Safe vs Sorry

If no one’s arguing about it in the comments, it didn’t work.

That’s the truth sports marketing keeps avoiding. The biggest budgets in advertising are producing the safest work. Everyone in the room knows it.

Approvals, athlete restrictions, narrow windows – these are real constraints. Also convenient excuses.

Sport runs on risk, tension and tribal reaction. Its marketing has forgotten that.

This session is a call to change it. Because in sport, silence is the only real failure.

Stop making work to tick the boxes. Start making work for the comments section.

• How do you make the case internally for braver work — and actually get it made?
• How do you know when a campaign is genuinely bold versus just risky for the wrong reasons?
• What does reaction-worthy sports marketing actually look like in practice, and who's already doing it?