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July 2025

Sports media gold rush: rights boom meets digital disruption
Rights values are exploding — but old broadcast models are collapsing.
 • 
Matthew Hughes
The PR opportunity for athletes
Why athletes can benefit from PR support now more than ever, and how today’s modern sports media landscape is impacting athlete management models and…
 • 
Matthew Hughes
The rise of the athlete creator
Today’s athletes aren’t just competing on the field, they’re producing content, building audiences, and monetising their personal brands across digital…
 • 
Matthew Hughes
A blueprint for leveraging star signings
The impact of signing star players and how teams and leagues can effectively leverage them off the field
 • 
Matthew Hughes
Cannes Lions for Sport 2025 review
The numbers tell a compelling story of rising global standards — and offer a sharp warning for Australian brands and agencies struggling to keep pace.
 • 
Matthew Hughes

June 2025

The festivalisation of sports
How the festivalisation of sports is winning over a new wave of fans, powering commercial returns and delivering economic impact
 • 
Matthew Hughes
The growth playbook for emerging sports
As the global sports marketplace becomes more fragmented and competitive, Niche sports, leagues and teams are emerging, and disruption of the…
 • 
Matthew Hughes
Running culture is a blueprint for brand relevance
Over the past five years running has exploded, creating an opportunity for brands
 • 
Matthew Hughes
How brands showed up at State of Origin - Game 1
The NRL State of Origin is once again proving why it’s one of the most powerful platforms in Australian sport
 • 
Matthew Hughes
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