News
THE BOOK OF MAN: What does ‘strong’ look like? The problem with body stereotypes
May 16th 2023
What does strong look like? Pretty safe to say an image of a gym bunny man will pop up in your head. Which is a problem says Josie Beaumont from creative agency Dark Horses...
CAMPAIGN: When it comes to marketing the women's World Cup, do we have to be so serious?
May 15th 2023
Can't we just play?
BITE: On and off the pitch, this summer’s Women’s World Cup will be the most competitive yet
May 5th 2023
Eve De Haan, Creative at Dark Horses shares predictions for this years Women’s World Cup and the impact it is going to have on football
THE DRUM: Ageist brands must learn commitment to athletes is a marathon, not a sprint
April 21st 2023
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.
ADLAND.TV: Ascot unveils “The Ascot You” in a campaign by Dark Horses
April 4th 2023
Ascot Racecourse has launched its new campaign with a focus on the transformative feeling that attending one of their year-round events can have.
Little Black Book: If All Else Fails, Send in the Jocks
March 15th 2023
Matt Readman, CSO at Dark Horses, on the long-debated argument whether politics has a place within sports
Creative Moment: Is sexism the forgotten little sister in sports advertising?
March 8th 2023
Ethics in football have never been as prominent in public discourse.
BITE: It wasn't ever something I thought would happen – going through Menopause at 27
March 7th 2023
Dark Horses Creative Artworker Lucie Simpson describes her journey with menopause and why it's crucial we collectively work together to spread awareness.
The Drum: The Drive to Survive effect: you need more than just a great documentary to save a sport
March 2nd 2023
The Drive to Survive formula has been heralded as the magic bullet to bring in new fans to any sport. But Ausura Eccleston, strategist at Dark Horses says you need more than a doc to save a sport.