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
August 27th 2025
the drum: ro’s mistake was framing serena’s motherhood as a barrier to be scaled
Cat Kite is a savvy marketer, marathon runner and, more importantly, a mother. She thinks Ro’s latest campaign frames motherhood in an unflattering manner, misusing an inspirational athlete who returned to winning ways after giving birth.
August 5th 2025
gianni infantino, jay shah and the rise of sport’s super-execs
Matt Readman discusses being a caretaker, not a king
July 31st 2025
campaign: making sports ads interesting again
Dark Horses' Larissa Vince discusses why playing it safe with sports comms is a dangerous tactic
July 17th 2025