Transcript

Mark Harrison, Founder of SponsorshipX, sits down with Jay Downton (Co-Founder & CEO, The Nation Network) and Adam Seaborn (VP Global Ad Sales, Better Collective) for a candid conversation on building a challenger brand in Canadian sports media.

From the origins of Oilers Nation to 17,000+ pieces of monthly content, they explore how fan-first communities scale, why rejecting the status quo fuels growth, and what it takes to keep the “pulse of the fan” in a shifting media landscape.

Expect insights on sponsorship, talent, culture, and the next wave of platforms—from YouTube-first podcasts to WhatsApp and Discord communities.

Welcome to The SponsorshipX Podcast—your year-round source for powerful conversations at the intersection of brand marketing, partnerships, and purpose. As part of our ongoing mission to advocate for the sponsorship industry, this podcast brings together the brightest minds, boldest ideas, and most impactful stories from across the global sponsorship landscape.

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