Blog

Every February sees the Super Bowl: the annual American Football game that determines the champion of the NFL for that season. There is a trophy, a fair amount of money, and a hell of a lot of pride at stake. Over here in the UK it’s probably not the sporting highlight of the year, however, we increasingly see people getting involved, either by throwing "watch parties” or through clever brand advertisements. As someone working in sport, the Super Bowl can also teach us a grea

Back in December I heard the news that Venus Williams would be making her return to tennis, at the age of 45, via a wildcard entry to the Australian Open. This led me to reflect on comebacks more generally: why do athletes return to competition when the chances of objective success are so low? And what separates comebacks that are adaptive and cathartic, to those that are destabilising? While we have seen comebacks play out for years in elite sport, we also see it in recreati

Prior to the start of this Ashes series, Stuart Broad said: “it’s probably the worst Australian team since 2020 when England last won, and it’s the best English team since 2010”. This was a bold statement, but one I think many agreed with at the time. On paper, England looked strong, their individual players perhaps better, and there was real hope from England. I had the privilege of watching the Adelaide test with a bunch of West Londoners, and I think we all felt rather she

So, the Women’s 50 over Cricket World Cup has just finished, and it saw India crowned as the champions. We know, and see, that celebrations will last days, weeks and maybe even months. It’s a huge moment for the players, the fans, and the nation, but what next? While from the outside it may look like the Indian women’s team will be immensely satisfied and happy with the outcome of the competition, after such a win, many athletes and players are often left thinking “what next?