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
April 21st 2023
the drum: ageist brands must learn commitment to athletes is a marathon, not a sprint
As the London Marathon approaches, Dark Horses new business chief – and keen runner – Cat Tyler explores how brands can fix an ageist approach to sports marketing.
April 4th 2023
adland.tv: ascot unveils “the ascot you” in a campaign by dark horses
Ascot Racecourse has launched its new campaign with a focus on the transformative feeling that attending one of their year-round events can have.
March 15th 2023
little black book: if all else fails, send in the jocks
Matt Readman, CSO at Dark Horses, on the long-debated argument whether politics has a place within sports
March 8th 2023