When Bia Sports Group acquired the FIM World Supercross Championship in 2023, they inherited a sport with a chequered past and an unhappy fanbase. The brief to London-based growth consultancy ZAG was equal parts reputational repair and brand positioning. “The brief was as much about building credibility back into the Championship as it was to help it feel like a stand out brand in the category,” explains Head of Strategy Prash Yadave. “In a way, it wasn’t just a brand brief, but a...
