Welcome to Culture of Sport
Where sport meets culture, business and influence.
Sport is never only about what happens on the field. It is shaped by money, media, fashion, politics, technology and the people with the power to decide what comes next.
Culture of Sport explores those forces through independent stories and analysis covering:
The business of sport: athlete deals, sponsorships, media rights, ownership, investment and the commercial decisions changing teams, leagues and competitions.
The culture around sport: fashion, music, identity, entertainment and the moments that carry athletes and organisations beyond their traditional audiences.
The wider significance: what developments across sport reveal about consumer behaviour, cultural influence and the direction in which the industry is moving.
The publication is written for people who work in sport, want to work in it, invest in it or simply see sport as a reflection of the wider world.
Free editorials and premium intelligence
Culture of Sport’s regular editorials are free. They examine the deals, personalities and cultural moments shaping modern sport, written for an audience of interested fans as well as industry professionals.
Paid subscribers also receive the weekly Culture of Sport Marketing Intelligence Brief.
Each edition identifies six developments sports marketers need to know, then examines what they mean for brands, rights holders, agencies and partnership teams. It is designed to provide interpretation rather than another collection of industry headlines.
If you work in sports marketing, aspire to enter the industry or want to understand how the commercial side of sport actually operates, the premium brief is for you.
Upgrade to receive the weekly brief.
About David Skilling (founder & writer)
Culture of Sport is written by me, David Skilling, an independent sports business and culture writer whose publications have generated more than 50 million reads.
I have spent more than 15 years working across the sports industry with athletes, teams, agents and global brands. My experience includes representing footballers who have appeared in the Premier League and World Cups, Formula 1 and boxing world champions, Olympic gold medallists and talent from leading sports leagues around the world.
I did not enter sport through traditional journalism. My perspective comes from working inside the industry, asking questions about how it operates and writing independently about the stories I believe deserve closer attention.
You may not always agree with me. That is part of the point.
