We’re proud to see our partner, Alistair Gammell, featured in the latest episode of the The Drum Podcast.
In this episode, Alistair joins a panel of industry experts to explore how marketers are preparing for a huge summer of sport in 2026, and how the landscape is rapidly evolving. From fast-format competitions to entertainment-led sporting experiences, the conversation dives into how the lines between sport, media and show business are increasingly blurring.
The discussion also looks at what this means for brands: how to capture attention in a fragmented environment, connect with modern fan behaviour, and build relevance in moments that go far beyond the traditional matchday.
Listen to the full episode here:
