Charlie Copsey [#73]: Waking Brands Up To The Influence of Experiential [Marketing with Jamie Corr]
Sports Pundit Podcast Network
Owning Audiences: Data, IP and Athlete-Led Communities
Andy asks about creators owning audiences and Charlie emphasizes email lists, IP, and athletes building their own clubs like Cleats Club.
On today’s episode of the Sports Marketing Podcast, Jamie is joined by his co-host, Charlie Copsey, founder of Underground Fan Club, bringing fans closer to talent and brands through iconic experiences.
Charlie began her career producing TV, radio, and film for major UK networks, working closely with talent behind the scenes. It was there she saw the human, unscripted side of stars, a side fans rarely get to access.
Frustrated by repetitive, transactional events that kept talent at arm’s length, she set out to build something radically different: a space where talent could show up as their authentic selves and connect with fans on a deeper, more meaningful level.
In this conversation, Jamie dives into Charlie’s unconventional journey, her founding vision for Underground Fan Club, and how breaking the rules of traditional sports marketing and understanding people has become her superpower.
Timestamps
3:00 - Charlie’s Journey and Taking Lessons from ‘Fighting Talk’
8:00 - The Birth of Underground Fan Club
19:00 - Advice for Brands on Working with Talent and The Importance of Authenticity
26:00 - The Role of Social Presence for Athletes and Measuring Engagement Over Follower Count
37:00 - Expanding the Underground Fan Club Brand
About The Hosts
Jamie Corr is a seasoned sports marketing leader with over 15 years’ experience across partnerships, communications, and brand strategy. He has worked with some of the world’s biggest brands through roles at Burson, MKTG, H&K Strategies, and the International Olympic Committee, helping activate major global properties including the Olympic Games, FIFA World Cup, and Tour de France. He now consults with LA-based sports content studio MILE 44 and has also served on the Board of Basketball Scotland.
Charlie Copsey is the Founder & CEO of Underground Fan Club. Having began her career producing TV, radio, and film for major UK networks, working closely with talent behind the scenes. It was there she saw the human, unscripted side of stars, a side fans rarely get to access. Frustrated by repetitive, transactional events that kept talent at arm’s length, she set out to build Underground Fan Club, a space where talent could show up as their authentic selves and connect with fans on a deeper, more meaningful level.
About Sports Pundit
Sports Pundit is a community-driven platform for executives working in sport, built around content, events, and conversation. Through its weekly newsletter, social channels, WhatsApp groups, and podcast network, it connects industry leaders across the globe.
At the heart of the platform is the Sports Pundit Podcast Network, a multi-show lineup created for sports executives, by sports executives. The network features six domain-specific podcasts spanning innovation, marketing, finance, performance, and media, alongside a conversational companion show, The Pitch. Together, they deliver insider perspectives that live up to Sports Pundit’s mission to be “The Voice of the Sports Industry.”
Produced by OH SIX
The Sports Pundit Podcast is proudly produced by OH SIX, a content marketing agency specialising in producing digital and social-first content that connects. Trusted by Premier League clubs, F1 teams, and top brands, OH SIX deliver premium content end-to-end, from ideation, working with talent during production and platform specific content to reach audiences on screen.
The AI-powered Podcast Player
