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When horse racing photographers started experimenting with photo finish cameras in the 1880s, they had no idea what was to come. For two thousand years, determining the outcome of a horse race had been entrusted solely to human senses. But the early days of the technological revolution sparked belief in a better tool.

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.

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.

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.

Gender is as becoming as divisive as race, politics and economics among but sport can play its part in fixing a growing problem among Gen Z, writes Matt Readman.

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.

Matt Readman discusses being a caretaker, not a king

Dark Horses' Larissa Vince discusses why playing it safe with sports comms is a dangerous tactic