Sports Content Strategy with MrRichardClarke: Exploring sports content, journalism, digital and social media

In 2023, one-day cricket enjoyed its 60th birthday.David Tossell has written a book on the evolution of the format. He describes those early days as “nicely naïve”. But, at the same time, they were the foundation for every major innovation in cricket ever since.These days, the 50-over game is under an existential threat due to the rise of T20. Can it survive, is it worth saving and what would be its legacy?We discussed all this and more on this episode of Sports Content StrategyTopicsWhy one-day cricket first started? Its early evolutionThe formative years of the Gillette Cup The influence of television on the growth of the gameThe cultural importance of the Sunday LeagueThe way it has changed the game's tacticsThe importance of Pakistan and India's World Cup victoriesThe game that led to the Duckworth Lewis Decline and the need for T20How T20 has affected 50 over cricketWhere the 50-over game fits into the future of cricketThe legacy of one-day cricket

Ricardo Fort has led the sponsorship strategy for brands at World Cups and Olympics.After a long, successful career with the likes of Coca-Cola and Visa, he has set up his own consulting firm. In this podcast, Ricardo gives straight answers to key questions in sports sponsorship and outlines how content fits in. This is a sophisticated 101 for anyone interested in working in the commercial department at a major sports organisation.Is sponsorship just about "hanging out with the cool kids"Does there always have to be a positive financial return?"The brands want to be relevant, most brands are irrelevant in the lives of people"Are brand sponsorship decisions emotional?The best sports sponsorship deal he did at Coca-Cola - The case study of the FIFA World Cup trophy tourMeasurable and immeasurable benefitsWhat are the Key KPIs and the less important metrics for sponsors?How can brands be sure about the impact of a sponsorship?Sponsoring a tournament or event as opposed to a team. What are the differences?Moving from badging and advertisement to 'clever content'The value of creating a content strategy that stands outThe comparison between NFL and European football in accommodating sponsorsIn NFL, the owner gets the trophy before the players - what does that tell us?Why the fans police any over-commercialisation in Europe"All sponsors say they want data, but very few know what to do it."How can you make a partnership scandal-proof?How to do your due diligence and protect against future problemsThe fans' voice in sponsorshipSponsorship in gaming and the Alex Hunter deal

Alex Phillips does not look or sound like a revolutionary but his ideas could shake up football.He spent 15 years at Uefa, including a couple as Head of Compliance and Governance. He was seconded to the Asian Football Confederation for three years and now leads the World Football Remission Fund, a FIFA body administrating how money "stolen from the game" should be returned for its overall benefit.Phillips has been described as "the most influential football administrator you have never heard of". Certainly, he has an analytical eye and passion for reform.In this podcast, we discuss good governance, the ramifications of the failed Super League project, educating owners and fans, setting examples and, of course, contentTOPICSHis views on the Super League between its collapse and now - "a great fragmentation" Uefa's mistake of not making co-efficient qualification 'a red line' Having the same people governing conflicting tasks Why regulatory bodies are "not up to the job"Linking financial control to regulation and its inherent problemsNot restricting finances but restricting player numbers insteadChanging payers and coach's behaviourUsing broadcasters to educate players and fans"Leadership time is often spent chasing money rather than on sporting issues"How to change a football reputation - the example of German refereeing The differing concepts of "cheating"The values of football's myths and stories. And why owners need to be educatedHow television does football's marketing jobThe challenge to retain younger audiences whose frame of reference is differentThe concept of scarcity in creating sporting interest - 'hats off to the Champions League?" Working properly with partners and sponsors to grow a sportAlex's three recommendations to grow football

The challenges facing netball are different to other sports. While we have seen growth in women's football, tennis and boxing in recent years, it has always occurred through the lens (or perhaps in the shadow) of established male forebears. Netball does not have this baggage. Its story, product and message can be tailored specifically toward women and girls.Claire Nelson is CEO of Netball Scotland and the Strathclyde Sirens. Her focus is to capitalise on this advantage and carve out a unique niche for the sport north of the border. In this podcast, we discuss the key areas in which she is concentrating - sponsors, player development, marketing, messaging, media deals and, of course, content.TOPICSThe overall landscape of netballAdapting netball's story and building a sport and lifestyle brand Working against established cultural habitsWhy women's sport is "not a nice-to-have but makes economic sense"How the storytelling focus changes for a 'female sport'The untapped audience of womenThe differences in the female fan - different message, spending patterns and the 'guilt factor'Not limiting their vision to competition and 'bums on seats'. "There's sportainment and lifestyle"The Fast Fives conceptCreating player pathways Comparisons with women's football. "The men's game has decided to invest more into the women's game"Moving to the Women's Super League from the 'amateurish' of environment leisure centres and into arenasThe influence of the Commonwealth Games this summerThe one thing netball most needs

For the past two decades, cricket has been trying to cross new boundaries. Previously, its global footprint mirrored its past as the game of the British Empire but, in recent years, countries like the Netherlands, Namibia and Afghanistan have risen to prominence In the next 10 years, the game will try to cross its biggest and most important new frontier - the USA. They have been awarded co-hosting rights for the 2024 T20 World Cup and a buzz is building around the chances of inclusion in the Olympics in Los Angeles four years later. Minor League Cricket started last season and its Major League big brother begins in 2023. Tom Dunmore is VP of Marketing for both tournaments. In this podcast, we discuss the story so far, the challenges they face and the vision for success. TOPICSWhere is the landscape of cricket in the US right now?The reliance on the south Asian audience Why Major League Cricket is the ‘tip of the spear' but they are looking to grow a sport‘It is a unique opportunity but the USA is not afraid to take a deep dive and make a big bet'The ‘feel' of a Minor League Cricket game and having 3,000 fans at the finalThe 35 professionals brought in as mentors to raise the standard The authenticity and integrity of the game in the wide variety of US climate conditionsLearning from the development of Major League Soccer - stadium build, fan experience, getting priority dates for fixtures, ownership models“We'll be able to have world-class players right away, up there with the CPL and BBL”The different investment modelsContent strategy for franchisesUsing a YouTube influencer and video games as toolsBeing one of many ‘Major League” sports trying to get a foothold in the USWhose audience are they going to take?Is the push for the 2028 Olympics realistic?

Brian Jacks was a household in the UK in the 1980s. The pinnacle of the judo player's sporting success came when he won a bronze medal at the Munich Olympics in 1972. But a few years later he would become much more famous as the UK and European champion in Superstars, a popular television programme that saw the best athletes of the day compete in events outside their niche. The show grew throughout the world to become perhaps the first modern example of how sporting heroes could cross into mainstream media, with all its financial benefits, through light entertainment television.Now living in Thailand, Jacks talks about his motivations, how he leveraged his Superstars fame, his rivalry with Daley Thompson and why he'd love to be a grappling coach in UFCPodcast partner: Sports Tech Match - Simplifying Sports Tech Procurement TOPICSWas his mental strength the key to his success, not his physical strengthThe importance of a challenge Making sure you have the grit to make his career ‘gambles' pay-off Why Brian believes Team GB judo is ‘soft'“You have to see what failure is to see what achievement is”Getting on to SuperstarsHow he monetised his stardom Did you he enjoy the fame?His approach to Superstars - breaking down the problem?How do you find his ability to rise to a challenge?Would he have fancied turning to UFC? Coaching Neil Adams and punching him in the face as motivation before the biggest bout of his careerThe power of community in his successBeing from a Black Cabbie familyThe rivalry with Daley Thompson Brian's life now - his fitness, his hotel and charity work Feeding over 32,000 people who were starving as a result of the pandemicRunning his apartment block business His ambitions now

Motherwell FC have lifted only one trophy in the past 30 years. However, off the pitch, they beat off competition from Manchester United, Everton and Leicester to win the Best Digital/Social Media category at the Football Business Awards this year.Grant Russell is the club's Head of Brand, Digital and Communications. In this episode, he talks about the thinking, discipline and creativity that have gone into building a stand-out story for an otherwise overlooked Scottish team.This is a deep dive into content strategy and, like me, Russell believes in cutting through clutter with a strict, realistic yet progressive vision for storytelling. TOPICS“We exist to improve people's lives” is Motherwell's Twitter bio. What does that really means?Addressing key societal issues in the locality like male suicide and child povertyAsking deep questions about what defines a supporter. "We are all purpose-driven whether we realise it or not"Identifying you purpose and supporter ‘triggers' at your club "Having done all this work the most important thing is never to deviate from your story"What stories did Motherwell leave out? Are the fans onboard?Are Motherwell ‘a club with a cause' or ‘a cause with a club'?Building target audiences? And who did they decide not to target? Creating acquisition funnels and 'knowing when to pounce'? The advantages and disadvantages of combining the brand, communications and marketing functionsThe four narratives Motherwell focus on. ‘Hit one pillar and the guiding pillars underneath'. Handling the commercial imperatives and turning down the 'wrong' partnersCalculating value per 1,000 followers The basis of the strategy - balancing data with feel/tone Defining a season narrative each year. "We know what we are. There is no point lying about it." The approach of the outside media to the club-created story Taking players out into the community and finding a story that fits with themThe effect of Covid on the community spirit within the clubDo the hardcore Motherwell fans get it? Using the colours to their fullest What is next on the agenda?The huge advantage of building trustThe effect of winning a major award for content

Ed Warner has something to say.After a decade as chair of UK Athletics (including the 2017 World Championships in London) and a few years in his current role with GB Wheelchair rugby, he is well-placed to comment on the stresses and strains of running a modern sport. Warner wrote a book, Sports Inc, on the subject a few years ago and has just started a blog of the same name.In this podcast, we discuss many of the key issues required to steer a sporting ship towards success: leadership styles, funding models, changing content strategies, marketing, elite sport v participation, bringing in private equity funding and his open application for the role of ECB chair.TOPICSWhy write the Sports Inc blog?What qualities do you need to run a sport as a leader and what qualities do you need in your executive team?"These jobs are advertised as 25 days a year but it needs three days a week!" "You have to be in love with the sport"In UK sport, is there a hangover from the amateur/blazer days?The success of lottery funding in the UKChanging the funding model for sportEquipping Olympic athletes for life on the back of their '15 minutes of fame'Using content to create an ongoing story that brings value and revenue The power of a focussed plan that targets the "right eyeballs"Why triathlon is crossing over successfullyAllowing greater conflict in the sporting narratives. Or at least not being scared of it"Sport is theatre where you don't know how the story ends"Writing an open application for the role of ECB chairThe Hundred - Ed likes it, I hate itThe link between elite sport and participation. Ed's concerns for the future of rugby and cricketThe private equity question - can an organisation properly innovate without them? But are their goals inherently different to sport?How to build back better after Covid-19Learning from Barry Hearn

Given its increasingly strategic importance within sports business, it is surprising how many rights-holders produce sub-standard apps.To try and solve this issue, I spoke to George Crabb, Managing Director at The Other Media. This well-established digital agency have a rich history in working with rights-holders to create mobile applications of the highest quality. We collaborated to refashion the Arsenal app a decade ago but usage, connectivity, monetisation and the art-of-the-possible have moved forward rapidly since then.In this extensive podcast, we delve into the most basic questions in the field, explore how rights-holder should approach the development of their offering and what could be coming in the future Why do you need a specific app? "The answer lies with the growth of mobile use and functionality." For the clubs, it is about fan engagement and revenueThe benefit of keeping fans in your ecosystem and the data playWhy the app is the centre of the ecosystem now"Yes clients still come demanding a replication of the website"The key tool of push notifications Has ticketing via an app made a big leap made in lockdown and will it persist?What strategic issues does an organisation need to have in mind when starting the app process The problem of connectivity in stadia Bugbears - linking social media with your app, apps as a set of webpages - and ways around them Free, data and sign-up models Personalisation and segmentation of content - what is the state of the art?Integration with CRM systems The importance of contentPrice George's examples of best practice Creating community

It is the content strategy problem we would all like to have. How do you create a story about a team that has won the league seven seasons in a row (and an eighth is expected to follow soon)? Johor Darul Ta'zim (or JDT) are a team on a mission. They were re-formed in 2013 with a new nickname, the Southern Tigers, under the guidance of the Crown Prince of Johor. They won their first title a year later and the AFC Cup (the Asian version of the Europa League) 12 months after that. They have gone on to dominate Malaysian football. But their tone on social media has brought them as much attention as their success. Now they are looking to internationalise their brand and grow their partnership portfolio with the likes of Aston Martin and Unicef. Vijhay Vick, the Head of Content, is leading their strategy. In this podcast, he discusses his approach to JDT's unique position.TOPICSThe recent history of JDTHow they have grown on social mediaCapitalising on the huge Indonesian marketBeing brazen about their successWhy they are "the most hated team in Malaysia"What would signing a world-renowned player like Radamel Falcao do for the league and the club?Having a partnership with the likes of Aston Martin The Malaysian League in general - crowds, TV audience, etcThe football audience is very split - some love foreign football, some love Malaysian football. They are very different groups. How JDT's PR strategy has started to bridge the gapJDT's social media strategy - "It's 80 per cent Facebook. The Twitter space is toxic." Dealing with that toxicity on social media The role of CSR in JDT's strategyThe link with UnicefHis content and communications team at JDTThe kit reveal video that received a million views in two daysThe crucial buy-in from the topBeing realistic about what JDT can achieve

Alison Kervin is a pioneer in women's sports journalism. She was the first female editor of Rugby World and the first female sports editor of a UK national newspaper. Kervin's eight-year spell at the Mail on Sunday has just come to a close so he has started up a media agency for athletes. Oh, and she is a successful novelist too.If she was editing this piece, undoubtedly 'the line' would centre on her gender-based breakthroughs. After all, that is why she was awarded an OBE. But Kervin's spell at the Mail has coincided with huge disruption in the newspaper industry, sparked by digital transformation. She reveals the skills and knowledge she has had to acquire for the 'new' media age and the core abilities every storyteller still requires.TOPICSWriting a sports reporting book back in the 1990sWhat has changed and not changed in sport reportingThe skill of a sports writer. Does it garner respect?The feature writer's evolution. What worked and what did not for her.Coping with the management of athletes in modern sportWhat qualities meant it was she who made the key breakthroughs as a female sports journalistDid the door slam behind her?Is the lack of female sports journalists down to confidence?The growth of digital in newspapers since she took over at the Mail on Sunday sports editor in 2013Concerns of speed being much more important than quality in the digital ageThe problem of SEO-based 'churnalism' driven by clicksThe shortening of feedback loopsThe difficulty of shareabilityHow does Alison measure the success of female sports journalism these days?Writing novels under the pen name of Bernice Bloom - mimicking the box-set mentalityStarting a media agency - knowing what a journalist would want* This episode of Sports Content Strategy is brought to you by the Digital Marketing & Analytics for Sports Professionals - Your road to digital excellence in sports. Online course starts August 31

The use of data in the analysis of sporting performance is well-known but not yet universally employed.Many teams say they are going all ‘Moneyball' but few truly follow it through. Often, decision-making is still emotional, made without evidence and based on the eye rather than the numbers.Poker has become viewed as a Petri-dish for strategic thinking based on probability which, if applied correctly, can provide long-term success.Dan Weston is a former professional gambler and poker player. He was also one of the UK's top slot-machine players in his young days.Now, he is applying his shrewd statistical knowledge to cricket as recruitment analyst of Leicestershire CC and the Birmingham Phoenix. In this podcast, he discusses his career, his current work and the move towards game theory. TOPICSHis role at Leicestershire Dan's Table of JusticeUsing poker as a ‘thinking process'The trend for ex-pro gamblers to run Premier League football clubs… and run them well“Poker is a long-term skill game but short-term luck game.'Proving the case for giving him a role at a cricket clubHow his content helped this processTaking the emotion out of decision-making The importance of accountability The myth of ‘the eye'How to build a squadDealing with DraftsWhy fans and the media need to fully understand an evidence-based strategyLINKS

Sarim Akhtar's face has become synonymous with anger but he is actually a very happy chap.However, when the television cameras momentarily caught his expression at a cricket match two years ago, the Pakistan fan was furious after his team had dropped a catch. Within hours, the anonymous meme-makers had pounced on the picture and spread it around social media. He has been 'Insta-famous' ever since. How should you react in this situation? Ignore it, embrace it or just make as much cash as you can? Then there is your family and work colleagues. And what about those occasions when you become the face of something you know nothing about.Then there is the real question at the heart of the matter - as the subject of a sports meme does Sarim have any idea why his one happened to capture the world's imagination. TopicsHow the meme happenedWhy he was actually suppressing angerWhen the meme really took off Getting thousands of Facebook requests overnight and why he got scared at first"My meme is not an awkward moment so perhaps I can embrace it more than some."He has never made a meme and was not a social media personThe versions of the meme he has enjoyed the mostWhat people say when they contact himThe person who wanted permission to put his face on their credit cardMaking money - a Coca-cola ad in Pakistan and why he has got more advertisements The promo for the Pakistan Cricket BoardHis family's reactionWhat happened on the two-year anniversary of the memeDid it sum up the moment for Pakistan cricketWill he ever get tired of it?Has he ever thought why it happened to him? Is he happy it happened?

[Click out all the content from MrRichardClarke here]Contrary to popular belief, the New York Cosmos are still alive.Gone are the glitter-strewn days of the late 1970s when Pele played on the pitch, Mick Jagger watched from the packed stands and then, afterwards, they partied together at Studio 54. The old North American Soccer League soon crumbled under the weight of its own excess. However, its leading team gained an enduring legend.I spoke to official club historian David Kilpatrick about the incredible origin story of the Cosmos, its brief spell in the limelight, its troublesome rebirth and how, just maybe, there may be a route back to centre stage.TOPICSThe genesis of the Cosmos - Atlantic Records, two Turkish brothers, Gotham Soccer Club and the New York GeneralsThe impact of the 1966 and 1970 World CupsCosmos is short for Cosmopolitan like NY Mets is short for MetropolitanChasing Pele - "George Best did not turn up and Henry Kissinger helped"Adding Carlos Alberto, Giorgio Chinaglia New York in the late 1970s - financial problems, the 'Son of Sam' murders and the need for glamourThe power of Chinaglia at the CosmosThe retirement of PeleThe global tour - Indonesia, Hong Kong, South Korea, Australia, Malaysia London - and the tax dodge that helpedWhy the Cosmos became the first US soccer brandWarner's problems, a failed video game for ET - Extra-terrestrial and the sale of the club"I'm with the Cosmos" - the phrase that got you into Studio 54The reboot for the NY Cosmos after the documentary "Once in a Lifetime" Why they did not join MLS"The most successful franchises in MLS are those who have embraced their NASL history."Did the Cosmos win battles for the ‘soccer family' in the US?The influence of the Cosmos in the early American World Cup squadsSteve Hunt - seven games for Villa, sold to the Cosmos, played with Pele, went back to the English top flight. Does this prove the standard of the NASL?The problem of TV ratings in NASL back then and MLS nowThe pro/rel issue and the CosmosCan global leagues create a route back for the Cosmos?Why the introduction of New York City FC hurt the new version of the CosmosWhat is the future of the club? The legal case to try and align North American soccer with global football Is there still a fanbase out there for the New York Cosmos?

Rob Moody runs a YouTube channel with over 900,000 subscribers and holds an important influence over the agenda in his sport but he has never made a penny.If you are a cricket fan with access to the internet, it is highly likely you have seen one of his videos. Robelinda2 is the ‘go to’ channel for the rare, unusual or controversial moments in the game. His archive has received over a billion views in its 10-year existence by curating niche cricketing content that is appetising to fans and acceptable to rights-holders.His one-man mission has been so successful that, these days, major players and executives offer their support whenever he suffers a copyright strike.Moody will say there is no strategy behind his channel, I disagree. His ideas are perfect for his niche, he looks at metrics and experiments constantly. One recent change saw a 10-year-old video move from 170 views to 80,000 in just 48 hours. However, the Australian expects his channel to be shut down soon. This is an unusual digisport success story. Yet, there are many lessons to be learned.TOPICSHis unhappiness at conventional cricket highlight edits Curation – why produce a 32-minute video of all Glenn McGrath’s boundariesThe long list of requests and how he handles themHis stats since lockdown - 200k increase in subscribers, 249m views in 12 monthsThe Steve Waugh run-out video and how Shane Warne got involvedThe value of heritage content and why it is not considered by many channelsIgnoring all good practice in YouTube channel-building - apart from the headlines How changing the title of a 10-year video saw it go from 170 views to 80,000 in two days “I have pushed the envelope and been as offensive as I can possibly be just to see what would happen” Does the flak affect him? Catering for older cricket fansWhy his channel is living on borrowed timeHis process for dealing with takedown notices Have the broadcasters tried to learn from Robelinda2? (The answer is only once and only briefly)Pushing against the norms of YouTube

Content strategy, the cookie apocalypse and other disastersLike a great drummer, a sports content strategy should be tight and consistent but happy to improvise when required.Many content leaders have been caught out by changes in Facebook's algorithms over the years and, in recent months, Google and Apple have introduced fundamental alterations that will have knock-on effects for almost everyone in the digital space, not just the sports industry.Recently, a blog by Johan Junker entitled the Cookie Apocalypse caught my eye. He is a deep thinker on content, sports business and the future. His company, Antourage are trying to solve some of the issues. But there are plenty more to discuss.This is a long theoretical discussion and we don't have all the answers. In fact, we are just trying to see if our questions are in the right areas.TOPICSThe main weakness in sports content strategy right nowWhy OTT platforms only worry about dwell timeOur brains are not built to have more than 200 relationships in real life so how can we have a relationship with 10,000 brands?The 'Cookie Apocalypse' blogLosing the obsession with big numbersWhy the sports industry is old-fashioned in harnessing the power of personality The advantage of a robot posting content - because it is talking to a robot initially. This allows you to reallocate 75 per cent of your content staff to jobs that matterGet the human content team to craft emotional storiesWhy sports marketing will change fundamentally in 2022Why credibility will be crucial for personalities and influencers going forwardAre sports rights-holders REALLY struggling for compelling contentDefinitions of ambassadors and the role they can performQuality v speed (and what is quality anyway)? Share value vs pushing your productThe opportunity created by the pandemic - where are you going to invest your time? Being the mayor of your villageJohan's recommended products

TOPICSWhat has changed in the last three years?The first book coincided with the introduction of GDPR? Looking back how has that rolled out?The differing approaches of sports organisations to GDPR, particularly Manchester UnitedWhy you should never take anyone out of your database? The importance of the win-back planWhat has developed over the last 10 years?The move against personalisation, and why Fiona disagreesAdding in psychological info and the problems with Net Promoter Score The concept of “Jobs To Be Done” Talking about the R in CRMThe importance of marketing to young fans and the restrictions around the worldMarketing in different countries The inclusion of social media in your CRM ecosystem. The problem of scraping dataThe ambitions of big and small clubs. The difference in framing“Technology is not a silver bullet” - The 80:20 split. Spending 80 per cent of your resources on the peopleThe next three years in CRM

TOPICSWhy digital is the second industrial revolution Why control of the customer relationship is crucialThe battleground that has been lost to the social media companies by sportsPutting 'goodwill on the balance sheet'The role content plays in your strategyThe current sports commercial model - ad-hoc and unstrategic"Sponsorship will become cashless. Partnerships will be partnerships"Comparing the average of season ticket holders in different sports around the worldThe importance of reengaging with communities post-CovidThe purpose-driven approach behind brand The reaction to Covid and how it will be led by price or qualityWhat specifically is being pushed forward because of Covid The importance of a clear communications strategyWhy the future belongs to "marketers and value creators not salesmen"The widening split between rich sports and poor sports

The development of "football groups" is a relatively recent and controversial phenomenon. The pioneer has been City Football Group, which started with the acquisition of Manchester City and has since bought significant stakes in clubs in the United States, Australia, India, Japan, Spain, Uruguay, China, Belgium and France.The Red Bull group has been constructed a different way, with the energy drink company taking over teams in Salzburg, New York, Brazil, Ghana and, most controversially, Leipzig between 2005 and 2010 after earlier forays into F1 and extreme sports.Both groups have been criticised for throwing money at footballing success but the Red Bull clubs are often dismissed as a marketing exercise and labelled with one of the most damning words in the supporters’ lexicon - plastic.Last year, Karan Tejwani published Wings of Change: How the World’s Biggest Energy Drink Manufacturer Made a Mark in Football. In this podcast, we discuss the business the meaning and the lessons behind Red Bull’s football story.TOPICSWhy did they get into football? After going with his local club Salzburg, why did Dietrich Mateschitz expand to New York, Brazil, Ghana and Leipzig?The marketing link in India and GoaIs it just about selling drinks?Why are they so criticised? The particular criticism of RB Leipzig - the name and the ownership structure Why the German fans have maintained a special intensity around RB Leipzig How have RB Leipzig grown off the pitch and are they popular in Saxony? Are the East German roots of RB Leipzig are a factor too?The importance of Ralf Rangnick to the RB Leipzig story?His three Cs - Capital, Concept and Competence Getting success in taking players out of Africa The common philosophy across all the clubs on the pitchAre RB Leipzig the No1 and the others just feeder clubs?Their reaction to the criticismThe comparisons to Man City and City Football GroupIs there a difference with other brands backing clubs? Fiat and Juventus, Phillips and PSV, VW and Wolfsburg etc?Does their lack of history allow a culture of speedy innovation?Would and should RB Leipzig get into a remodelled European Super League if it were to be introduced? Why have they not moved into SE Asia?Are the Red Bull group inspired others? Have all these football acquisitions actually grown the Red Bull brand? What would the reaction be in German football if RB Leipzig won the Champions League?

How he ended up in the J.League and Vissel KobeThe international development role at FC Koln The difference in communications requirements between Germany and JapanThe need to actively pitch stories in the J.LeagueThe dominance of newspapers in the sports media market in JapanThe media requirements in the J.League and the organisation of the communications/media department at VisselHow Vissel Kobe handled the signing of Andreas Iniesta The strategy that links with parent company Rakuten Their relative strengths on social media - most-followed J.League club on Instagram and previously top on YouTubeThe international players’ influence on the club’s social media growth How they use Viber internally and externallyThe J.League’s plan to become the leading league in AsiaThe influence of the DAZN deal on J.League clubsVissel Kobe’s first foray in the AFC Champions League - starting well, Covid, one team pulling out of the group, pandemic protection Covid’s effects on the J.League as a wholeLukas Podolski - Poldi’s Noise and how he turned it into a media brand, being “Farmer Smart”, using humour to help the team and charitable causesWhy the respectful approach of the media comes from the culture in the country Where does the J.League need to strengthen in the next five years?

The two golden eras of British speedway - immediately post-war and 60/70sHow Wembley drew more than 1m speedway spectators in 1956The downward spiral since the 1980s - from over 90,000 watching Bruce Penhall at Wembley in 1982 to just over 1,000 at top-flight meetsThe origin story of speedway. High Beech in 1928The World of Sport days and the significance of its loss. Being late to "live sports"The comparison to snooker and darts in the UKThe importance of an entrepreneurial influence The dislocation of speedway teams because promoters do not own their tracks The working-class nature of speedway. The crossover with greyhound racing"It's a £10 sport" and does that work anymore? Is it possible to monetise it in the way of modern sports businessThe new speedway venue in ManchesterWhy successful speedway teams like Workington went under as well as less successful clubsAttracting sponsors, especially when you are outside big citiesThe ageing demographics of modern speedwayThe movement of club and riders 'doubling up' affecting the identity in the fanbase The famous stat that speedway was the second most popular spectator sport in the UKThe demise in the number of teamsThe TV deals in the UK - Sky, BT, Eurosport Newspaper coverage. Only the Daily Star is still flying the flagThe European Grand Prix How the Cardiff event manages to cut-through with an attendance of 40,000The growth of the sport in Europe, especially Poland Should UK speedway become a polish feeder league?What would Roddy do to carve a future for UK speedway?

Trends of 2020 - "clubs have 'thought beyond the norm' and I don't think it will go back"The 'two extremes' from Covid - the need for fans to support them v the need for money from sponsorsWhat activities created by the Covid crisis will persist after the virus is beaten Getting by giving - the authenticity of the Marcus Rashford storyThe way clubs talk to their fans - the problem of 'closing the reality gap' The psychological move of sports social media after Covid-19 hitThe movement of the social media platforms over the last year - why Mario got it wrong on Instagram and TikTok is "an ocean of content"Facebook's problems, its legal issues and the effects on sports clubsThe political dimension to curbing the social media platformsThe problem with fake social media advertising metrics. The lack of transparancy The one country trying to license valid social media metricsHow Mario has investigated the problemThe problem of the Nielsen approach and CPM as an estimateWhy a European Super League will happen and World Cups will be staged every two yearsThe importance of CSR and being fancentricThe risk of clubs going all-out for promotionThe assumption that fans will come back automaticallyRich Luker's '2% solution' Marketers letting go of big numbers of engagement and concentrating on real numbers Mario's tips for running club accounts in 2021

TOPICS"In 1988 there was absolutely no systematic research on sports fans in the US"Why sport fandom was linked with the economy and wealth until 2010"If you go to your first baseball game before you are five you go to 58% more games per year than if you go to your first game at 14."The problems of seasonality, looking only at one sport, studying it 'all the way' Starting ESPN Sports Poll and then buying it outMeasuring free time and the effects of Covid-19The drastic challenges facing the sports industry before the pandemicStudying two paradigm shifts in his researchthe changing nature of sports media consumption the invention of the smartphone taking the internet 'off the desk'Why 2026 was set to be THE critical year as every new adult would now grow up with smartphonesWhy these fans will not 'come back' at 35 because they were never there in the first placeThe growth of post-war PE in the US and how 'making it fun' created sports "That was the only real investment in sports fans"The importance of the bonding experience with your parents (mainly Dad) Why tattoos are a 'canary in the coalmine' for sports storiesWhy no-one is paying attention to community in sports but the lack of it is the biggest threat?CRM in sports is just 'transactional and transitional'The lack of research into young children's preferences "The biggest change is change itself... everything is fluid. Being a human being is the only thing that is constant" Asking the sports team owners "what they sell?" Comparing esports with the poker phenomenon The Luker plan for sports post Covid - community, young fans, revolutionising the gamecast and bringing sports to the fansWho is the instigator of community?Signs of hope and worry - finding sports' Anthony Fauci.

TOPICSAfter 24 years as a soccer journalist in the US, does Grant feel like a pioneer? Convincing editors to cover soccer in the USThe importance of the World Cup 2010 'breaking through' in the US His book on David Beckham’s time at the LA Galaxy and becoming the first soccer title to reach the NYT Bestseller’s listHis writing course at Princeton - John McPhee and David Remnick Structuring stories and writing in different stylesSports Illustrated's style of magazine journalism Running for the presidency of FIFA MLS - "They should be proud as to how far they have come"The big, thorny television issueWhere does MLS fit in the growth of the US men's national team? The Landon Donovan exampleHow it has changed with Gio Reyna, Christian Pulisic The damage of missing the World CupThe boost of the 2026 World Cup in the US, Mexico and Canada The US women's national team - their popularity and their legal claim for equal payWhy a women's league has not yet worked in the USThe opportunity to become the best women's league in the world The expansion of European football into the US, the legal caseThe leagues below MLS - their strength and expansion plans

TOPICSReflections on the FIBA World Cup and how content led their growth strategy The breadth of FIBA events throughout the yearPublishing 2000 games on their YouTube channel each yearThe organisation of the content team Defining the content strategy of FIBA mediaClosing the gap between media teams and broadcast partnersWorking with influencers/players to mutually build their brandsFIBA's approach to multi-lingual content The challenge of acting holistically with different internal media agencies Balancing FIBA's OTT product with live media rightsPersonalisation of OTT - where they are and where they are trying to get to in five yearsThe trust factor that allows sports to positively exploit dataUsing 3x3 to grow the gameWhere esports fits in FIBA's future

TOPICSA crucial technological change in the printing process, allowing better picturesThe editing system he learnt and employed throughout his career"I had no skills whatsoever". The advert I answered read: "Beginner wanted for children's comics""Changing Tiger to an all-sports comic and increasing the featuresThe big picture policyGetting the big-name celebrities involvedHow The Duke of Edinburgh helped to launch Roy of the RoversBecoming a visible editor even signing his name under his copyThe importance of the feedback, sending in their two favourite storiesThe Roy of the Rovers feedback phone-line and how it broke downThe importance of schools roadshows and get-togethersPublicity 'stunts'The change of tone with Roy of the Rovers, entering the off-field arenaThe importance of the 'parent buy'Trying to make Melchester your local teamThe dual problem - rising television and long deadlinesThe problems in football in the 1980s and how Roy Race handle themThe moral compass employed in deciding what story to coverThe shooting of Roy Race - a tale involving Sir Alf Ramsey, a 14-0 win and the noise of the crowdKeeping the storylines freshBalancing up the art and the business of Roy of the RoversThe end of Roy RaceThe Scorer cartoon strip in the MirrorThe reputation of comics then and nowWould Roy Race work today? The graphic novel publication by Rebellion and the schools' involvementDan Dare, the Mekon and Big Daddy in the Waldorf HotelWill sports comics have their day again?Barrie's legacy and how he would like to be remembered

TOPICSThe original story of the Barmy ArmyThe tour of Australia in 1994/95The culture of positivity and the notion of self-policingHoggy’s Rules - the code of conductThe streaker in Sri LankaThe Barmy Army trumpeter and 'Barmy's got Talent'The entertainment and atmosphere - how much is organic?The tour business side of the Barmy Army“We are part of the occasion and the economics of the game”The criticism of the corporatisation and being against the spirit of the gameCovid and the travel industryThe difference between the many cricketing countries they visitThe charity works and the events outside the cricketThe relationship between the England team and the Barmy ArmyThe use of the Barmy Army as a playing tool for the teamThe Fanatics (Australia) and the Bharat Army (India) - the response to the Barmy ArmyHow supporter groups could work to even up the power in the gameThe secondary ticket market and the problems at the 2019 World CupTaking tours to Brazil and Argentina and beyondHis favourite song and why Mitchell Johnson's 'sh*te' bowling breaks an important rule

TOPICSDefinitions of esports and gamingThe rule of the British Esports Association - "We're a national body not a governing body"The medal event at the Rio Olympics, helped by the UK GovernmentWhy the IOC wants every sport to have a "gaming strategy"The role of the game FIFA in the spread of football in the USPassive media v active and social mediaThe RAF scheme to combat lonelinessThe potential benefits of esports in fighting dementiaThe digital disconnect and importance of treating players as athletesOpening up career pathways in esports. The size of the industryThe diversity issues in esports and how to solve themThe possibility of women-only tournamentsThe development of veterans' tournamentThe effect of lockdown on esports and why it was not all upsideIs investment growing on the back of lockdown? "The UK is the black hole of esports investment"The cost of running an esports sideThe importance of getting brands involved, especially in the UKThe problem of toxicity in esports and the ways to combat itChester's current to-do listThe problem of planning ahead in esports

TOPICSPutting IPL and Indian cricket in a global contextThe early years of IPL and how heroes like Tendulkar and Ganguly became ‘the opponent’How cricket start competing with entertainment such as soap operaHow the Knight Riders have developed their fans’ story - the power of brandThe early years without success and the subsequent change in CEO and captainChanging from a white-collar to blue-collar in club ethosThe success of the first club anthem and “I am KKR”The adventurer who is part of the team and at the forefront of their contentThe Living with KKR documentaryThe importance of embedding the content team with the playing team. Taking away gatekeepersHandling individuals so they create great content but not give away secretsThe use of music and Bollywood spectacularsSocial media - why are their Facebook figures far above other IPL sidesThe fans’ think tank helping the real think tankThe 12-year-old who told KKR to choose five players… and they signed four of themThe development of fan culture in IPLThe internationalisation strategy for KKRThe multi-language content and consideration of overseas fansThe content collaborations with overseas teams looking to penetrate the Indian marketMoving the IPL to the UAE this year and how it affects contentThe upcoming KKR movie and the footage rulesMoving into the fiction spaceConnecting the Knight Riders around the world

TOPICSWhat is TransfermarktThe importance of crowdsourced dataWhy did Transfermarkt prosper when similar sites did notConnecting the data geeks via communityThe business v community serviceThe business modelHow Transfermarkt recruit their researchersHow Transfermarkt calculate their player valuesThe importance of adding marketing value for major playersObtaining the concrete informationHow agents use TransfermarktThe importance of SEOThe internationalisation of TransfermarktHow Transfermarkt decide which markets to enterHow Transfermarkt are staffedThe transfer and rumours sectionHas anyone gamed the system?The technical infrastructure requiredDid the deal with Axel Springer want to change anythingWhat Transfermarkt can tell us about attention spans and the obsession with data

TOPICS What was the state of the OTT pre-Covid-19?The rights gained by Eleven Sports. Starting in Belgium, Poland, Thailand and Singapore then growingBecoming the Belgian League’s domestic broadcaster - and why its a game-changerHow does the OTT product differing in different markets? - the importance of localisationThe stability of the stream - the fundamentalsThe recipe for taking on Serie C and D in Italy - serving an underserved market with a passionate fanbase that may accept a lower broadcast standardWhy it is not about the big rights all the time.The opportunities thrown up by lockdown - the acceleration of esports, looking at other rights, behind closed doors gamesThe Watch Together function - why it was launched two years ago, why it has evolved, and the boost from lockdownThe tricky issue of synchronisation, the VIP functionThe acceleration of digital communities because of lockdownThe piracy problem - “It’s part of the reason we left the Singapore market”The need for broadcasters to unify on piracy.Data - the problems on traditional llnear TV data and big advantage of OTT in this areaAmazon’s entry into the Premier League marketThe way Eleven can use its dataNo getting ‘bogged down’ by dataCombatting churn “is tough everywhere” - but is it different in OTT?How and where Eleven looks outside of footballAI - how it affects production flow and the potential of OTT?The Netflix UX/UI - I that the blue riband experience? Can this be replicated in sportThe do’s and don’t of set up an OTT channelThe terror of the last-minute crush into live eventsWhere is OTT going in the next 5-10 years?

TOPICS Is this a good time to buy a football club?Will there be a raft of sales? In what timescale?The type of due diligence needed to buy a clubIs there more value in Europe? The creation of club groupsWhat about the best value in Britain? What about Scotland and Ireland?The potential of clubs - is it just down on the historical fanbase?The role of private equity. Kieran calls them “vultures”Is becoming a community asset a potential business strategy for big clubs?The value of meaning and why clubs do not invest in it enoughWhy the ‘benevolent dictator’ model is the bestWhat are the latest accounting trends in football?How Kieran would change football finance reporting and accountabilityThe value of the fit and proper person fit (now the Owner and Directors’ Test)Getting away from the boom and bust culture and the role fans play in that processValuing a transfer dealWhy do intelligent business leaders make stupid decisions when they buy a club

TOPICSHow he went from being assistant manager of Worthing to head coach of the PhilippinesHaving Ronaldinho on his CVThe decisions you have to make if you want to be a coach but have not had a high-profile playing careerHow Simon has educated himself after taking a fast-track into the practical side of coachingCoaching a team when you do not speak their languageThe difference between coaching in SE Asia and EuropeThe smaller size of footballers in SE Asia and the effect on coaching and playing styleHow he won the Indonesian League with BhayangkaraPutting the league title victory with a small club into contextThe infrastructure behind Indonesian teams - how teams are funded and supportedHow Simon was approached to be the national team manager for IndonesiaThe crazy adulation that surrounds the Indonesian national team and its managerWhy Simon knew the World Cup draw would he cost him his jobThe problem of short-termism and fan pressureSpecific communications issues in the Philippines and IndonesiaThe crowd trouble that flared up late in the crucial game against MalaysiaThe insecurity of football in Indonesia and its effect on family lifeIs success in SE Asia transferable? Will it help get jobs in other countries.Why is Indonesia not able to transfer its talent to Europe - early football education, passports etcThe Beckham of Indonesia who is currently playing in the reserves at Lech Posnan in PolandTwo longer-term improvements the Indonesian FA could implement nowThe battle between a strong league and strong national teamThe strong teams in SE Asia right nowWhat would a World Cup in SE Asia do for the sport in that area - “It would be sold-out the minute it was announced”The corruption in Indonesian footballStories about the passion of Indonesian fans

TOPICSAndrew’s background - the SXSW conference (sports and gaming)His role as GM and Sporting DirectorThe financials of the 2k League and the player contractsThe great validity of 2K in esports as every on-court player is controlled by a human.Sponsorship - is it easier to be attached to a traditional sport because of the existing franchise infrastructure and the familiarity of the sport?The relationship between the traditional sports franchises and the esports onesSharing resources with a traditional sports team - psychologists, analytics teamsThe environment created for esports players to excel - nutrition and physical trainingThe rule preventing cross-over and collaborationThe importance of storytelling around esports playersThe journalistic challenge of getting engaging narratives from young peopleThe ESPN deal taking the 2K League on linear TV for the first timeLeveraging traditional Wizards fans into their club’s 2K franchiseMichael Jordan’s ownership of the new 2K franchise in CharlotteThe new Shanghai franchise and the opportunities it createsThe importance of having a geographical home and tournamentsThe venue question. Will esports regularly fill up stadiums?Barriers of entry for a generation that ‘won’t pay for content” - or will they?The hockey franchise - the response to launching their own tournamentDo they make money?The importance of the Gretzky v Ovechkin charity esports gameHow the draft worksThe allocation of positions in the esports draftThe mechanics of trading a player in esports

TOPICSIntroducing the Savannah Bananas, the lowest level of baseball in there USWearing a yellow tuxedo every day"We are not in the baseball business, we are 1000% in the entertainment business"Why he has no marketing budgetThe all-you-can-eat deal to stop you getting "nickel and dimed"Eliminating friction-points for the fanWhy they have no advertising and, as of February 2020, no partnershipsThe decision to name the team the Savannah BananasTaking over from a historic baseball outfit where Babe Ruth playedWhy having fun is your best business strategy and has improved home performanceThe type of coach that copes with the showbizHow does Jesse hires his staffThe concept of the director of first impressionsCan an introvert work for the Savannah Bananas?The legend of Bill VeeckWhat opposition owners and players make of the Bananas?Why the Bananas perform better than the average team in comparison to other teams in the LeagueCreating the right working culture among staffWhy the staff are paid to readThe policy of hiring young and where older staff fit inWho does Jesse consider as competitors to his shows?Is the Savannah Banana's model transferable?How stories are deliberately cultivated to reflect cultureWhy you can only judge you marketing by shareablity?Would learning marketing have actually hampered Jesse's ability as a marketerWhat experiments have failed and at what point were they abandoned?The concept of being 'the only'Lessons from Walt DisneyWhere he wants to take the Savannah Bananas in the future

TOPICS What sort of sporting environment will we see after the lockdownDavid's top 3 - more creativity, virtual communities, the acceptance of lower quality contentHis worries for sports at non-league levelThe background to MyCujooThe opportunity in the new realities of sport in the post-Covid-19 worldHow can MyCujoo assist a non-League club, leagues and federationsMonetising tools with MyCujooThe crucial aspect of building communityWhy not use YouTube or Facebook insteadThe opportunity to test new sports business modelsThe opportunity for playersWorking the federations and leagues for a centralised production approachHow the Netherlands is coping with Covid-19Rebuilding sport in a better way, not the same wayPRESENTING PARTNERInternational Football Business InstituteGet the most wanted degree in the football industry . The Postgraduate Course in International Football Business prepares young people for an executive career in the football industry. This year-long course is operated by IFBI accredited by the University of Brussels and based in the Belgian capital. The Course is limited to 20 participants per years and t fee includes six field trips to top European organisations plus a host of guest lecturersMeanwhile, the Master Class in International Football Business is designed to help established executives to strengthen their strategic thinking

Like everything else, the sports media industry may be irrevocably changed in the wake of the Coronavirus crisis. The loss of matches, Tests, bouts and races has not only affected players, clubs and leagues but made an immediate impact in related industries such as media, broadcasting, hospitality and gambling. Adrian Warner went through a significant change in his career a few years ago when he was made redundant from his role as a sports reporter for the BBC. He wrote a book about how to handle the emotional and practical side of having to change when your job ends. From coping with anger, dealing with former colleagues to getting your CV ready to re-enter the job market and understanding what really makes you happy, Adrian has many lessons for those who may be affected by the economic issues that follow COVID-19

TOPICSThe communication principles to use in the coronavirus crisisThe differences of approach around European footballRights and wrongs of a holding statementThe possible repositioning of football after we return - “We could be a better society at the end of this, one where we are kinder”Reframing the narrative around the gameCollaborative working between clubsLooking back at changes during Adrian’s time as Director of Communications for the England teamThe first Twitter World CupThe influence of Gareth Southgate in England’s recent PR revivalThe change in newspapers’ influence and tone in recent decadesHow England players like Lampard, Gerrard etc learnt to handle the mediaThe rigours of the role - being on call 24/7, arguments, powerful personalitiesHow to use social media to correct negative storiesThe move to become MD of Team EnglandThe rarity of moving into a leadership role with a background in communicationsIn the post-coronavirus football world will the leadership of football clubs lean more to communications and community?Moving to the FA of Wales for this their successful EuroThe pressure of certain countries/club and how that can stifle joyExtrapolating a positive culture when you have a great leaderValues - creating them and communicating them. “Values are not just words, Values are what you live”Having stretch targets and creating transparency with supportersThe pressure of success and how that affects valuesAdrian’s key tips for sporting organisations when we emerge from the coronavirus

Why did he choose to move into authorship?How has he chosen the subjects for solo projects?How did the fly-on-the-wall book about Millwall develop?Becoming part of the team and understanding their problems and insecurities - “It had to be warts-n-all”Having faith in yourself and self-publishingThe modern battle between the written word and video - “Access is just another product to be commercialised”Why TV is ‘fast food’ but writing a book is a ‘four-course meal’How the book about scouting beganWhy the title is key? - “You can sell a book on a title”The importance of questions - having them at the start of the process and do they evolveWhat his book on managers taught himEmphasising the humanity of the individualThe writing process - when to interview, when to writeSelling the book yourself - “don’t underestimate the power of mateship”Journalists are now brands in their own rightQuality journalism v modern churnalismThe exploitation of young players in No Hunger in ParadiseHas the growth of sports business made the game inhumane?The Americanisation and corporatisation of footballHow the Accrington Stanley management team know 400 supporters by their first name“Because my dad does” is the essence of footballThe purity of non-League footballThe tipping point for arrogant clubs who disregard the customerThe art v science debate raging at football clubsCo-writing books with famous athletes - the honest and painWhy he had to sleep in Gareth Thomas’ bed when writing his bookThe key question about his sexuality and the place he had picked for his suicide

The origins of the PAOK OTT platform and the issues with the broadcasting dealLearnings from the first two years when the service was going only to overseas fans"The final decision was taken just a week before the first game"Solving problems - marketing, paywalls and the payment mechanismThe biggest issues - connectivity in remote areasThe problems of a late rush for the banking systemThe use of smart TV apps and rolling it out across bars and coffee shopsHow they made their pricing decisionsIs it profitable?The opposition and criticism they faced in the football industryWhy other clubs have approached them about their serviceThe production qualityThe reaction among the fans, including the senior ones who may not be so digitally -able?How have PAOK staffed up?Why the circumstances were right for this to happen in Greece and at PAOKOther digital innovations to develop the PAOK brandThe buy-in from the owner and the boardBucking the trend and moving into high-quality 'coffee-table' magazinesThe 765-page magazine that PAOK sold for 40 EurosThe international strategyDefining the tone of voice for the clubHandling the biggest game of the season - Olympiakos at homeReflecting the fans in their communicationsHow PAOK has continually grown its fanbase despite going 34 years between title winsPlans for the future

Why did he take such a brutally honest approach to telling his storyThe early signs of his alcohol problemsWhy the strength of the athletes' personality can be a problemThe imposter syndrome of being 'just good enough to survive'... so he won all the fitness testsReplacing a legend in the Lancashire side and the pressure that createdThe intervention that led to his spell in the PrioryMeeting characters like 'Lenny'The pressurised world of the athletes and how it is not that different from the general publicThe reaction inside sports and outside sports to his problemWhy sport has to do better in its reaction to mental healthHas his experience made him a better agent?How would Luke have coped with social media in his playing days?How did Luke's family cope with his story going public?Writing out his problems v Talking out his problemsThe worrying statistics on cricketing suicidesThe particular problems of a cricketer's retirementCould Luke leave cricket behind?Why society has to change its story of successHave athletes come to him about their mental health after the bookSpotting problems earlier thanks to his experienceBeing prepared to 'leave money on the table' in order to look after a client's mental healthHow he started his agencyThe reaction of young people to his book compared to the older generationsLessons outside of sports from Luke's storyHow does sport have to change in the long term

TOPICS Do they consider themselves a success story?The acceptance that was an emotional decision to buy the clubHow a conversation on holiday after listening to Tranmere’s relegation on the radio prompted the purchase of the clubAsking the hard questions to the previous owner and why the deal nearly falteredThey had financial and legal backgrounds but what did they lack?Did Nicola encounter sexism when they took over in 2014What about more passive comments like ‘Is your husband there?”The three phases of the five-year plan - create space, change business plan, look for investmentChanging the dialogue with the fansHow they communicated a ticket price increase after they had suffered relegation to non-League - and why take-up increased 10%Why they put a Supporters Trust representative in the management meetings and not on the boardThe issue of confidentiality and overcoming issues of trust and fearThe social media strategy that has brought them 34% Twitter followers from overseasUsing educational courses for released players as a revenue driver for the clubHow a football club brings in an audience that would normally ignore social servicesUsing the community scheme to extend the reach of Tranmere in the city with two major Premier League sidesCreating community spirit in Liverpool and whether you could replicate it in other citiesThe structural issues in English football and the unintended consequences that harm the lower areas of the pyramid - EPPP and parachute paymentsBalancing the success budget v community budgetThe ‘danger zone’ of trying to move into the ChampionshipThe club’s early work in Asia - MongoliaThe Indonesian investment, which has seen them take a place on the board and 15% of the club. Why do it and what is the plan?What the Indonesian side are looking to get from the deal?Using social media to a commercial relationship in IndonesianThe possibility of developing Indonesian talent at Tranmere

TOPICSLeprechauns - McGuigan v Pedrosa and Eubank v Close IIThe T-junction narratives of Joshua v Ruiz IIThe Daily Mirror's front page after Clay v Liston, calling out the reporters who got it wrong, including their ownLeon Spinks - the eight-fight novice who beat Ali and then threw it away in the rematch seven months later. He was arrested seven times between the fightThe adversarial nature of the boxing build-up - press conferences and weigh-inWhy those nasty press conferences may have reached their peakHow the police so nearly saved Errol Christie's lifeThe fake hate and real hate in press conferencesHow wrestler Gorgeous George forced Ali to change his promotional gameWhy Anthony Joshua won't do theatrical press conferences because of his violent pastThe Larry Holmes v Trevor Berbick grudgeThe natural 'rise and fall' story arc of boxingThe litany of British legends who were left with no moneyThe character of the promoter - Don King, Eddie Hearn, Frank WarrenThe growth of YouTube channels in boxingThe critics of the new channels and the deconstruction of old media virtuesBuncey asks some advice about podcastingWhy boxing writing has a special traditionFiling copy from fight night by knocking on houses and asking to borrow a phoneThe danger of living in the past as a boxing writerThe concept of the Chief Sports WriterHas boxing writing gone downhill?Why boxing movies are the best sports moviesThe legend of Nosher PowellBuncey's novel - The FixerWhy boxing is the only sport that seems to work on pay-per-viewBuncey's prediction for boxing's future - the threat from MMA

TOPICSWhy 70% of football results are decided by economics, 10% luck, but what about the 20%?The academic approachThe boardroom issues and how to overcome themKPIs every club should haveThe internal battle that can exist between the TD and Head CoachWhy Manchester United and Arsenal “lost their identity” after major figures leftCutting through the insular business of footballAnalysing over a long period and not game to gameMads’ experience in China and how he forged a successful teamEnacting his strategy as Technical Director to Andre Villas-BoasGoing six transfer windows without signing a player… and then winning the league“Coaches come in thinking they have more power than they have”Underestimating fans and misunderstanding their motivesEvery club wants a great academy supplying players to the first team but why don’t the follow throughThe Declan Rice story and loaning players outMad’s seven-point sustainability modelClub Vision & Strategy - Dividing into four categories in terms and understanding your ambitionPhilosophy (style of play)MethodologyRecruitment StrategyAcademy Master Plan / Youth Development - “The first place we recruit is our academy”Head Coach - It is a disruption for the clubs and the coachesTransfersHow long does it take to deliver this strategy?Which teams are making this strategy work for them Fitting the football club to the culture of the area”The biggest clubs can get away with bad planning”Is the insular world of football opening up a littleThe problem with the US How long does it take?Who is doing this well - Liverpool, Man City, Brentford, AuxerreWhy Real Madrid are not a good exampleWhy doors are opening in football for MadsIs winning the be-all-and-end-all for a clubWhy he does not get called when clubs are winning

What has and has not changed in 2019 Has the label ‘digital’ disappeared the movement of digital talent Clubs can monetise by carving out rights in overseas territories not covered by existing deals Why 2020 is the year of streaming The importance of politics running over borders to solve sporting problems Streaming direct-to-consumer - will it work in football The divergent revenue in football Why this all leads to a global super league Why ‘The Avengers Assemble’ approach could kill passion Lessons from 2019 in football social media - Instagram, TikTok What metrics can you trust Why football must change its view of television Why the growth of MLS in the last decade must be admired Has Mario’s 2019 prediction about Instagram’s engagement levels come true? Why analytics is the key to TikTok’s success Twitter’s role in sports these days Regional differences in sports social media - why Japan is an exception, why the UAE misses GooglePlus The emergence of paid-for options on club’s social media How data will be used in 2020 A plea against short-termism in football Mario’s three predictions for 2020 - google Maps, selling on Instagram and the rights cycle

TOPICSThe Bristol Sports model that sits “behind the teams”The efficiencies that this model brings Why rebrand Bristol City?The ‘more extreme’ rebrand of Bristol Bears and what was learntThe response from the fans after the club asked for their opinionThe importance of local knowledgeThe sense checks and challengers needed in ‘the circle of trust’Changing the formation date on the previous crestTaking off key features - like the famous bridge in the cityGiving out information on the crest but still expecting fans to be shockedThe importance of presenting the crest in the city and ‘underground’ sitesWhat information was taken from the fan surveyWhy they chose the design agency they did? “Where you can, keep it local”Why they released all their pages in the design processThe reason for launching in March and the nature of the launch event“You can’t learn this stuff, you have to live it”Learning from mistakes by othersAvoid the 'cartoon feel'Admiring the rebrand of JuventusThe importance of versatility in the badgeDetermining the signal from the noisePutting a hashtag on the badgeThe social media strategy for launching the kitThe problem of keeping it under wrapsTaking something from US Sports and why the Colorado Rockies are his second baseball team because of their social mediaChanging the way you talk to your fansMeasuring the success of the rebrandWhat they would have done differently

TOPICSThe importance of running a high-quality eventKeeping the standard high despite the crowded calendarGrowing the PDC Darts event behind a subscription wall on SkyThe peculiar nature of darts - you can’t see the sport even when you are thereThe way players have individualised and marketed themselvesThe WWE influence over the entrancesThe debate over darts’ sporting credibilityFootball’s over-reliance on tribalism and lack of interest in marketing the productDarts players and social media.The relationship between social media and sponsorship in dartsHow they use PDCTV, their OTT channel.The importance of unofficial content channelsThe human side of dartsPrince Harry becoming “a darts influencer”Why darts is the UK’s most trusted sportThe challenger tour and academy set upThe opportunity to create a gender-neutral sportThe Premier League concept - Thursday night events in provincial townsWhy the PDC will always ‘leave ticket money on the table’The development of different tournaments and why they are at maximum capacityThe determining factors behind darts’ global growthWhy they did not move into Holland earlier?Which country has over-indexed and surprised himThe difficulty of expanding into AsiaWill the sport need a stand-out Asian player to make the breakthrough?Why the future is consolidation

TOPICSThe problems surrounding football clubs entering the esports marketThe “extreme contortion” that football clubs are trying to pull offThe true threat to football from esportsWhat lessons have we learned from what has not workedWill football clubs be prepared to accept a subservient role to games publishers?Why esports is a media business not a sports business and the players are entertainers, not athletesShould football clubs enter the esports market while it is cheap even though they might not have a clear strategy?Why Leagues can take a more strategic approachFantasy games rather than sports are the best avenue for esportsThe unfair comparison of TV and gaming audiences. They are both “made-up metrics”What would early scandals in esports do to the brand value of the sport?Why the biggest problem in esports is the word “sports”Managing player contracts in esports?What if football ignores esports?Is esports better prepared for modern patterns of consumptionThe little signals of a potential downturn in TV sports rightsOscar’s advice to the football industry on embracing esportsTaking the lead from MLB Advanced Media and creating “platforms”

TOPICSWhy makes a footballer go bankruptNavigating a player through the difficult period just after they have retiredGaining the trust of a newly-rich player“The danger of contract improvements”Why Stijn likes to work with players before they sign their first big contractWhy players should invest in property over stocks and sharesUsing social media to develop commercial modelsHow Vincent Kompany is an example of using social media to push his post-playing careerHow to train as an agentThe transparency problem in the agency worldHow Stijn would regulate agentsThe pastoral care of players and where the responsibility restsThe primary aims when negotiating a new contractStopping yourself getting cynicalWhy Stijn will not take on new players during the transfer windowThe legal and cultural differences in dealing with different countries

TopicsHis early work at USA SwimmingThe issues of modernisationCommunicating with swim parentsLaunching into CRM and the content strategy that feeds itThe Olympic Trails and their commercialisation and sponsorship activationLessons from being an American at Derby CountyThe television and live streaming strategyThe importance of top stars in keeping USA Swimming relevant, especially outside the OlympicsHow a new swim league is allowing swimmers to create interest and sponsorshipThe Olympics restrictions on commercialisation by athletes and how they might changeSafe Sport – how has USA Swimming reacted to Larry Nassar case in gymnasticsThe breadth of his role. Being judged on medals but having to care for the recreationalWhy swimming may fit perfectly in the modern worldThe cost of giving back. Why membership dues have not changed in over 30 yearsWhy transparency is key for a non-profitThe fast-track learning in a period of significant growth in MLSUSA Swimming’s relationship with para-swimming – “We are supporters on the sidelines”The Olympics targets and prioritiesLeveraging Olympic success to create new fans

TOPICSCreating the first ad selling tickets for Tottenham in the mid-80s with “Mrs Riddlington and Peter Cook”But “advertising can’t compensate for a poor product”The story of Spurs in the Champions League last seasonIs Mauricio Pochettino the fulcrum of the club?The usefulness of an ‘English culture’ at the Premier League clubWhat is the ‘Spurs Way’ and is it a help or a handicap?Assessing Daniel LevyWhy it is wrong to sell the naming rights to White Hart LaneWhy it is NOT wrong to treat your club as a brandThe strength of Man United’s brand and having the ‘Theatre of Dreams’Why the football system is wrong and fans pay too muchThe inmates, ie the players, have taken over the asylum, which is the Premier LeagueHow Tottenham have bucked the trend on paying player wages and keeping a team togetherThe Man United v Manchester City comparisonAre local rivalries a distraction these days?The news stories about the Champions League re-organisation and the need for change“No-one cares about the second-rate clubs”Why the German set-up could be the basis for a new Champions League structureWhy it is optimistic and unrealistic to expect sporting institutions like the EFL to change themselves in light of recent crisesAlex’s plan for regional football and why it will never be implementedDoes English sport have a particular problem is reforming itself?