50 Sport

When working in sport, especially in sport content production, agility has to be the mindset. You have to think fast, pivot quickly, and problem-solve on the fly, but with every challenge comes an opportunity to innovate, with some of the best work being created under these conditions. We're proud to have people like Sarah Essoof, Kat Berry on the 50 Studios team, fingers on the pulse, ready to move 🚀 #agency #sportsagency #production #contentproduction

Proud to have been part of such a brilliant and collaborative workshop, as we gear up for a very exciting World Cup in 2026 🚀 ⚽️

We’re thrilled to share our latest collaboration with Arsenal Football Club - another episode in their documentary series Art of the Detail, presented by Sobha Realty ❤️ ⚽ The series highlights the intimate connection between Sobha Realty’s brand essence - Art of the Detail - and Arsenal’s Art of Football, celebrating precision, craftsmanship, and excellence both on and off the pitch. In this episode, we spoke with Head Grounds Person Andrew Purser to explore the training centre. We also heard from Men’s First Team Head Chef John McCallum, Head of Nutrition Tom Geeson-Brown, and Academy Nutritionists Tanya Kumar and Gemma Gow, who shared how their teams are shaping players’ health and performance. 🎬 From concept and scripting through to production and delivery, our team managed this episode end-to-end - creating work that not only tells a story but also delivers measurable impact for our client. By showcasing shared values through engaging storytelling, we’ve helped deepen emotional engagement and increase brand visibility among Arsenal’s global audience. You can watch the full episode on Arsenal FC’s YouTube channel, and follow their social channels for updates on the next episode! #arsenal #sport #50sport

Our Client Service and Marketing Director, Rebecca Derrick, headed over to Allianz Stadium for an amazing couple of days of conversation, learning and speaking to industry greats. Read all the key highlights and takeaways from some of the brilliant speakers covering women's sport, social media and content in sport and work still to be done. Thank you for having us, Leaders in Sport and congratulations on a great event 👏🏼 #LeadersWeek #LinkedInSport #SportBiz

✨ At 50 Sport, we’re passionate about creating winning stories, campaigns, and partnerships that span the full sporting landscape. For us, “winning” takes many forms - from the small, everyday victories to the powerful, game-changing moments. It’s the smile sparked by an inspiring story, the pride of community impact, and the tangible change driven by initiatives and programmes that harness the power of sport. How we achieve this varies. Sometimes it’s through bold, high-profile activations like the Paris Saint-Germain Breast Cancer Awareness kits, delivered in partnership with Qatar Airways - using sport and social media to amplify awareness and education on a global scale. Still in football, we were proud to work with #EnglandFootballLearning to deliver the EE Playmaker programme alongside the inspiring coach Patience Kavule. Projects like this fuel our passion - keeping the nation’s beautiful game truly beautiful. Inclusive, inspiring, growing, and welcoming to all. By developing campaigns that champion coaching and pathways into the game, we shine a light on the incredible impact coaches have within their communities, and how initiatives like EE Playmaker by England Football are driving meaningful, lasting change. Whether it's raising awareness of vital causes, delivering powerful stories of pathways to being active, creating an equal playing field for women in sport through our bespoke women's sport strategies or considering sustainable solutions in all that we do, social impact through creativity proudly sits at the heart of 50 Sport. Watch both pieces below: ✈️ PSG x Qatar Airways: https://lnkd.in/eGRVUt2d ⚽️ EE Playmaker by England Football: https://lnkd.in/eHMVVNzs #SocialImpact #LinkedInSport #Partnerships #Content #Creative

Our New Business and Marketing Executive, Chiara Marquet, loved listening to the Call Her Daddy podcast featuring Alex Morgan as she revisited the #USWNT 2019 equal pay battle, and reflected on the monumental turning point that has already reshaped women’s sport worldwide. The case sparked changes that continue to ripple far beyond soccer. Here are five things Chiara enjoyed from the podcast 💰Know your worth The USWNT was able to prove that the women’s team was driving sponsorship and revenue, yet not seeing the rewards. This set a precedent: female athletes and teams globally are now demanding deals that reflect their true market value. ‒ Impact: Women’s teams are negotiating from a place of strength, with data as their leverage. 🌏 Create a women’s world The case also highlighted the need for structures that support women as athletes and as people - from childcare at tournaments to female-health expertise. Since then, governing bodies and clubs have started to adapt: FIFA expanded maternity protections, WNBA (Women's National Basketball Association) teams now provide charter flights and childcare stipends, and sponsors are funding family-friendly policies. ‒ Impact: Equality is being redefined to include health, family, and wellbeing - not just paychecks. ⚖️ Challenging stereotypes Claims made during the lawsuit included [male athletes] “bear more responsibility” because they are “stronger and faster”, revealing how deeply ingrained stereotypes were. The backlash was so big that it positively shifted public perception. Today, narratives around women in sport continue to evolve: Serena Williams, Allyson Felix, and countless footballers have shown that being a woman, a mother, and an elite athlete are not contradictions. ‒ Impact: Outdated notions of “inferior women’s sport” are being dismantled in courts, boardrooms, and the media. 🏆 Performance and timing is key The USWNT filed their case on the eve of the 2019 World Cup - then won the tournament. Their timing proved that success on the biggest stage can’t be ignored. Since then, we’ve seen other teams push for improved deals immediately following major tournament triumphs. ‒ Impact: Big moments are now big bargaining chips - athletes know visibility is power. 👧 A Legacy for today and tomorrow Morgan acknowledged that much of the benefit might come after her career, but her daughter’s generation will grow up in a different sporting world. Already, equal pay agreements are spreading with the U.S. women’s basketball team citing the USWNT as inspiration for their own negotiations. ‒ Impact: The USWNT’s case didn’t just change their contracts - it created a global template for progress. Alex Morgan’s reflections remind us that equal pay was never just about salaries. It was about setting new standards. The USWNT didn’t just win their fight - they lit a path that women’s sport everywhere is now walking. #WomensSport #EqualPay #AlexMorgan #USWNT

Last week, our Strategy Director Nick Mulligan had the opportunity to attend Brandwatch’s London Marketing Bootcamp 2025 at No.11 Cavendish Square. It was a day full of fresh thinking, exciting insights about what’s next in marketing, and most importantly of all: a delicious lunch. Our match highlights: ✨ Human + AI balance: AI-driven insights are powerful, but they must be paired with creativity, intuition, and narrative to make brands relatable. ✨ Search intelligence: Understanding what people are searching for gives you insight into pure intent: across social, traditional search and AI. ✨ Platform agility: Each platform demands its own innovation mindset. Success on LinkedIn doesn’t guarantee success on TikTok. ✨ Disinformation is everyone’s challenge: Protecting clarity and credibility is central to long-term trust. ✨ Community counts: Some of the most valuable moments weren't just on stage. They came from candid conversations over coffee and at happy hour. Events like this remind us why we love what we do: stepping back to absorb, reflect, and benchmark our thinking keeps us sharp for our clients. Big thanks to Brandwatch for curating such a forward-looking, high-value experience - and to all the speakers! Too many to name here, but thanks to Barnaby Barron, Rebecca Horrell, Gemma Joyce, Roberta D., Matthieu Danielou, Jim Daxner, Elizabeth Brown and Robert Turnbull. Already looking forward to 2026! #data #LinkedInSports #Sport #Sponsorship

🚴 On October 3rd, six members of the 50 Sport team are taking on the London to Brighton challenge, fundraising for our #50ForLife charity initiative.   ⛰️ Cycling 120km, with over 1,800m of elevation gain, the money raised will go towards Mummy’s Star, the only charity in the UK supporting women diagnosed with cancer during pregnancy or within 12 months of giving birth. Mummy's Star is our chosen charity partner as we continue our mission of raising £50,000. Mummy's Star was chosen for our colleague Elz, who herself has been battling cancer since the birth of her daughter. Please rally around the team taking on this huge challenge for such a special and powerful cause.   👉 Donate here: https://lnkd.in/eMyu_h5n All proceeds go directly to Mummy’s Star ⭐ #50Sport #MummysStar #Charity

Women’s Rugby is taking the world by storm right now. The stories, strength, and spirit of the 12 teams currently battling across the UK for the Women’s Rugby World Cup are capturing global audiences and breaking records. With the final set to be the most attended women’s rugby game in history, Izzy Pleasance, our rugby-mad Junior Designer, outlines five ways other sports can learn from this breakthrough tournament. 👩🏫 Welcoming New Fans According to World Rugby, half of all women’s rugby fans became fans within the last two years. This tournament has been incredibly welcoming, with a simple user-friendly website, commentary with extra explanations, social clips that highlight standout moments, and even a RWC podcast. These additions work to welcome new fans to the sport without losing the old. 🏆 National Legends This tournament has highlighted how important it is to celebrate the women's and men's national teams with the same level of significance. Doing so has inspired a broader and more inclusive fanbase. Examples such as Emily Scarratt, the first English player to compete in five World Cups, and #PortiaWoodmanWickliffe, who has become the all time record try scorer for New Zealand Rugby are now being seen not just as women’s stars, but national stars. 🎤Elevating Narratives In terms of storytelling, the RWC has been a masterclass in how narratives drive fandom and attendances. For example, Canada crowdfunding to come to the tournament, and Brazil being the first men’s or women’s side to reach a World Cup. With articles, punditry, and social media weaving these stories into every match, it increases the stakes and fan’s investment in each game. 🤠 Players = Personalities As well as being world class athletes, players are now being seen as role models and engaging influencers. From #AbbyDow’s crochet tutorials, to Anna McGann;s Get Ready With Me videos, and of course, Ilona Maher's TikToks! In the recent World Rugby report - A Blueprint for Growth: Women’s Rugby, 39% of fans said player visibility has increased their engagement, illustrating how important it is to encourage individual personalities to shine, whilst revealing what happens behind-the-scenes of such a huge tournament. 📲 Digital First Content On social media, RWC has been sharing funny, moving, and inspiring moments from the tournament, connecting with fans worldwide. The content leans into reactive storytelling, avoiding heavy editing and capturing the fast energy of the games. They have also elevated creators, from #EllesChair’s pre-game chats while braiding players’ hair to #anniecarmen’s bespoke match ball bags, bringing innovative content that can capture new audiences. The exponential growth of women’s sport is not slowing down. With these approaches, the Women’s Rugby World Cup has opened up new ways to experience the sport for all demographics. This digital, personality-filled marketing offers a powerful showcase for other sports to follow. #WomensSport

At 50 Sport, we’re lucky to experience some of the biggest moments in the world of sport - and this year’s Ballon d'Or was right up there. Being on the ground in Paris with Qatar Airways, the first-ever presenting partner, and capturing it all on film was a true privilege 🎥✈️🏆 A huge congratulations to all of this year’s winners - especially Ousmane Dembélé, crowned the Men’s Ballon d’Or winner, and Aitana Bonmatí, making history with her third consecutive Women’s Ballon d’Or 👏✨ The Ballon d'Or is more than an award. It’s a celebration of excellence, unity, and the power of football to inspire far beyond the pitch. Breaking records at the Women’s Euros in Switzerland, pushing for authenticity and inclusivity, and embracing the responsibility that comes with recognition. As Sarina Wiegman-Glotzbach reminded us: “Sport should always unite and never divide.” And as Renée Slegers echoed the call to create space where everyone belongs. This award doesn’t belong to one person - it belongs to the team, the community, the fans, and everyone who believes in making sport more than just a game. We’re proud to have played a part in telling that story alongside Qatar Airways. Here’s to celebrating our game, uniting through football, and looking forward to what’s next ⚽️🌍✨ #50sport #QatarAirways #BallondOr