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Author: Alex Balfour. Alex has had the great good fortune to have spent much of the last 25 years creating digital sports properties from scratch (CricInfo, PBC), reinventing existing ones through digital (London 2012), and more recently advising others on digital strategy (Commonwealth Sport, ITF, UK Athletics), commercial digital strategy (Champions League for TEAM Marketing, Euro 2020 for CAAEleven) and technology and innovation strategy (Supreme Committee for Delivery & Legacy, FIFA World Cup Qatar 2022). You can find out more about him on his website

The following people kindly contributed thinking and sage advice:

Meg Pickard, Matt Locke of storythings, David Marshall of Digital Brand Services Inc, Graham McWilliam of New North Partners, Anthony Bailey, Alastair Ruxton of Polygon events, Kim Plowright, Peter Hutton, Kevin Ashby, Gautham Radhakrishnan, Tim Morgan, Benj Chilcott, Simon Crouch, Rob Pilgrim


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