THE JOURNAL

LONG-FORM, ON RECORD.

Essays on sports business, athlete brand, sponsorship economics, and crisis work — written by the team, never ghost-written, kept here as a permanent record of how we think.

FEATUREDSponsorship · April 10, 2026 · 11 min READ

Why most athlete sponsorship decks leave 60% of the deal on the table

A breakdown of the valuation gap between what athletes ask for and what brands are actually paying — and where the missing margin lives. Written from inside the negotiation room.

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BY CATEGORY

SponsorshipBrandCrisisLeague FormationPress

Brand · May 14, 2026 · 8 min

The architecture of a legacy: what separates a famous athlete from a permanent one

Fame is a moment. Legacy is an asset class. The structural differences between athletes who fade and athletes who become institutions.

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Crisis · April 28, 2026 · 6 min

The 72-hour rule: what we do in the first three days of a sports crisis

An anonymised walk-through of the operating procedure we follow when a client has hours, not weeks, to course-correct.

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League Formation · March 22, 2026 · 14 min

Building a league from scratch: lessons from eighteen months inside IGPL

The structural decisions that determine whether a new sports league becomes a real property or a one-season experiment.

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Press · March 8, 2026 · 7 min

The journalist relationship is the asset. The press release is the symptom.

Why our PR practice is built around long-term relationships with thirty editors, not blast lists of three thousand.

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