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 13th 2025
super bowl reviewed: a look at the ads that touched down in 2025
As the Super Bowl fades into a distant memory of alien antics, celebrity sea creatures and scenic equine adventures, Steve Howell, CCO at Dark Horses, examines what truly worked this year, and how the usual contenders stacked up against some promising newcomers.
February 12th 2025
bite: plant-based brands need year round connection
Josh Pearce and Sean Johnson, creative directors at Dark Horses, on why marketing for vegan brands needs to evolve.
February 10th 2025
celebrities on cameo react to super bowl cameos
Super Bowl ads have become famed for their A-List celebrity cameos, so this year we asked some other celebrities (on the website Cameo.com) to give us their reviews of the ads and some of the celebrity cameos in them.
February 2nd 2025