Leaders Worth Knowing Podcast

Behind the scenes at F1's partner day, Leaders’ Editorial Director James Emmett and Content Director David Cushnan speak to senior brand executives from some of the sport's key sponsors.You'll hear from Moët Hennessy's Sport Partnership Director, Vincent Borjun-Privé, on why experiences are at the heart of LVMH's new relationship with F1; Thomas Mulders, Global Sponsorships Manager at Heineken, on ten seasons of F1 partnership; Globant's Global Sports Partnerships Head, Nicolas Rey Petit and Global SVP, Valeria Abadi on why the fastest growing IT company in the world has become an F1 partner; Amazon Web Services' (AWS) Head of Motorsport Partnerships, Mike Aghataher, on how its partnerships with F1 and Ferrari work in lockstep; and Lenovo's Global Sponsorship Director, Lara Rodini, on why the brand chose F1 to sit alongside its Fifa World Cup partnership.There’s also reflections on the highly-produced F175 show at the O2 Arena and why it’s unlikely to be a one-off, plus an analysis of F1's commercial health going into the 2025 season.To subscribe to Worth Knowing, the weekly sports industry newsletter from Leaders, visit: leadersinsport.com/newsletters

F1’s Chief Commercial Officer Emily Prazer and Director of Commercial Partnerships Jonny Haworth sit down with Leaders’ Editorial Director James Emmett and Content Director David Cushnan, during F1’s hectic launch week in London.In a wide-ranging conversation on the commercial health and outlook for F1, they discuss the sport’s enviable global partner roster - including major new brands like LVMH, American Express, Santander and Kit Kat and, as well as new licensing partners like Lego.Prazer breaks down her dual role as CCO and President of the Las Vegas Grand Prix, and explains how LVGP and F1’s teams are in the process of being integrated. They also discuss creativity in partner relationships and activations, their fresh focus on experiential and their desire to work with partners to expand F1’s footprint off track.The conversation was recorded at F1’s partner day, at London’s Ham Yard Hotel on Monday 17th February.

Sports media and marketing expert David Stubley, author of ‘Gamechangers and Rainmakers: How Sport Became Big Business’, joins Leaders Editorial Director James Emmett and Content Director David Cushnan, to discuss what there is to learn from the sports industry brands that no longer exist.It’s a whistle-stop tour through decades of sports industry history, including the American Football League and its eventual merger with the NFL; Billie Jean King’s breakaway Virginia Slims Tour; Kerry Packer’s World Series Cricket; British Sky Broadcasting’s role in the launch of the Premier League; the rise and fall of Horst Dassler’s ISL; and the dotcom bubble burst that did for OnDigital, Quokka and Sportal.There’s also time to reflect on a busy sports industry week: the Super Bowl in review; Uefa’s decision to go exclusive with Relevent and end a decades-long relationship with TEAM; and rumblings of new global basketball leagues.

Leaders' Editorial Director James Emmett and Content Director David Cushnan share what’s worth knowing in the global sports industry this week.They’re joined by Steve Gera, President and COO of Grand Slam Track, the new athletics series fronted by Olympic legend Michael Johnson. Gera shines a light on this week’s US media rights announcements for the first season, starting in April, and the calendar of Slams, beginning in Kingston, Jamaica and then moving to Miami, Philadelphia and Los Angeles.He also discusses the challenges of building a start-up property, the dangers of going too big too soon, Grand Slam Track’s position as a disrupter in global athletics and why and how he’s targeting the youngest fanbase in sport.Elsewhere, where the best Super Bowl parties in New Orleans this weekend might be and the remarkable early results of the auctions to decide the new investors in English cricket, as the sales process for the Hundred concludes.To subscribe to Worth Knowing, the weekly sports industry newsletter from Leaders, visit: leadersinsport.com/newsletters.

Leaders' Editorial Director James Emmett and Content Director David Cushnan share what’s worth knowing in the global sports industry this week.They’re joined by Juan Delgado, CEO of Footballco, the 350-person digital media company that owns and operates online brands such as GOAL, Mundial and Kooora. He explains how audiences consuming football content are growing and morphing into fully-fledged communities, the monetisation models underpinning that growth and the football content trends and markets he’s keeping tabs on.Elsewhere there’s time to reflect on the era of real estate-focused sports team owners and Fanatics’ plan to open its first global flagship collectibles and merchandise store, on London’s Regent Street.To subscribe to Worth Knowing, the weekly sports industry newsletter from Leaders, visit: leadersinsport.com/newsletters

Leaders' Editorial Director James Emmett and Content Director David Cushnan share what’s worth knowing in the global sports industry this week. They’re joined by Rachel Knight, Co-Managing Director of Women’s Sports Group. She details the ins and outs of the media rights process WSG ran for the Women’s Super League, which resulted in October’s landmark deal which will see the BBC and Sky Sports paying a reported £65 million for the next five seasons of live coverage. She reflects on the marketplace dynamics that impacted the lengthy negotiations, the clips carve-out for teams and players, what she would have done differently and the challenge of comparison, with the men’s game and the NWSL, as the deals were being stitched together. There’s also time to chat about Sixth Street’s new women’s football multi-club ownership group; Juventus tapping into The King’s League; and FC Barcelona breaking the 20 million subscriber mark on YouTube. To subscribe to Worth Knowing, the weekly sports industry newsletter from Leaders, visit: leadersinsport.com/newsletters

Leaders' Editorial Director James Emmett and Content Director David Cushnan share what’s worth knowing in the global sports industry this week.In the mix: The Australian Open’s Nintendo Wii tie-up and a new breed of alt-casts to complement - and in some cases circumvent - traditional broadcast rights arrangements; the debut of 3x3 women’s basketball league Unrivaled later this week, which is taking place, like the new TGL golf series, in a brand new broadcast-first venue; the launch of Kroenke Signature Properties, to sell sponsorships across all his sports properties including the LA Rams and Arsenal; and more evidence of London’s status as an events capital, as MLB releases economic impact details of last summer’s International Series at London Stadium.To subscribe to Worth Knowing, the weekly sports industry newsletter from Leaders, visit: leadersinsport.com/newsletters

Leaders' Editorial Director James Emmett and Content Director David Cushnan strap in for 2025, exploring what’s worth knowing in the global sports industry this week.They’re joined by Ed Warner, Chair of UK Athletics between 2007 and 2017 and current Chair of GB Wheelchair Rugby and the 2026 World Team Table Tennis Championships, to discuss who’ll be the next President of the International Olympic Committee and the routes to victory for the seven candidates in the race. Warner sets up the background to March’s election, as outlined in his Sport Inc. newsletter.There’s also time to discuss a proposal to turn Test cricket into a two-tier system; the dynamics of European basketball as IMG renews with the Euroleague; and whether China might be refocusing on football.To subscribe to Worth Knowing, the weekly sports industry newsletter from Leaders, visit: leadersinsport.com/newsletters

Leaders' Editorial Director James Emmett and Content Director David Cushnan are in reflective mood, as they review the stories of the sports industry year - as clicked on by you, the sports industry, in our weekly Worth Knowing newsletter.They recall Netflix’s big commitment to sport (and entertainment); organisational chop and change at Manchester United; a stream of investment chatter; the proposed merger between the ATP and WTA tour; LVMH’s takeover of the Paris Olympics; George Pyne’s investment case for women’s sport; the rise of the Chief of Staff; the Saudi money steering the big decisions; campaigns that struck a nerve; rebrands that struck a chord; why you should fire your CMO; what makes a good CEO, and a whole lot more.To subscribe to Worth Knowing, visit: leadersinsport.com/newsletters

Leaders' Editorial Director James Emmett and Content Director David Cushnan buckle up and settle back to review the stories of the sports industry week.They’re joined by Isabelle Stewart, F1’s Head of Original Content to discuss her two years in the role so far; the logistics, planning and purpose behind Brad Pitt’s F1 movie as filming wraps; what F1’s content slate looks like now and could look like soon, from scripted drama to new short-form formats; and targeting and appealing to fresh new audiences.There’s also time to salute McLaren and their CEO Zak Brown, after the team won its first F1 Constructors’ Championship since 1998. Plus the studio is full of excitement and anticipation in the wake of news that the Grand Sumo Tournament is heading to London next October.