When Sport Becomes Commerce

Tracking how fandom, storytelling, and participation are reshaping customer engagement everywhere.

I read a great newsletter from Justin Quirk this week about sport - and the themes inspired me to shape the focus of this issue. I’ve known Justin for too long, back from when he wrote for culture mags like The Face and i-D while I was living in London. His latest piece, ‘Why Sport Is the New Music’, in his Nothing But a Good Time newsletter offers an intriguing analysis: he reflects on …