Welcome to Sport Media Insights

Sport Media Insights explores the relationship between sports, media, marketing, and global sporting events. Through research-based articles and personal reflections, this blog examines how media influences football, major tournaments, and the business of sport.

  • From Spectator to Sports Marketer, my Learning Journey:

    Before I took this Sports Marketing module I saw sports simply as a spectator like the millions of football fans around the world, I was interested in the excitement of games as well as the performances of players and the feelings that major competitions provoke, I knew sponsorships and advertising were important but I hadn’t…

  • When the Whistle Stops: Racism in Football and the Power of Sports Media

    Football is often described as the world’s game because it unites billions of supporters regardless of nationality if not race or culture, while the sport has the power to bring communities together it also reflects wider social problems including racism and discrimination, in recent years football has witnessed repeated incidents of racist abuse directed towards…

  • Beyond the Stadium: How Social Media Made the FIFA World Cup 2026 the Most Connected Tournament Ever

    The FIFA World Cup has long been the world’s most watched sporting event, attracting billions of viewers across different continents, according to Mullin, Hardy and Sutton (2023) mega sporting events have evolved beyond sporting competitions to become global marketing platforms that connect fans as well as sponsors and media organisations, however the 2026 FIFA World…