News
March 30th 2026
rugby resists modern marketing but les bleus have created a blueprint
Dark Horses' Chief Strategy Officer discusses the blueprint for French rugby and how we can stand to learn a thing or two.
February 19th 2026
adformatie: the olympic games prove that sport beats traditional marketing
“Sport has the power to change the world.” In this article, Dark Horses Amsterdam Managing Director Peter Lansaat discusses the power of unpredictability in the Olympics for marketing.
December 21st 2025
how sport and athletes can show the realities of neurodiversity
Sport and athletes like Simone Biles, Lewis Hamilton and Lucy Bronze can play a key role in reframing attitudes on neurodiversity, writes Matt Readman.
December 18th 2025
why we’re right to be afraid of robot referees - and why it isn’t for the reason you’d think
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.
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
cityam: how sport can take tackle gen z’s problem with gender polarisation
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.
August 27th 2025