Intelligence
Research, analysis and intelligence published as we find it. Sociology is the lens. A commercial decision is the output.
Research
From Alan Shearer leaving for Southampton to Michael Carrick moving to London at 15, the North East has never struggled to produce footballers. It has often struggled to keep them. Newcastle United’s proposed Woolsington training complex could change the relationship between talent, opportunity and place.
20 August 2026 · 16 min read
Studies
Register to readHow changing social media rules, psychology and youth culture could reshape how sports brands reach under-16 audiences after 2027.
20 August 2026 · 14 min read
Fan Culture
Lewis Hamilton has spent most of his life knowing exactly who he is in a racing car. But what happens when the results stop confirming it? One sentence from a supporter captured something every athlete eventually confronts: the fear that the version of yourself you once trusted is beginning to disappear.
20 August 2026 · 10 min read
Articles
Rayan Cherki’s move to Manchester City raises a bigger question about how football judges character, reputation and cultural identity.
19 August 2026 · 9 min read
Articles
NBA 2K, lockdown viewing, late-night fandom and the regeneration of local courts may help explain how basketball has become more culturally visible in Britain.
19 August 2026 · 6 min read
Articles
Clubs celebrate academy graduates, but first-team minutes reveal whether young players are actually being trusted.
19 August 2026 · 3 min read
Help brands and sports organisations identify commercially valuable opportunities created by structural change in sport.
Research and advisory for governing bodies and federations navigating participation, policy and commercial change.
Intelligence for hospitality, tourism and travel organisations operating in and around sport.
Understanding the sociological and psychological arc of an athletic career, from development through peak performance to post-career identity.
Study why supporters and audiences behave the way they do.
Help clubs and sports teams understand their position, opportunities and challenges.