![Siobhan Cassidy [#48]: Why CHANEL Sponsored The Boat Race](https://s3.castbox.fm/8f/c0/45/b6dc9fa4587bac8bc33301a6d01f0275e8_scaled_v1_400.jpg "Siobhan Cassidy [#48]: Why CHANEL Sponsored The Boat Race")
Siobhan Cassidy [#48]: Why CHANEL Sponsored The Boat Race
Description
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.
Timestamps
2:00 - Siobhan's Journey
5:00 - Getting into Rowing
10:00 - Creating an Impact Beyond Oxford and Cambridge
15:00 - What can be Learned from American Collegiate Sport?
21:00 - Revenue Streams of The Boat Race
23:00 - Tapping into Fandom of British IP like Harry Potter
26:00 - Festivalisation of Sporting Events
28:00 - Partnering with CHANEL
35:00 - Leveraging Content to Educate Audiences
46:00 - Looking Forward
Additional Links
The Boat Race Documentary 2025: Ep 1 | "All Change" - Turning The Tide (2025) Oxford v Cambridge
CHANEL and The Boat Race announce long-term partnership
Connect with Siobhan on LinkedIn - Here
Connect with Andy on LinkedIn - Here
![Tim Katt [#77]: The Rise of Sports-Anchored, Mixed-Use Districts [Finance with Vansa Chatikavanij]](https://s3.castbox.fm/05/91/e3/e91c9976479547a1374fb46bf9c5fa1769_scaled_v1_400.jpg "Tim Katt [#77]: The Rise of Sports-Anchored, Mixed-Use Districts [Finance with Vansa Chatikavanij]")
![Omer Atesmen [#76]: Inside the Vision of The Snow League...](https://s3.castbox.fm/a4/c7/1c/9abc4c8399e1a9a530757991a8bfa9ead3_scaled_v1_400.jpg "Omer Atesmen [#76]: Inside the Vision of The Snow League...")
![Alice Ma [#75]: What Sports Can Learn From K-Pop and TikTok [Media with Jo Redfern and Michael Cohen]](https://s3.castbox.fm/13/3e/9a/af7d707709ee7c9d57afd7b2af02e7f91a_scaled_v1_400.jpg "Alice Ma [#75]: What Sports Can Learn From K-Pop and TikTok [Media with Jo Redfern and Michael Cohen]")
![Evan Roosevelt & Matthew Erley [#74]: Investing Across the Golfing Ecosystem [Finance with Vansa Chatikavanij]](https://s3.castbox.fm/86/3d/32/375e0dd0569e8269cd4810898113dcf108_scaled_v1_400.jpg "Evan Roosevelt & Matthew Erley [#74]: Investing Across the Golfing Ecosystem [Finance with Vansa Chatikavanij]")
![Tim Foster MBE [#71]: Leadership Lessons from an Olympic Champion [Performance with Rich Buchanan]](https://s3.castbox.fm/d6/f9/45/841e2fe8bdcb3c4a306c3dbe18e11f588e_scaled_v1_400.jpg "Tim Foster MBE [#71]: Leadership Lessons from an Olympic Champion [Performance with Rich Buchanan]")
![Charlie Copsey [#73]: Waking Brands Up To The Influence of Experiential [Marketing with Jamie Corr]](https://s3.castbox.fm/f2/0e/7c/48d1109ecd437052cbd515d878100da529_scaled_v1_400.jpg "Charlie Copsey [#73]: Waking Brands Up To The Influence of Experiential [Marketing with Jamie Corr]")
![Ali Russell [#72]: Extreme H and the Next Era of Sustainable Racing [Innovation with Leanne Bats]](https://s3.castbox.fm/ca/de/01/0a0f7a4010ecae1f7eaa22495f94b90fa7_scaled_v1_400.jpg "Ali Russell [#72]: Extreme H and the Next Era of Sustainable Racing [Innovation with Leanne Bats]")
![Avelino [#65]: Reshaping the Future of Football Representation with Nexus Football Group](https://s3.castbox.fm/75/55/cb/79838e1b5ed79163b6e06ede3f181776be_scaled_v1_400.jpg "Avelino [#65]: Reshaping the Future of Football Representation with Nexus Football Group")
![Misha Sher [#63]: Lessons from 20 Years in Sports and Athlete Marketing from WPP's Global Head of Sport & Entertainment](https://s3.castbox.fm/a8/e1/6c/31e26cb3e238a613693892e3a14dfecde1_scaled_v1_400.jpg "Misha Sher [#63]: Lessons from 20 Years in Sports and Athlete Marketing from WPP's Global Head of Sport & Entertainment")
![Rob Pilgrim [#62]: Making YouTube the Best Digital Destination for Sports Fans](https://s3.castbox.fm/57/99/f8/88a683d73978aa39a3feadf8ec5a2869fc_scaled_v1_400.jpg "Rob Pilgrim [#62]: Making YouTube the Best Digital Destination for Sports Fans")
![Vansa Chatikavanij [#60]: Investing in a New Era of Sports and Entertainment at Present Ventures](https://s3.castbox.fm/71/51/8a/93241385496eda65fdd7cb4e3f19d8d6d3_scaled_v1_400.jpg "Vansa Chatikavanij [#60]: Investing in a New Era of Sports and Entertainment at Present Ventures")
![Matthew Jafarian [#57]: How the Miami HEAT Empowered Entrepreneurship from Within](https://s3.castbox.fm/fe/67/da/910384d1fa1011c543f46f182cbc62229c_scaled_v1_400.jpg "Matthew Jafarian [#57]: How the Miami HEAT Empowered Entrepreneurship from Within")
![Rich Buchanan [#56]: Bridging the Gap Between the Boardroom and the Dressing Room](https://s3.castbox.fm/b3/64/ef/2049822dbab0a8e418f47a1b830438a8b0_scaled_v1_400.jpg "Rich Buchanan [#56]: Bridging the Gap Between the Boardroom and the Dressing Room")
![Sukh Sadhra [#55]: Selling Out the Premiership Rugby Final Two Years Running](https://s3.castbox.fm/09/e6/75/95f9edb4fc79e2e02074f0ed47ba1606e2_scaled_v1_400.jpg "Sukh Sadhra [#55]: Selling Out the Premiership Rugby Final Two Years Running")
![Leanne Bats [#53]: Taking Lessons from FC Barcelona and the All Blacks to a Regional Sports Trust](https://s3.castbox.fm/de/42/ae/a6187bd3d6d32f2abdcd5bef16018ad7c2_scaled_v1_400.jpg "Leanne Bats [#53]: Taking Lessons from FC Barcelona and the All Blacks to a Regional Sports Trust")
![Michael Israel [#52]: Applying AI Across The Kraft Group](https://s3.castbox.fm/03/3c/a8/2335eba1f47eb930458d2c9ad593335456_scaled_v1_400.jpg "Michael Israel [#52]: Applying AI Across The Kraft Group")
![Andy Thompson [#51]: Taking SailGP to an Audience Beyond Sailing](https://s3.castbox.fm/21/ea/e0/2a86ed9ad097265b1a4f607ed0bfcc12c5_scaled_v1_400.jpg "Andy Thompson [#51]: Taking SailGP to an Audience Beyond Sailing")
![Dan Porter [#50]: Building Overtime into an IP Powerhouse for the Next Generation of Sports Fans](https://s3.castbox.fm/a7/9a/98/b5831ceed9bf115bb3477fbbf1259a734f_scaled_v1_400.jpg "Dan Porter [#50]: Building Overtime into an IP Powerhouse for the Next Generation of Sports Fans")
![Emily Heath [#47]: Leveraging a Global Brand to Get Girls Moving](https://s3.castbox.fm/ba/a7/1c/7a44e3d61b92f07e218013f9a76d0bd204_scaled_v1_400.jpg "Emily Heath [#47]: Leveraging a Global Brand to Get Girls Moving")
United States
