Welcome to the next edition of On The Record, thoughtful analysis on culture, entertainment, tech, fashion, music, sport, and brands. Here’s a round-up of key conversations and campaigns that caught my attention this week.
🎹 ‘The public piano at St Pancras saved me’
📌 Francois Pierron, who spent years sleeping rough in London, credits the public piano at St Pancras International with keeping his dignity intact. After arriving in the city at 19 and losing his wallet and passport on his first night, he cycled in and out of homelessness across a decade. Playing the concourse piano daily became a lifeline, offering routine, human connection and a sense of visibility. With support from Crisis, Pierron is now housed, back in education and working on an EP, after appearing on Channel 4’s The Piano and contributing to Crisis’ Christmas campaign soundtrack.
The St Pancras piano, donated in 2016 by Elton John, has become a cultural touchpoint in its own right, but Pierron’s story underlines its deeper role as a space for connection, dignity and human recognition.
An estimated 309,000 people in England are experiencing the most acute forms of homelessness, including rough sleeping and temporary accommodation (Crisis/Heriot-Watt University, 2024).
Rough sleeping in England rose by 27 percent year on year, the largest increase in a decade (UK Government rough sleeping snapshot, 2023).
142,490 children in England are currently living in temporary accommodation, the highest number on record (Department for Levelling Up, Housing and Communities, 2024).
Crisis reports that without policy intervention, the number of people experiencing the most severe homelessness could rise by a further 15 percent over the next decade.
💡Stories like Pierron’s show how small acts of cultural generosity can become vital stabilising forces for people navigating homelessness, offering connection where systems fall short. 🎼
🔥 On x Boris Acket Unveil Immersive Kinetic Installation At Brand Dinner
📌 On Running quietly collaborated with Dutch artist Boris Acket on a large scale installation for a private brand dinner, creating an immersive kinetic artwork that blended motion, sound, and environmental design. The piece explored themes of movement and flow, echoing On’s core performance ethos without ever becoming overt product marketing. Despite its scale and craft, the brand chose not to post about the work, allowing the installation to exist as a deliberately ephemeral cultural moment experienced only by those in the room. For strategists, it signals a growing shift toward intimacy, exclusivity, and art-led brand expression beyond traditional campaign formats.
Boris Acket is known for kinetic art that merges light, sound, and mechanical choreography.
Brands are increasingly leaning into non public, experience-first cultural plays to build insider equity.
💡 Brands are embracing quiet cultural drops that prioritise depth, artistic legitimacy, and insider community over mass reach. ✨
⚽ Apollo Buys Stake in Wrexham AFC
Private capital giant Apollo Global Management has acquired a minority stake of under 10 per cent in Wrexham AFC, marking the latest phase in the club’s remarkable rise under Hollywood owners Ryan Reynolds and Rob Mac. The investment includes financing for redevelopment of the Racecourse Ground and supports Wrexham’s long-term Premier League ambitions. Since the 2021 takeover, Wrexham has achieved three consecutive promotions, nearly doubled expected revenue to around £50mn this season, and sold roughly 100,000 replica shirts last year, half to overseas fans. Apollo’s involvement signals growing private capital interest in European football, following recent moves into Atlético Madrid and other clubs. For brands, the deal underscores the commercial value of storytelling-led ownership models and globally scaled fan engagement driven by entertainment IP.
Wrexham sold about 100,000 replica shirts last year, roughly 50 per cent to international fans.
Wrexham expects £50mn in revenue this season, nearly double 2023-24.
Apollo manages $908bn in assets and has launched a $5bn sports investment arm.
💡 Celebrity-led ownership continues to reshape football economics, proving that narrative, visibility and global fandom can accelerate club commercial value faster than traditional models ⚽
🏎️ Louis Vuitton becomes title partner of the Monaco Grand Prix
Louis Vuitton has been confirmed as the multi-year title partner of the Monaco Grand Prix, advancing its long-standing relationship with Formula 1 and the Automobile Club de Monaco. The move marks LV’s first time stepping into full title partnership, building on its role since 2021 as the creator of the bespoke Monaco Grand Prix Trophy Trunk. The partnership formalises LV’s presence at F1’s most glamorous race, aligning the Maison’s heritage of craftsmanship with the cultural prestige and global visibility of Monaco. For brand strategists, the collaboration highlights how luxury houses increasingly use elite sport as a platform for narrative building, cultural authority and immersive brand expression.
Partnership expands previous collaborations with the Automobile Club de Monaco (2021–24) and Formula 1 (from 2025).
LV Trophy Trunks have celebrated Monaco winners including Max Verstappen (2021, 2023), Sergio Pérez (2022), Charles Leclerc (2024) and Lando Norris (2025).
The 2026 trunk will be crafted in Asnières, featuring Monogram canvas in Monaco red, with a white and red “V” symbolising both Vuitton and victory.
LV trackside signage will reinterpret its signature motifs to evoke Formula 1 speed and the identity of the Monaco circuit.
💡Luxury is deepening its role in sport by turning prestige events into storytelling canvases where heritage meets high-octane spectacle. ✨
🍷 Liquid Death x 19 Crimes Drop ‘Severed Red’ Wine
19 Crimes has launched Severed Red, a limited edition California red blend created in collaboration with Liquid Death, the cult canned water brand known for its irreverent horror-inspired identity. The wine introduces “Murder Man,” Liquid Death’s fictional 20th criminal, brought to life through an augmented reality experience unlocked via QR code. Each bottle includes a drop of Liquid Death mountain water and flavour notes of hazelnut, coconut and violet. The launch continues 19 Crimes’ strategy of reframing wine marketing through rebellious storytelling and culturally driven partnerships. For strategists, the move signals how wine brands are borrowing from streetwear, fandom and alt-humour to stay relevant to younger consumers seeking playful, narrative-rich experiences in traditionally conservative categories.
Limited quantities available now via 19Crimes.com
Retail rollout begins January 2026
💡Wine is shifting from elitist to entertainment-driven, with brands using lore, humour and immersive storytelling to reach culture-first consumers. 🔪
🇩🇪 Germany Wins Bid to Host UEFA Women’s Euro 2029
Germany has been selected by UEFA to host the 2029 Women’s European Championship, beating bids from Poland and a Denmark-Sweden partnership. The winning proposal secured 15 of 17 votes, reflecting strong confidence in Germany’s ability to deliver record-breaking attendance and commercial returns. Hosting duties will span eight major cities, with expectations of over one million fans and elite matchdays in Munich, Dortmund, Frankfurt, Cologne, Düsseldorf, Hanover, Leipzig and Wolfsburg.
UEFA leaders highlighted Germany’s potential to elevate the tournament to a World Cup scale, both financially and culturally, building on strong fan momentum from Euro 2025 in Switzerland, which drew more than 650,000 spectators. With the 2029 edition sitting between World Cups in Brazil (2027) and the United States (2031), UEFA sees the opportunity to showcase peak European competition in packed world-class venues.
The decision also continues Germany’s remarkable run as a host nation. Between 2006 and 2029, the country will have staged both men's and women's World Cups and Euros, underscoring its role as a global football stage. UEFA’s women’s football director Nadine Kessler said the tournament is expected to match World Cup levels of commercial value, reinforcing long-term growth and shifting outdated perceptions around the women’s game.
Total attendance at Euro 2025 in Switzerland exceeded 650,000, averaging 21,000 per match (UEFA).
Germany expects 1 million plus spectators for the 2029 edition (German FA bid).
UEFA budgeted a 25 million euro subsidy for Euro 2025, but expects Germany 2029 to operate at a profit (UEFA).
The 2027 Women’s World Cup in Brazil will feature 32 teams, expanding to 48 teams in 2031 (FIFA).
💡 A major-market Women’s Euros with million-plus attendance potential signals a turning point where the women’s game is no longer treated as developmental infrastructure but as a top-tier commercial and cultural property. ⚽️
📺 TV rights for new Women’s Champions Cup remain unsold in blow to Fifa
Fifa has been unable to secure broadcasters for its inaugural global women’s club competition, the Champions Cup, set to take place in London from 28 January. Despite Arsenal’s involvement as Champions League holders and the participation of continental champions, outreach to key rights holders, including Sky Sports and BBC Sport, has reportedly yielded little interest. The lack of a formal tender and the small four-match format appear to have limited perceived value, echoing the challenges Fifa recently faced selling rights for the men’s Club World Cup. Uncertainty around venues and a congested calendar have added further complications, with Arsenal also resisting a proposed finals move to New York due to WSL scheduling pressures.
Four matches in total: two semi-finals, a final and a third-place play-off.
Arsenal, Corinthians and Gotham FC have already qualified for the semi-finals.
Fifa previously postponed the 16-team Women’s Club World Cup until 2028.
💡The reluctance of major UK broadcasters signals a wider commercial hesitation around new women’s club properties, underscoring the need for clearer formats, stronger narratives and long-term investment to unlock value. ⚽️
🎪 Reading & Leeds Festival 2026 Announces Six Major Headliners
Charli XCX, RAYE and Florence and the Machine lead Reading & Leeds Festival 2026, joining Fontaines D.C., Dave and Chase & Status as this year’s six headliners across the dual-site event. Running 27-30 August, the line-up signals a continued commitment to elevating contemporary talent, with Charli XCX and Fontaines D.C. both billed for their only UK festival appearances of 2026. The booking also reflects the festival’s strategic shift towards giving ascendant artists headline platforms following bold moves in 2025 with Chappell Roan and Hozier. Kasabian will additionally become Leeds’ first ever Thursday headliner, underscoring broader experimentation with festival formats.
Presales opened on 1 December with general sale following on 3 December. More artists are expected to be announced, with current additions including SOMBR, Skepta, JADE, Josh Baker, Kneecap, Kettama and others.
Fontaines D.C. and Charli XCX are both confirmed for their sole UK festival appearances of the year
Florence and The Machine and Dave return as previous headliners from 2012 and 2022 respectively
💡Festivals are accelerating the shift towards future-facing headliners, using exclusive billing and bold bookings to differentiate in an increasingly competitive live landscape. ✨
LeBron James’ ‘Second Decision’ Was… an Ad for Hennessy 🍷
LeBron James sparked mass speculation after teasing “The Second Decision”, a nod to his infamous 2010 TV special. With no #ad disclosure on the viral teaser, millions assumed he was announcing his retirement. Instead, the reveal was a parody video unveiling a partnership with Hennessy VSOP, complete with playful self-awareness and a knowingly corny bait-and-switch. The move drew groans from fans but delivered extraordinary reach, with billions of impressions generated across earned media and social conversations. The campaign raises questions around influencer advertising standards, particularly the undisclosed teaser post, yet it also demonstrates how high-stakes creative risks cut through saturated feeds.
33 million views on LeBron’s teaser Instagram post
Hundreds of millions of additional views across media coverage and social reactions
💡 Virality often favours bold, uncomfortable ideas, but brands should tread carefully when leveraging misdirection in an era of increasing scrutiny over influencer transparency. ⚡
🌕 Stephen Curry’s moon-shot billboard goes viral
📌 A new Los Angeles billboard promoting Stephen Curry’s book Shot Ready has gone viral for its ingenious alignment with November’s supermoon. Designed by agency Known with publisher Random House, the billboard shows Curry in his iconic follow-through pose, perfectly positioned so that the rising moon appears as the ball he is shooting. The team engineered the placement, angle, and timing to sync with the moon’s path, turning a static ad into a temporary piece of public art.
The creative concept plays on Curry’s long established symbolism - redefining range, stretching limits, and making the impossible routine. The poetic illusion connects emotionally with fans who associate Curry with imagination and innovation. Beyond book promotion, the campaign reinforces Curry’s broader personal brand ecosystem, positioning him as a cultural creator as much as an athlete.
The activation was timed specifically to coincide with November’s supermoon, requiring calculated lunar path modelling.
Curry’s Shot Ready forms part of a wider creative portfolio, spanning production, philanthropy, and now publishing.
💡 Moments of engineered serendipity continue to outperform traditional OOH, with culture-shifting athletes like Curry blurring the lines between personal branding, art direction, and public spectacle. 🌟
🇦🇺 Australia’s world-first under-16 social media ban goes live
Australia has become the first country to enforce a blanket under-16 minimum age for 10 major social platforms, including TikTok, Instagram, YouTube, Snapchat, Facebook, X and Reddit, which must now detect and deactivate existing under-16 accounts and block new ones or face fines of up to A$49.5m. The move affects around one million young Australians, framed as a mental health and online safety intervention aimed at addictive algorithms, bullying and harmful content, with platforms using age-assurance tech like video selfies and ID checks to verify ages. At the same time, teens are already pivoting to “alternative” or exempt apps such as Yope, Lemon8 and gaming environments like Roblox, raising fears of a regulatory whack-a-mole that pushes young people into less regulated spaces. Australia is treating the law as a live experiment, partnering with Stanford’s Social Media Lab and an international advisory group to track outcomes from sleep and antidepressant use to offline activity and unintended harms, in a bid to generate evidence that could shape other countries’ policies.
Around 1 million Australian children have lost access to their social accounts under the ban.
Platforms that fail to take “reasonable steps” face penalties of up to A$49.5m per systemic breach.
TikTok has already deactivated roughly 200,000 under-16 accounts, while Meta pre-emptively removed around 500,000 teen profiles across Facebook, Instagram and Threads.
💡 For strategists, this is a signal that youth social media is shifting from “parental responsibility plus platform tweaks” to hard age-gating and policy-led design constraints, creating a test case that regulators in markets like the UK, EU and US will study closely when deciding how far to go on child protection vs digital inclusion.
🚗 Uber launches Uber Intelligence to supercharge advertiser insights
📌 Uber has introduced Uber Intelligence, a new clean-room powered insights platform that lets advertisers combine their first-party data with Uber’s trip and meal-ordering data. Built with LiveRamp, the tool enables brands to surface audience behaviours such as travel patterns, dining preferences, and business-travel frequency in a privacy-safe environment. The move strengthens Uber’s growing ad division, which is on track to hit $1.5bn in revenue this year, signalling a shift from selling inventory to offering high-value targeting and measurement solutions. Analysts note that Uber’s unique “terrestrial data” could give it an edge against retail media and big tech, though privacy expectations and regulatory scrutiny remain key considerations for scale.
Ad business projected to generate $1.5bn in revenue by end of 2025
Uber’s ad division revenue run-rate grew 60% year on year
Uber Intelligence developed with LiveRamp’s clean room technology
💡Mobility and meal-ordering platforms are becoming powerful data engines, making real-world movement one of the most valuable targeting signals in modern marketing. 📍
📱 Attention is rising, satisfaction is falling: the UK’s online habits hit a turning point
The latest Ofcom Online Nation 2025 report shows adults in the UK spending even more time online, averaging four and a half hours a day, with women online longer than men. Half of all time online now sits within Alphabet and Meta’s ecosystems, reinforcing a tightening platform duopoly. AI is reshaping search journeys, with a third of results surfacing AI summaries and generative AI tools such as ChatGPT seeing sharp growth. At the same time, adults are becoming less positive about the internet’s impact, feeling less free to be themselves and less convinced that benefits outweigh risks.
Children’s experiences tell a parallel story. They are video-native, spending up to four hours a day online and turning to platforms like YouTube and Snapchat as core social and entertainment spaces. Most report happiness and connection, yet many also cite doomscrolling, overstimulation and regretful in-app spending. New UK child-protection rules require platforms to significantly reduce exposure to harmful content, signalling a tougher era for platform accountability.
Adults spend 4.5 hours online daily, with 50 percent of time on Alphabet and Meta services.
30 percent of UK searches now display AI overviews, and ChatGPT logged 1.8bn UK visits in the first eight months of 2025.
32 percent of children regret in-game purchases and 43 percent regret purchases made on social media.
💡 Rising attention but falling satisfaction is a warning sign for platforms and brands, sharpening the need for trust, wellbeing-first design and meaningful value exchange. 🔍
F1 Fans Make Their Voices Heard As Survey Breaks Cover
Published 2 July 2025 - focused on the 2025 Global F1 Fan Survey with detailed discussion about what the fan data says about engagement patterns and behaviours.
📌 What this episode covers:
A deep dive on the 2025 Global F1 Fan Survey results - derived from >100,000 respondents worldwide, including demographics, engagement habits, and what fans really value in F1.
Analysis of how different fan segments (including younger and newer fans) are engaging with F1 content and drivers - which is directly relevant to wider F1 youth engagement trends.
Broader context about how F1 fandom is evolving and what it could mean for commercial strategy, content and culture around the sport.
🎭 Paddington The Musical – Savoy Theatre – 15–22 December The West End’s breakout festive hit, powered by Tom Fletcher’s score and glowing five-star reviews; already a major family and nostalgia moment with strong cultural momentum.
🎼 Handel’s Messiah – Academy of Ancient Music, Barbican – 15 December A top-tier seasonal performance from one of the world’s leading period ensembles, drawing a devoted classical audience and setting the cultural tone for Christmas week.
🎷 Madness: The Hits Parade – The O2 – 20 December A sell-out pre-Christmas arena party from British ska legends, delivering maximum intergenerational appeal and high social-media energy.
🎤 D-Block Europe – The O2 – 19 December (run through the week) One of the UK’s biggest rap acts closes a multi-night O2 stretch, reliably sparking TikTok and Instagram virality with each performance.
🖼️ Kerry James Marshall: The Histories – Royal Academy of Arts – on view all week Widely acclaimed and one of London’s major art events of the season, offering visually rich, conversation-leading work around Black history and representation.
🖼️ Turner & Constable: Rivals & Originals – Tate Britain – on view all week A blockbuster pairing of two British masters, critically praised for its storytelling and a strong draw for local and international holiday visitors.
🖼️ Nigerian Modernism – Tate Modern – on view all week A landmark, critically celebrated exhibition reframing global modernism — a major pull for culturally engaged audiences and top-tier press.
🩰 George Balanchine’s The Nutcracker – New York City Ballet – 15–22 December NYC’s definitive holiday production, consistently reviewed as magical and world-class, anchoring December tourism and family culture.
🍿 Avatar: Fire and Ash – Global Cinemas – from 19 December James Cameron’s new Avatar instalment lands as one of the year’s biggest cinematic events, set to dominate screens and conversation.
⚽ Premier League Festive Fixtures – UK – 20–22 December High-stakes holiday matches including Spurs v Liverpool and Everton v Arsenal
Spotlight: Lando Norris and the New Era of F1 Fandom
Lando Norris has become one of Formula 1’s most culturally magnetic figures: a driver whose ascent reflects how the sport has redefined its relationship with younger audiences. While not yet a world champion, Norris has emerged as one of F1’s most influential contenders, blending elite performance with creator-driven storytelling and high-value brand partnerships.
The Rise of a Modern F1 Influencer
Norris’s appeal is grounded in a hybrid identity: elite athlete, digital native, and community builder. He has cultivated one of the strongest personal ecosystems in global motorsport.
Key brand and commercial pillars:
Quadrant: his gaming and content collective, launched in 2020, has grown to more than 1.5 million YouTube subscribers and millions more across TikTok and Instagram.
Personal brand deals: SunGod, TUMI, and collaborations amplified through McLaren’s partnership network, including Google, PUMA, and Coca-Cola.
Social reach: more than 15 million followers across platforms, with engagement driven by humour, transparency, and immersive behind-the-scenes content.
Norris embodies the modern archetype of a sportsperson who behaves like a creator first: accessible, conversational, and present in the digital spaces where younger fans live.
F1’s Rapid Youth Surge
Formula 1’s audience has shifted dramatically, driven by intentional strategy rather than organic growth.
The 2021 Nielsen/Motorsport Network Global Fan Survey recorded the youngest F1 audience in the sport’s history: 34 percent of fans are under 35.
Women became the fastest-growing fan segment, with a marked rise since 2017.
Nielsen identified F1 as the fastest-growing major sports league on social media in 2021, with 40 percent year-on-year engagement growth.
Netflix’s Drive to Survive contributed to a significant expansion in the US market, with ESPN reporting record viewership across 2022 and 2023 broadcasts.
Strategic drivers of this transformation:
A shift towards personality-led storytelling, foregrounding drivers’ off-track lives.
A deliberate embrace of creator culture, with drivers encouraged to participate actively on YouTube, Twitch, and TikTok.
Brand partnerships and team content strategies redesigned for continuous, always-on digital engagement.
Norris was one of the earliest and most effective adopters of this new model, making him a central narrative hero of F1’s youth renaissance.
Why It Matters for Brands
Norris’s rise demonstrates how athlete influence is now built: not through podiums alone but through authentic, community-centred digital presence. His creator-first approach offers a blueprint for how public figures can extend cultural relevance beyond performance cycles.
Key takeaways for marketers and strategists:
Authenticity scales faster than prestige: fans reward openness, humour, and imperfection.
Creator ecosystems drive long-term value: Quadrant shows how athletes can build standalone IP.
Youth audiences expect proximity: real-time access and personality-led content are now core to fandom.
Brand alignment with cultural behaviour beats traditional sponsorship visibility.
Norris is not simply part of F1’s changing audience landscape. He is one of the drivers reshaping it.
Congratulations to Lando Norris and McLaren on an outstanding season: a breakthrough year that has cemented Norris as one of the sport’s defining talents and showcased McLaren’s return to genuine front-running form.
🔥 309,000 people in England are experiencing the most acute forms of homelessness, including rough sleeping and temporary accommodation (Crisis and Heriot-Watt University, 2024).
🎵 100,000 Wrexham replica shirts were sold last year, with roughly half purchased by international fans (Wrexham AFC).
💰 Wrexham expects £50mn in revenue this season, nearly double the previous year (Wrexham AFC).
📺 Uber’s advertising division is on track to reach $1.5bn in revenue in 2025, with a 60 percent year-on-year run-rate increase (Uber).
🌐 30 percent of UK searches now surface AI overviews, while ChatGPT recorded 1.8bn UK visits in the first eight months of 2025 (Ofcom Online Nation 2025).
🧒 32 percent of UK children regret in-game purchases and 43 percent regret purchases on social media, signalling rising concerns over youth digital wellbeing (Ofcom Online Nation 2025).
⚽ Euro 2025 achieved 650,000 plus total attendance, averaging 21,000 spectators per match (UEFA).
📈 Germany anticipates more than 1 million fans for UEFA Women’s Euro 2029, positioning the tournament as a top-tier commercial property (German FA bid).
📵 Australia’s under-16 social media ban has already removed around 700,000 accounts, including 200,000 on TikTok and roughly 500,000 across Meta platforms (Australian Government disclosures).
🌙 LeBron James’ teaser for “The Second Decision” hit 33 million Instagram views, sparking widespread speculation before revealing the Hennessy campaign (Instagram analytics).