Entries by Archie Woodhead

How Sport Sponsorship can Develop more Valuable Digital Rights

In 2015, the UK became the first country in the world where digital took over 50% of total ad spend (emarketer), greater than the combined efforts of TV, print, outdoor and radio. However, this is not the case in sport sponsorship where digital benefits are often a footnote to a rights schedule. Advertisers are accustomed […]

How to Increase Fan Engagement in Cricket

In 2013, the women’s Ashes was restructured to give one winner, taking into account performances across the Test, ODI and T20 formats. It was a huge success with greater national media interest than ever before. I think parts of the men’s game should learn from Clare Connor’s brilliant initiative.

A Ryder Cup for rugby?

With a hugely successful 6 Nations behind us and Rugby World Cup approaching, I look at how rugby fans are treated to relatively little international competition rugby and how a few small changes would create a compelling tournament with similar aspects to golf’s Ryder Cup.

Money? Balls!

Sports Teams are achieving low income in comparison to their media reach, I look at how that is changing and how teams are going about it.