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From short-form football to tech-augmented golf, emerging sports formats are accelerating fan engagement and attracting significant investment, creating fresh opportunities for brands to enter the world of sport beyond traditional sponsorship.
Mad Swans is an innovative countryside destination by Longshot on the Mendip Hills in southwest England that opened in October 2025 to offer a fresh take on sports-focused hospitality.
Mad Swans, the innovative countryside destination by Longshot, has opened its doors on the UK's Mendip Hills, offering a fresh take on sports-focused hospitality.
Belgium’s Futurewave, in partnership with software company Botronics, has introduced iXi, an innovative self-driving golf trolley that redefines convenience on the green.
Looking at golf through a new lens, the Lacoste Ladies Open elevates the golf tournament experience and appeals to a new generation of golf fans.
Sporting bodies and brands are cementing appeal among Gen Z with rebranding campaigns that celebrate inclusivity and the joy of participation.
Steering clear of the tropes that dominate the conventional golf sector, matchmaking service Goolf has refreshed its visual identity in step with the evolving demographic of the sport.
According to a report by the National Golf Foundation, more girls and women are starting to play golf in the US.
With active pursuits growing among luxurians, traditional sports are surging in popularity as brands refresh and revive sportswear for younger audiences.
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