Sports Pundit Podcast with Andy Marston

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

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

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

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

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

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

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

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

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

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

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

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?

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

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 

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

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

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

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

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

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:

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: