Journal · Notes

What we're working out.

Short notes on destination marketing through sport, how the commercial side of an activation is put together, and how we shoot it.

Latest note · 11

Wizz Air put its name on Valencia's half marathon. The real asset is the route map

Wizz Air is the new title sponsor of the Valencia Half Marathon, its first race in Spain. It chose the city because it just opened a base there.

4 min read

All notes

Written in-house. Opinions, not research papers. Where a number matters, we publish it only once it is ours to publish.

Brands · 3 min read

From 2027, a mountain brand puts its name on triathlon's biggest race. The cheque gets it onto the course. The athletes have to get it believed.

Brands · 4 min read

In endurance sport, an audience can tell within one frame whether the person on screen actually does this. Reach cannot fix that.

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Occasional working notes on destination marketing, sport and commercial partnerships.