The Buy Side is our regular series where we talk to brand side marketers about sport and sponsorship.Our guest is David Paro, Head of Global Sponsorships at MoneyGram, the financial services company which became the title sponsor of the HaasF1 team in 2022. So this is a conversation that takes us inside the business of Formula One, the sponsor's view of Drive To Survive, superstar drivers and team principals as well as marketing return on investment, strategy and the future of the finance and bank category, one of sport's biggest funders.The Buy Side is sponsored by KORE Software the global leader in engagement marketing solutions. More than 900 brands, venues, and sports organisations trust KORE’s tools and platforms as a source of truth to manage partnerships, assets and measure impact, with real-time insights.   Through Sponsorship Management and Evaluation, Ticketing, Fan Engagement, Data Management and Analytics, KORE unites corporate sponsors, properties, and their fans with solutions that help enhance the fan experience, drive smarter decisions, and enable marketing and operations teams to spend time where it matters. Learn more at KORESoftware.com or follow them LinkedIn or Twitter. 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.

Erin Ruane was vice president of content acquisition at Netflix for more than a decade, participating in the formulation and execution of the company’s strategy, from the  launch of the streaming service, international, pricing and culture. Her responsibilities included negotiating and managing all studio relationships, over $350 million in annual spend. Joining Erin is Claire Kelly, General Manager of Gemba Europe.  Gemba is a strategy consultancy for the Sport & Entertainment industry, driven by data to support rightsholders and brands grow fans, deepen engagement and achieve their commercial goals.Topics include Netflix's recent ten year $5billion deal with WWE and the lessons for the sports industry to be gleaned from Netflix and Disney.You can hear our previous episode - If Tesco Ran Sport - in the archives. 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 the story of when football met the crypto boom. Spoiler: it took the money, no questions asked. After that, everything that happened was inevitable.Martin Calladine's new book looks at how some of the most famous clubs in the world  indulged in misleading marketing, grotesque failures of due diligence, unethically monetising fan relations and failed to take responsibility for the damage their new crypto partners did. As the energy around DeFi picks up again, we ask what the sports business can and should do to avoid a repeat.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.

Richard Shotton, author of 'The Illusion of Choice,' joins Richard to talk about how the findings of behavioural science apply the sports market.We make hundreds of decisions every day. What club to support, what subscription to keep and how much is too much to pay for a match ticket? These decisions may appear to be freely made, but psychologists have shown that subtle changes in the way products are positioned, promoted and marketed can radically alter how customers behave.The Illusion of Choice identifies the most important psychological biases that everyone in the sports business needs to be aware of today – and shows how clubs and organisations can take advantage of these to win new fans and engage with them more effectively.  01:40 Introduction to the Book: The Illusion of Choice01:55 Understanding Behavioral Science and its Application02:42 The Relevance of Behavioral Science in Advertising and Marketing04:58 The Rise of Behavioral Economics and Science07:13 The Role of Psychology in Advertising09:19 The Ethics and Effectiveness of Advertising11:58 The Role of Behavioral Science in Marketing and Advertising15:47 The Power of Social Proof in Behavior Change19:53 Joey Barton and the Impact of Misogyny in Football21:38 Building Audiences and Attracting Fans in Football22:46 The Power of Concrete Words in Memory Retention24:18 The Power of Visualizable Images in Advertising26:38 The Importance of Differentiation in Marketing28:09 The Pitfalls of Relying on Claim Data29:06 The Influence of Social Proof in Decision Making29:50 The Discrepancy Between Claimed and Actual Motivations30:08 The Power of Testing and Observing in Marketing33:41 The Role of Behavioral Science in Commerce and Government41:07 The Impact of Pricing and Comparison Sets on Perceived Value48:29 The Potential of Sports Fan Base as a Research Lab49:06 The Benefits of In-house Research and TestingUnofficial 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.

 Richard Gillis, Murray Barnett and Yannick Ramcke deep dive into the media rights and streaming marketplace for sports. This episode is sponsored by We Are Sweet, the leading provider of digital platforms for the sports industry.Are you tired of the same old headaches when it comes to building digital platforms?We Are Sweet excels in crafting best-in-class software, ranging from unique engagement experiences to next-generation websites. With more than a decade of innovating alongside names like IMG, ATP, Professional Triathletes Organisation and Formula 1,  you can trust that their software delivers.Whether you're looking to kickstart your community and transform the way you communicate with professional players, bring data to life in a second-screen experience, or need a website that monetises fans, We Are Sweet is the digital partner you need.Visit www.wearesweet.co.uk to turn your digital aspirations into tangible success stories.Timeline01:30 Exploring ESPN Bet and the Convergence of Sport, Media and Betting02:01 The Challenges of Breaking into the Betting Market03:41 The Role of ESPN in the Betting Market11:27 The Future of Betting and Media Convergence19:56 NFL's Potential Stake in ESPN23:34 The Implications of NFL's Move for ESPN and the Betting Market27:46 The Future of Direct-to-Consumer Ambitions for Rights Owners31:37 Understanding the Bundle and Direct to Consumer Strategy32:22 The Role of Media in Direct to Consumer Strategy32:59 The NFL's B2B Ambitions and Direct to Consumer Relationships33:10 The Unique Circumstances of Each League and Country33:53 The NFL's Exclusive Deal with Peacock34:39 The Impact of Exclusive Streaming on Peacock's Success38:11 The Future of NFL Games on Different Streaming Platforms45:20 The Potential of DAZN for Ligue 1's Domestic TV Rights50:44 The Role of Triller TV in the UK and Ireland's AFC Cup RightsUnofficial 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 sale of Two Circles for £250 million is the big news in the sports industry, highlighting how the finance community values professional sport. Two Circles has long-term partnerships with iconic sports properties and has diversified its services. The podcast explores Charterhouse's investment approach, analyzes the growth of Two Circles, discusses improving fan engagement, the impact of the acquisition of TRM, and future growth plans in sports sponsorship.

Luke 'The Nuke' Littler is the story of the sporting year so far. The 16 year old darts player made it to he final of the PDC World Championship at his first attempt. The media numbers were huge and Littler is now a household name in a way that many sports people aren't in these days of niche platforms and the competitive attention economy.So what does Littler tell us about darts, the sports marketing industry and what we want from our sports stars in 2024?Guests:James Tattersall, Managing Director of Target Darts, who saw his potential early and have produced Luke's darts since he was 12 years old. Greg Double of Mischief, asks 'Why are brands so scared of darts?'.Episode Timeline00:01 Introduction to the Rising Star in Darts00:53 Behind the Scenes: The Impact of a New Star01:54 The Position of Darts in the Sports Landscape02:36 The Business of Darts: Selling Equipment and Merchandise04:01 The International Appeal of Darts05:18 The Marketing and Sponsorship Aspects of Darts07:14 The Athlete vs. Everyman Debate in Darts10:05 The Future of Darts: Scouting and Developing Talent12:36 The Commercial Potential of a Darts Superstar15:42 The Marketing Industry's Perception of Darts19:26 The Demographic Challenge in Darts Sponsorship24:19 Authenticity in eSports and Darts24:55 Rugby vs Darts: A Class Perspective25:05 The Class and Accessibility Issue in Sports26:45 The Potential of Darts in Education27:58 The Cultural Impact of Darts28:54 Understanding the Audience in Sports Marketing29:17 The Authenticity of Darts and its Appeal30:19 The Role of Brands in Sports33:27 The Dilemma of Branding in Darts33:52 The Future of Darts and its Players35:09 The Commercialization of Young Sports Stars43:32 The Potential of Darts for Brand Engagement46:19 The Return of Fun in Branding48:17 The Intersection of Darts and Men's HealthUnofficial 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.

Closed leagues, club v country, private equity, player exodus, the club pyramid and concussion.These are just a few of the issues we tackle with Will Greenwood in this special rugby business episode of the podcast. Greenwood is one of England's greatest ever rugby players, a World Cup winner and was three times picked to tour with the British and Irish Lions. He made his International debut in November 1997 at Twickenham against Australia and remains the second highest try scorer in English rugby history.In 2014 Greenwood hosted Sky’s School of Hard Knocks, a programme where he took on a group of would be, up and coming Rugby players of the future and helped them on their way. Greenwood was born October 20th, 1972 in Blackburn. His father Dick Greenwood played as flanker for and also later coached the England Rugby team.  Will then went on to study Economics at Durham University. On graduating he took up a position on the City trading floor at Midland Global Markets (now HSBC).  Today he balances media work and coaching with his role as Chief Customer Officer at Afiniti, the  AI driven customer experience software company. 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.

Richard and regular side kick Simon Moore, the award winning creative director welcome Gabi Mostert of Homeground to The Big Idea, to discuss the intersection of music and sports in advertising, looking at memorable examples from the industry and how this trend has evolved.Work referenced includes Wrigley's Extra, John Lewis's Christmas ads, The Smiths in David Fincher's film The Killer, Spotify-Barcelona's collaborations, Honda's 'Ghost Lap'. They explore the dynamics of sports marketing, the pomposity of rugby creative, touching on demographic considerations, budget constraints, and authenticity in advertising.00:19 Behind the Scenes: Unofficial Partner's Recording Setup01:00 Guest Introduction: Gabi from HomeGround01:19 Working Remotely and Recent Projects02:34 Exploring the Brand 'On' and its Global Impact03:27 Challenges and Experiences of Working on the Rugby World Cup Project04:47 The Intersection of Sport and Music in Advertising05:31 The Challenge of Balancing Sport and Music in Advertising06:27 The Emotional Connection between Sports and Music08:30 The Reality of Music Licensing in Advertising15:03 The Power of Unexpected Music Choices in Advertising23:52 Discussing the Evolution of Music Brands24:14 The Intersection of Music and Fashion24:37 The Role of Music in Sports Performance25:36 Exploring Spotify's Relationship with Sport25:52 Promoting African Artists through Sports Partnerships26:36 The Authenticity of Music and Sports Partnerships26:50 The Influence of Football Culture Globally28:30 The Rolling Stones v Authentic African Music29:01 The Impact of Aging Bands on Music Culture29:56 The Debate on Reusing Music in Different Genres33:10 The Power of Authentic Sports Campaigns41:11 The Future of AI in Music and Sports MarketingUnofficial 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.

Today we’re heading to the mountains, or at least, the Peak District, in the company of Molly Thompson Smith and Julian Lings.Molly is a star of one of the climbing scene, which since Tokyo has been an Olympic sport. Born in Ladbroke Grove in London, she one of very few people of colour in the sport, which becomes more relevant when you see the data, that 90% of the UK’s black population have never considered climbing or mountaineering as a hobby. A five time national champion by the age of 20, Molly is currently preparing for the qualifying events for Paris 2024.Julian Lings is a senior marketer at VF Outdoor, one of the world’s largest apparel, footwear and accessories companies with a revenue of $12billion, and a brand portfolio that includes The North Face, Vans, Timberland and Dickies. Julian leads on the company’s policy on sustainability.So this is a conversation about competitive mountaineering, racism and inclusivity, greenwashing, COP28, brand purpose, culture wars and the delicate relationship between authentic athlete activism and corporate marketing strategy.Molly opens up about being one of the few people of colour in professional climbing and her mission for inclusivity in the sport. Julian details The North Face's commitment to sustainability and the brand's efforts towards addressing inclusivity and environmental conservation. Molly also shares her training and preparation plans ahead of the Olympics.00:00 Introduction and Greetings00:02 Discussing Sheffield and Personal Backgrounds01:06 Understanding Climbing Disciplines02:10 Exploring the World of Speed Climbing04:06 The Impact of Climbing Becoming an Olympic Sport05:31 Personal Journey into Professional Climbing06:42 Introduction to The North Face and Its Mission09:36 Balancing Brand Ethos and Business Realities12:05 The Role of Brands in Environmental Advocacy15:54 The Challenges and Opportunities in the Textile Industry20:57 The Role of Athletes in Brand Advocacy24:36 Understanding and Addressing Challenges in Branding25:30 Molly's Perspective on Inclusive Exploration27:59 Experiences of Racism in Elite Climbing29:34 Identifying Barriers in Climbing for People of Color32:04 Embracing Identity and Creating Space in Climbing34:17 Brand Responsibility in Supporting Athletes37:25 Balancing Brand Purpose and Commercial Challenges44:25 Molly's Journey Towards the OlympicsUnofficial 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.