challenges could undermine the relaunch’s momentum if not managed strategically.

🔍 Opportunities - Where Can Brands Win?

Make Runway Moments Interactive
By integrating social media challenges, influencer collaborations and AR try-ons, Topshop can extend the value of the show far beyond one night in London.

Foster a Creator-Led Ecosystem
Open casting shouldn’t stop at models - involving stylists, content creators and musicians from diverse backgrounds could deepen community ownership of the brand.

Position as Affordable Fashion with Cultural Clout
By avoiding fast-fashion pitfalls and elevating styling and quality, Topshop has the potential to claim a premium high-street position in the style-value matrix.

🚧 Challenges - What’s in the Way?

Sustainability Scrutiny
Legacy high-street labels are under increasing pressure to address sustainability - a relaunch will be judged not only on aesthetics but on environmental and ethical production standards.

The Noise of Nostalgia
With so many brands tapping into 2000s revivalism, Topshop must go beyond referencing its past to create a meaningful, future-facing identity.

Unclear Value Proposition
Without clear messaging, there’s a risk the comeback could be seen as performative rather than progressive - especially among Gen Z consumers who prioritise values over logos.

🧠 Key Takeouts

• Topshop and Topman’s return to the runway signals a strategic rebrand aimed at Gen Z and nostalgic Millennials.

• Open casting and See Now, Buy Now formats reflect key trends in fashion commerce and culture.

• Success hinges on balancing legacy with innovation, and visibility with authenticity.

🧭 Next Steps for Brand Marketers

• Revisit your heritage: What assets, aesthetics or values from your brand’s past still hold meaning today?

• Invest in participatory culture: Use open platforms and creator collaborations to build loyalty and relevance.

• Connect moments to metrics: Link live events to measurable brand engagement and conversions.

• Go beyond the gimmick: Ensure inclusivity and sustainability are built into operations - not just marketing.

Topshop may be back, but it’s the strategy behind the comeback that should be catching your eye.

🌿 Eco-Scoring Beauty: Will Labels Make Sustainability Stick?

As greenwashing scrutiny intensifies and conscious consumption becomes a competitive battleground, major beauty brands are betting on a new tool: eco-score labelling. With Nivea, L’Oréal, and Chanel now rolling out standardised A-to-E environmental impact scores on products, the industry is pivoting toward radical transparency. But will this shift actually influence shopper behaviour, or simply serve as reputational armour in a crowded, eco-hungry market?

This article breaks down the implications of eco-scores in beauty - the good, the bad, and the potential for real brand differentiation.

The Pros: A Common Language for Impact

Standardised eco-scores are designed to cut through the marketing noise and offer a clear, credible view of a product’s environmental footprint.

• Consistency builds trust: Consumers are overwhelmed by unverified green claims. An A–E scale provides accessible, at-a-glance information.

• Backed by science: The initiative uses a methodology endorsed by the European Commission via the EcoBeautyScore Consortium, including L’Oréal, Beiersdorf, and others.

• Market differentiation: Brands proactively disclosing impact scores can position themselves as leaders in sustainability transparency.

• Regulatory alignment: The system aligns with upcoming EU regulations focused on anti-greenwashing and product sustainability disclosures.

🧴 According to NielsenIQ, 78% of European consumers say sustainability influences their beauty purchases, but only 44% trust brand-led sustainability claims. Eco-scores aim to bridge that gap.

The Cons: Labels Don’t Change Habits (Yet)

While the system is robust, its power relies on consumers actually noticing and understanding the labels.

• Behavioural lag: Studies show sustainability ranks below performance and price in beauty purchase decisions (McKinsey, 2024).

• Label fatigue: Shoppers are already juggling nutritional scores, cruelty-free badges, and vegan icons - eco-scores risk getting lost.

• Greenwashing risk persists: If not communicated clearly, brands might use eco-scores selectively or inconsistently, undermining credibility.

Opportunities: Strategic Leverage for Brands

Eco-scores aren’t just a compliance tool - they’re a storytelling opportunity.

• Educate and elevate: Brands can build campaigns around improving scores, spotlighting supply chain changes and product reformulations.

• Connect with Gen Z: Younger consumers prioritise ethical production - clear, digestible impact scores can drive deeper engagement.

• Retailer alignment: Major beauty retailers may adopt eco-score frameworks as shelf standards, influencing buying visibility.

🛒 WGSN predicts that by 2026, retailers will increasingly categorise products by ethical or environmental score as much as by function or brand.

Challenges: Regulation and Reputation

Eco-scores don’t exist in a vacuum - they’re launching into a turbulent policy environment.

• Policy flux: The European Commission’s anti-greenwashing regulations are still evolving, making standardisation complex.

• Brand disparity: Smaller or niche brands may lack the resources to conduct full lifecycle assessments, widening the gap between Big Beauty and indie disruptors.

• Sustainability inertia: Without consistent enforcement or incentives, there's a risk of the system becoming symbolic rather than transformative.

Key Takeouts

• Eco-scores reflect an industry-wide pivot toward standardised sustainability communication.

• Consumer awareness is still low - education and clear messaging will be critical.

• Brands that integrate scores into wider ESG narratives will gain trust and loyalty.

• Retailers and policymakers will play key roles in scaling adoption and accountability.

Next Steps for Brand Marketers

• Don’t wait for enforcement: Treat eco-scores as an opportunity for brand leadership, not just compliance.

• Make it visible: Integrate scores into packaging, campaigns, and ecommerce - not just the fine print.

• Invest in education: Use storytelling and digital content to demystify what an A vs. a C score really means.

• Benchmark competitors: Understand how your brand’s scores stack up and where improvements can be made.

• Think beyond the label: Pair scores with real shifts in materials, sourcing, and production for lasting impact.

The race for sustainable credibility is on. Eco-scores are no silver bullet, but for brands willing to go deep on transparency, they may just be a tipping point for trust.

🦾 Sun Valley 2025: AI Hype, Media Moves & Billionaire Flexing in the Mountains

Each July, the Allen & Co. Sun Valley Conference turns a sleepy Idaho resort into the epicentre of global business gossip. This year, 2025 was no different - except maybe louder, richer, and more AI-obsessed. From speculative media mergers to tech titans swapping notes on artificial intelligence and stealth-wealth dress codes, Sun Valley once again delivered a potent mix of influence, strategy and spectacle.

Here’s a brand-marketer-friendly breakdown of what mattered most.

📊 Supporting Stats & Context

• AI industry spending is expected to surpass $400 billion by 2027, with enterprise adoption increasing 2x year-over-year (source: IDC, 2025).

• Traditional cable viewership in the US fell below 40 million households this year - a drop of 20% since 2020 (source: Nielsen, Q2 2025).

• According to WARC’s Global Marketing Trends 2025, 63% of CMOs are exploring partnerships or acquisitions to future-proof content and data strategies.

✅ Pros - The Good Stuff at Sun Valley

1. AI Was the Centre of Gravity
Described as the "1,000-pound gorilla" by Flowcode CEO Tim Armstrong, AI dominated every conversation. Executives from OpenAI, Microsoft, Apple, and Meta shared insights on enterprise use cases, safety governance, and proprietary models - hinting at possible cross-sector collaborations in finance, entertainment, and retail.

2. Potential Big Media Shifts
Skydance CEO David Ellison reportedly explored acquiring The Free Press, possibly installing co-founder Bari Weiss in a senior editorial role at CBS News. This would merge creator-led media with legacy distribution—a sign that alternative voices are being folded into institutional power structures.

3. Strategic Retreats from Legacy Media
Disney’s announcement of plans to sell its stake in A&E Global Media aligns with an industry-wide effort to cut losses and lean into scalable, digital-first portfolios.

❌ Cons - What’s Less Promising

1. No Major Deals Finalised (Yet)
Despite high-level talks, no headline-making acquisitions were sealed during the event. For all its glitz, Sun Valley continues to be more of a rumour mill than a signing table.

2. Optics of Excess
With billionaires showcasing £400 retro-futuristic sunglasses and Western cosplay, the contrast between this elite enclave and the wider economic climate was stark. This may further fuel public perception issues around tech and wealth inequality.

🚀 Opportunities - What Brands Should Watch

1. AI Partnerships Are on the Table
Marketers should take note: top CEOs weren’t just talking about AI, they were exploring how to operationalise it. Whether it's content automation, predictive analytics, or customer personalisation, brands should be actively vetting AI collaborators.

2. Indie Media’s Institutional Rise
If Skydance does acquire The Free Press, it would mark another moment where independent media platforms are legitimised by traditional powerhouses. For brand marketers, this suggests fresh partnership potential with high-reach, low-legacy publishers.

3. Rethinking Legacy Media Strategy
As Disney and others divest, the opportunity grows for challenger brands and media startups to acquire underleveraged IP or airtime, especially as older players cut back on cable investments.

⚠️ Challenges - What Might Hold Brands Back

1. AI Uncertainty
While enthusiasm is high, consensus on regulation, ethics, and implementation remains fractured. Brand leaders may struggle to pick the right AI tools or partners in the current fog.

2. Lack of Transparency
With no confirmed deals and off-the-record chats, it’s hard to glean clear signals from Sun Valley. The opacity makes it difficult to benchmark competitor strategies.

3. Cultural Disconnects
Billionaire fashion choices may seem trivial, but they symbolise a deeper issue: the gap between corporate leadership and consumer realities. Brands should be cautious not to follow aesthetic signals that alienate broader audiences.

🧠 Key Takeouts

• AI remains the dominant theme across sectors, with early-stage B2B opportunities surfacing.

• Media consolidation continues - especially around non-traditional editorial voices.

• Legacy media assets are in retreat, signalling white-space for emerging players.

• Sun Valley’s cultural signals reflect wealth-world norms that can jar with mass-market sentiment.

• There’s energy around innovation, but little immediate deal flow.

🧭 Next Steps for Brand Marketers

• Audit AI Capabilities: Map current vs. desired AI tools in your marketing stack. Start with low-risk pilots.

• Track Creator-Led Media: Explore partnerships with new voices that have cultural capital and potential for scale.

• Monitor Divestments: Identify media properties being shed by legacy firms—there may be undervalued assets to leverage.

• Watch for Strategic Shifts: Follow key players like Ellison, Weiss, and Altman to spot directional shifts in tech, media, and influence.

• Avoid the Cosplay Trap: Be wary of replicating elite aesthetic codes that may alienate your core customer base.

On The Record Linkedin Newsletter 15th July