The Dark Horses Disruption Lab is a separate strategic offering for clients, providing research and lateral problem-solving in sport. It works best as a collaborative process, giving you the space, time & expertise to tackle challenges.
Reports
downloadable menopause policy
Our open-source menopause policy is available for everyone to read, download and share
future of sport
Future of Sport unpacks what will—and more importantly what should—come next in the world of sport. Read and download here
the 7 deadly sins of marketing women's sport
Read and download the PDF here
Latest Thinking
March 30th 2026
rugby resists modern marketing but les bleus have created a blueprint
Dark Horses' Chief Strategy Officer discusses the blueprint for French rugby and how we can stand to learn a thing or two.
February 19th 2026
adformatie: the olympic games prove that sport beats traditional marketing
“Sport has the power to change the world.” In this article, Dark Horses Amsterdam Managing Director Peter Lansaat discusses the power of unpredictability in the Olympics for marketing.
December 21st 2025
how sport and athletes can show the realities of neurodiversity
Sport and athletes like Simone Biles, Lewis Hamilton and Lucy Bronze can play a key role in reframing attitudes on neurodiversity, writes Matt Readman.
December 18th 2025