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Navigating the Disruptor Sports Landscape - Tom Burwell, BSG

Nov 11, 2025
Tom Burwell, CEO of BSG and an innovator in the sports industry, shares insights on navigating the disruptor sports landscape. He reflects on his early ventures in rugby and the lessons learned from launching Ultimate Rugby Sevens too soon. Tom discusses BSG's focus on investing where passionate fan bases exist and the hybrid business model in Formula One that emphasizes experiential events. He also highlights the importance of digital media control, sustainability in revenue models, and fostering a culture of innovation in sports.
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ANECDOTE

Early Sevens Gamble Turned Global

  • Tom Burwell recounted launching Ultimate Rugby Sevens and losing money from being a first mover too early.
  • The project failed initially but later iterations scaled globally and became successful.
INSIGHT

Distribution Changes The First-Mover Equation

  • Being early without modern distribution can bankrupt a disruptor sport due to heavy production and limited TV slots.
  • Social platforms now let owners control distribution and avoid being beholden to linear paywall deals.
ANECDOTE

Steep Jump From Rugby To F1

  • Tom described moving from rugby to running Formula One race business and facing a steep learning curve.
  • He found F1 further from the sport but taught him framing and ecosystem thinking.
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