The Sports Marketeer by Amar Singh

For this episode of The Sports Marketeer, I caught up with Louise Bach, Global Sponsorship Director at Carlsberg, about the brand's iconic 30+ year partnership with Liverpool FC.Louise is one of the most accomplished sponsorship professionals I have come across in the business and it was fascinating to understand more about what makes her tick and the strategy behind a collaboration that has been venerated for years. We explored how the Liverpool FC partnership helped Carlsberg accelerate its global growth in the 1990s, the club's deep ties to Scandinavia, and the brand's commitment to responsible marketing -including thoughtful decisions around Player of the Match awards and alcohol-free celebrations.For example, Carlsberg are very respect of the religious beliefs of Mohamed Salah, while they also recently benefitted from players such as Alisson Becker, who enjoyed his celebratory moment with a Carlsberg during Liverpool's title celebrations. Louise shares insights into Carlsberg's innovative fan-first campaigns, capitalising on Liverpool's title celebrations, how they adapt to industry shifts like Gen Z drinking less, and the rise of 0.0 beer. The conversation also covers Carlsberg's growing investment in women's football, their recently-announced UEFA sponsorship, and Louise's passion for empowering women in sports business.

I got together with Mundo NFL presenter Martin del Palacio and digital marketing director James Hamlin to explore the cultural impact of America's biggest sporting event and global growth of the NFL.

This special episode features a session I ran at MKTG Sports + Entertainment's London office recently, with the former professional cricketer and anti-racism campaigner Azeem Rafiq.  We had around 70 guests including leaders at the ECB and counties including Surrey, Middlesex and Somerset, as well representatives from some of the sponsors of the game including Vitality and Sage. Utilising data and insights from a recent survey of UK cricket fans, we explored how the game's stakeholders can help challenge issues such as racism and elitism to drive forward a positive change. I hope you enjoy the episode. 

What makes Simone Biles the world's most marketable athlete? How is Real Madrid's Vinicius Jr the most appealing footballer to brands ahead of Lionel Messi and Cristiano Ronaldo? What will happen to the global appeal of Formula One when Lewis Hamilton retires? I got together with Michael Long, editorial director of SportsPro and Subomi Odanye, CEO Divrse Media to explore what it takes to become a global, culturally relevant and, therefore, marketable athlete in 2024. Check out the full list of the world's most marketable athletes at: https://50mm.sportspro.com/

How are fans engaging with Euro 2024 online? I got together with two brilliant industry experts at hotel MUNDIAL in Hackney to discuss all things content and marketing around the Euros... Daniyal Khan is a presenter and content creator. He has worked with clubs including Arsenal, he's also often on Sky's Saturday Social and now has own show on BBC1 - Gameday Gourmet, where he explores the best matchday eats.  Minal Modha is Head of Sport at Ampere Analysis, specialising  Media Rights, Sponsorship and Consumer Research.  The three of us explored a range of subjects. Nike or adidas, ITV or BBC? Which brands, broadcasters and content creators are nailing it, why Hellmans should double down on Jack Grealish and why Gareth Southgate's value to England goes beyond the pitch...

For brands and rights holders in sport interested in future-proofing themselves and unlocking new revenue streams, understanding how to connect and engage with Gen-Z audiences is vital. Content creators are at the vanguard of connecting with younger fans, taking a data-driven approach and serving up authenticity on the social platforms which resonate with a new generation of fans. I recently got together with three experts in this exciting, evolving space for a panel at SportsPro live in front of an audience of industry professionals. Arthur Guisasola, International Sports Partnership Lead at TIkTok, works closely with brands and rights holders in sport. Shebahn Aherne, is a broadcaster, presenter and podcaster, working with DAZN and talkSport. And Mark Goldbridge is a YouTuber, presenter and the founder of The United Stand and That's Football. We covered a range of subjects including how brands can engage with content creators, why traditional media outlets are increasingly adopting a fan channel style approach as well as busting some myths around Gen-Z fans.

From World Cups to Olympics, the Daily Mail's Shekhar Bhatia and former BBC Sports Editor Mihir Bose have covered some of the biggest stories and events in sport and beyond. As they release their respective memoirs, I caught up with two of Fleet Street's finest to explore how to break through barriers, overcome prejudice and make your name in journalism.

Cadbury have successfully utilised partnerships in football to deliver on values such as generosity and kindness. No more so was this evident, than with the brand's partnership with Grenfell Athletic FC, which has led to 14 different clubs across the UK helping to create a common ground for the community organisation. Purpose-driven marketing requires shared values, authentic connections and a commitment to deliver beyond the storytelling. I joined Rupert Taylor, founder of Grenfell Athletic FC and Chris Parker, brand manager at Cadbury, to go inside the campaign.

For close to two decades, Robert Earnshaw was the fleet-footed striker with an eye for goal who delighted fans with his instinctive finishing and acrobatic celebrations. Earning 59 caps for Wales along the way, Rob had a far reaching and fulfilling career, with spells at clubs including Norwich City, Nottingham Forest, Toronto FC and Cardiff City, where he came through the ranks from youth level. Pub quiz fans might know that Rob is the only footballer to have scored a hat-trick in the Premier League, all three football league levels, the FA Cup, the League Cup and at international level. After retiring as a player in 2016, the Zambia-born forward, tried a spell in coaching before opting for a career in broadcasting. I caught up with Rob to talk about the decisions he made after hanging up his boots and what it takes to shape a career in broadcasting today. Passionate about the game and knowledgable, Rob also shared his perspective on a host of issues, from racism directed at players, to the best way for footballers to approach social media, to sharing his view on why Gareth Bale did not receive the adoration of Real Madrid fans. For Wales supporters, Earnshaw offers reasons to be optimistic, ahead of the UEFA Euro 2024 play-offs.

Football content is evolving all the time and the last two decades has seen a huge shift in how fans are able to access information about the club they support and engage with other supporters online. Through mastering digital platforms including YouTube, Instagram and TikTok a whole new generation of voices have emerged around the game, giving fans the impassioned and entertaining content they want.  Many of these new digital presenters grew their audiences the hard way, testing different formats, filming outside stadiums for hours and struggling to meaningfully generate revenue. Joel Beya is one of the best examples of someone who is thriving in this new football content eco-system, as the established platforms play catch-up and adapt their output to resonate with Gen Z fans. Through a combination of hard work, persistence and a great instinct for what fans want, Joel grew his channel Cheeky Sport and has since gone on to become one of the most in-demand content creators in football working with brands including Nike, Google, Gillette, Budweiser and Adidas. Today, Joel works closely with Rio Ferdinand as part of the former Manchester United star's FIVE platform to create memorable and entertaining digital content. He's also a board member of the Football Writers' Association (FWA), working with the industry body on a range of initiatives around creating more opportunities in the sector for young people in addition to driving the FWA's digital strategy. Joel and I talked about a range of subjects including his journey, the moment he realised that he could make a living out of his passion for football, working with and earning the trust of Rio Ferdinand, why fan channels deserve more respect and his love for Arsenal FC.

How do you grow soccer in the USA where the NFL, NBA, MLB and College Football still dominate? That's the challenge embraced by my guest Dee Kundra, who as Bayern Munich's Managing Director, Americas,  is at the forefront of growing audiences and unlocking new fanbases, for Germany's most successful football club, in the USA and beyond. Dee's career back catalogue includes launching the Liverpool's women's team, to taking Pele to Cuba for a truly historic game. Fresh from signing a partnership with KSI and Logan Paul's Prime Hydration, Dee shares her remarkable story, her hopes for the FIFA World Cup in 2026 and her insights into successful sports marketing strategies... including her plans for a certain Harry Kane.

Welcome to the very first episode of The Sports Marketeer podcast.  My name is Amar Singh and I am in the business of sports marketing. I work for an agency called MKTG Sports + Entertainment as SVP for Content and Comms, helping some of the world's biggest brands activate their partnerships in sport. I'm also professor for the Football Business Academy, teaching masters students principles of marketing and content strategy in the context of working in the football industry. As such, I am constantly learning myself and on the look out for the trends and influential voices that are shaping this sector. I write about those shifting trends in my newsletter which you can find on Substack - it's also called The Sports Marketeer. One voice in the marketing industry who has really stood out to me in recent months is Marcus Collins. Marcus is head of strategy at Wieden + Kennedy - an agency with a huge reputation for culturally impactful work and one which can boast none other than Nike as its first client.  Marcus is an award winning marketeer, with an incredible body of work behind him. He is an expert in helping brands connect with and engage with cultural movements.  From running Beyonce's digital strategy to launching the Brooklyn Nets to successfully pitching the Made in America festival to Budweiser, Marcus is the guy behind some truly famous campaigns over the last 15 years.  Marcus's book For The Culture is essential reading for any marketing professional keen to better understand how to unlock the power of culture.  With the 50th anniversary of hip hop this year, I caught up with Marcus to explore hip hop's contribution to sports marketing but our conversation spanned a host of other topics.