THE WINNERS AND LOSERS OF EURO 2020

By Adam Raincock

To have a winner you must have a loser, and the spoils went to Italy – simple. Big tournaments, however, are far richer than a single game or behaviour of a small group of fans – they are cultural moments that play out across media, politics and society, creating a multitude of winners and losers.

Sam RuffeJuly 21, 2021Sports marketing, athletes, activism, maro itoje, marcus, marcus rasford, social media, social media blackout, sports stars, sports marketing agency, emma albon, The Space Between, Under Armour

WILL 'THE HUNDRED' BE AN ATTRACTIVE PROPOSITION FOR SPONSORS?

By Tom Gladstone

First published in City A.M. back in June 2018, here’s Tom Gladstone’s take on why sponsors would be bowled over by The Hundred. Three years on, and a hatful of commercial partners later, it looks like the crystal ball was in good working order.

Tom GladstoneJuly 20, 2021Sports marketing, sports marketing agency, The Space Between, Tom Gladstone, Cricket, ECB, The Hundred, Gender parity, Sponsorship, BBC, Sky Sports, Big Bash, Cricket World Cup 2017

ATHLETE ACTIVISM: THE POWER OF SPORTS STARS IN THE MODERN ERA

By Emma Albon

Not a day goes by where a sports star’s reputation isn’t scrutinised in the media, for both good and bad reasons. Recently however, an increasing number of athletes are in the limelight for the former, using their own personal channels and status to promote the causes that mean the most to them.

Sam RuffeJune 2, 2021Sports marketing, athletes, activism, maro itoje, marcus, marcus rasford, social media, social media blackout, sports stars, sports marketing agency, emma albon, The Space Between, Under Armour

WOMEN SHOULD NOT BE RUNNING SCARED

By Tom Gladstone

#WEWILL is a campaign, supported by This Mum Runs, Women’s Running and Women’s Aid, to empower women to be able to run freely wherever and whenever they like.

Tom GladstoneMarch 19, 2021WeWill, #WeWill, Women's Running, Running Blog, Men's Running, Lockdown, Women's campaign, Campaign, #Notallmen, Women's Aid, This Mum Runs

WOMEN'S BRITISH & IRISH LIONS: AN IMPERFECT UNION?

By Lisa Parfitt

In women’s sport equal doesn’t always mean the same. The pandemic has been a reality-check, shining a very harsh light on the nuances of how far professional women’s sport still has to go before it can afford to match the blueprint set by men’s sport.

Lisa ParfittMarch 10, 2021Lions, British and Irish Lions, Rugby, Rugby Union, Women's Lions, Women's British and Irish Lions, Lions Tour

IT’S TIME TO TRY SOMETHING NEW

By The Space Between

2020 was our stimulus. The world was reaching out and giving us a great big shove. It was our time to question, and in that space we challenged the industry and the careers that we are so passionate about, and we chose our response - to challenge agency convention.

Lisa ParfittJanuary 13, 2021