This podcast is a live recording of the UP Billion Dollar Brainstorm which took place at the recent Two Circles Client Summit in the Kelvin Theatre, within the beautiful Institute of Engineering overlooking the Thames in London.

It's the first of a series we're doing in collaboration with Two Circles, where we model the sports business in 2030. Other episodes will follow, looking at specific themes such as the athlete, content and technology.

The on-stage guests were divided in to three groups.

Group 1
Gareth Balch - Co-Founder and CEO of Two Circles
Maria Ramos - Director, Brand and Marketing, World Athletics
Group 2
Frank Leenders - Director General, FIBA Media
Ian Singleton - Online Editor, BBC Sport
Group 3
Sarah Beattie - CMO, Six Nations Rugby
Ben Ladkin - Managing Director, MLB Europe at Major League Baseball

The panellists and the audience come together to build a brand new sports property fit to make a billion quid over the next decade.

What can go wrong?

Final call for Leaders Week London
With Leaders Week London happening next week, this is a final call to secure your place.
Head to the Leaders website for an overview of speakers, agenda and all the important people due to attend.
Unofficial Partner will be there in force, and we'll have microphones at the ready, so be prepared to answer difficult questions.
Use UP15 for a 15% discount on your Summit passes - visit leadersinsport.com/UP for more information.

Unofficial Partner is the leading podcast for the business of sport. A mix of entertaining and thought provoking conversations with a who's who of the global industry.
To join our community of listeners, sign up to the weekly UP Newsletter and follow us on Twitter and TikTok at @UnofficialPartner

We publish two podcasts each week, on Tuesday and Friday.

These are deep conversations with smart people from inside and outside sport.

Our entire back catalogue of 400 sports business conversations are available free of charge here.

Each pod is available by searching for ‘Unofficial Partner’ on Apple, Spotify, Google, Stitcher and every podcast app.

If you’re interested in collaborating with Unofficial Partner to create one-off podcasts or series, you can reach us via the website.