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
February 12th 2024
more about advertising: dark horses’ matt adams and will butler: super bowl 2024 ads that make us jealous
Writing a Super Bowl ad is like the Holy Grail for most creatives; it’s up there with Christmas ads in the UK, but maybe even better.
January 19th 2024
the drum: politics and sports have never been closer. for brands, silence isn't neutrality
Sports have long delivered for brands. They’re also a platform for politics, whether we like it or not. Brands better get ready to pick sides, explains Dark Horses’s Matt Readman.
January 12th 2024
ad forum: nissan apologises to local residents of mexican formula e race track for the wild raucous noisiness of its fans…
….and distributes ear defenders to block out their noise on the day of the race
January 11th 2024