Michael Long

London

Editorial Director at SportsPro

Editorial Director @SportsPro

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Articles

How creative activation unlocks sports marketing effectiveness

1 week ago | sportspro.com | Michael Long

It is often the case in sports marketing that the most effective partnerships are also the most creative in their execution. When it comes to delivering impact through sports sponsorship in particular, creativity and effectiveness go hand in hand. Sponsorship, as part of the overall marketing mix, sits somewhere between those two interconnected axes, depending on the sponsoring brand’s objectives, and its value can only really be judged on a case-by-case basis.
‘More than a mascot’: How Ellie the Elephant became New York Liberty’s prime marketing asset

1 week ago | sportspro.com | Michael Long

Fresh starts are all about reinvention. When the New York Liberty relocated to Brooklyn in 2020, the crosstown move presented an opportunity to reimagine every aspect of the team’s identity. A new logo and brand colours were swiftly introduced.
Mexico to co-host 2031 Fifa Women's World Cup

3 weeks ago | sportspro.com | Michael Long

Mexico is set to co-host the 2031 Fifa Women’s World Cup alongside the United States, according to multiple reports. Confirmed:Mexican Football Federation (FMF) confirmed the co-hosting plans to ESPN and The Athletic following a Liga MX owners meeting last weekUS and Mexico are expected to be formally announced as hosts in 2026Context:The Women’s World Cup is set to for the first time in 2031.
EuroLeague confirms expansion to 20 teams from next season

4 weeks ago | sportspro.com | Michael Long

Europe’s elite men’s club basketball competition, the Turkish Airlines EuroLeague, will expand from 18 to 20 teams for its 2025/26 season, it has been confirmed.
Ex-Manchester United CEO Richard Arnold launches Red Tiger Marketing

1 month ago | sportspro.com | Michael Long

Former Manchester United chief executive Richard Arnold has publicly announced the launch of Red Tiger Marketing, a sports-focused commercial consultancy he has co-founded alongside ex-LIV Golf advisor Laurence Miller.
M+C Saatchi acquires Dubai-based Dune | 23 to drive Middle East expansion

1 month ago | sportspro.com | Michael Long

M+C Saatchi Sport & Entertainment has announced its strategic acquisition of Dubai-based marketing, communication and commercial agency Dune | 23.
Por que nunca estamos satisfeitos com o que conquistamos? A culpa é da dopamina

1 month ago | fastcompanybrasil.com | Michael Long

Boa parte da nossa insatisfação tem um responsável: a dopamina. É ela que nos faz querer sempre mais, mesmo quando já realizamos nossos maiores sonhos. Por causa dela, sentimos aquela inquietação constante, aquela sensação de que sempre falta algo. Por isso, talvez não seja justo chamá-la de “molécula da felicidade”. Mas, ao mesmo tempo, é graças a ela que desenvolvemos habilidades extraordinárias. A dopamina é a fonte da nossa criatividade, da imaginação e da capacidade de inovar.
UTMB eyeing UK market growth amid trail running boom

1 month ago | sportspro.com | Michael Long

UTMB World Series director says UK now “one of the most dynamic markets in trail running”Lake District, Peak District, Scotland and Ireland cited as possible race locationsTalks with local broadcasters underway amid hopes of live coverage of UK events in futureUTMB Group, the organiser of some of the most prestigious events in the fast-growing sport of trail running, is eyeing more races and increased media coverage in the UK as part of its international expansion plans.
Chicken Piccata Recipe | The Mediterranean Dish

2 months ago | themediterraneandish.com | Suzy Karadsheh |Michael Long |Daniel R. Blauser |Cathee Murray

Get ready: Set a sheet pan in the oven and heat the oven to 200°F (this is to keep the chicken warm as you work in batches). Slice the chicken: Place your hand on top of the chicken and use a sharp knife to carefully slice horizontally, starting at the thickest side, to make two thinner cutlets. Optionally, cut them in half crosswise to make smaller pieces (so if you started with 2 large breast halves, you end up with up to 8 smaller pieces).
Rangers confirm ‘productive conversations’ with US-based consortium over takeover - SportsPro

2 months ago | sportspro.com | Michael Long

Scottish soccer giants Rangers have confirmed “productive conversations” with a US-based consortium aiming to complete a takeover of the club. It emerged in February that American insurance firm owner Andrew Cavenagh and 49ers Enterprises had been in talks since late 2024 about acquiring a controlling stake in Rangers. A statement issued on behalf of Rangers and the consortium interested in acquiring control of the club, released on Wednesday evening, indicated that a deal was edging ever closer.