Sports marketing has a global logo crisis

I was watching ‘The Big Short’ recently, an American comedy‐drama that revels in the absurdity of the events that led to the global financial crisis of 2008.

There is a great scene in the film that outlined how the industry built new products – ‘synthetics’ as Wall Street labelled them – products that bore no real connection to what was really happening in the American mortgage market.

As I reflected on the farcical situation that the banking industry got itself into, I realised that the industry I operate within is not much better.

Over the years, the business of sport and entertainment has developed and propagated its own set of metrics that bear little or no logical connection to the real world; metrics that drive ridiculous behaviour.