Sports Pundit Explains...

On today's episode, I'm joined by Avelino, a rapper known for his sharp lyricism, deep wordplay, and cultural influence far beyond music. From his early freestyles on YouTube to collaborations with Stormzy, Aitch, Wretch 32 and Skepta, Avelino's journey has always been about using his voice to represent something bigger.Now, he's stepping into a new arena.Alongside presenter Harry Pinero and football entrepreneur John Loaiza, Avelino has co-founded Nexus Football Group, a next-generation agency built to reshape the future of football representation. Beyond managing talent, Nexus aims to unlock overlooked brilliance, bridge culture and sport, and create a new blueprint for how players are seen, supported, and celebrated.In this conversation, we talk about the lessons that Avelino brings from music into football, why the system needs disrupting, and how Nexus plans to elevate both the game and the people in it.Timestamps02:00 - Journey into Music and Football04:00 - Music Career Highlights06:00 - Founding Nexus Football Group12:00 - Mentorship and Player Development14:00 - Updating the Agency Model17:00 - Scouting and Talent Pathways24:00 - Leveraging Technology in Football28:00 - Final Thoughts and Closing Remarks

This is the third episode in a series of 5 focused on #Innovation and hosted by Leanne Bats, a former All Blacks and FC Barcelona executive now leading innovation for a regional sports trust in New Zealand. On this week's episode Leanne was joined by Jason Steele, a visionary strategist reshaping the way global sports approaches brand and audience growth, engagement, and commercialisation through digital.Jason is Currently the Head of Marketing Strategy at the International Olympic Committee (IOC), where he has led and executed strategies relating to data and marketing technology, fan engagement and digital experience, including the development of the fan data platform and engagement activations for Paris 2024. With a career that span creative agencies, media and sports consultancy, Jason blends deep expertise across marketing and commercial disciplines for global brands, agencies, and sports rights holders. He knows how to build the right strategies, technologies, and operating models that connect the dots between data-driven digital fan experiences and unlocking greater commercial value.In this episode, Leanne unpacks Jason's career journey and his thoughts on how sports rightsholders and potential investors in sport need the correct approaches and levers to drive long-term brand growth. The conversation goes deep into his experience into growing, engaging, and commercialising audiences with innovation at the heart to create long-term value for sports brands.Timestamps02:00: Jason's Career Beginnings at PlayStation and Habbo Hotel06:00 – Transition to Sports & Brand Activation at JMI10:00 – Bridging Digital + Sponsorship at CSM15:00 – Building Fan Data Foundations21:00 – Long vs Short: Brand vs Performance Marketing27:00 – Three Pillars: Grow, Engage, Commercialise32:00 – Segmenting & Valuing Fans36:00 – AI's Real-World Impact42:00 – Ownership vs Partnership in Innovation47:00 – What's Next? Excitement, Worries, and Recommendations

On today's episode, I'm joined by Misha Sher, Global Head of Sport, Entertainment and Culture at WPP, and one of the most respected voices in the intersection of sport, creativity, and brand strategy.Misha has spent the last decade helping some of the world's biggest brands, from Toyota to eBay, connect with culture through sport. He's also worked directly with global icons like Pele and Mesut Özil, helping turn talent into brands that last far beyond the pitch.In this conversation, recorded at the Johan Cryuff ArenA in Amsterdam during Soccerex Europe, we explore what great sponsorship really looks like in 2025, why it's no longer about exposure, but experience, and how WPP works with both talent and brands.Timestamps2:00 - Misha's Career Journey4:00 - The Importance of Networking06:00 - Working with Pele: Challenges and Insights10:00 - Building a Personal Brand15:00 - Athletes Leveraging Media19:00 - Brand Partnerships and Strategies23:00 - Working with Alessia Russo27:00 Case Studies: eBay and ToyotaConnect with Misha on LinkedIn - ⁠Here⁠ Connect with Andy on LinkedIn - Here

On today's episode, I'm joined by Rob Pilgrim, Head of Sport & Primetime at YouTube EMEA.Rob has spent the last eight years leading YouTube's end-to-end sports business across the region, from commercial deals and product launches to strategy and societal impact. He's helped build a team that's landed global rights deals, launched paid products like Primetime Channels, and championed the platform's role in accelerating the growth of women's sport.In this conversation, we explore what that future looks like — through the lens of YouTube CEO Neal Mohan's four big bets: AI, Creators as Studios, The Living Room, and Protecting the Creator Economy. If you care about how sport is being reshaped by platforms and creators, this one's a must-listen.Timestamps02:00 – Rob's Career Journey06:00 – YouTube's Evolution in Sport09:00 – What Partnerships Really Mean at YouTube12:00 – Broadcasters as Partners, Not Competitors15:30 – Sky Sports Case Study17:00 – DAZN & Women's Champions League20:45 – Redefining “Free to Air and Rise of YouTube on smart TVs25:30 – Fragmentation, Friction & the Future of Viewing28:20 – Alternative Feeds & Personalised Viewing32:15 – The Creator → Broadcaster Evolution35:00 – Future of Exclusivity in Sports Rights38:00 – NFL & Creator Access41:00 – Rethinking the Media Rights Revenue Model43:00 – The Role of AI at YouTube45:00 – Final ThoughtsAdditional LinksConnect with Rob on LinkedIn - HereConnect with Andy on LinkedIn - Here

This is the second episode in a series of 5 focused on #Performance and hosted by Rich Buchanan, a former Performance Director at Swansea City FC in the Premier League and Human Performance Consultant for DC United in the MLS. On today's episode, Rich is joined by Dr. Daniel Parnell, CEO of the Association of Sporting Directors, among other roles. From university corridors to the boardrooms of football clubs, Dan has built a career at the intersection of sport, business and research. As an academic, CEO, technical expert, and consultant, he's uniquely placed to talk about what drives high performance and what hinders it in the business of football and beyond. And that's exactly what this podcast does. Through poignant examples and personal experiences, this conversation dives into the impact of meaningful relationships, strategic thinking, effective leadership as well as the importance of, and application of, network theory. Connect with Dan on LinkedIn - HereConnect with Rich on LinkedIn - Here#AdThis series is kindly supported by  award-winning sports technology and innovation company, Genius Sports.  Discover the new operating system for sport brought to you by the world leader in AI and sports data by visiting ⁠geniussports.com/perform/⁠

On today's episode, I'm joined by Vansa Chatikavanij, Co-Founder and Managing Partner at Present Ventures, a firm investing in emerging leagues, media, and fan-driven technology.Vansa's background is as global and multidisciplinary as it gets, from advising on water and climate projects at the World Bank, to building billion-dollar web3 infrastructure in Asia, to now shaping the future of sport through investments in companies like Togethxr, Unrivaled, and Good Good Golf.In this conversation, we explore the investment thesis behind Present Ventures, why community is increasingly the engine behind commerce, and what the rise of alternative leagues and women's sports tells us about the next generation of fans. Timestamps2:00 Vansa's Unconventional Path to Sports05:00 Present Ventures' Sports 3.0 Investment Thesis07:00 Investments in Emerging Leagues like TGL 09:00 Golf's Growing Popularity in Asia13:00 The Role of Content Creators in Sports and Present Venture's Investment in Good Good Golf23:00 The Rise of Women's Sports and Creation of Unrivaled29:00 Togethxr and The Media Space Around Women's Sports33:00 The Power of Merchandise and Community42:00 Team Formats in Emerging Sports LeaguesThe Women's Sport Content LandscapeThe Rise of Alternative Sports Leagues and FormatsWhen Community Powers Commerce: A Sports 3.0 Playbook

This is the second episode in a series of 5 focused on #Innovation and hosted by Leanne Bats, a former All Blacks and FC Barcelona executive now leading innovation for a regional sports trust in New Zealand. On this week's episode of the Sports Pundit Innovation Podcast, Leanne is joined by Tareq Nazlawy, co-founder and CEO of Trace, a new product focused on recognising the 99% of fans who aren't at the game.Tareq brings a rare blend of strategic, digital, and creative expertise to the world of sport from his early days at BCG to leading global digital innovation at Adidas, including its groundbreaking entry into Web3. Now at Trace, he is building a new way for fans to collect and own the moments that matter most, digitally. Whether you're in the stands or halfway across the world, Trace captures the emotional electricity of live sport, transforming into verified digital memorabilia for fans to collect, share, and build identity around.In this conversation, we'll unpack Tareq's journey, the future of fandom, how the technology can deepen these fan connections, and why sports organisations need to start seeing their global audience as active participants, not just spectators.Timestamps02:00 Tarek's Journey from BCG to Adidas and Beyond...06:00 The Birth of Trace: A New Era for Fans15:00 The 99%: Recognising Remote Fans22:00 The True Size of Your Stadium: Engaging All Fans28:00 Introducing Trace: The Fan Credential System34:00 Case Studies: Formula One and ATP Tour Success Stories44:00 Challenges and Misconceptions in Fan Engagement49:00 Closing ThoughtsAdditional LinksConnect with Tareq on LinkedIn - ⁠Here⁠Connect with Leanne on LinkedIn - ⁠Here⁠

This is the first episode in a series of 5 focused on #Performance and hosted by Rich Buchanan, a former Performance Director at Swansea City FC in the Premier League and Human Performance Consultant for DC United in the MLS. On today's episode of the Sports Pundit Performance Podcast, Rich sits down with James Young, someone who has walked both sides of the line, from advising elite sports organizations at Deloitte, to living the daily pressures inside a football club like Sunderland AFC.Now shaping strategy for rights holders around the world at Genius Sports, James isn't just a leader in the performance technology space, he's someone who understands the nuance of bridging performance insight with business strategy. This conversation isn't just about tech, it's about why sports organizations sometimes get it wrong. And what the best do differently to get it right. So, whether you're a performance professional, an exec, or someone who's simply trying to understand how the future of sport is being shaped behind the scenes. This one's for you.#AdThis series is kindly supported by  award-winning sports technology and innovation company, Genius Sports.  Discover the new operating system for sport brought to you by the world leader in AI and sports data by visiting geniussports.com/perform/

On today's episode, I'm joined by Matthew Jafarian, Executive Vice President of Business Strategy at the Miami HEAT. Over the past eight years, Matthew has led one of the most ambitious digital transformations in American sports, overseeing the HEAT's approach to data, technology, and strategy. But what really sets him apart is the fact that he hasn't just transformed his own organisation, he's also helping to reshape the entire industry.Matthew is also the co-founder of 601 Analytics, a data and analytics platform born inside the HEAT that's now used by over 20% of the NBA, the league office, and teams across the NFL, NHL, NWSL, MLB, and (soon) MLS. From fan insights to ticketing to food and beverage optimisation, it's become the operating system behind some of the smartest front offices in sport.In this conversation, we dig into how the role of data is evolving in sport, why teams need to start acting like the billion-dollar businesses they are, and what it means to build a company within a world-famous organisation.Timestamps01:00 - Matthew's Journey to Joining the HEAT03:00 - Digital Transformation and the Start of 601 Analytics 08:00 - Expanding to the Milwaukee Bucks14:00 - Balancing Roles and Responsibilities19:00 - Solving Industry Challenges24:00 Leveraging Consumer Profiles and Loyalty29:00 Expanding into Europe32:00 - Court Culture and Empowering Entrepreneurial Ventures35:00 - Approach to Investing and Sports Technology40:00 - Customer-Centric Growth Strategy42:00 - Closing Remarks and Future OpportunitiesAdditional LinksMiami Heat: the basketball team turned tech startupMiami Heat Tech Team Expands Data Services To NBA And BeyondMiami HEAT boosts season ticket sales by 30% and saves approximately $1 million on operationsConnect with Matthew on LinkedIn - HereConnect with Andy on LinkedIn - Here

On today's episode, I'm joined by Rich Buchanan, a leading voice in performance strategy and one of the most thoughtful minds working at the intersection of elite sport, data, and leadership.Rich spent nearly two decades in the trenches of professional football, first as a physio, then as Performance Director for Swansea City during their Premier League run. He's since held roles with the Premier League, DC United, and Zone7, and now advises sports tech companies and delivers leadership masterclasses on how to embed high-performance cultures that actually work.Today's episode is a little different. It's not just a conversation - it's an announcement. Rich will be hosting a brand new spin-off of this podcast, The Sports Pundit Performance Podcast, a five-episode mini-series exploring the big themes shaping elite performance today. From workload to wellbeing, technology to team culture, the aim is simple: to bridge the gap between the boardroom and the changing room. In this episode, we introduce the series, unpack Rich's journey through performance, and talk honestly about where the industry is heading next and what needs to change.2:00 - Rich Buchanan's Journey in Performance Strategy4:00 - Innovations and Challenges in Sports Technology8:00 - The Role of Data in Sports Performance15:00 - Leadership and Communication in Sports24:00 - Launching the Sports Pundit Performance Podcast29:00 - Future of Sports Technology and Data36:00 Conclusion and Final ThoughtsAdditional LinksConnect with Rich on LinkedIn - HereConnect with Andy on LinkedIn - Here

On today's episode, I'm joined by Sukh Sadhra, Head of Marketing at Premiership Rugby - the top tier of English club rugby union and home to some of the most iconic teams in the game.Sukh's background spans roles at Betfair, Sky, and experience-tech company Pollen, where he led CRM and brand communications, giving him a uniquely data-driven and fan-first approach to sports marketing.In this conversation, we unpack Sukh's marketing philosophy, how he's repositioning Premiership Rugby for a new generation of fans, and why the Final at Twickenham has become a sell-out event two years running. We talk creativity, conversion, culture, and what it takes to turn a rugby match into an unmissable experience.Timestamps02:00 - Sukh's Journey08:00 - Data-Driven Marketing Strategies18:00 - Collaboration with Clubs and Centralized Data24:00 - Joint Marketing Efforts with RFU28:00 - Building Player Profiles and Social Media Presence32:00 - Selling the Final as a Premier Event41:00 - Influencer Partnerships and Social Media48:00 - Future Focus: Rebranding and Player StrategyAdditional LinksThe Gallagher Premiership Final is officially SOLD-OUT!Connect with Sukh on LinkedIn - HereConnect with Andy on LinkedIn - Here

This is the first episode in a series of 5 focused on #Innovation and hosted by Leanne Bats, a former All Blacks and FC Barcelona executive now leading innovation for a regional sports trust in New Zealand. On today's episode of the Sports Pundit Innovation Podcast, I'm joined by Lucy Trang Nguyen, Business Development Director for Emerging Technologies at Accedo, and one of the key voices shaping the future of immersive sports experiences.Lucy has been leading the launch of the XR Sports Alliance, a powerful new collective founded by Accedo, Qualcomm and HBS, working to bring extended reality - or XR - from proof-of-concept into real-world fan experiences. Lucy and her team are helping sports organisations rethink what's possible when fans aren't limited by a 2D screen.In this conversation, we unpack the promise of XR - what it actually is, how it could change both the at-home and in-venue experience, and why rights holders, broadcasters, and sponsors should start paying close attention. We also explore what makes XR storytelling different, the commercial and legal challenges of immersive content, and what needs to happen next to make it scalable.Timestamps02:00 Lucy's Career Journey and Early AR Experiences10:00 The XR Sports Alliance: Formation and Mission14:00 The Current State and Future of XR in Sports27:00 In-Venue Experiences and the Potential of XR30:00 Streaming Innovations for Euro 202434:00 Modular Viewing Experiences and Sponsorship Integration38:00 Challenges and Learnings in XR Sports Alliance50:00 Future of XR in Sports and EntertainmentAdditional LinksConnect with Lucy on LinkedIn - HereConnect with Leanne on LinkedIn - Here

On today's episode I'm joined by Leanne Bats, Head of Digital and Innovation at Sport Waikato, a not for profit Regional Sports Trust in New Zealand with the vision of 'Everyone out there and active'. You might be thinking it's fairly unique for a regional sports trust to have someone leading innovation, and you'd be right. This isn't a typical role, it's one that has been created specifically for Leanne - a former Football Fern, who has gone on to work with some of the biggest sporting IP on the planet in the form of the FC Barcelona and the All Blacks.In this conversation, we discuss how she's implementing innovation to increase participation in Waikato, a region in the upper North Island of New Zealand. We also discuss what she has learnt from her time with NZ rugby, her philosophy towards innovation, as well as who inspires her.Timestamps3:00 - Leanne's Journey from the Football Ferns to the All Blacks9:00 - Participation as a Form of Fan Engagement15:00 - Engaging Younger Generations - and Meeting them Where They Are21:00 - Implementing Innovation29:00 - Innovators Who Inspire Leanne37:00 - Future Plans and a Big AnnouncementAdditional LinksConnect with Leanne on LinkedIn - HereConnect with Andy on LinkedIn - Here

On today's episode, I'm joined by Michael Israel, Chief Information Officer at The Kraft Group, where he oversees a complex digital ecosystem spanning everything from the New England Patriots and Gillette Stadium, to global manufacturing plants and commodities firms.Since joining in 2019, Michael has led a sweeping transformation: from deploying WiFi 6 and 5G across Gillette Stadium, to installing IPTV screens and menu boards that unlocked new sponsorship revenue. He's introduced AI-driven safety systems, automated raw material detection in manufacturing, and is now overseeing a 5-year strategic tech partnership with NWN designed to re-architect their digital backbone, all ahead of hosting seven FIFA World Cup games in 2026.In this conversation, we dig into how he's planning for the AI era, what it takes to futureproof a stadium like Gillette, and why the guest experience - from concession speed to TikTok-ready connectivity - is becoming a performance metric in its own right.Time Stamps2:00 - Introduction to Michael and The Kraft Group3:30 - Applying Lessons from Outside Sports8:00 - Capturing User Data13:00 - Switching IT Provider and Implementing Innovation 17:00 - Applying AI Across the Organisation 25:00 - Learning from FIFA to Taylor Swift 27:00 - Looking to the Future Additional LinksConnect with Michael on LinkedIn - HereConnect with Andy on LinkedIn - Here

On Today's Episode, I'm joined by Andy Thompson, Managing Director at SailGP, an international sailing competition, where teams compete across a season of multiple grands prix (GP) around the world in cities like New York, Sydney, San Francisco, and Portsmouth. Andy's career spans the likes of Deloitte, London 2012, and Americas Cup - where he was first introduced to both Sailing and SailGP founders, Larry Ellison and Russell Coutts - who aspired to create a commercially viable sailing series. In this conversation we discuss Andy's journey, as well as the journey of this upstart league, which was only founded in 2019, but now finds itself with 13 races and 12 teams, with owners like Ben Ainsley and Kylian Mbappe and blue-chip sponsors like Emirates, Accor, and Rolex. Timestamps2:00 - Introduction and Early Career08:00 Founding of SailGP, its Unique Approach and Growth20:00 - Commercial Strategy and Partnerships26:00 - Team Ownership, Expansion, and Attracting Kylian Mbappe 35:00 - Rolex Becoming Title Partner and Partnership Strategy42:00 - Data and Audience Engagement45:00 - Future Focus and ConsistencyAdditional LinksSailGP Names DJ Khaled as Chief Hype Officer

In the build up to our Speakers Only reunion event at Moonshot this week, in partnership with MLB, we are revisiting our conversation from last summer with their European Managing Director, Ben Ladkin. Although now representing a major American sports league, Ben's journey in sport began at Arsenal, where he spent 11 years, eventually leading the media group and building their digital and social media presence during the dot com era.Now at MLB, he operates across three key pillars: content, events, and participation. While the content pillar aligns closely with his past experience, he has embraced the new challenges of organising major events like the London Series (which took place earlier this month) as well as fostering baseball participation in Europe.This has required tapping into popular U.S. sports already capturing mind-share in Europe, finding alignment with popular global sports such as cricket, and tapping into culture and the wider export of Americana.Timestamps 2:00 - Ben's Journey 6:00 - How London Differs from other MLB International Markets 8:00 - Tapping into Cricket Fandom12:00 - Incorporating Education into Content14:00 - Strategy and Ambitions Across the Wider European Market17:00 - Tapping in to Merchandise and Music24:00 - Who Gets to Play in the London Series? 25:00 - Special Edition Merch28:00 - Ballpark Food and Exporting Americana31:00 - Future Plans and 365 Engagement Strategies   Additional LinksHome Plate: MLB's Recipe for Increasing Fan Appetite⁠Can Cricket SUPERSTAR Harry Brook learn how to hit a baseball in just 1 day?! ⁠⁠Jos Buttler swaps cricket for baseball to advertise the World Tour in London⁠⁠Rob McElhenney brought baseball to a Wrexham match⁠⁠Official MLB MLB London Series x Titi Collection⁠Connect with Ben on LinkedIn - ⁠Here⁠ Connect with Andy on LinkedIn - ⁠Here

On today's conversation, I'm joined by the CEO of Overtime, Dan Porter. Formerly head of Digital at WME, CEO of OMGPOP, and the creator of the mobile game ‘Draw Something,' Dan founded Overtime in 2016. Now a digital sports media company geared towards Gen-Z sports fans and operating a series of professional sports leagues - it began focusing on posting short-form content of high school athletes captured shared to social media.This social-first identity carries through across all of the companies endeavours to this day, so I'm delighted to have Dan on to discuss the companies evolution from media platform to league operator, their recently announced partnerships with the ATP Tour and NWSL, and how they are navigating the evolving landscape around areas like NIL and social media.Timestamps: On today's conversation, I'm joined by the CEO of Overtime, Dan Porter. Formerly head of Digital at WME, CEO of OMGPOP, and the creator of the mobile game ‘Draw Something,' Dan founded Overtime in 2016. Now a digital sports media company geared towards Gen-Z sports fans and operating a series of professional sports leagues - it began focusing on posting short-form content of high school athletes captured shared to social media.This social-first identity carries through across all of the companies endeavours to this day, so I'm delighted to have Dan on to discuss the companies evolution from media platform to league operator, their recently announced partnerships with the ATP Tour and NWSL, and how they are navigating the evolving landscape around areas like NIL and social media.Timestamps:  2:00 - Dan's Journey - From Draw Something to Overtime5:00 - What is Overtime? A brand, a platform, a league?8:00 - Becoming Sports League Operators 10:00 - Young athletes aren't future stars, they're stars NOW13:00 - Owning IP and Being Part of Creator Economy 15:00 - Impact of Name, Image, Likeness (NIL) on Overtime17:00 - Eli Ellis: A potential future Overtime CEO 20:00 - Overtime's Revenue Split 25:00 – NFL, Olympics & new partnerships: Why other leagues are working with Overtime30:00 – Future plans and Overtime's potential bold play in chessAdditional Links:Overtime and NWSL Team Up For Gen-Z-Focused Content PartnershipATP Tour & Overtime announce groundbreaking content partnership to bring tennis to new audiencesConnect with Dan on LinkedIn - HereConnect with Andy on LinkedIn - Here

On today's episode, I'm joined by Michael Yormark, President of Roc Nation Sports International, an agency representing the likes of Vini Jr, Kevin De Bruyne, Endrick, and Siya Kolisi.Michael set up this division in 2019, moving to London with nothing but a suitcase and an alternative approach to representing athletes, particularly within European football. They've since expanded their presence to places like Italy, South Africa, and Brazil - and expanded their remit from football to also include rugby and netball. In this conversation we discuss that journey, the influence of Jay-Z, representing some of the biggest and most marketable athletes in the world, approaching new sports, how he would market rugby, and much more. Timestamps2:00 - Michael's Journey4:00 - Joining Roc Nation - and it's Founding Story12:00 - Being Purpose-Led17:00 - Creating Separation Between On and Off-Field Moves20:00 - Working with Siya Kolisi and Challenging Rugby Culture30:00 - How Can Rugby Diversify its Audience?40:00 - Being Selective About the Brands that Athletes Work With51:00 - Michael's Dream Additional LinksConnect with Michael on LinkedIn - HereConnect with Andy on LinkedIn - Here

On today's episode, I'm joined by Siobhan Cassidy, Chair of The Boat Race, an event recognised as one of the world's oldest and most famous amateur sporting events. The Boat Race is regularly attended by over 200,000 spectators at the banks of the river and watched by millions more on television. This year's race will take place on Sunday 13 April 2025.Although now Chair, Sionhan is previously a winner of the race herself whilst at Cambridge. In today's conversation, we're going to explore what it takes to deliver one of the UK's most iconic sporting events, how they landed an extremely unique new title partner, as well as how she goes about balancing innovation with history and legacy. Timestamps2:00 - Siobhan's Journey 5:00 - Getting into Rowing10:00 - Creating an Impact Beyond Oxford and Cambridge15:00 - What can be Learned from American Collegiate Sport? 21:00 - Revenue Streams of The Boat Race23:00 - Tapping into Fandom of British IP like Harry Potter26:00 - Festivalisation of Sporting Events28:00 - Partnering with CHANEL 35:00 - Leveraging Content to Educate Audiences 46:00 - Looking ForwardAdditional LinksThe Boat Race Documentary 2025: Ep 1 | "All Change" - Turning The Tide (2025) Oxford v CambridgeCHANEL and The Boat Race announce long-term partnershipConnect with Siobhan on LinkedIn - HereConnect with Andy on LinkedIn - Here

On this week's episode, I'm joined by Em Heath, Global Brand Director at Rexona, a key player globally in Unilever's personal care brand portfolio.Formerly a sponsor of Williams F1, the brand has taken a serious liking to women's football - partnering with Man City and Chelsea, doing deals with players like Lauren James and Lucy Bronze, as well as playing a key role in activating around marquee properties like the Women's World Cup and Women's Euros, as part of Unilever's broader partnerships with FIFA and UEFA.We explore this interest in women's football and the nuances of activating across almost every area of the women's game, the role that brands can play within women's sport, and the intricacies of managing a global brand.Timestamps2:00 - Em's Journey4.30: - How Rexona Fits within Unilever Personal Care Portfolio8:00 - Activating Partnerships with UEFA and FIFA15:00 - Balancing Sports Partnerships with Other Areas of Marketing18:00 - Leveraging Ambassadors at Club Partners - like Lucy Bronze and Lauren James20:30 - What Attracted Rexona to Partner with Chelsea and Man City26:00 - Chicken and Egg Problem Surrounding Women's Sport29:00 - What is Rexona's Breaking Limits Program?34:00 - Meeting KPIs and Measuring ROI 40:00 - Evaluating New Partners - and why Rexona Stopped Sponsoring in Formula 145:00 - Looking Forward Additional LinksRexona Partners with England Football Star Lucy Bronze to Inspire Girls to Move MoreICC and Unilever announce groundbreaking partnership on International Women's Day to strengthen the future of women's cricketConnect with Emily on LinkedIn - HereConnect with Andy on LinkedIn - Here

In today's episode, I'm joined by Brett Gosper, Head of NFL Europe & Asia Pacific.Growing up in Australia, the recent announcement to bring an NFL match to the iconic MCG will be something of a full-circle moment for Brett, who has, most notably, previously held the role of CEO of World Rugby.In this conversation, we dive into these internationalisation efforts, the NFL's Global Markets program, as well as how the league is creating an impact beyond the headline fixtures.Time Stamps2:00 - Brett's Journey and Bringing the NFL to Melbourne5:00 - NFL's Current Projects Internationally 7:00 - Homegrown Players and the Heritage Program13:00 - Could the NFL Launch a Local League?15:00 - Expanding into New Markets like Ireland and Spain20:00 - Global Markets Program 27:00 - Balancing Needs of International and Domestic Fans29:00 - Activating in Local Markets 31:00 - Impact of Netflix and YouTube deals35:00 - Future Plans for the LeagueAdditional Links:Sports Pundit: Touching Down: How the NFL is Becoming the International Football League

On today's episode, I'm grateful to be joined by Roddy Campbell, Director of Partnerships & International Business at Tennis Australia  We're catching up right off-the-back of the busiest three weeks of the year for Roddy and his team, having just seen the Australian Open conclude in Melbourne. The tournament has developed an incredible reputation as the 'startup slam' and innovation flows through everything that they do - including across partnerships.  Although starting out in sport at The FA, Roddy has spent a lot of his career in the worlds of music and entertainment at the likes of EMI and Universal.  In our conversation, we discuss the “festivalisation" of sport, his team's co-creation approach to partnerships, their focus on China, and wanting to become the 'Super Bowl of APAC', we also touch on the AO's approach to media and launch of a Venture Fund - particularly how it fits into Roddy's work with partners.  Time Stamps 2:00 - Roddy's Career Journey  3:00 - Music and Sports Partnerships  6:00 - The Australian Open Experience  7:00 - Tennis Australia's Broader Role  11:00 - International Expansion and China Focus  14:30 Innovative Partnerships and Brand Integration  22:00 Melbourne Park and Event Logistics  27:00 Tourism and Economic Impact  30:00 Innovation and Future Trends  42:00 Closing Remarks and Future Aspirations  Additional Links The Festivalisation of Sport: How The Australian Open Is Serving Up A New Era Sport & Spectacle AO Ventures completes first close of $US30 million VC fund By the numbers: Recapping Aussie singles success at AO 2025  Connect with Roddy on LinkedIn - Here  Connect with Andy on LinkedIn - Here

On today's episode, we revisit a conversation with Flora Bell, Business Director at LALIGA Studios. Having worked in the marketing and advertising industry for the likes of M&C Saatchi and LOLA MullenLowe across huge brands such as Magnum, Kraft-Heinz, Dove, Mattel, and PG Tips, just over a year ago she was brought in to help set up LALIGA Studios. Based in Madrid, LALIGA Studios is a new sports-related content production company which combines the forces of Banijay, a global content powerhouse with LALIGA, one of the most followed football leagues in the world. As well as serving all of LALIGA's content production needs, as an independent studio, they have also since taken on work with leading brands like EA Sports and Logitech and have an ambition to expand to other sports and across other markets. Timestamps 2:00 - From Sunderland to Madrid  6:00 - Conceptualising LALIGA Studios 10:00 - Partnering with Banijay 14:00 - Netflix's LALIGA: All Access and The Rise and Rise of Sports Docu-Series 19:00 - Expanding the Client Base Beyond Spanish Football  23:00 - Operating with the LALIGA Name 28:00 - Expanding into New Markets  31:00 - Telling Individual's Stories  37:00 - Creating Media That Cuts Through  39:00 - Measuring Success 42:00 - Aspirations for LALIGA Studios  Additional Links ⁠LALIGA partners with Banijay Iberia to launch production arm⁠ ⁠LaLiga Studios Expands Management Team, Announces Doc Project ‘The Power of Our Fútbol'⁠ ⁠LaLiga launches FAST channel with behind-the-scenes content⁠ ⁠Mike Tollin's MTP and LaLiga Studios to Develop Slate of Soccer-Centric Projects⁠ Connect with Flora on LinkedIn - ⁠Here⁠ Connected with Andy on LinkedIn - ⁠Here

On today's episode, I'm joined by Olga Correia, Host and Activation Manager at supertri. Over the past 12 months, I've got to work with supertri in an advisory capacity and got to know more and more about the organisation and their unique structure operating across three core pillars; supertri League, supertri-E, and their mass-participation series By supertri. With events hosted in vibrant cities like Neom, London, and Chicago, supertri combines innovation with a thoughtful approach to community and legacy. Alongside supertri's CEO, Michael Dhulst, who appeared on this podcast almost exactly a year ago, Olga has been at the heart of this journey, playing a pivotal role in delivering world-class events. In our conversation, we'll discuss how supertri adapts to the unique needs of each city it partners with, their plans to roll out more and more mass participation events, and the exciting opportunities presented by supertri-E's hybrid reality format - with the World Championships set to take place in April - as well as much much more. Time Stamps 2:00 - Olga's Journey 5:00 - Shifting from Federation to Rightsholder  7:30 - What is supertri?  10:00 - Developing a Mass-Participation Offering 15:00 - The Appeal of Short-Course Triathlon  18:00 - Operating Across Different Markets (from America to Saudi Arabia) 20:00 - Impact of Hosting a supertri Event 25:00 - The Format Advantages for Cities Hosting supertri (Vs Other Triathlon Events) 27:00 - Overcoming Hosting Barriers Using supertri-E  30:00 - What is supertri-E 33:00 - Future Opportunities for supertri-E 35:00 - The IOC's Recognition of eSports/ Hybrid Reality 38:00 - The Gamification of Sport 41:00 - Future Ambitions of supertri and supertri-E    Additional Links Why host cities should embrace hybrid reality sports Running Partners: Supertri Opens the Door to External Team Owners

On today's episode, I'm joined by Jessica Hammond Graf, President of Women's Elite Rugby - the first professional womens rugby league in the US set to launch later this year.  Built upon the strong foundation of the Women's Premier League and looking ahead to the 2033 Women's Rugby World Cup to be hosted in the U.S., WER aims to usher in the next stage of evolution for world-class women's rugby and Jessica is the perfect fit at the helm. A former US rugby 7's player, and retired NCAA Division I Deputy Athletic Director, her career has been dedicated to creating empowered women to lead in the sporting world.  In our conversation, we discuss turning women's rugby in the U.S. from pay-to-play to paid-to-play, selecting locations for the initial teams, securing sponsors and media distribution, the impact star players can have on a sport, and so much more.  Timestamps 2:00 - Jessica's Journey 5:00 - The Creation of Women's Elite Rugby 6:00 - Women's Rugby in the U.S. 10:00 - Women's Rugby World Cup Momentum 13:00 - Securing Sponsorship and Investment as a Startup League 17:00 - Exploring Revenue Streams 20:00 - What Will WER Look Like in 2025? 24:00 - Being Player-First 27:00 - Owning a Slot on the Calendar 30:00 - Thinking About a Broadcast Strategy 33:00 - Ilona Maher and the Impact of a Super-Star Athletes 41:00 - The Future for WER Additional Links Women's Elite Rugby pro league plans 2025 launch ahead of US World Cups Connect with Jessica on LinkedIn - Here Connect with Andy on LinkedIn - Here

On today's episode, we revisit a conversation with Jack Withinshaw, Chief Commercial Officer at Alauda Aeronautics and CCO and Co-Founder of Airspeeder.  Jack's started out his career with giant advertising agencies like MediaCom and Val Morgan before transitioning to work with various startups across in industries like logistics, recruitment, and retail.   He joined Alauda Aeronautics in 2019 where he co-founded Airspeeder, alongside Aluda's founder, Matt Pearson. During this conversation, we discuss what drove him to, together with Matt, to start a racing series, as well as his aspirations more broadly for the adoption of eVOTL vehicles and why he believes now is the time to finally deliver on the promise of flying cars.  Timestamps 3:00 - Jack's Journey to Joining Alauda 5:00 - The Promise of Flying Cars 7:00 - Founding and Developing Airspeeder 10:00 - Recruiting Pilots 13:00 - Digital Racetracks 16:00 - Airspeeder's Revenue Model 19:00 - Why Automotive Brands are Getting Involved 24:00 - Navigating Media Rights and Opportunities 29:00 - The Role of Esports 31:00 - The Impact of eVOTL as a Mobility Revolution 34:00 - Cities of the Future 39:00 - Approaching Investment 42:00 - Going Behind the Scenes on YouTube Additional Links ⁠Alauda Aeronautics - Taking Flight Series⁠ ⁠Airspeeder EXA Championship 2023 - Full Race Highlights⁠ ⁠Evolving the eVTOL market one race at a time⁠ Connect with Jack - ⁠⁠Here⁠⁠ Connect with Andy - ⁠⁠Here⁠⁠

On today's episode, I have something a bit different for you as I shift from interviewer to interviewee after being invited to join David Chimbaza on his podcast, the Business of Football back in October.  David is a recent graduate from UCFB who is aiming to forge a career in the world of football and I really admire his drive - which is highlighted by the fact that he has launched this podcast in the first place.  As well as hopefully providing you a little bit of insight on myself, the motivations behind starting Sports Pundit four years ago, as well as more recently my work with The Players Fund, I really hope that you also take a moment to check out what David is doing. Based on his actions to-date, he's someone I'd expect to go far within the game over the course of his career - and I was very flattered to be invited on to have this conversation with him.  Episode Description In the episode, we talk about community building within the football industry. I shares insights from my experiences having founded Sports Pundit, which aims to connect professionals in the sports sector. We also explore the need for greater inclusivity of younger voices in the industry, drawing parallels with successful models from other sectors, such as Gucci's shadow board. Additionally, I delves into the Players Fund, an athlete-backed venture fund that empowers sports professionals to invest wisely and prepare for life after their athletic careers. Additional Links Connect with David on LinkedIn - Here Connect with Andy on LinkedIn - Here

On today's episode, I'm joined by Elena Mirandola, CEO of FC Como Women — the first club to be backed by Mercury13, a pioneering women's football consortium with bold ambitions to build a global multi-club network and unlock the commercial potential of the women's game. Elena's path to becoming a football club CEO is anything but conventional. Her career began in digital marketing, working with global powerhouse brands before moving to work directly with travel platform Expedia just as the pandemic struck. In our conversation, we explore the unique business model of FC Como Women, from its approach to branding and operating like a tech start-up to its success in attracting blue-chip sponsors like Nike. We also discuss the unique opportunities and challenges of running a women-only football club — one of only two to do so in Italy's top flight. Time Stamps 3:00 – Elena's Unconventional Path to CEO 7:00 – Addressing Gender Disparity 10:00 – Reframing the Women's Football 'Product' 12:00 – Overcoming Infrastructure Challenges 14:00 – Speaking to a Global Audience 17:00 – BEYOND: Launching an Educational Program for their Players 18:00 – Understanding the Modern Female Fan 20:00 – Building Partnerships with Global Brands 21:00 – Merchandising & Nike Partnership 27:00 – Adopting a Female-First Approach 30:00 – Building a Fan Database from Scratch 32:00 – Empowering Female Athletes as Content Creators 36:00 – Avoiding the Pitfalls of the Men's Game 40:00 – Future Ambitions & Mercury13's Multi-Club Vision Additional Links  Como Women appoint new CEO and COO following Mercury/13 takeover, plus more Nike announces multi-year deal with FC Como Women Women's football investors Mercury/13 'ripping up blueprint' on club ownership Giorgio Chiellini makes six-figure investment in women's soccer, inspired by watching Angel City DAZN has partnered with F.C. Como Women to bring Exclusive Content and Behind-the-Scenes Access Connect with Elena on LinkedIn - Here Connect with Andy on LinkedIn - Here

On today's episode, I'm joined by Dr Susie Tomson, one of the world's leading proponents of sustainability in sport.  Having led the UK Sport research project into environmental support for NGBs and co-chaired the UN Sport for Climate Action working group, Susie brings hands-on experience that very few could match. Currently a Senior Partner at Think Beyond, her experiences underpin much of their approach to climate action, where, she has developed and delivered sustainability programmes for the likes of SailGP, World Athletics, and Liverpool FC. We discuss some of these programs, as well as what others could do - both at a rightsholder and an individual level… Time Stamps 2:00 - Susie's Journey 5:00 - Motivations for Becoming Sustainable  7:00 - Building a New Sports Property with a Sustainable Vision (such as SailGP) 12:00 - Developing Sustainability into the DNA of an Established Rightsholder (like Liverpool FC) 18:00 - Sporting Product vs Sustainability Promises  23:00 - Sport's Ability to Impact Things 25:00 - Sports as an Incubator for New Technologies 28:00 - The Role and Responsibilities of Athletes 32:00 - The Importance of Purpose 38:00 - How Could the Environmental Movement Communicate Better?  43:00 - Formula 1 Case Study  45:00 - Understanding Your Supply Chain  52:00 - Final Thoughts and Takeaways  Additional Links Connect with Susie on LinkedIn - Here Connect with Andy on LinkedIn - Here

On today's episode, I'm joined by Ashwin Desai, Senior Vice President of Games & Experiences at OneTeam Partners. Ashwin's career spans media, entertainment, and sports, beginning in film and TV financing before moving to the likes of NBCUniversal, Formula One, and 2K.  Joining Formula One in 2018 during its digital transformation under Liberty Media, Ashwin worked on a broad range of projects, from live streaming deals with Twitch and Facebook, to global betting partnerships, gaming deals, and fan experiences like F1 Arcade and the F1 Exhibition. Now at OneTeam Partners, which was founded as a joint venture between the NFL Players Union, the MLB Players Union and Redbird Capital, Ashwin leads their games and experiences portfolio, helping athlete collectives to explore gaming, gambling, and emerging technologies. We touch on a number of fast-evolving areas, from NIL and gambling legislations, to what opportunities are there around player data and AI. Time Stamps 2:30 - Ashwin's Journey 4:00 - Working on Formula 1 under Liberty Media 7:00 - Founding Story of OneTeam Partners 12:00 - Negotiating Players Rights for EA's College Football Game 18:00 - Athletes Balancing Individual vs Collective Power 23:00 - Dominance of Dual Licensed Video Games and Potential Growth for Single Licensed Games 27:00 - Competitive Socialisation and Fan Experiences Outside of the Stadium 29:00 - Ideas for New Venues 35:00 - Taking the NFL Combine to Other Sports 37:00 - Leveraging Athlete Data 42:00 - Utilising AI for New Commercial Opportunities 46:00 - Approaching New Areas with Caution 48:00 - Expanding into Other Markets Additional Links Connect with Ashwin on LinkedIn - Here Connect with Andy on LinkedIn - Here

On today's episode, I'm joined by Maurits Schön, Chief Operating Officer and Managing Director at OneFootball. Maurits has an intriguing career journey, having made the leap from law into the world of sports media, joining OneFootball as Senior Legal Counsel. Since then, he has risen through the ranks while navigating a period of significant transformation for the company. It is this evolution that makes today's conversation so compelling. Once perhaps seen as just a football content aggregator, OneFootball has grown into a comprehensive platform. From expanding its OTT presence with recent landmark deals with the likes of MLS and Serie A, as well as launching a loyalty program and expanding into commerce, the company is redefining how fans connect with the beautiful game. Timestamps: 4:00 - Maurits Career Journey 6:00 - Unique Positioning of OneFootball 9:00 - Challenges with Club Apps 15:00 - Key Markets for OneFootball 16:00 - Collaborating with Apple and MLS 22:00 - Building a Loyalty Rewards Program 26:00 - Developing an OTT Offering (and PPV Access to Bundesliga 2) 30:00 - OneFootball Partnership with Serie A 34:00 - Non-Exclusive and Incremental Content and Rights Partnerships 37:00 - Differentiation from YouTube 41:00 - Having a Team in the Icon League 46:00 - Launching a Commerce Functionality Additional Links: Connect with Maurits on LinkedIn - Here Connect with Andy on LinkedIn - Here

On today's episode, I'm joined by Douglas Jakobi, Director of Team Development at the E1 Series, the world's first electric powerboat racing championship. Having previously worked in commodities trading before starting his own company sourcing and producing fan engagement products for sports teams, Douglas joined E1 as one of its earliest team members and has been instrumental in shaping the championship into what it is today. In our conversation, we dive into what it takes to create an entirely new sport from scratch. What E1 has learned and borrowed from Alejandro Agag's other sporting endeavours such as Formula E, Extreme E, and Hexagon Cup, as well as how the league has managed to attract, and aims to capitalise on, its high-profile team owners, which include the likes Tom Brady, Virat Kohli, Will Smith, and Rafa Nadal. Timestamps 3:00 - Douglas' Journey 5:00 - What is E1 Series? 7:00 - Aspiring to be 'F1 on Water' 10:00 - How E1 Differs from Powerboating 14:00 - Celebrity Team Ownership 20:00 - What does Ownership Look Like? 23:00 - Getting the Celebrities Actively Involved 26:00 - Converting Reach to Audience 28:00 - The Potential for a Behind-the-scenes Docuseries 30:00 - Sourcing and Telling the Stories of the Pilots 34:00 - What Makes a good E1 Pilot? 36:00 - Expanding Race Locations to the US 38:00 - Announcing New Team Owners... Additional Links ⁠Tom Brady team wins E1 championship Hopes 'Formula 1-style' electric boat race could come to London A celebrity's playground: How is Saudi-backed E1 Series changing the world of water mobility? Connect with Douglas on LinkedIn - Here Connect with Andy on LinkedIn - ⁠Here⁠

On today's episode, I'm joined by Paddy Carberry, Global Sports Marketing Manager at Guinness. Based out of the iconic St James' Gate in Dublin, Paddy leads the brand's global sports activations—from Six Nations Rugby to the Premier League and everything in-between. With nearly six years at Diageo, Paddy's career has spanned roles in sustainability, corporate relations, culture and partnerships. Now, he's shaping Guinness' connection to fans worldwide, activating the brand across diverse markets and sports. In our conversation, we dive into how Guinness aligns with the cultural heartbeat of each market, why the timing was right for partnering with the Premier League, the role of zero-alcohol options in connecting with younger generations, and the significance of Guinness' brand homes in their broader strategy. We also explore the brand's heritage, its long-standing ties with rugby, and some creative new campaigns—including fashion collaborations, which Paddy hints are on the horizon for football fans. Timeline 3:00 - Paddy's Journey 8:00 - The Premier League Partnership and Global Fan Behaviours 14:00 - Guinness' Alignment with Rugby 18:00 - Going Beyond In-Stadia Activation and ‘Pouring Rights' 23:00 - The Booming Popularity of Guinness and Their Pub and Retail Activation Strategy 27:00 - How Guinness Zero is Shaping Consumer Trends and 'Out-Innovating' the Internet 30:00 - Guinness' Brand Home at St. James's Gate and Around the World  37:00 - Future Partnership Plans and a Potential Fashion and Football Collab? Additional Links Connect with Paddy on LinkedIn - HereConnect with Andy on LinkedIn - Here

On today's episode, I'm joined by Drew Rauso, who leads Strategy and Operations at Playmaker HQ, a top-tier sports podcast network owned by Bettor Collective. Playmaker's lineup features some of the biggest names in sports, including Shaquille O'Neal, Angel Reese, and Marshawn Lynch. Drew's role focuses on driving growth, fan engagement, and uncovering commercial opportunities, from merchandise to live events. With a background that includes working at The Players' Tribune, Drew and I dive into the rise of athlete-driven media and the key areas involved in building a successful podcast network. Timeline 3:00 - Drew Journey 4:00 - Athlete Driven Media 7:00 - Playmaker HQ's Distribution Network 10:00 - Landing and Navigating Commercial Deals 12:00 - Balancing Politics and Priorities 14:00 - Leveraging Bettor Collective's Relationships 17:00 - Podcast Monetisation 19:00 - Launching Physical Events 27:00 - Could Teams Launch Their Own Podcasts? 34:00 - Why Streaming Killed the Group Chat 37:00 - Expanding into International Sports Additional Links Knicks' Jalen Brunson, Josh Hart host block party for Roommates Show in Central Park Angel Reese Launches 'Unapologetically Angel' Podcast amid Breakout WNBA Season 'Streaming has killed the mainstream': the decade that broke popular culture Connect with Drew on LinkedIn - Here Connect with Andy on LinkedIn - Here

On today's episode, I'm joined by Marieke Visser and Frederique De Laat from HERA United, a pioneering women's-only football club based in Amsterdam which is  set to launch in 2025. This conversation dives deep into their ambitious goals for club, including their vision for competing in the Champions League, as well as creating long-term growth for Dutch women's football. Marieke, who is the founder and CEO, talks about the possibilities created by building HERA United from the ground up and shares with us her lifelong fight for gender equality in sports, which is rooted in her early experiences of exclusion from the game.  Meanwhile Frederique, who heads up finance and operations, reflects on transitioning from strategy consulting to the sports industry, drawn in by the untapped potential and commercial opportunities she could see within women's football. Together, they reveal the challenges of launching a women's-only club in a system designed to favour men's teams, including how they successfully lobbied the KNVB and how they acquired Telstar's women's team license. They also discuss HERA's innovative female-first approach to coaching, sports tech, and talent development, which they believe is essential for building a more sustainable, collaborative football ecosystem. Timestamps:3:00 - Marieke's Early Fight for Gender Equality in Football8:00 - Frederique's Journey from Strategy Consulting to Women's Football11:00 - The Founding Story of HERA United16:00 - Overcoming the System: Securing a Place in the Eredivisie25:00 - Why a Female-First Approach is Key to Success30:00 - The Power of Collaboration in Dutch Football35:00 - Retaining Talent in the Netherlands: Challenges and Opportunities40:00 - Future Ambitions: Competing in the Champions League44:00 - HERA's Vision for Long-Term Growth and Social Change Additional Links Hera United should become the first professional club for women only: "What gets attention, grows" Amsterdam could get a new all-women pro football club Connect with Marieke on LinkedIn - HereConnect with Frederique on LinkedIn - HereConnect with Andy on LinkedIn - Here

On today's episode, I'm joined by Dani Gonçalves, Co-Founder and CEO of Fantasy WSL. Dani's journey is a unique blend of creativity and technology. She started her career as a musician, moved to London to pursue her dream, and soon found herself immersed in the world of social media and digital marketing, even before it became the major industry it is today. After honing her skills with brands like Lush Cosmetics, Dani transitioned into the world of tech, working for a fintech startup, which is where she met her co-founder, Jimmy. Their shared passion for fantasy sports and a desire to make women's sports more accessible, having watched the Lionesses win the Euros, led to the creation of Fantasy WSL. In this conversation, Dani shares her fascinating background, the pivotal moment that inspired Fantasy WSL, and how she's helping to bring the women's game to new audiences - and in the process building one of the most engaged platforms and communities around women's football. Timestamps  3:00 - Dani's Journey 7:00 - Applying lessons from Lush Cosmetics 10:00 - The Fantasy WSL Audience 14:00 - Women's Football Rivalry 17:00 - Breaking Through 19:00 - Leveraging Media Relationships to Build Community 23:00 - What if the League Launch an Official App 27:00 - Differentiating the Product 31:00 - Getting Engagement from Players 35:00 - Leveraging First Party Data 37:00 - Future Plans…  Additional Links Create your own Fantasy WSL team Pipe dream or masterplan: will WSL fantasy football make it big? The Guardian Connect with Dani - Here Connect with Andy - Here

On today's episode, I'm joined by Corey Breton, Head of Venues at Cosm. From starting out in ticket sales with major sports organizations like the NBA's Phoenix Suns and Minnesota Timberwolves, before transitioning into a broader operational role, first with LAFC in the MLS, and later as Chief Revenue Officer for Global Attractions at Legends, Corey made the move last year to join Cosm, bringing together his unique skillset at a company which is at the forefront of immersive entertainment experiences.   In this conversation, Corey shares with us his journey, what drew him to Cosm, and how the company is poised to expand the concept of fan engagement beyond the traditional stadium through its groundbreaking “Shared Reality” venues.  Timestamps 3:00 - Corey's Journey  5:00 - What is Cosm?  13:00 - The Viral Man Utd v Fulham Clip 16:00 - Tailoring the Fan Experience  21:00 - Shared Reality vs Virtual Reality  24:00 - Signing a Deal with the NFL 28:00 - Is this a New Media Right?  31:00 - Complimenting In-stadia Attendance  36:00 - Raising $250m from the likes of Marc Lasry and David Blitzer 39:00 - Cosm's Investment ‘Moat”  41:00 - Incremental Revenue Opportunities  Additional Links Cosm Raises Over $250 Million In Funding To Expand Experiential Entertainment Venues GloballyNFL to Air Sunday Night Football in ‘Shared Reality' Cosm Domes

On today's episode, I'm joined by Jack Withinshaw, Chief Commercial Officer at Alauda Aeronautics and CCO and Co-Founder of Airspeeder.  Jack's started out his career with giant advertising agencies like MediaCom and Val Morgan before transitioning to work with various startups across in industries like logistics, recruitment, and retail.   He joined Alauda Aeronautics in 2019 where he co-founded Airspeeder, alongside Aluda's founder, Matt Pearson. During this conversation, we discuss what drove him to, together with Matt, to start a racing series, as well as his aspirations more broadly for the adoption of eVOTL vehicles and why he believes now is the time to finally deliver on the promise of flying cars.  Timestamps 3:00 - Jack's Journey to Joining Alauda 5:00 - The Promise of Flying Cars 7:00 - Founding and Developing Airspeeder 10:00 - Recruiting Pilots 13:00 - Digital Racetracks 16:00 - Airspeeder's Revenue Model 19:00 - Why Automotive Brands are Getting Involved 24:00 - Navigating Media Rights and Opportunities 29:00 - The Role of Esports 31:00 - The Impact of eVOTL as a Mobility Revolution 34:00 - Cities of the Future 39:00 - Approaching Investment 42:00 - Going Behind the Scenes on YouTube Additional Links Alauda Aeronautics - Taking Flight Series Airspeeder EXA Championship 2023 - Full Race Highlights Evolving the eVTOL market one race at a time Connect with Jack - ⁠Here⁠ Connect with Andy - ⁠Here⁠

On today's episode, I'm joined by Alexander Jobst, CEO at Fortuna Dusseldorf, a football club based in the North of Germany and competing in the second tier, Bundesliga 2. Fortuna's home, the Merkur Spiel Arena, hosted a number of matches during this summer's European championships, including England's 5-3 penalty win over Switzerland in the quarter finals, which was witnessed live by almost 47,000 fans. One of the greatest challenges facing Alex in his role at CEO, is achieving similar attendance figures throughout the club season - which led to the innovative launch of 'Fortuna for All.' Almost three years into the role, Alexander has leant heavily on his past experiences working with the likes of Siemens, Real Madrid, FIFA, and FC Schalke on areas around commercialisation and internationalisation. We discuss what he has learnt over his career and how this has lead him to such a unique solution now that he is at the helm at Fortuna... Timestamps 2:00 - Journey to becoming CEO 5:00 - Fortuna Düsseldorf's Long-Term Vision 8:00 - Fortuna for All: Concept and Implementation 10:00 - Business Model and Revenue Impact 13:00 - Fan Loyalty and Community Building 15:00 - Digital Transformation and Future Plans 20:00 - Commercial Partnerships and Sustainability 29:00 - Applying the Model Elsewhere 36:00 - Conclusion and Final Thoughts Additional Links 'Fortuna For All': Fortuna Düsseldorf confirm four free fixtures for 2024/25 season How the Application Process Works Connect with Alexander on LinkedIn - ⁠Here Connected with Andy on LinkedIn - ⁠Here

Today's episode, we revisit a conversation with Cherry Beagles, the founder of The 400 Club, an all-female members club redefining what it means to be a sports fan and increasing culturally relevant brand deals in women's sport. Having studied law at the University of Manchester and gained experience at the likes of NBC Universal and Dentsu, Cherry founded The 400 Club as a side hustle to address an audience that was being underrepresented in traditional sports marketing - and an audience she herself fell in to.  Since launching, she has brought on successful female founders, international athletes, and Olympians, as well as hosted events with the likes of Nike, and done brand campaigns with rightsholders such as Arsenal - all within her first year of starting the club - suggesting that Cherry is very much on to something big.  We discuss her perspective on women's sport, why this is not to be confused with a female-fan strategy, and the importance of engaging not just the biggest female brands, but those that hold the most cultural relevance. Time Stamps 2:00 - What is The 400 Club and who are the members 4:00 - Recruiting New Members 8:00 - The Athlete x Brand Flywheel 13:00 - Creating a Female-Fan Strategy 17:00 - Culturally Relevant Brand Partnerships and Collaborations 20:00 - That Taylor Swift Jacket 28:00 - What Athletes can Learn from Social-First Brands 32:00 - Creating a Campaign with Arsenal FC 35:00 - Giving Rugby a 400 Club Twist 44:00 - Future of the 400 Club Additional Links ⁠The 400 Club x Nike for The FA Cup Final⁠ ⁠Follow The 400 Club on Instagram⁠ Connect with Cherry on LinkedIn - ⁠Here⁠ Connect with Andy on LinkedIn - ⁠Here⁠

Today's episode, we revisit a conversation with Peer Naubert, CMO and Managing Director of Bundesliga International. Growing up in Germany, Peer has gained experience working in South Korea, China, and the Netherlands. His current role involves working closely with clubs to further develop a joint international approach, providing them with global marketing and commercial opportunities and offering financial support for their global activities.  Managing a team of 44 employees across Frankfurt, Singapore, New York, and Beijing, Peer is focused on developing and executing local marketing strategies that drive fandom. To date, this has resulted in the Bundesliga becoming the fastest growing, among Europe's top football leagues, in terms of awareness, interest, and media consumption globally.  Taking time out of his schedule at the recent SportInnovation Summit in Dusseldorf, I sat down with Peer to discuss what he has done, and what he's aspiring to do in the months and years ahead.  Time Stamps 2:30 - A Recap of SportInnovation Summit 6:00 - Peer's Journey to the Bundesliga 9:00 - Lessons from Living in Korea 12:00 - The Arrival of England Captain, Harry Kane  16:30 - The Launch of Fortuna for All  23:00 - Appealing to the US Soccer Fan 26:00 - Remaining Affordable 33:00 - Building Up a Database of International Fans 35:00 - The NFL and Playing Internationally 38:00 - Overcoming the Language Problem  Additional Links ⁠Sports Innovation 2024: Wonderment and warnings in equal measure as AI dominates Düsseldorf event⁠ ⁠Fortuna Favours the Brave⁠ Connect with Peer on LinkedIn - ⁠⁠here⁠ Connect with Andy on LinkedIn - ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠here⁠ 

Today's episode, we revisit a conversation with CiCi Bellis. Cici is the Founder and General Partner of Cartan Capital as well as a former professional tennis player. Still only 24 years old, she's never let age be a barrier, famously having won a match at the 2014 US Open as a 15 year-old against a top 20 opponent. Having failed to shake-off a recurring injury, CiCi announced her retirement in 2020 and she has set to work on reaching the top in the world of venture. This was initially set in motion thanks to WTA's partnership with Indiana University where CiCi got her degree. She then joined leAD Sports and Health Tech Partners Investment Team before setting up as a solo GP and launching Cartan Capital in 2023, a $10 million pledge fund focused similarly on sports and health but more specifically now leveraging her network and her experience as an athlete.  Time Stamps  2:00 - Early Professional Tennis Career  5:00 - Developing an Interest in Venture Capital  12:00 - Cartan Capital's Areas of Interest 15:00 - The Opportunity in the Wearables Space  18:00 - Cartan's Investment into Proto Holograms 23:00 - Investing into Sports Betting  27:00 - Finding a Silver Lining to First Hand Experiences in Rehab and Recovery 29:00 - The MASSIVE Opportunity to Invest into Femtech  35:00 - Attracting attention from Female Founders and Athlete Founders  Additional Links ⁠Cartan Capital's Monthly Newsletter⁠ ⁠Former tennis pro CiCi Bellis on launching her own VC to invest in sports and health tech⁠ ⁠How former WTA World No. 35 launched a $10MM Sports & Health Tech Fund⁠ ⁠Cartan Capital Invests in Proto Hologram⁠ ⁠Flo Health on how its content drove daily app usage with pregnant mothers⁠ - ⁠ABBA Voyage passes 2 million tickets sold⁠ Connect with CiCi on LinkedIn - ⁠⁠⁠⁠⁠⁠⁠⁠⁠here⁠⁠⁠⁠⁠⁠⁠⁠⁠ Connect with Andy on LinkedIn - ⁠⁠⁠⁠⁠⁠⁠⁠⁠here⁠

Today's episode, we revisit a conversation with Mike Armstrong. Mike is the Chief Marketing and Communications Officer at Juventus.  Moving from Toronto to Torino, Mike joined the club in September 2021, with a remit to innovate and to grow the club's global supporter base. As the only English-speaking native within the organisation, this has required some cultural readjustment. As has moving into life working within a sports rights holder environment, having previously spent his time working in Consumer Packaged Goods (CPG) with both Kraft Foods and AB InBev, as well as in media at CBC, Google, and esports upstart Overactive Media. The result is a unique perspective, and an approach that is unlike any other from across the top football clubs in Europe. Time Stamps 2:00 - Ronaldo's Exit 6:00 - Working Closely with Fans (Rather than Customers) 9:00 - Addressing the Economic Headwinds Facing European Football  11:00 - Lessons from Working in Consumer Packaged Goods  14:00 - Merging of Chief Marketing and Chief Communications Roles  18:00 - Embracing Generative AI Tools  21:00 - Brining Fan-Created Content In-House 26:00 - Content as a Driver of Fandom 30:00 - Creating for Netflix vs TikTok  35:00 - Reducing Reliance on Individual Star Power  38:00 - Borrowed vs Owned and Operated Platforms 42:00 - Becoming a Distribution Channel for Other Content 48:00 - Getting More Women In Football  53:00 - Plans for the Future?  Additional Links ⁠Brain games, 'LA-style' creator labs & TikTok: Embracing innovation at Juventus⁠ ⁠TikTok Tactic: Juventus tap into the Freestyle World Championships⁠ ⁠Chiesa to Segura: How Juventus' Creator Lab is Driving a New Approach to Content Creation⁠ Connect with Mike on LinkedIn - ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠here⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Connect with Andy on LinkedIn - ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠here

On today's episode, I'm joined by Flora Bell, Business Director at LALIGA Studios. Having worked in the marketing and advertising industry for the likes of M&C Saatchi and LOLA MullenLowe across huge brands such as Magnum, Kraft-Heinz, Dove, Mattel, and PG Tips, just over a year ago she was brought in to help set up LALIGA Studios. Based in Madrid, LALIGA Studios is a new sports-related content production company which combines the forces of Banijay, a global content powerhouse with LALIGA, one of the most followed football leagues in the world. As well as serving all of LALIGA's content production needs, as an independent studio, they have also since taken on work with leading brands like EA Sports and Logitech and have an ambition to expand to other sports and across other markets. Timestamps 2:00 - From Sunderland to Madrid  6:00 - Conceptualising LALIGA Studios 10:00 - Partnering with Banijay 14:00 - Netflix's LALIGA: All Access and The Rise and Rise of Sports Docu-Series 19:00 - Expanding the Client Base Beyond Spanish Football  23:00 - Operating with the LALIGA Name 28:00 - Expanding into New Markets  31:00 - Telling Individual's Stories  37:00 - Creating Media That Cuts Through  39:00 - Measuring Success 42:00 - Aspirations for LALIGA Studios  Additional Links LALIGA partners with Banijay Iberia to launch production arm LaLiga Studios Expands Management Team, Announces Doc Project ‘The Power of Our Fútbol' LaLiga launches FAST channel with behind-the-scenes content Mike Tollin's MTP and LaLiga Studios to Develop Slate of Soccer-Centric Projects Connect with Flora on LinkedIn - Here Connected with Andy on LinkedIn - Here

On today's episode, I'm joined by Fara Gorsi, Americas Development Manager for the International Cricket Council.  Before taking on the role with the ICC of developing cricket in the Americas, Gorsi was the UK's first registered female cricket agent, looking after Pakistan quick bowler Mohammed Amir, among others.  Now based out in Colorado Springs, Gorsi looks after 16 associate nations in the Americas region, including both the U.S. and Canada, as well as countries like Brazil, Mexico, and Argentina. Though in the Americas, West Indies, who co-hosted the recent T20 World Cup with the U.S., fall under central ICC control as they are classified as one of 12 full nations. This means they sit outside Gorsi's remit, though they still provide a lot of inspiration to the rest of the region. With this tournament having just finished, I spoke to Fara about the ICC's ambitions in the Americas following the event as well as in the build up to cricket's Olympic debut at LA28. Timestamps 2:00 - Fara's Journey 5:00 - How Cricket has Evolved in the Americas  7:00 - Learning from the West Indies 9:00 - Impact of the U.S. Beating Pakistan  11:00 - Legacy of the T20 Cricket World Cup  18:00 - The Role of Major League Cricket  21:00 - Could Cricket Become a College Sport?  24:00 - Impact of LA28 26:00 - Infrastructure and Addressing Participation Barriers 31:00 - Collaborating with Major League Sports  37:00 - Schools Program  39:00 - Future Plans Additional Links Connect with Fara on LinkedIn - ⁠here⁠ Connect with Andy on LinkedIn - ⁠here

On today's episode, I'm joined by Ben Ladkin, Managing Director of MLB Europe. Although now representing a major American sports league, Ben's journey in sport began at Arsenal, where he spent 11 years, eventually leading the media group and building their digital and social media presence during the dot com era. Now at Major League Baseball (MLB), he operates across three key pillars: content, events, and participation. While the content pillar aligns closely with his past experience, he has embraced the new challenges of organising major events like the London Series (which took place earlier this month) as well as fostering baseball participation in Europe. This has required tapping into popular U.S. sports already capturing mind-share in Europe, finding alignment with popular global sports such as cricket, and tapping into culture and the wider export of Americana. Timestamps  2:00 - Ben's Journey  6:00 - How London Differs from other MLB International Markets  8:00 - Tapping into Cricket Fandom 12:00 - Incorporating Education into Content 14:00 - Strategy and Ambitions Across the Wider European Market 17:00 - Tapping in to Merchandise and Music 24:00 - Who Gets to Play in the London Series?  25:00 - Special Edition Merch 28:00 - Ballpark Food and Exporting Americana 31:00 - Future Plans and 365 Engagement Strategies    Additional Links Can Cricket SUPERSTAR Harry Brook learn how to hit a baseball in just 1 day?!  Jos Buttler swaps cricket for baseball to advertise the World Tour in London Rob McElhenney brought baseball to a Wrexham match Official MLB MLB London Series x Titi Collection Connect with Ben on LinkedIn - Here  Connect with Andy on LinkedIn - Here

On Today's Episode, I'm joined by Joe Gray, the co-founder of MyoMaster as well as a rugby coach for London Scottish.  Having retired from professional rugby in 2022, Gray is the only player in history to have won every trophy available to players in the top two tiers of English rugby, including both European trophies. Throughout his illustrious career, he has represented England and played for top clubs such as Harlequins, Northampton Saints, and Saracens.  In 2018, he founded the sports recovery business MyoMaster with his wife Lottie. Earlier this year, they made a memorable appearance on the British reality TV show Dragon's Den, securing an investment from former Manchester United and England footballer Gary Neville and renowned British businesswoman Sara Davies.  Leveraging his extensive experience as a top-level athlete, Gray developed MyoMaster's initial product, a massage gun, and has continued to innovate, aiming to democratise access to high-quality sports recovery products.  Timestamps 2:00 - Joe's Journey  5:00 - Sending CVs to Professional Rugby Clubs 9:00 - Founding MyoMaster 13:00 - Wider Interest in Entrepreneurship  14:30 - What is MyoMaster?  17:00 - How Can Sports Teams Support Athlete Founders?  19:00 - The Role of Athlete Partnerships  22:00 - Appearing on Dragon's Den  30:00 - The Value of Video Content 35:00 - Future Ambitions for MyoMaster Additional Links Wellness Wonders: Meet the CEO of sports recovery specialist MyoMaster MyoMaster, revolutionising recovery to transform performance Joe Gray's start-up scores big following prime-time appearance on national TV Connect with Joe on LinkedIn - Here Connect with Andy on LinkedIn - Here

On today's episode, I'm joined by Kahlen Macauley, Head of International Sports Media and Partnerships at Snapchat.   Having worked across the sports media landscape at the likes of TalkSport, ESPN and Pulselive, Kahlen then joined the International Olympic Committee in 2016, leading their digital partnerships team with a main focus on aiming to engage with younger audiences beyond broadcasts.  It was here, among the other social platforms, that Kahlen started interacting and working with Snapchat, who he then joined in 2019 to lead their sports partnerships for EMEA - identifying the opportunity that the company had as an under appreciated platform for sports rightsholders who were all wishing to engage with that younger generation. Bringing his 360 view of the sports media and marketing landscape, Kahlen has sought to help position the platform to better fit the marketing strategies of sports teams, leagues, and brands. Timestamps:  2:00 - Kahlen's Journey to working at Snapchat 5:30 - Lessons Across Different Areas of Sports Media 9:00 - Working with Snapchat while at the IOC 10:30 - Addressing Misconceptions Around Snapchat  13:00 - Snapchat's Product Suite  15:00 - How does Snapchat Enhance the Fan Experience?  18:00 - How Athlete's Engage Differently on Snapchat  24:00 - Blurring the Lines Between Sport and Fashion 28:00 - Importance of Sport to Snapchat Strategy  35:00 - What does a Snapchat Partnership Look Like?  42:00 - Future Plans for Snapchat in Sport Additional Links The Snapchat Game On Lens Gen-Z love 'blokette' fashion sparking boom in young sports fans Research: Gen Z falling back in love with sport Snapchat Statistics: Revenue and Usage Trends in 2024 Connect with Kahlen on LinkedIn - here Connect with Andy on LinkedIn - here

On today's episode, I'm joined by Cherry Beagles, the founder of The 400 Club, an all-female members club redefining what it means to be a sports fan and increasing culturally relevant brand deals in women's sport. Having studied law at the University of Manchester and gained experience at the likes of NBC Universal and Dentsu, Cherry founded The 400 Club as a side hustle to address an audience that was being underrepresented in traditional sports marketing - and an audience she herself fell in to.  Since launching, she has brought on successful female founders, international athletes, and Olympians, as well as hosted events with the likes of Nike, and done brand campaigns with rightsholders such as Arsenal - all within her first year of starting the club - suggesting that Cherry is very much on to something big.  We discuss her perspective on women's sport, why this is not to be confused with a female-fan strategy, and the importance of engaging not just the biggest female brands, but those that hold the most cultural relevance. Time Stamps 2:00 - What is The 400 Club and who are the members 4:00 - Recruiting New Members 8:00 - The Athlete x Brand Flywheel 13:00 - Creating a Female-Fan Strategy 17:00 - Culturally Relevant Brand Partnerships and Collaborations 20:00 - That Taylor Swift Jacket 28:00 - What Athletes can Learn from Social-First Brands 32:00 - Creating a Campaign with Arsenal FC 35:00 - Giving Rugby a 400 Club Twist 44:00 - Future of the 400 Club Additional Links The 400 Club x Nike for The FA Cup Final Follow The 400 Club on Instagram Connect with Cherry on LinkedIn - Here Connect with Andy on LinkedIn - Here

On today's episode, I'm joined by Giulia Zecchini, Commercial Partnerships Strategy Director at ESL FACEIT Group.  Starting her career in data and analysis at Nielson, working first on FMCG brands such as Mars, before switching into sports, Giulia has retained a passion for transforming data into actionable, commercially focused insights. This has shone through in her roles that have followed, at both Formula 1 and with ESL FACEIT Group, one of the leading companies in the worlds of both gaming and esports - where she works with global brands to help them to reach the sought-after Gen-Z and millennial gaming audience through exciting and cutting edge partnerships. It's not all about data though. Giulia is someone also with her finger firmly on the pulse of culture, something demonstrated through her presenting and hosting work for FIBA, sitting on the Equity Diversity & Inclusion committee at Basketball England, and through her co-founding of Sneaker Sisterhood, the largest female sneaker community in Europe. We talk about the intersection of sport, gaming, music, fashion, and culture, as well as the need to balance data with emotion and feeling, in what is one of the widest ranging conversations that I've had to date on the podcast - a credit to Giulia's breath of both expertise and interest. Time Stamps 2:00 - Impact of COVID on Formula 1 4:00 - eSports vs. Gaming 13:00 - Athletes as Content Creators 18:00 - How DHL Authentically Activated in eSports 21:00 - Boosting Basketball's Popularity in the UK 29:00 - Founding Sneaker Sisterhood 32:00 - Exploring the Cultural Crossover of Sport and Streetwear 40:00 - The Opportunity for Digital Merchandise 45:00 - The Comic-Con of Gaming Additional Links Saudi-backed Savvy buys ESL and FACEIT for 'US$1.5bn' DHL Case Study: Employer of Choice: Reaching and recruiting the unreachables with eSports Connect with Giulia on LinkedIn - Here Connect with Andy on LinkedIn - Here

Today's episode, I'm joined by Faith Wheller, Vice President of Brand, Sports Partnerships & Integrated Marketing at TeamViewer. Famous for their high-profile partnerships with Manchester United and Mercedes AMG Petronas F1 Team, TeamViewer is a  remote access and remote control computer software company focused mainly on enterprise clients. With that in mind, we discuss the company's decision to invest into sponsorship and how they are choosing to activate in order to get a return on their investments as well as how they go about balancing product-led storytelling with broader social purpose messaging - through something like their recent SheSportTech initiative. From across her time working at Cisco and Intuit through to working at TeamViewer, Faith has always been incredibly passionate about getting more women into IT and technology. This is reflected in a recent post she shared for international women's day as well as with SheSport Tech, an initiative which aims to inspire more women and girls to see the breadth of opportunity in the world of technology and sport. Time Stamps  2:00 - Getting More Women in IT   4:00 - Faith's Career Journey  8:00 - Why Sponsor Manchester United?  10:00 - Integrating the Product into the Partnership  14:00 - Activating Specifically with Enterprise Customers 18:00 - The Importance of F1 and the U.S. Market  19:00 - Opportunity to Engage Women with F1 Academy 23:00 - Speaking to Different Audiences and the Launch of SheSportTech 28:00 - Why More Women are Needed in Sports Tech 33:00 - Future Ambitions for TeamViewer  Additional Links Changing the game: Making space for women in sports and tech Championing diversity: Introducing SheSportTech Connect with Faith on LinkedIn - Here Connect with Andy on LinkedIn - Here