Unofficial Partner Podcast

Today's guests are Laura Randall, Creative Director, and Jack Kenney-Herbert, Director of Sponsorship at Sid Lee Sport, the agency declaring war on what they call "sponsorship tumbleweed." That's their term for the boring, forgettable activations plaguing sports marketing - endless skills challenges, carpool karaokes, and grey sofa interviews that cost millions but deliver little for the client. They've created a list of seven ideas they'll never pitch again.Join us as they dissect why sports marketing has become so predictably dull and what to do about it.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 @UnofficialPartnerWe 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.

B2B is big business for sports rights holders. But why are business-to-business brands paying billions in sport sponsorship rights? From the IOC to Formula One, categories such as consulting, accountancy, logistics, financial services and tech are growing rapidly.  In the IOC's programme, Deloitte and Allianz replaced Dow and GE as TOP Olympic sponsors.  IBM's technology partnerships with Toronto sports teams, VMware's McLaren Formula One partnership, and Dell China's Chinese Olympics rowing team sponsorship.  In F1, major B2B partners include DHL (logistics), Globant (digital services), American Express (financial services), and TAG Heuer (luxury/precision timing)Teams feature extensive B2B partnerships including Cognizant, Microsoft, Siemens, Aramco, and numerous technology and consulting firmsWhat are they buying, and how is sport targeting them? Leigh Curyer, CEO and founder of NexGen Energy, explains why his company's partnership with Aston Martin Formula 1 team prioritizes technology transfer and investor access over brand visibility. "Branding would be the last criteria for why we have that partnership."Joining Leigh is Nick Djounov, Head of Valuation at Gemba London. Together, they expose how B2B brands are finding arbitrage opportunities while B2C companies pay premium prices for billboard space.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 @UnofficialPartnerWe 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.

 Other People's Money is our series on sport and finance, with regular co-host Matt Rogan. Today's guest is Danny Menken, who many people in the industry will remember as the managing director of Eurosport Television.He was also chief exec of Infosrada Sports Group and held senior executive positions within Eleven Sports.More recently though, Danny co-founded Ve2.Ventures, a sports focused venture studio, There's also talk about a European sports investment fund. If the finance conversation is interesting to you, then there's a whole load of previous episodes of Other People's Money in the Unofficial Partner archive. This episode of Unofficial Partner is brought to you by Sid Lee Sport. Sid Lee Sport is a new breed of agency that combines world class creativity with deep sponsorship expertise, flawless operational delivery and a culture of marketing effectiveness. We've got to know the team over the last few months. They're an impressive bunch who believe that sports marketing can and should be done better. They've got a creative philosophy of producing famous campaigns and activations that build buzz and conversation  in a category that too often looks and sounds the same. And they're pioneering a new standard of effectiveness in sports marketing using econometrics and attribution models to go beyond traditional media ROI. So if you're looking for an agency to take your brand to the top, get in touch with the team at Sid Lee Sport, where brands become champions.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 @UnofficialPartnerWe 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.

The story of Cricinfo is the history of sport's relationship with the internet and digital culture.It remains central to the experience of millions of cricket fans. But what does it tell us about how the internet changed what we define as sporting fandom?   Alex Balfour co-founded the site and sold it to ESPN in the noughties and he is a global expert on sports relationship with the internet and digital channels.He was head of digital for the London 2012 Olympic and Paralympic Games, his company Generate Digital advises clients on the value of digital assets, and his CV is includes The Guardian Newspaper's first websites, the UK's first general election website, the first UK government online consultation, and the first International 2020 cricket tournamentHe co-founded Cricinfo and sold it to ESPN. It remains the world's leading cricket publisher and India's favourite sports website. 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 @UnofficialPartnerWe 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.

Is there a market for a women-only golf talent agency? Suzann Pettersen is about to find out. Pettersen is one of the most recognized players in the women's game, a two-time Major winner, 15 time LPGA Tour winner and Solheim Cup winning captain. Now she's launched VOXA, a talent management group in conjunction with 54.It's asking questions about what the market wants from women players today. The balance between performance and the creator market, and attempting to reproduce a team ethos among a famously solo profession. "I remember some of the tournaments that I won, you come back to the hotel room. It's you and the trophy. It's quite lonely. The trophy stares at you and it doesn't give you any response."This episode of the Unofficial Partner podcast is brought to you by Sid Lee Sport.Sid Lee Sport is a new breed of agency that combines world class creativity with deep sponsorship expertise, flawless operational delivery, and a culture of marketing effectiveness. We’ve really enjoyed getting to know their team over the last couple of months. They’re an impressive bunch, who believe that sports marketing can and should be done better.They have a creative philosophy of producing famous campaigns and activations that build buzz and conversation in a category that too often looks and sounds the same.And they're pioneering a new standard of effectiveness in sports marketing, using econometrics and attribution models to go beyond traditional media ROI.So if you're looking for an agency to take your brand to the top, get in touch with the team at Sid Lee Sport, where brands become champions.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 @UnofficialPartnerWe 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.

Welcome to The Bundle, our regular series on the sports media and streaming marketplace with co-hosts Yannick Ramcke, General Manager of OTT at the streaming service OneFootball and Murray Barnett, founder of 26West Consulting and formerly of F1, World Rugby and ESPN International.What are the stories the sports media industry is talking about and what do they mean?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 @UnofficialPartnerWe 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.

Norway's greatest export Jan Age Fjortoft and his son and former player Marcus Fjortoft, together host The Fussball Channel on YouTube, covering German football in English. This gives them the ideal platform to compare the myths and realities surrounding Bundesliga and the Premier League, globalism and competitive balance, fan culture and the realities of the famous 50+1 Rule in German football.  This episode of Unofficial Partner is brought to you by Sid Lee Sport. Sid Lee Sport is a new breed of agency that combines world class creativity with deep sponsorship expertise, flawless operational delivery.And a culture of marketing effectiveness. We've got to know the team over the last few months. They're an impressive bunch who believe that sports marketing can and should be done better. They've got a creative philosophy of producing famous campaigns and activations that build buzz and conversation  in a category that too often looks and sounds the same. And they're pioneering a new standard of effectiveness in sports marketing using econometrics and attribution models to go beyond traditional media, ROI. So if you're looking for an agency to take your brand to the top, get in touch with the team at Sid Lee Sport where brands become champions.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 @UnofficialPartnerWe 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.

 We are jumping into the maze that is artificial intelligence for the first in a series of conversations with decision makers from across the sports business.Our guest today is Sam Sadi, chief executive of Live Score, the scores and betting app.There are more questions than answers, but it's exciting and it's scary and it's what everyone is talking about. So it's perfect Unofficial Partner material.This episode of the Unofficial Partner podcast is brought to you by Sid Lee Sport.Sid Lee Sport is a new breed of agency that combines world class creativity with deep sponsorship expertise, flawless operational delivery, and a culture of marketing effectiveness. We’ve really enjoyed getting to know their team over the last couple of months. They’re an impressive bunch, who believe that sports marketing can and should be done better.They have a creative philosophy of producing famous campaigns and activations that build buzz and conversation in a category that too often looks and sounds the same.And they're pioneering a new standard of effectiveness in sports marketing, using econometrics and attribution models to go beyond traditional media ROI.So if you're looking for an agency to take your brand to the top, get in touch with the team at Sid Lee Sport, where brands become champions.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 @UnofficialPartnerWe 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.

 This is an episode of Wedge Issues where we focus on the business of golf, with regular co-host, Jasmine Sanders, The Jazzy Golfer. Today we've got Luke Davies and Jojo Regan, founders of Manors Golf, the challenger brand that's rewriting the sport's marketing rule book.   This episode of Unofficial Partner is brought to you by Sid Lee Sport. Sid Lee Sport is a new breed of agency that combines world class creativity with deep sponsorship expertise, flawless operational delivery.And a culture of marketing effectiveness. We've got to know the team over the last few months. They're an impressive bunch who believe that sports marketing can and should be done better. They've got a creative philosophy of producing famous campaigns and activations that build buzz and conversation  in a category that too often looks and sounds the same. And they're pioneering a new standard of effectiveness in sports marketing using econometrics and attribution models to go beyond traditional media, ROI. So if you're looking for an agency to take your brand to the top, get in touch with the team at Sid Lee Sport where brands become champions.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 @UnofficialPartnerWe 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.

A live recording of the Unofficial Podcast, on stage at the Olympic Museum for The SPOT conference.GuestsJo Redfern, FutrhoodDamjan Rudež, Former NBA player & Sunset Sports Media Festival Program DirectorMichael D'hulst, founder and CEO of SuperTriMatt Wilkinson, Creative Director of Entertainment at WhisperFeaturing Ana Jelusic Black, who in addition to being the organiser of the event, is herself a three time Olympian and World Cup alpine ski champion. 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 @UnofficialPartnerWe 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.