Standing on the shoulders of Giants

It’s not a stretch to suggest that sports marketing absorbs much of what makes sport so intriguing.

Those little moments of industry that inspire soccer players to push themselves into space for a return pass, jockeys to manoeuvre their horses in off the rail on the final bend or long-distance runners to take the outside lane as the finish line approaches.

Control what you can control, take the odd risk and hope the rest falls into place.