How Ferrari and HP got together; George Pyne’s turf management; and the rise and rise of Cowboy culture

Leaders' Editorial Director James Emmett and Content Director David Cushnan shake down the global sports industry for the stories of the week.

That includes Amazon’s potential broadcast deal with the NBA, Saudi giant Aramco’s new partnership with Fifa, difficult days for sports journalism, George Payne’s turf management, DAZN’s German football dispute, the rise of Cowboy culture, and reflections on the death of Ayrton Senna 30 years ago this week.

And there’s time for a new feature, Inside The Deal, explaining how Hewlett-Packard’s new title sponsorship deal with Ferrari came about: the brand alignment, the value exchange, who was at the negotiating table, the Omnicom fingerprints on the agreement including the role of the Fuse and PHD agencies and why it’s a handy way to get a slice of Lewis Hamilton’s time.

The agenda’s out for 4se New York, our sports, media, brands and popular culture show, examining the spaces where sport, lifestyle, culture and entertainment are intersecting.

There’s still time to join us in New York on Tuesday 21st and Wednesday 22nd May - visit 4-se.com for more details.