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Shaun White lost his gold medal, but kept his cool. Andrew Milligan/PA

Winter Olympics embraces ‘cool’ to fight off X-Games threat

Though a slip cost him gold in the half-pipe, and perhaps his title as the king of 21st century snow sports, American snowboarder Shaun White is what a hero looks like in 2014. White is a phenomenon: a…
Bavaria beer gets some unofficial airtime. Martin Rickett/PA

Models, Messi and wacky races: the art of ambush marketing

On the face of it, there doesn’t seem to be much to link Lionel Messi’s choice of drink with a Black Sea beach resort, a former holiday destination of Russian communist leaders. And yet over the next six…

Business is the model for UK sporting success

One year on from the London 2012 Olympic Games and Britain is debating the legacy of the world’s biggest sporting event. Inevitably, much of the talk has focused on the socio-cultural and economic impact…