Helping sports marketers stay informed on the signals, trends and forces shaping sport, as well as the work that’s cutting through and the people making it.
Why subscribe?
Each week you’ll get regular updates on the latest signals, trends and forces I’m spotting at a micro-level and what they mean for the bigger sports picture across:
Sports Fandom, Culture & Experience
How people watch, follow, express, access and emotionally connect with sport across fan behaviour, culture, media, retail and live experiences.
Sports Growth, Power & Society
How sport grows, who shapes it, and how it impacts communities, politics, participation, public value and wider society.
Athlete Empowerment, Performance & Innovation
How athletes, teams and talent systems are being shaped by performance demands, technology, workload, wellbeing and empowerment.
I’ll also be highlighting the best of the sports creative and campaigns that are cutting through and speaking to the people behind them, to help inspire your own sports marketing.
I’ll be publishing 3 times a week across the following areas:
Tuesday: Sports Marketing Perspective / Analysis / Interview / A rotating weekly deep-dive feature that will offer perspective or analysis of what some of the signals and trends I’m spotting mean to the bigger picture of sports. Other weeks we’ll be speaking to and handing over the space to sports marketers working across the wide breadth of sports marketing.
Wednesday: What’s shaping sports? This is a weekly insights led digest that is summarising the signals and trends I’m tracking across key themes within the broader clusters outlined above.
Friday: Sports Creative Showcase This is a weekly showcase of the work that’s catching the eyes and winning with sports fans whether it’s a new brand campaign, activation, launch or social post and all in between.
Subscribe to get full access to the newsletter and publication archives.
About Me
Hey, my name is Warren Dell and I’m a senior sports marketing strategist helping brands, sponsors, agencies and rights holders connect more meaningfully with fans. I specialise in fan insight, sponsorship strategy, creative strategy and campaign positioning, with 16+ years’ experience across sport, culture and brand marketing.
I’ve worked across brand, agency and freelance strategy roles, helping organisations activate sport, culture and fandom more effectively. My experience includes working for some of the world’s best brands and agencies across sports projects that span: global campaigns across 50+ markets, brand repositioning projects, sponsorship and partnership strategy, fan research, audience segmentation, creative platforms, product launches and content strategy.
You can read more about that and my work here.
