Sports Pundit Podcast with Andy Marston
By Andy Marston
The Sports Pundit podcast is part of the Pundit Media Group and you can also dive into weekly newsletters and score details on monthly events in cities like London, Manchester, New York, and Los Angeles at SportsPundit.co
Sports Pundit Podcast with Andy MarstonMay 07, 2024
How Pickleball and Padel Could Cause Participation Surge for Squash with PSA CEO, Alex Gough
Today’s episode, I’m joined by Alex Gough, CEO of the Professional Squash Association.
With a career spanning 15 years on the professional circuit, Alex climbed the ranks to reach number 5 in the world. Along the way, he also secured 10 World Tour titles and a Bronze Medal at the 1998 Commonwealth Games in Kuala Lumpur.
His contributions to squash extend far beyond the court, however. His dedication to the sport led him to join the PSA as a Board Director in 2002, while still an active player. Following his retirement, he has transitioned seamlessly into leadership roles, first as Chief Operating Officer in 2008, and then taking the helm as CEO in 2009.
In our conversation today, we delve into Alex's role at the forefront of the PSA, the global governing body responsible for the administration of professional squash worldwide. He’s got a lot on his plate. With over 1,000 registered players and 600 events annually, the PSA World Tour, the PSA Challenger Tour, and the WSF & PSA Satellite Tour, the PSA aspire to showcase squash at its pinnacle. And they do so in some breathtaking locations around the globe.
Time Stamps
2:00 - Alex’s Journey into his current role as CEO of the PSA
3:30 - Transitioning from Player to a Governance/ Executive Role in Sport
6:30 - Overview of the Current Squash Calendar
12:00 - Communication with Current Players and Understanding their Needs
13:30 - Discussion on Managing both Men's and Women's Tours
15:00 - Implementing Equal Prize Money
19:00 - Insights into Commercial Deals, including Sponsors like JP Morgan
21:00 - Egypt's Dominance in Producing Top-Quality Squash Players
23:00 - Exploration of Outdoor Events and their Appeal
27:00 - Utilising Social Media to Attract New Audiences
31:00 - The Popularity of Pickleball and Padel, and the Opportunities for Squash
38:00 - Implications of squash being included in the Olympics
41:00 - Future aspirations and ambitions for the PSA leading up to LA 2028
Additional Links
Professional Squash Association celebrates 50th anniversary
Cricket, squash among six sports added to 2028 L.A. Olympics
Video: Playing Squash at the Olympics
Connect with Alex on LinkedIn - Here
Connect with Andy on LinkedIn - Here
Why People and Businesses Should Lead More Consiously with Soulhub's Carmen Rendell
Today’s episode, I’m joined by Carmen Rendell, Founder of Soulhub.
She’s not your usual therapist or business owner. She’s a community space holder and a truth seeker. She says herself she loves to get under the bonnet and get to the real stuff. Talk raw truths. To stop the pretence and help you or your business say and see it how it really is. And she’s done this for some huge businesses like HSBC, eBay, and WhatsApp.
My conversation today is unlike others that I’ve held, far more introspective, but I hope that, like with all the content that I put out, it provokes thought and ideation.
Ultimately at the centre of every business and every sport are humans, and it’s important to take a step back and recognise that fundamental truth.
Time Stamps:
2:00 - Carmen’s Journey to Founding Soulhub
15:00 - What is Soulhub?
22:00 - Recruiting and Bringing People into your Mission
26:00 - What has Wellbeing and Spirituality got to do with Sport?
29:00 - Getting the Best out of Ourselves and our Teams
35:00 - Balancing Morals and Values with Necessity
38:00 - Sitting with Difference
Additional Links
Souhubbers Podcast - Episode 1 – Who is Carmen Rendell?
The Growing Importance Of Employee Wellness: How Are You Responding?
Connect with Carmen on LinkedIn - here
Connect with Andy on LinkedIn - here
Captivating Motorsport Fans in New Ways with Formula E's Jeff Dodds
Today’s episode I’m joined by Formula E’s Jeff Dodds.
In his role as CEO, Jeff is spearheading the evolution of the pioneering electric motorsport world championship, best-known for it’s promotion of sustainability within elite sports—a mission that's more vital than ever.
Before taking the helm, Jeff honed his leadership prowess within the dynamic landscape of Virgin businesses. From his most recent tenure as Chief Operating Officer at Virgin Media O2, to his multifaceted roles at Virgin Media prior to that, which included spells as COO, Managing Director and Chief Marketing Officer.
Having also held executive roles outside of Telecoms, at the likes of Callaway Golf and Honda UK, Jeff has a wealth of insights to bring to the table for the still-young racing series as it moves into it’s next phase of growth, something that we discuss heavily.
So, without further ado, please enjoy my conversation with Jeff Dodds.
Time Stamps
2:00 - Applying Lessons from Telcos
4:00 - Working for a Virgin Business
7:00 - What Differentiates the Formula E Product?
10:00 - Balancing Purpose and Product
15:00 - Retaining Competitive Balance
21:00 - Hosting an E-Prix on the Streets of Tokyo
27:00 - The Benefits to Being Young
29:00 - Can Men and Women Compete in the Same Racing Series?
36:00 - Going Behind a Paywall in the UK
45:00 - Looking to the Future
Additional Links
Connect with Jeff on LinkedIn - here
Connect with Andy on LinkedIn - here
How AI-powered Video can Unlock Opportunity for Grassroots Sports with Veo's CEO Henrik Teisbæk
Today’s episode, I’m joined by Henrik Teisbæk, co-founder and CEO of Veo Technologies.
Veo was founded in Copenhagen in 2015 with a vision to democratise video broadcasting and analytics which at the time was reserved mostly for professional teams.
The company creates smart, AI-powered cameras that let anyone record their match without a camera operator. The automatic recording and video-editing then enables coaches and players to watch and share their sport.
While predominantly focused on football, I recently partnered with Veo when I launched the Sports Pundit rugby predictor game for both the men’s and women’s Six Nations. From that initial conversation about a partnership also grew a curiosity to learn more about their product, as well as how it was being utilised - particularly at the grassroots level - something rarely discussed within sports industry content.
Time Stamps
2:00 - Founding Veo
4:00 - Transitioning from Software to Hardware
10:00 - The Commercial Benefits of Video
13:00 - Targeting the Grassroots
19:00 - Expanding into New Sports and Markets
24:00 - The Opportunity in Women’s Sport
27:00 - Launching the People’s Puskas Award
30:00 - Creating New Jobs
34:00 - Looking to the Future
Additional Links
Great goals can come from everywhere: Veo unveils People's Puskas 2023
AI camera startup Veo targets further expansion after US$80m funding round
Mastering Moments: Unveiling the new Veo Cam 3
‘We’re creating a video network for all of soccer’: Veo’s goal to take AI tech to the masses
Connect with Henrik on LinkedIn - here
Connect with Andy on LinkedIn - here
Creating the Data Foundation on which the NFL is Building with Next Gen Stats' Josh Helmrich
Today’s episode, I’m joined by Josh Helmrich - Senior Director, Media Strategy, Business Development and Next Gen Stats (NGS) at the NFL.
NFL Next Gen Stats provides clubs with data to analyse trends and player performance, while enhancing the fans’ experience in-stadium, online and during game telecasts.
Having worked at the NFL for almost 15 years across various roles, Josh has seen first hand the increasing prevalence of data both within the league and across the wider sporting ecosystem.
Taking time out of his schedule at the recent SportInnovation Summit in Dusseldorf, I sat down with Josh to discuss the impact of the Next Gen Stats program so far, and what he’s aspirations are for it in the months and years ahead.
Time Stamps
2:00 - Getting into the NFL
4:00 - What is NFL Next Gen Stats?
7:00 - Identifying Puka Nacua, the offensive Rookie of the Year
11:00 - Working with External Vendors
14:00 - Bringing in Technology from Outside Sports
17:00 - Considering the Competitive Balance
21:00 - Applying data to the Betting Industry
25:00 - The Evolution of Data Collection
28:00 - Customising the Viewer's Experience
31:00 - Future Ambitions
Additional Links
Rams Share Behind-the-Scenes Video of Decision to Draft Puka Nacua
NFL and Genius Sports provide new fan insights during games
Here's How The NFL's Next Gen Stats Technology Actually Works (And How It's Changed The Game)
ESPN's Toy Story Funday Football: The tech behind Falcons-Jaguars fully animated alt-cast
7 AI-powered features you’ll find on Prime Video's ‘Thursday Night Football‘ this season
Connect with Josh on LinkedIn - here
Connect with Andy on LinkedIn - here
Bringing German Football to the World with Bundesliga International CMO Peer Naubert
Today’s episode, I’m joined by 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
Connect with Peer on LinkedIn - here
Connect with Andy on LinkedIn - here
Innovating to Stay Ahead of the Game with Juventus' Mike Armstrong
Today’s episode, I’m joined by 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
Creating the 'T20 of Triathlon' with supertri's Michael Dhurst
Today’s Episode, I’m joined my Michael Dhulst.
Michael is the Co-Founder and CEO of supertri, formerly known as Super League Triathlon.
Since its bold emergence in 2017, this is a league which as carved out a well-earned reputation for disruption - built from the outset to shake up the swim-bike-run events space.
Now, under its new supertri brand they aim to further embrace their ‘challenger’ status and build on the foundations they have put in place as the short-form specialists, aspiring to be to triathlon what Twenty20 is to cricket. And in order to get there, Dhulst and his co-founders, Leonid Boguslavsky and four-time triathlon world champion Chris McCormack, are putting their own capital, passion, and expertise on the line.
Time Stamps:
2:00 - Initial Interest in Triathlon
5:00 - Identifying a Gap in the Market
8:00 - What is supertri?
11:00 - Transitioning from Mass Participation to Spectator Sport
13:00 - Unlocking New Venue Opportunities
17:00 - Creating a Team Format
25:00 - Capitalising on the Olympics
30:00 - Generating Revenues without the Big Media Cheque
34:00 - Analysing the Competition…
37:00 - Hosting the eSports World Championships for Triathlon
Additional Links
Video: Introducing supertri
Supertri rebrand builds on Super League Triathlon’s disruptive ethos
World Triathlon and Super League Triathlon unite for new esports series
Podcast: How Zwift Challenged the Tour de France with Kate Veronneau
Connect with Michael on LinkedIn - here
Connect with Andy on LinkedIn - here
From Pro Athlete to Launching a $10M Sports and Health Tech Venture Fund with CiCi Bellis
Today’s episode, I’m joined by 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
Why a Lack of Diversity is Bad for the Game with United Soccer League's Chris Busey
Today’s episode, I’m joined by Chris Busey.
Chris is vice president of DEI & Community Impact at the United Soccer League.
A league which recently launched its signature diversity, equity and inclusion program: USL Forward. This multi-dimensional, leaguewide initiative prioritizes professional development for technical staff, league and club executives with the intention of increasing racial and gender diversity in leadership roles throughout the USL’s ecosystem.
Having previously spent time in academia, including at Texas State and the University of Florida, where he was an assistant and then associate professor, Busey only more recently made the move over to the world of professional sport, an area that he describes as the ‘last frontier'.
Time Stamps
4:00 - Chris’ Journey from Academia to the USL
6:00 - The DEI Backlash
10:00 - Applying an Understanding of Racial Tensions to a Professional Sporting Environment
17:00 - The 'Danny Rose' Example
21:00 - Applying the Theories Beyond Head Coaching Roles
24:00 - Addressing the Idea of a "Business Case" for DEI
28:00 - What About Diversity of Thought and Experience?
31:00 - Debunking the 'Box Ticking' Argument
36:00 - The USL Forward Program Explained
38:00 - The Importance of 'Equity'
40:00 - Magnifying Mistakes
United Soccer League Launches USL Forward to Increase Access and Opportunity Across USL Ecosystem
Making Diversity and Inclusion in Football a lot less Merky
Getting Serious About Diversity: Enough Already with the Business Case
Connect with Chris on LinkedIn - here
Connect with Andy on LinkedIn - here
How Zwift Challenged the Tour de France with Kate Veronneau
Today’s episode, I’m joined by Kate Veronneau.
Kate is the director of Women’s Strategy at Zwift, a multiplayer online cycling and running training program that enables users to interact, train, and compete in a virtual world.
A keen cyclist herself, Kate played an important role in bringing the Women’s Tour de France event, Tour de France Femmes avec Zwift, to fruition.
This is an achievement which has since given her the opportunity to use her voice to advocate for parity and sing the praises of investing in women's sports, as well as to speak to the impact that technology can have in driving greater access and participation in sport more broadly.
Time Stamps
5:00 - Joining Zwift and the launch of the Zwift Academy
8:00 - Creating Women’s Only Rides
10:00 - What does Community Look Like on Zwift?
14:00 - The (Positive?) Impact of COVID?
16:00 - The Creation of Virtual Events
17:00 - The Tour de France Femmes avec Zwift
19:00 - Having Parity across Men’s and Women’s
21:00 - The Commercial Case for Serving Women
23:00 - Making Triathlon a Stadium Sport
30:00 - An Opportunity for the Apple Vision Pro?
33:00 - Could AI Reduce the Barriers to Entry for Cycling?
Additional Links
How the Zwift Academy changed Neve Bradbury's life – and how to watch the 2024 finals
Reddit Was Built On Legions of Fake Accounts
Zwift Signs On as Title Sponsor for Tour de France Femmes
Zwift report highlights positive impact of the Tour de France Femmes
How the arrival of Zwift changed triathlon training forever
Arena Games Triathlon powered by Zwift expands to new destinations in 2023
Connect with Kate on LinkedIn - here
Connect with Andy on LinkedIn - here
How Harry Kane-backed Reflo aims to become the ‘Patagonia of Activewear’ with Rory MacFadyen
Today’s episode, I’m joined by Rory MacFadyen.
Rory is the co-founder of Reflo, a sustainable apparel brand made from recycled plastic waste and is also the chief marketing officer at the Icons Series, a team matchplay golf event featuring sporting icons such as Michael Phelps, Canelo Alvarez, and Harry Kane.
In this conversation, we talk about the merging on these two lives, getting investment from England’s all-time record goalscorer, tearing up the traditional apparel business model, taking a sustainability-first approach, as well as partnering with a Extreme E team, plans to partner with a Formula E team, and to potentially one day land deals in football, cricket, and rugby.
Time Stamps
2:00 - Working at the Icons Series and Meeting Harry Kane
4:00 - Expanding Beyond just Golf
9:00 - Developing a Passion for Sustainability
11:00 - 'McDonald's Makes Salads, it Doesn't Make them a Health Food Store’
16:00 - Accounting for the Difference in Costs
19:00 - The Opportunity for Going Digital
22:00 - Moving into Teamwear
23:00 - Introducing Reloop
26:00 - Balancing Sustainability and Commerciality
30:00 - Harry Kane’s Investment into Reflo
35:00 - Could an Athlete do something Themselves in the Apparel Space?
Additional Links
Harry Kane deal can make our brand a behemoth
The Fortnite skin that grossed $50 Million for Epic Games
Roblox Launches Wimbledon World With Digital Swag From Andy Murray, Ralph Lauren
Managing Sir Andy Murray, One of Britain's Greatest Ever Athletes with Matt Gentry
Connect with Rory on LinkedIn - here
Connect with Andy on LinkedIn - here
Why the MLS has Launched a Venture Fund In-House with Mihir Kumar
Today’s episode, I’m joined by Mihir Kumar.
Mihir is Senior Director for MLS Emerging Ventures, the in-house investment arm for Major League Soccer. Having taken up the role just over a year ago, it perfectly compliments his previous experience in finance (at BCG) and sport (at Overtime).
Recently MLS Emerging Ventures announced the launch of the MLS Innovation Lab, a program designed to shape the future of sports through the identification of cutting-edge startups and advanced technologies to help develop the next generation of athletes, enhance the fan experience and drive continued growth for the League and its Clubs.
In this conversation, we talk about what spurred this innovation, the companies in the initial cohort, and the areas of interest for potential future cohorts.
Time Stamps
3:00 - Mihir’s Experience Working at Overtime
5:00 - Launching the MLS Innovation Lab
8:00 - Applying Innovation Across the MLS Ecosystem
12:00 - Sourcing Investment Opportunities
13:00 - The Initial Cohort of MLS Innovation Lab
19:00 - Figuring out the ‘Moat’ and Confronting Competition
25:00 - Areas of Focus for MLS Innovation Labs’ Future Cohorts
30:00 - TOCA and Opportunities Around Live Experiences
32:00 - Could MLS Create their Own Consumer Products within Health & Wellness?
Additional Links
MLS Launches Innovation Lab Startup Accelerator Program
Game On: Experiential Venues Worth a Shot to Engage Fans Outside the Stadium
Sweaty Equity: Why Sports Leagues are Setting up Investment Funds
Chelsea FC launches new sports nutrition app called Blue Fuel
PRIME Example: Rightsholders could benefit from Dodging industry incumbents
Connect with Mihir on LinkedIn - here
Connect with Andy on LinkedIn - here
Managing Sir Andy Murray, One of Britain's Greatest Ever Athletes with Matt Gentry
Today’s episode, I’m joined by Matt Gentry. Matt is the co-founder of 77 Sports Management, a boutique sports marketing agency which he co-founded alongside business partner Gawain Davies and British tennis legend, Sir Andy Murray.
As well as dealing with a number of young professional athletes, the company also deals with all aspects of Andy’s career, including commercial deals, formulation of brand, PR, media and management strategy - and they have even overseen 50+ seed investments - including a notable investment in Castore - a company recently valued at more than £900m.
Matt first started working with Andy while at talent agency, 19 - where he also managed individual talent and media strategy, which included work with Lewis Hamilton and David Beckham - who he coincidently will be joining up with again in his next career move...
Time Stamps
2:00 - Starting 77 Sports Management with Andy Murray
7:00 - Leaving Money on the Table and Being Value-Driven
11:00 - Getting Involved in Early-Stage Investing and THAT Castore Deal
13:00 - Getting Educated on Investing
18:00 - Finding the Right Balance Between Sponsorship and Investing
20:00 - Why Sponsorship Benefits Go Beyond Monetary Value
22:00 - Managing the Different Phases of an Andy’s Career
24:00 - Setting up Andy Post-Playing Career
26:00 - Investing into the Hexagon Cup and the Rise of Padel
29:00 - The Other Sport that Andy would be Interested in Investing In 👀
31:00 - Matt’s Next Career Move - Being Reunited with David Beckham, alongside other talent at Authentic Brands Group
Additional Links
Andy Murray leaves Under Armour, will end career wearing Castore outfits
Podcast: How Castore built a billion dollar British sportswear brand - Business of Sport
Podcast: Meet The Man Behind Conor McGregor’s +$650M Empire - My First Million
Tennis Star Andy Murray Launches Padel Team
Book: A List Angels by Zack O'Malley Greenburg
Connect with Matt on LinkedIn - here
Connect with Andy on LinkedIn - here
Applying Lessons from Formula E and Extreme E to the Hexagon Cup with Julia Wall-Clarke
Today’s episode, I’m joined by Julia Wall Clarke. Julia is the current Head of Communications for the Hexagon Cup, a new, innovative padel tournament, which aims to transform the sport by bringing a new approach - an approach which is brought over by a senior leadership team that has also been behind the likes of Formula E, Extreme E, and the E1 Series.
It was at Extreme E that Julia first started working with this team as a Communications Manager, before quickly scaling the ranks to be Head of Communications and then Head of Impact and Communications.
Prior to this, she'd already gathered a wealth of experience in communications across a wide range of sports properties including Arsenal, Tennis Australia, Wimbledon, and Clipper Round the World Yacht Race.
We start this conversation by diving into the Hexagon Cup, which now, at time of release is only one week away (31st January), before diving into some of those lessons from throughout Julia’s career so far.
Time Stamps
2:00 - Introduction to The Hexagon Cup
5:00 - Taking Lessons from Formula E and Extreme E
8:00 - Injecting Sport with Purpose
12:00 - Embracing Celebrity Ownership
15:00 - The Significance of Choosing the ‘Right’ Broadcast Partners
19:00 - Taking Investment from DMG Ventures
23:00 - Retaining Authenticity While Innovating
25:00 - Applying Key Communication Skills Across Different Rightsholders
28:00 - The Difference Between Working for an Established vs Challenger League
36:00 - Applying Julia’s Career Lessons to Women’s Football
Additional Links
Book Tickets - Hexagon Cup, Madrid (31 Jan - 4 Feb)
DMG Ventures announces investment in €1M team padel tournament Hexagon Cup
Lon-Glorious Addition: Hollywood Actress Provides Hexagon Cup Another Dimension
Video: Start With Why - How Great Leaders Inspire Action by Simon Sinek
Connect with Julia on LinkedIn - here
Connect with Andy on LinkedIn - here
Empowering Fans to Influence the Future of Sport with RugbyDAO President, Leanne Bats
Today’s episode, I’m joined by Leanne Bats. Leanne is President of The RugbyDAO and also holds the title of Head of Web3 at New Zealand Rugby, where she has been an advisor since 2019.
She has also done work for New Zealand Thoroughbred Racing and consults in the women’s sport area with READY Sport. Not to mention she has also founded the internet's coolest climate action corporation, Tres Cool.
In this discussion, we talk about her early involvement in sport and the important role that community has played throughout her playing days and into her professional career – as well as her transition into, and fascination with, Web3 and digital innovation more broadly.
Time Stamps
1:00 – Growing up Sport-Mad
5:00 – Community as a Common Thread
6:00 – Taking Inspiration from the Bored Ape Yacht Club
13:00 – Implementing Innovation, and Web3, within an Organisation
16:00 – Launching an NFT Campaign with NZ Rugby and World of Women
28:00 – Attitude Towards the Term Web3
30:00 – Online will become ‘On Chain’
38:00 – Introducing RugbyDAO
48:00 – Democratising Creativity with AI
Additional Links
New Zealand Rugby Takes First Step into the Metaverse
Pioneering the Future of Rugby with Emerging Tech
Video: How an NFT Book Can Fight Climate Change - Web3 Academy
Connect with Leanne on LinkedIn - here
Connect with Andy on LinkedIn - here
Getting into the 'Future' Business with Kids Content Expert, Jo Redfern
Today’s episode, I’m joined by Jo Redfern. In September, Jo became Wind Sun Sky’s first-ever managing director of kids.
Before joining the Vancouver-based animation studio, Jo was global head of brand at 24 Watts, leading content strategy and expanding the studio’s Cozmo & Friends property into an animated series for YouTube and into a Roblox game.
Prior to that, she was head of brand at BBC Children’s & Education for eight years, overseeing live events, consumer product launches and opening a CBeebiesLand Theme Park and Hotel in 2017. She has also served in marketing and media consultant roles at companies such as WWE and Disney Branded Television.
Like in these consultancy roles, this conversation aims to apply her vast experience in kids content over to the world of sport & entertainment - leading to a ton of fresh ideas you may not have thought about before...
Time Stamps
1:30 - Why Should Sport Create Content that Resonates with Kids?
4:00 - Monetising kids Content
7:00 - What is Roblox?
10:00 - Branded Experiences on Roblox
15:00 - Why are Kids Platform Agnostic? And Why Does it Matter?
18:00 - Repackaging IP
25:00 - Personalisation of Content (Thanks to AI)
30:00 - Creating A New Sport like ‘Blade Ball’
37:00 - The YouTuber Approach to Monetisation
40:00 - Removing the Distribution Barrier
45:00 - Using Content to Educate Kids and Change Behaviour
Additional Links
Jo's Kids Media Club Podcast on Spotify or Apple Podcasts
Evan Shapiro's Substack - Media War & Peace
Zoe Scaman's Substack - Musings of a Wandering Mind
Mean Girls reposts entire movie to TikTok
Is TikTok the Future of Television?
Why Should New IP Launch on Roblox?
Connect with Jo on LinkedIn - here
Connect with Andy on LinkedIn - here
Why Hampton & Richmond FC Prioritised Brand Over Money with Stefano Petruzzo
Today's episode, I'm joined by Stefano Petruzzo. Stefano is the Principal Owner of Hampton & Richmond FC, an English football club based in South West London and competing in the 6th tier of English football.
Stefano and his brother and business partner on this venture, Rafa, recently celebrated their first anniversary of ownership of the club, having initial conceived the idea whilst working together at the Arcadia Group as Chief Strategy and Chief Digital Officers respectively.
Stefano also spent 6 years as Strategy Director for Liverpool FC, contributing to their journey back to challenging at the top of the Premier League and for the highest European honours.
It’s an incredibly unique journey, and while the internet signal was in places a little lacking, the insights from Stefano more than make up for it.
Time Stamps:
2:00 - Investment Interest in the English Football Pyramid
5:00 - Applying Benchmarks to your Performance
8:00 - Going from the Premier League to the National League
12:00 - Are There Lessons to Take from Topshop's Digital Transformation?
16:00 - Reducing Reliance on Third-party Platforms
20:00 - A Groundbreaking Partnership with Movember
26:00 - Launching a Newsletter and Being Transparent with Fans
33:00 - Rallying Youth Participation On and Off-the-Field
37:00 - Putting the Foundations in Place for a Women's Team
43:00 - Aspirations for the Future of Hampton & Richmond FC
Additional Links
Donate to Hampton & Richmond FC's Movember Page
Embracing identity: What we can learn from Liquid Death
Lose the excuses: Creating a winning sustainability formula
Connect with Stefano on LinkedIn - here
Connect with Andy on LinkedIn - here
How the DRL is Captivating the Attention of an Entirely New Audience with Ari Mark
Today’s episode, I’m joined by Ari Mark, the Senior VP, Head of Partnership Development at The Drone Racing League.
Mark joined the DRL from the NFL, where he led corporate partnership sales for the Miami Dolphins and Hard Rock Stadium. Before that, Ari spent eight years in global business development for the NBA, securing sponsorships across the NBA, WNBA, G League, USA Basketball, and NBA 2K League.
Over the last several years, Ari built a legacy for developing new, groundbreaking programs, including the creation of the DRL’s largest ever partnership with Algorand, the leading high-performance blockchain platform as well as launching DRL Labs, an innovation hub to research and develop next generation drone technology with Dragan Fly.
The league is flying high *pun intended* as the world’s premier, professional drone racing property and in the process is creating a new era of sports that brings high-speed competition in real life and digitally.
Time Stamps:
3:00 - Taking Lessons from the NBA and NFL
5:00 - The DRL as an Innovation Hub and Accelerator of Technology
10:00 - Tapping into Alternative Budgets
11:00 - Solving Problems for Partners and Tapping Partners to Solve Problems
13:00 - Engaging with Fans Away from Broadcast TV
16:00 - Connecting with Fans of the Non-Traditional Sports
19:00 - Embracing Meta’s Launch of WhatsApp Channels
24:00 - Evolving the DRL from Season to Season
27:00 - Deciding on where to Race
29:00 - Tapping into Athlete Appeal of the DRL Pilots
32:00 - Esports as a talent funnel and engagement tool
37:00 - An opportunity for DRL events to tap into culturally relevant IP.
38:00 - Vision for the future of the DRL
Additional Links
Serving Fans: Why FC Barcelona Are Embracing An Overlooked Social Platform
Overtime's Playbook: Focus on 'Winning' the Group Chat
The Great Divide: The Future of Social Media
How F1 Technology has Supercharged the World
How High-Speed Drone Racing could Aid Struggling Air Force Recruitment
Connect with Ari on LinkedIn - here
Connect with Andy on LinkedIn - here
How TOCA Football is Engaging the Next Generation of Fans and Players with CEO Eddie Lewis
Today’s episode I’m joined by Eddie Lewis. Eddie was an American soccer player and is now the CEO and Founder of TOCA Football.
During his 14 year tenure as a professional player, he spent much of his time in the US and UK, playing for the likes of San Jose Clash, Preston North End, Leeds United, and LA Galaxy - where he played alongside David Beckham.
Since finishing his playing career, Lewis has remained in football, founding TOCA, a training technology company that is used in both elite training centres as well as within TOCA Social, entertainment venues that tap into the trend competitive socialisation, which is best encapsulated by the likes of TopGolf and more recently, F1 Arcade.
Time Stamps:
2:00 - Visiting TOCA Social at the O2 in London
3:00 - Expanding the Experiential Venue Concept into the U.S.
5:00 - The Growth of Women's Soccer and How TOCA can Support
8:00 - The Impact of Beckham and Messi and Forecasting the Growth of Soccer in the U.S.
10:00 - Taking Investment in TOCA from Major League Soccer
14:00 - Becoming 'TopGolf for Football' and Engaging with Fans and Players
17:00 - Applying Lessons from Playing Professional Football to Founding a Company
20:00 - Using Technology to Close the Gap and Enhance Player Development
26:00 - Dealing with Rivals and Taking Inspiration from Other Sports
31:00 - Building for Athletes First - A Lesson from Will Ahmed, CEO of Whoop
34:00 - Future Plans for TOCA Football
Additional Reading:
- Game On: Experiential Venues Worth a Shot to Engage Fans Outside the Stadium
- Driving Engagement: F1 Arcade Opens First US-Based Venue
- Digital Revolut-ion: Why it's Important That WeWork On and Offline
- Sweaty Equity: Why Sports Leagues are Setting Up Investment Funds
- Diary of a CEO Podcast with Whoop CEO, Will Ahmed - How I Built A $3.6 BILLION Company & BEAT Apple!
Connect with Eddie on LinkedIn - here
Connect with Andy on LinkedIn - here
How Chelsea FC’s Women are Forging their own Commercial Path with Zarah Al Kudcy
Today’s episode I’m joined by Zarah Al Kudcy, the Commercial Director for Chelsea FC Women’s team, as well as a trustee of the Women’s Sports Trust.
Having previously held commercial roles in World Rugby, ECB, and most recently, Formula 1, Zarah joined Chelsea this summer tasked with building and growing commercial revenue related to the women’s team through sponsorship, ticketing, hospitality, and digital content.
Time Stamps:
1:00 - NWSL Final and learning from other sporting properties
2:00 - The Case for Women’s Football to be Standalone from the Men’s
5:00 - Engaging with fans of Chelsea’s Men’s and Women’s Teams
6:00 - The difference between International and Domestic Growth
10:00 - Balancing Coverage Between Match Reports and Lifestyle Content
12:00 - Better Signposting Women’s Football
15:00 - Including Women’s Players in EA Sports FC24
23:00 - Commercial Power of Female Fans and Breaking Down Women’s Football Audiences
27:00 - Sponsorship Case for Investing in Women’s Sport
34:00 - Not Becoming Reliant on Subsidies or Sponsors
36:00 - Lessons to Learn from Men’s Sport (Football and Rugby)
38:00 - Keeping up with the Pace of Change On-and-Off the Pitch
41:00 - Extending the Legacy of the Lionesses Off the Pitch
45:00 - Highlighting Female Leadership Off the Pitch with Angel City
Additional Reading:
- In The Game: How Ultimate Team Inclusion is Driving Women’s Football Forward
- Female First: Kang Bets on Value of Women's Teams as Independent, Collective Assets
- Perfect Stormz: Making Diversity and Inclusion in Football a lot less Merky
- The 'unbundling' of Women’s Football (Arsenal x Adidas x Stella McCartney)
- Finally, a Female Football Boot (Nike football boot launch)
Connect with Zarah on LinkedIn - here
Connect with Andy on LinkedIn - here