Monday Break - Issue 162
From race-day community hubs to new ideas in recovery and sponsorship. Another week across the world of sport.
Adidas opens Hybrid Hotel in east London
What if elite-level recovery didn’t come with a pro contract? adidas has answered that question with its new Hybrid Hotel in East London — a free, immersive recovery experience timed with Hyrox London 2025 that brings top-tier recovery methods to all athletes. From red-light therapy and guided wellness to elite training insights and product previews, adidas is making recovery accessible beyond the elite ranks.
New Balance Run House Valencia
New Balance Running opened Run House Valencia for marathon weekend, transforming Carrer de Borriana 30 into a community hub around the city’s race culture. Combining café vibes with shakeout runs, custom singlets, recovery workshops and pre-race sessions, the space supports runners at every stage of the weekend.
Open to all, whether racing or supporting from the sidelines.
Ten things we learned about sports sponsorship and marketing in 2025
Sports sponsorship and marketing are evolving fast in 2025, with brands leaning into AI-driven engagement, major global properties like F1 and LA28, and the rising commercial power of women’s sport. High-profile deals from fintech players like Revolut to shifts in how sponsors connect with fans are reshaping the industry’s playbook. All the while, marketers are balancing tighter budgets with smarter, more data-led activation strategies. These trends point to a sponsorship landscape that’s more dynamic and audience-focused than ever.
Ones to Watch 2026
SportBusiness’s Ones to Watch 2026 highlights the key storylines set to shape the year ahead in sport — from the global race to host the 2036 Olympics and the rise of triathlon investment, to the growth of direct-to-consumer media channels and emerging competitions like Heyball and The Hundred. The round-up also spotlights evolving commercial strategies, including premium rights on platforms like YouTube, that could redefine how sport is watched and monetised next year. A concise look at the trends and narratives worth tracking as the industry pivots into 2026.
Norda Secures Second Round of Investment
The line between performance footwear and luxury continues to blur. Canadian trail-running brand Norda has secured a second major strategic investment, signalling growing confidence in the premium end of the outdoor category. The move highlights how technical innovation, design and durability are becoming key drivers as fashion and performance worlds move closer together.
Fantasy Gravel - Graveller of the year 2025
What a ride this year has been!
Gravel, adventures, and unforgettable moments from around the world. Riders pushed limits, chased thrills, and kept us on our toes. Now it’s your turn to decide.Who will be Fantasy Gravel’s Graveller of the Year?
Download the app and make your pick!