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
December 10th 2025
sports marketing's unhealthy obsession with gen z
Younger fans are the future of sport, but don’t ignore older generations who are its current backbone, says Simon Hanley, Head of Strategy at Dark Horses.
November 29th 2025
liv golf is the clear winner of tussle with pga tour – it forced change
Those who see the convergence between LIV Golf and the PGA Tour as a victory for the old order fundamentally misunderstand how disruption works, writes Matt Readman.
November 20th 2025
little black book: the intersection of fashion, pop culture, and football shirts
Eve de Haan how the cultural landscape around football kits has evolved in the last few years and how sponsorship brands should pick up a trick on being culturally fluent with fanbases.
October 23rd 2025