Sports Pundit Podcast Network

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

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

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

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

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 🎤⛵Connect with Andy T on LinkedIn - ⁠⁠Here⁠⁠ Connect with Andy M 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:  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:Different Game: Overtime’s IP Empire Is What Every Sports Brand Wishes It Had 🔥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 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 🏈Connect with Brett 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 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, 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 🏃‍♂️ Highlight Reel: Podium Racing Become Supertri’s First Team Out the Blocks 🏅 Connect with Olga on LinkedIn - Here Connect with Andy on LinkedIn - Here

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, 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