The Northern Ireland Football League (NIFL) has partnered with Underdog Sports Marketing to strengthen its commercial offering across...

The Premier League season kicks off on Friday night as new boys Brentford entertain Arsenal. Fans will be getting ready by dusting off...

After an enthralling thirty days of European football, UEFA Euro 2020 has come to a close. So far, the tournament has inspired work from...

Thinking of starting your own business? Looking to make yourself more productive? Or just want to get more done when working from home?...

We all want to forget 2020. The first weeks of 2021 have hardly been a picnic either. But before we try to expel the memory of the year...

Time to bring on the substitutes for the tired tropes. How to market to football fans Now the prolonged domestic season is finally over,...

Welcome to the Underdog Sports Movie Club. Looking for the best sports films? The Last Dance, All or Nothing, Drive to Survive and...

Once upon a time, sponsors were seen as a welcome part of a club's identity. Liverpool fans redecorated their kitchens in Crown Paints,...

There may still be no, live sport but here's 5 good things from the last 7 days of lockdown. 🐝Cricket hasn't had much to cheer about,...

Multiple media reports this week suggest that the Six Nations is set to move to Sky next year. Having always been on free-to-air...

This year’s Champions League competition has been one of the most memorable, exciting and compelling in its history. But for all the...

On Thursday, Cricket World Cup returns to the British mainland for the first time in 20 years. While the England team’s fortunes may have...

In case you’re wondering. The title is a reference to a massive hit in 1991 for acid house band The KLF (3 a.m. Eternal). The early...

In the interests of full disclosure (or to stop anyone pointing out some hypocrisy), I’ve never been a Tiger Woods fan. But his victory...

As many predicted, women’s sport is making great strides in terms of attracting sponsors this year. Boots, VISA and Barclays are some of...

Many things have changed in the way we consume sports media in recent times but our love of not paying is something that remains the...

5 reasons why Guinness’ sponsorship of Six Nations is the perfect example of how to deliver top class sports marketing campaigns....

They may seem like unlikely sources of inspiration but Alan Partridge and Derry Girls offer us plenty to think about...or at least the...

Anyone who’s ever had the (mis)fortune of sharing an office with me will tell you I’m a cynic. That is, in part, why I’m prone to dishing...

In the past few months, both Gillette and Nike released campaigns that anchored themselves around brand purpose. The reactions have...