In recent years, athletes have increasingly taken control of their public image by leveraging platforms like YouTube, Instagram, and TikTok, bypassing traditional media outlets. This shift represents a significant change in how athletes manage their name, image, and likeness (NIL). Beyond curating their personal brands, there is an emerging opportunity to use performance data to create engaging content for fans.

The NFL preseason sets the stage not only for intense competition but also for showcasing the remarkable intersection of athlete performance and business strategy. As teams harness advanced sports science to push player capabilities to their peak, this not only affects the outcome on the field but also plays a crucial role in shaping team branding and commercial appeal.

Modern sports commentary is no longer just about describing the action; it’s about providing context and analysis that enhances the narrative of the competition. With advancements in sports science, commentators could now have access to a wealth of information that might help them explain why an athlete may be performing at their best or struggling in a particular moment. For example, insights into an athlete’s lactate threshold, heart rate, or recovery metrics could provide explanations for sudden changes in pace or endurance during a race.

Ferran Torres, a name that has become synonymous with promise and potential in the world of football, has faced his share of challenges on the path to the highest level. His journey from the Valencia youth academy to the heights of Manchester City and FC Barcelona has been marked by significant achievements and undeniable talent. However, like many elite athletes, Torres encountered obstacles that tested his mental resilience

Andy Murray, who most would consider Scotland’s greatest ever sportsman, has announced that he will officially retire from professional tennis following the conclusion of the 2024 Olympic Games in Paris. Murray's career is a testament to physical and mental resilience, determination, and exceptional natural talent. As we reflect on his journey, it’s clear that he leaves behind a legacy that transcends the sport.

As part of our exciting partnership with World Rugby, the organisation has again made significant strides forward in the female game by publishing valuable resources and information related to women's health. The first women's health assets focus on the impact of the menstrual cycle and breast health and form part of a wider project to develop a hub of informative and educational welfare resources for biologically female players at every level of the sport.

Renowned for his intense speed and try-scoring prowess, Rees-Zammit is now firmly in the thick of it as he prepares to transition to American football and the monumental task of adapting his skills to an entirely different sport. Having participated in the NFL’s International Player Pathway Program, which was established by the NFL in 2017 with the aim of providing elite international athletes with the opportunity to compete at the highest level of American football.

Sport Science Agency is thrilled to introduce Andrew Miller as the newest addition to the team, taking on the role of Communications and Content Lead. With nearly a decade of invaluable experience in strategic marketing and communications, Andrew's arrival marks a significant milestone for SSA as we navigate an exciting period of growth and expansion in 2024 and beyond.

Dame Laura Kenny, a name synonymous with British Cycling's success, has announced her retirement this week. This decision marks the end of an era for Britain's most decorated cyclist and most successful female Olympian.

Kenny's heartfelt message thanked Team GB, British Cycling, her teammates, and her family for their unwavering support, highlighting British Cycling as her "second family" since 2010.

An Olympic and Paralympic year always brings elite sporting performance into sharp focus. In the dynamic landscape of sports science, the 2024 Paris Games are poised to highlight performance trends such as cutting-edge technology, personalised analytics, and holistic athlete well-being. The wide-scale adoption of Artificial Intelligence (AI) and machine learning might have come too late to substantially influence outcomes in Paris, but its use will continue to revolutionise performance analysis, offering coaches and athletes unprecedented insights into strategic decision-making. 

As we step into 2024, the realm of sports science continues to evolve at an unprecedented pace, pushing boundaries and redefining the way athletes train, perform, and recover.

For Sport Science Agency, it has been a year of solid growth, and reflecting on the trends of 2023 provides valuable insights into the advancements that have shaped the industry, while also offering a glimpse into what lies ahead in 2024.

Sport Science Agency (SSA) is looking for a communications and content lead who can take ownership of our content marketing activities, including press and media relations. The role will include taking responsibility for social strategy, PR and content development, and ownership of social accounts across SSA and client channels.  The role will report to the directors of SSA. 

Like many, we were very interested to read the findings of a new study by the University of Glasgow’s Professor Willie Stewart this morning, addressing the long-term consequences of participating in contact sports.

Here at SSA, we have a strong link in this area through our work with client Marker Diagnostics, who continue to build new relationships across sport to raise awareness of their biomarker saliva test which can provide clarity to concussion and an objective and reliable route to improve player welfare in contact sports.

At last week’s excellent Training Ground Guru Live, there was a lot of talk about the critical element of "scanning" - the process where a player constantly assesses their surroundings to make informed decisions on the pitch.

In this blog, we'll delve into the fascinating intersection of sport science and data considerations in the context of scanning in football.

Cricket is a sport that demands peak physical and mental performance, often extending for hours or even days, with players needing to stay alert, focused, and energised to excel in this unique sporting environment.

Like most sports, cricket has a developed understanding of the performance benefits of caffeine, and how, when used appropriately, this powerful stimulant can significantly impact a player's game.

In this article, we'll explore how caffeine can elevate cricket performance in multiple ways.

The NFL is making waves beyond the football field, expanding its reach and partnerships into the world of skincare in unveiling My Block Skin as its official sunscreen partner in the UK and Ireland.

The Sport Science Agency has spoken before about the benefits of sunscreen to athletes, and the need for increased awareness in elite sporting environments. This collaboration marks another significant step in promoting skin protection among athletes and fans alike.

This weekend sees one of the unique races in sport, with the Singapore Grand Prix taking place on Sunday. 

From Sport Science Agency’s experience of working across Formula 1 for over two years, it was undoubtedly the Marina Bay Circuit that presented the most complexities for teams and drivers when planning for success at this incredible event. 

The Singapore Grand Prix is renowned for its unique challenges that push both drivers and teams to their limits . These challenges primarily revolve around factors like jet lag, G-forces, dehydration, and their impact on driver concentration.