Let us know what’s on your mind

A creative heavyweight returns to Paddy Power as we examine how a provocative brand voice can evolve under tighter rules and higher expectations. We reflect on past culture-led stunts, agency lessons, and the path to responsible, high-impact sponsorships in 2026.

• Paul Mallon’s return and why it matters
• Signature campaigns that built brand distinctiveness
• From provocation to participation through responsibility
• Agency-side lessons applied to a tougher market
• Aligning with rights holders on values and voice
• League of Ireland fixtures and Dalymount milestones
• Event details to kickstart 2026 with research and speakers

Tickets for our Keynote Sporting Year Ahead event in partnership with Teneo are on sale now at sportforbusiness.com

Find out more about what we do day in day out at Sportforbusiness.com

We publish a daily news bulletin and host regular live events on a wide range of sporting subjects.

Subscribe to the podcast wherever you get your podcasts from, and look forward to more upcoming chats on leadership and the business of sport.

Our upcoming live events on Women in Sport and the Sporting Year Ahead, as well as plenty more, are live on the Sport for Business website, and we'd love to have you join us.

Let us know what’s on your mind

We share the energy from the Sport for Business Women in Sport conference and turn the mic to two athletes who show why listening changes outcomes.

Linda talks rugby, nursing, and a Master's that opens new doors; Laura charts a late start in racing and a clear route to Le Mans with honest talk on funding and grit.

• Athlete voice as the driver of real change
• Linda’s rugby journey, nursing background, and sports management masters
• Stepping away from a central contract to grow leadership and longevity
• Laura’s Radical racing path and Le Mans ambition
• Sponsorship realities and the bring-your-partners model
• Balancing full-time STEM work with training and sim racing
• Mental skills, safety, and performance under pressure
• Trinity Access, role models, and opening doors for young people
• Calls for support that meet actual athlete needs

If there’s anybody out there who wants to get somebody to inspire your workforce or your teams by telling their story, then Linda Djougang will do it brilliantly. And if you feel as though you’re ready to dive in and give a helping hand, you never know that Laura O’Connell with that sense of enthusiasm and drive that you want to support, and you can reach out to her through Sport for Business as well

Find out more about what we do day in day out at Sportforbusiness.com

We publish a daily news bulletin and host regular live events on a wide range of sporting subjects.

Subscribe to the podcast wherever you get your podcasts from, and look forward to more upcoming chats on leadership and the business of sport.

Our upcoming live events on Women in Sport and the Sporting Year Ahead, as well as plenty more, are live on the Sport for Business website, and we'd love to have you join us.

Let us know what’s on your mind

We go inside Hockey Ireland’s ten-week sprint to transform the Sport Ireland Campus into a Pro League venue with world-class broadcast, a sold-out crowd, and a free fan village that widens the sport’s reach.

Chief Commercial and Marketing Officer Nick McElwee brings us inside the decision-making process that will deliver World Class Hockey in Dublin this week.

• Winning hosting rights on a ten-week timeline
• Leaning on a small core team and expert partners
• Turning a campus into a functioning venue
• Balancing weather risk, branding, and broadcast needs
• Building a world-feed TV product with 10 cameras
• Funding mix, de-risking, and early ticket sales
• Creating FOMO with a 1,500-seat sell-out
• Opening a free fan village to grow visibility
• Using experience from Formula One-scale events

Find out more about what we do day in day out at Sportforbusiness.com

We publish a daily news bulletin and host regular live events on a wide range of sporting subjects.

Subscribe to the podcast wherever you get your podcasts from, and look forward to more upcoming chats on leadership and the business of sport.

Our upcoming live events on Women in Sport and the Sporting Year Ahead, as well as plenty more, are live on the Sport for Business website, and we'd love to have you join us.