Welcome to Culture of Sport
Where the business of sport meets culture, power, and influence.
From billion-dollar athlete deals to brand campaigns, private equity takeovers to cultural moments that shift the conversation, sport is far more than what happens on the field. Most coverage stops at the highlights. This goes deeper.
That’s why this newsletter exists.
My aim is to share with you:
🏛️ The real players behind the game: investors, brands, leagues, and cultural institutions shaping the future of sport across the U.S., Europe, and globally.
💰 Inside the business: sponsorship deals, athlete endorsements, ownership models, media rights, and platform power moves.
🎨 The cultural fabric of sport: how fashion, music, identity, and social movements intersect with the athletes, clubs, and events that shape our world.
🌍 Why sport is more than entertainment: its role in politics, soft power, tech innovation, and generational identity.
🔓 Original stories and analysis you won’t find often on mainstream platforms, crafted for those who want to understand the game behind the game.
Whether you work in sport, invest in it, represent talent, or a fan who sees sport as a reflection of where the world is going, you’re in the right place.
Subscribe free to get insight twice a week.
Upgrade to paid to unlock full archives and deep-dive reports into sport, business, culture, and power.
Who We Are
Culture of Sport is written by David Skilling, a sports business writer and sports industry insider from London, with over 30 million annual reads across multiple sports publications.
I’ve worked with pro athletes, teams, agents, and media brands, and run a sports talent agency representing athletes across sports. I’ve worked with Formula 1 World Champions, Boxing World Champions, Olympic Gold Medallists, and footballers who have featured at World Cups, the Premier League, and the MLS.
I just love sports and the business and culture of it. Football is my first love, and I play bad golf.
Why Go Paid?
There are no ads, no sponsored fluff—just independent, in-depth reporting backed by someone who cares about this space. Your subscription directly powers the work: the time, the research, the access, and the quality of insight I aim to deliver with every piece.
Even better? Paid members get direct access to me and the wider community. It’s a smarter, more focused way to connect without the noise, algorithms, or posturing that comes with social media.
If you value honest, original coverage of where sport meets culture, business, and power, this is your place.
What You’ll Get
✅ Deep-dive sports editorials twice per week
✅ Exclusive paid reports on deals, trends, and strategies shaping the game
✅ Case studies and business breakdowns of the biggest teams, brands, and movements in the world of sport.
Join the readers who work at top teams, agencies, and sports companies—and those who want to. I am fortunate to have subscribers from some of the most established teams, media companies, agencies, and organisations. You’re in good company.
[click here] to see what you’ll unlock as a paid subscriber.
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