🏗️ Wimbledon’s Green Light: What the Expansion Ruling Means for Brands, Culture & Community Spaces

The All England Club has cleared a major legal hurdle in its controversial plan to expand the Wimbledon tennis site - a decision that could reshape not only the famous tournament but also how brands, developers and planners approach protected land in urban areas. Following a High Court ruling, 38 new courts and an 8,000-seat stadium will now be built on the former Wimbledon Park Golf Club site.

As campaigners vow to continue legal opposition, this moment offers more than a property development story. It raises deeper questions about the balance between legacy, access, commercial ambition and environmental responsibility - all of which brand strategists should be watching closely.

📊 Supporting Stats

The £200 million expansion will nearly triple the site’s size, from 42 to 115 acres (source: All England Club).
27 acres of new public parkland will be created on land that was previously private (source: AELTC).
75% of Londoners believe green space is “very important” to their mental wellbeing, according to the Greater London Authority (GLA).
Nearly 1,000 formal objections were submitted to Merton Council during public consultations on the proposal (source: BBC).

✅ Pros - What’s Working?

Public Access & Community Benefit
The All England Club has pledged to open up 27 acres of new parkland for public use - a rare increase in green access in a city where open space is at a premium.

Major Event Legacy
Creating a permanent home for Wimbledon’s qualifying rounds consolidates the tournament on one campus and strengthens its global prestige.

Boost to Local Economy & Cultural Infrastructure
An expanded site means longer visitor stays, more job creation and additional year-round use of the space. It supports London’s position as a premier destination for global sports events.

⚠️ Cons - What Are the Limitations?

Heritage and Environmental Concerns
Wimbledon Park is a Grade II*-listed landscape originally designed by Capability Brown. Campaigners argue the development risks irreversible harm to a rare piece of urban heritage.

Precedent for Protected Land
Critics warn that if this ruling stands, it may weaken protections for other greenbelt and community-owned spaces, encouraging more commercial encroachment.

Divided Public Opinion
Despite the promises of new parkland, many locals and environmental groups feel the trade-off isn’t worth the loss of heritage and tranquillity.

🌱 Opportunities - What Should Brands Watch?

Designing with Legacy in Mind
There’s an opportunity for the All England Club to set a gold standard in landscape-sensitive design - creating a masterclass in blending sport, culture and conservation.

Public Access as a Brand Asset
Offering genuinely inclusive public space is no longer a nice-to-have. It’s a reputational cornerstone. Brands can learn from how access, visibility and shared value will be framed here.

New Sponsorship & Experience Ecosystems
The expansion opens up new possibilities for brand activations, community engagement and year-round cultural programming tied to the Wimbledon brand.

🧱 Challenges - What Barriers Remain?

Ongoing Legal Risks
A separate High Court case in January 2026 will determine whether a statutory trust over the land legally blocks the development. Until then, uncertainty remains.

Community Trust & Transparency
Brands involved must tread carefully. The tension between local campaigners and large institutions like the GLA or AELTC reveals a trust gap that can’t be ignored.

Environmental Performance Scrutiny
As the climate agenda sharpens, the project’s environmental credentials - from biodiversity to building impact - will come under intense scrutiny.

📝 Key Takeouts

Wimbledon’s expansion has passed a major planning hurdle but faces continued legal challenge.
The scheme offers a rare case study in turning a private site into public-facing green space.
Heritage and environmental concerns highlight growing tensions between development and protection.
The ruling may shape how public land use is interpreted in future cultural and commercial projects.

On The Record Linkedin Newsletter 23rd July

🧠⚽ Football on Prescription? Tackling Depression Through Community, Not Pills

A groundbreaking new initiative in Gloucestershire is rewriting the rulebook on mental health support. Instead of antidepressants, some patients experiencing mild to moderate depression will be offered a prescription for something unexpected: live football. Launched by Labour MP and former GP Dr Simon Opher, in collaboration with Ecotricity founder Dale Vince, the scheme allows patients to attend matches at Forest Green Rovers - a club known for its eco credentials and deep community roots. It’s a bold move, with timely implications for how the UK approaches mental wellbeing.

Dr Opher, who has long advocated for social prescribing as a clinical tool, previously offered alternatives like gardening and stand-up comedy. His approach is rooted in the idea that loneliness and disconnection are core drivers of low mood - and that reconnecting people with social spaces is a critical intervention. “It’s really quite toxic,” he says of modern isolation. “You can quantify it - it’s the same health risk as smoking about 20 cigarettes a day.”

This latest intervention, which will run across twelve GP surgeries near Forest Green’s stadium in Nailsworth, offers free matchday tickets as a way to stimulate connection, routine and joy. The idea isn’t that football is a universal cure, but rather that it’s one more option in a toolkit that moves beyond pharmaceuticals. As Dr Opher notes, “Football isn’t going to be for everyone. Nothing is, but we need a range of options.”

He also raises concerns over the scale of antidepressant use in England, with 8.7 million people currently on prescriptions - a figure that rose by 2.1% last year alone. For many of those with mild to moderate symptoms, antidepressants may offer limited benefit, especially in the absence of broader social or psychological support. “Quite a few of them would just come back no better,” he reflects on his early days as a GP. “I thought we needed to try something different.”

Forest Green Rovers, known as the world’s first vegan and carbon-neutral football club, are providing the tickets free of charge. The club has become a symbol of alternative thinking in the football world - making it a fitting host for a health scheme built on rethinking the norm.

As the pilot launches this August, questions remain around long-term effectiveness, scalability, and how such schemes might fit into wider NHS strategy. But what’s clear is this: mental health support in the UK is evolving. And sometimes, the way forward starts with a roar from the stands.

🕵️‍♂️ Algorithm Anxiety: Why France’s Criminal Probe into X Should Be on Every Brand’s Radar

In the crosshairs of European regulation, X’s standoff with French authorities is more than a legal spat - it’s a warning shot to every platform that trades in influence.

French prosecutors have launched a criminal investigation into Elon Musk’s X (formerly Twitter), probing alleged algorithmic manipulation aimed at foreign interference. The platform’s refusal to comply with demands for algorithmic transparency, citing free speech concerns and alleged bias, has escalated tensions. This isn’t just a national legal issue - it’s a flashpoint in the global debate over platform governance, data sovereignty, and brand risk in politicised digital spaces.

📊 The Stats Behind the Scrutiny

73% of EU citizens worry about misinformation online, with social platforms seen as major sources (Eurobarometer, 2024).
Under the Digital Services Act (DSA), platforms like X must disclose algorithmic functions and content moderation practices to regulators.
France’s media regulator ARCOM has already flagged X for “major shortfalls” in combating hate speech under DSA mandates.

These figures underscore why European regulators are sharpening their tools - and why platforms resisting scrutiny risk reputational and legal backlash.

✅ Pros - Why This Matters for Brand Strategy

Increased transparency mandates could ultimately restore trust in digital platforms, especially for brands seeking safer media environments.
X’s high-profile refusal to hand over data highlights a growing demand for algorithmic accountability, which could pave the way for industry-wide standards.
The confrontation brings regulatory clarity to grey areas around AI-powered content curation and its potential political impact.

⚠️ Cons - Platform Tensions & Risk Exposure

Musk’s X has already seen major advertiser exodus due to concerns over content moderation. This standoff could deepen brand safety risks.
Regulatory non-compliance puts platforms at risk of hefty fines or service limitations in key markets, threatening access and reach.
Allegations of “foreign interference” and algorithmic bias risk fuelling public distrust, affecting brand affinity by association.

🌍 Opportunities - Strategic Openings for Marketers

Brands can lead by investing in transparency-first media buying, favouring platforms that submit to independent algorithmic audits.
The moment is ripe for developing alternative content strategies, including partnerships with verified publishers and decentralised platforms.
Rising concern over digital influence opens space for values-led campaigns around truth, trust, and data ethics.

🧱 Challenges - Friction Ahead

Opaque algorithms remain a black box for most marketers, making it difficult to assess true audience reach or engagement dynamics.
Regulatory fragmentation across the EU and US complicates compliance planning, especially for global campaigns.
The politicisation of platform governance threatens to drag brands into cultural flashpoints, whether they intend to engage or not.

🔑 Key Takeouts

X’s resistance marks a growing divide between platform self-governance and state regulation.
Regulatory bodies like the EU are moving from passive oversight to active enforcement, including criminal probes.
Algorithmic transparency is no longer optional - it’s becoming a central trust factor in media planning.
Brands face reputational risks by operating in opaque digital environments lacking clear governance standards.

📌 Next Steps for Brand Marketers

Audit your media mix for exposure to high-risk platforms facing regulatory heat.
Start asking vendors for algorithmic transparency reports or third-party verification.
Build resilience by diversifying into contextual advertising and trusted news environments.
Stay informed on regulatory developments in key markets - particularly around the Digital Services Act.
Prepare your comms team for potential spillover risks from platform controversies.

🎮 Gaming Isn’t Just for Gen Z: Why Gen X and Boomers Are Leveling Up

Once seen as the domain of teenagers and twenty-somethings, gaming has evolved into a cross-generational powerhouse. Today, it’s not unusual to find 50-somethings streaming on Twitch or grandparents playing puzzle games on tablets. For brand marketers still stuck in the “Gen Z = gamer” mindset, it’s time to reset. Gaming is now a full-household channel, with significant implications for reach, resonance and media planning.

The Stats Speak Loudly

Gaming participation is up across older demographics:

Nearly 60% of UK adults aged 45-54 played video games in 2023 (Statista) - up from 43% in 2013
41% of adults aged 55-64 are gamers
25% of over-65s now game regularly
32% of Europeans aged 45-64 play video games (Statista, 2024)
In the US, 87% of Gen X and 81% of Boomers & Seniors game on mobile weekly (ESA, Essential Facts 2025)
205 million Americans play weekly across mobile, console and PC (ESA, 2025)

Pros - What’s Working?

Massive mobile reach: Older adults over-index on mobile platforms, making it the most accessible gaming format.
Health and wellbeing benefits: Games are increasingly used for cognitive stimulation, memory retention and social engagement among older players.
Community building: Platforms like YouTube Gaming and Twitch are home to older creators who build sizeable, loyal followings.
Diversified content: Casual, puzzle, and story-driven games appeal more to older audiences, expanding the creative brief for marketers.

Cons - What Are the Limitations?

Persistent stereotypes: Many marketers still associate gaming primarily with youth culture, undercutting media strategy relevance.
Creative blind spots: Older audiences may be missed in game-based advertising due to assumptions about platform use or content fit.
Data visibility: Audience segmentation tools often default to younger demos, making it harder to extract insight from older gamer behaviours.

Opportunities - What Should Brands Explore?

Intergenerational storytelling: Campaigns that reflect gaming as a shared household activity, not a generational silo.
Product placement in casual games: Older gamers are highly active in puzzle and word games - prime spots for brand visibility.
Wellness-focused content: Games designed with mindfulness, cognitive health or social connection can drive brand equity in ageing populations.
Creator partnerships beyond Gen Z: Influencers in their 40s, 50s and 60s are building followings. Brands that engage them signal inclusivity and relevance.

Challenges - What Barriers Exist?

Measurement gaps: Traditional ad metrics don’t always reflect nuanced usage across devices or generations.
Cultural bias in strategy: Youth-oriented brand teams may miss opportunities due to lack of cultural empathy with older audiences.
Fragmented platforms: Older gamers may prefer less social or more niche gaming environments, complicating channel planning.

Key Takeouts

Gaming is no longer youth-exclusive - it’s a cross-generational media channel with mass reach.
Older adults are gaming frequently, especially on mobile, and they are open to branded engagement.
Stereotypes about who games - and how – are holding brands back.
Opportunities lie in wellness, community, and casual game integration.

Next Steps for Brand Marketers

Audit your gaming assumptions: Is your current strategy over-indexed on Gen Z? If so, it’s time to rebalance.
Brief for mobile-first, cross-generational reach: Design creative that appeals across age groups, especially Gen X and Boomers.
Invest in creator diversity: Partner with older influencers to expand representation and relevance.
Explore new formats: Think beyond traditional console tie-ins – mobile and casual games are where older gamers thrive.
Champion inclusive design: Ensure your game-related content or ad placements are accessible, age-agnostic, and relevant to all players.

Want to reach everyone? Start with gaming. It's not fringe - it's foundational.

🇨🇭 Euro 2025: Women’s Football Delivers a Tourism Windfall for Switzerland

The UEFA Women’s Euro 2025 is turning out to be more than a sporting event - it’s proving a powerful catalyst for tourism, retail, and national visibility in Switzerland. As the group stages wrap, early indicators point to a transformative moment not just for women’s football but for the broader cultural economy of the host nation.

Women’s Football as an Economic Engine

According to Visa data shared with CNBC, Switzerland saw a 12% year-on-year increase in visitor numbers during the first week of the tournament. Most significantly, fans from Germany, Poland, and the Netherlands led with a 25% increase, while UK visitors rose 20% and those from Italy and France followed with 15% and 10% increases respectively.

Consumer spending across Swiss host cities spiked 27%, with retail sales alone up 30%. Cities like Bern and Thun reported nearly double restaurant and entertainment revenues. It’s a surge that underscores the multiplier effect of major women's sporting events - one that cities and marketers should not ignore.

📊 Supporting Stats

600,000+ advance tickets sold, with 35% purchased by international visitors (UEFA)
22 out of 24 group-stage matches sold out
Visitor spending rose 25% in key host towns like Thun (Visa via CNBC)
Euro 2022 saw global TV viewership reach 365 million, up from 178 million in 2017 (UEFA)

Changing Perceptions, Shaping Culture

For years, packed stadiums for women’s football seemed unlikely. But Euro 2025 builds on the momentum of Euro 2022 in England, which saw landmark achievements in audience numbers, media visibility, and commercial value. The current tournament has amplified those gains, with supporters travelling from 114 countries and matches drawing sold-out crowds.

UEFA’s Nadine Kessler highlighted that over 61,000 Germans, 41,000 English, and thousands more from the US, France, and the Netherlands have travelled to Switzerland - a figure that underscores women’s football’s growing global appeal.

Fans and stakeholders report strong local engagement in cities like Lucerne, where the tournament’s branding and energy permeated daily life. In contrast, cities like Geneva showed a more muted atmosphere earlier in the group stage, suggesting varying levels of local integration.

Still, the atmosphere around the event has been praised for its inclusivity, family appeal, and community spirit - traits that differentiate it from the male-dominated football experience and present a fresh proposition for brands and tourism boards alike.

📝 Key Takeouts

Euro 2025 is already a tourism and commercial success for Switzerland, driven by women’s football’s global momentum.
The economic impact is tangible: +12% visitors and +27% consumer spend in just one week.
Fan experience and civic participation differ across host cities, highlighting the importance of local activation.
Long-term value will depend on legacy planning, from grassroots investment to tourism brand-building.

Women’s football continues to redefine expectations. With the right vision, it can do the same for national brands, cities, and economies.

⚽️📱 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

Reallocate Spend: Divert legacy media budget into partnerships with women creators driving actual fan growth.
Champion Format Innovation: Invest in lo-fi, creator-native content formats - not just glossy broadcast ads.
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

Test Early, Learn Fast - Pilot use of XChat for customer queries or feedback loops, especially where you already have strong X engagement.
Watch for Grok Integration - Prepare to integrate AI tools for automated support or content moderation inside chats.
Reassess Comms Ecosystems - As XChat matures, think about how it might reduce dependency on third-party apps for CRM or social engagement.
Stay Alert on Privacy - Keep a close eye on security developments. Sensitive conversations may still need to stay elsewhere.
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.