When I first enrolled in the Sports Marketing module, I expected it to be about advertising and sponsorship deals. What I discovered was something far more layered: a discipline that sits at the intersection of consumer behaviour, media strategy, cultural identity, and digital innovation. Looking back on the semester, I can say with confidence that… Read more: From Theory to Practice: Reflecting on My Sports Marketing Journey

Sport has always been more than competition. From Jesse Owens at the 1936 Berlin Olympics to the Black Power salute in Mexico City in 1968, athletes have used the global stage of sport to challenge injustice and assert identity. What has changed in the twenty-first century is that the scale and speed at which these… Read more: More Than a Game: How Sport Media Shines a Light on Identity and Social Justice

It is difficult to imagine a time when following sports meant waiting for the mornings’ paper or catching the news on evenings. Nowadays, social media has fundamentally changed the relationship between sport and its viewers, creating a dynamic, always-on ecosystem where fans are no longer passive spectators, however they are active participants in the sports… Read more: Scrolling Through Sport: How Social Media is Rewriting the Rulebook of Fan Engagement