Sports Pundit Podcast Network

On today’s episode I’m joined by Leanne Bats, Head of Digital and Innovation at Sport Waikato, a not for profit Regional Sports Trust in New Zealand with the vision of 'Everyone out there and active'. You might be thinking it’s fairly unique for a regional sports trust to have someone leading innovation, and you’d be right. This isn’t a typical role, it’s one that has been created specifically for Leanne - a former Football Fern, who has gone on to work with some of the biggest sporting IP on the planet in the form of the FC Barcelona and the All Blacks.In this conversation, we discuss how she’s implementing innovation to increase participation in Waikato, a region in the upper North Island of New Zealand. We also discuss what she has learnt from her time with NZ rugby, her philosophy towards innovation, as well as who inspires her.Timestamps3:00 - Leanne’s Journey from the Football Ferns to the All Blacks9:00 - Participation as a Form of Fan Engagement15:00 - Engaging Younger Generations - and Meeting them Where They Are21:00 - Implementing Innovation29:00 - Innovators Who Inspire Leanne37:00 - Future Plans and a Big AnnouncementAdditional LinksConnect with Leanne on LinkedIn - HereConnect with Andy on LinkedIn - Here

On today’s episode, I’m joined by Michael Israel, Chief Information Officer at The Kraft Group, where he oversees a complex digital ecosystem spanning everything from the New England Patriots and Gillette Stadium, to global manufacturing plants and commodities firms.Since joining in 2019, Michael has led a sweeping transformation: from deploying WiFi 6 and 5G across Gillette Stadium, to installing IPTV screens and menu boards that unlocked new sponsorship revenue. He’s introduced AI-driven safety systems, automated raw material detection in manufacturing, and is now overseeing a 5-year strategic tech partnership with NWN designed to re-architect their digital backbone, all ahead of hosting seven FIFA World Cup games in 2026.In this conversation, we dig into how he’s planning for the AI era, what it takes to futureproof a stadium like Gillette, and why the guest experience - from concession speed to TikTok-ready connectivity - is becoming a performance metric in its own right.Time Stamps2:00 - Introduction to Michael and The Kraft Group3:30 - Applying Lessons from Outside Sports8:00 - Capturing User Data13:00 - Switching IT Provider and Implementing Innovation 17:00 - Applying AI Across the Organisation 25:00 - Learning from FIFA to Taylor Swift 27:00 - Looking to the Future Additional LinksConnect with Michael on LinkedIn - HereConnect with Andy on LinkedIn - Here

On Today’s Episode, I’m joined by Andy Thompson, Managing Director at SailGP, an international sailing competition, where teams compete across a season of multiple grands prix (GP) around the world in cities like New York, Sydney, San Francisco, and Portsmouth. Andy’s career spans the likes of Deloitte, London 2012, and Americas Cup - where he was first introduced to both Sailing and SailGP founders, Larry Ellison and Russell Coutts - who aspired to create a commercially viable sailing series. In this conversation we discuss Andy’s journey, as well as the journey of this upstart league, which was only founded in 2019, but now finds itself with 13 races and 12 teams, with owners like Ben Ainsley and Kylian Mbappe and blue-chip sponsors like Emirates, Accor, and Rolex. Timestamps2:00 - Introduction and Early Career08:00 Founding of SailGP, its Unique Approach and Growth20:00 - Commercial Strategy and Partnerships26:00 - Team Ownership, Expansion, and Attracting Kylian Mbappe 35:00 - Rolex Becoming Title Partner and Partnership Strategy42:00 - Data and Audience Engagement45:00 - Future Focus and ConsistencyAdditional LinksSailGP Names DJ Khaled as Chief Hype Officer 🎤⛵Connect with Andy T on LinkedIn - ⁠⁠Here⁠⁠ Connect with Andy M on LinkedIn - ⁠⁠Here

In the build up to our Speakers Only reunion event at Moonshot this week, in partnership with MLB, we are revisiting our conversation from last summer with their European Managing Director, Ben Ladkin. Although now representing a major American sports league, Ben's journey in sport began at Arsenal, where he spent 11 years, eventually leading the media group and building their digital and social media presence during the dot com era.Now at MLB, he operates across three key pillars: content, events, and participation. While the content pillar aligns closely with his past experience, he has embraced the new challenges of organising major events like the London Series (which took place earlier this month) as well as fostering baseball participation in Europe.This has required tapping into popular U.S. sports already capturing mind-share in Europe, finding alignment with popular global sports such as cricket, and tapping into culture and the wider export of Americana.Timestamps 2:00 - Ben’s Journey 6:00 - How London Differs from other MLB International Markets 8:00 - Tapping into Cricket Fandom12:00 - Incorporating Education into Content14:00 - Strategy and Ambitions Across the Wider European Market17:00 - Tapping in to Merchandise and Music24:00 - Who Gets to Play in the London Series? 25:00 - Special Edition Merch28:00 - Ballpark Food and Exporting Americana31:00 - Future Plans and 365 Engagement Strategies   Additional LinksHome Plate: MLB's Recipe for Increasing Fan Appetite⁠Can Cricket SUPERSTAR Harry Brook learn how to hit a baseball in just 1 day?! ⁠⁠Jos Buttler swaps cricket for baseball to advertise the World Tour in London⁠⁠Rob McElhenney brought baseball to a Wrexham match⁠⁠Official MLB MLB London Series x Titi Collection⁠Connect with Ben on LinkedIn - ⁠Here⁠ Connect with Andy on LinkedIn - ⁠Here

On today’s conversation, I’m joined by the CEO of Overtime, Dan Porter. Formerly head of Digital at WME, CEO of OMGPOP, and the creator of the mobile game ‘Draw Something,’ Dan founded Overtime in 2016. Now a digital sports media company geared towards Gen-Z sports fans and operating a series of professional sports leagues - it began focusing on posting short-form content of high school athletes captured shared to social media.This social-first identity carries through across all of the companies endeavours to this day, so I’m delighted to have Dan on to discuss the companies evolution from media platform to league operator, their recently announced partnerships with the ATP Tour and NWSL, and how they are navigating the evolving landscape around areas like NIL and social media.Timestamps:  2:00 - Dan’s Journey - From Draw Something to Overtime5:00 - What is Overtime? A brand, a platform, a league?8:00 - Becoming Sports League Operators 10:00 - Young athletes aren’t future stars, they’re stars NOW13:00 - Owning IP and Being Part of Creator Economy 15:00 - Impact of Name, Image, Likeness (NIL) on Overtime17:00 - Eli Ellis: A potential future Overtime CEO 20:00 - Overtime’s Revenue Split 25:00 – NFL, Olympics & new partnerships: Why other leagues are working with Overtime30:00 – Future plans and Overtime’s potential bold play in chessAdditional Links:Different Game: Overtime’s IP Empire Is What Every Sports Brand Wishes It Had 🔥Overtime and NWSL Team Up For Gen-Z-Focused Content PartnershipATP Tour & Overtime announce groundbreaking content partnership to bring tennis to new audiencesConnect with Dan on LinkedIn - HereConnect with Andy on LinkedIn - Here

On today’s episode, I’m joined by Michael Yormark, President of Roc Nation Sports International, an agency representing the likes of Vini Jr, Kevin De Bruyne, Endrick, and Siya Kolisi.Michael set up this division in 2019, moving to London with nothing but a suitcase and an alternative approach to representing athletes, particularly within European football. They’ve since expanded their presence to places like Italy, South Africa, and Brazil - and expanded their remit from football to also include rugby and netball. In this conversation we discuss that journey, the influence of Jay-Z, representing some of the biggest and most marketable athletes in the world, approaching new sports, how he would market rugby, and much more. Timestamps2:00 - Michael's Journey4:00 - Joining Roc Nation - and it's Founding Story12:00 - Being Purpose-Led17:00 - Creating Separation Between On and Off-Field Moves20:00 - Working with Siya Kolisi and Challenging Rugby Culture30:00 - How Can Rugby Diversify its Audience?40:00 - Being Selective About the Brands that Athletes Work With51:00 - Michael's Dream Additional LinksConnect with Michael on LinkedIn - HereConnect with Andy on LinkedIn - Here

On today’s episode, I’m joined by Siobhan Cassidy, Chair of The Boat Race, an event recognised as one of the world’s oldest and most famous amateur sporting events. The Boat Race is regularly attended by over 200,000 spectators at the banks of the river and watched by millions more on television. This year’s race will take place on Sunday 13 April 2025.Although now Chair, Sionhan is previously a winner of the race herself whilst at Cambridge. In today’s conversation, we’re going to explore what it takes to deliver one of the UK’s most iconic sporting events, how they landed an extremely unique new title partner, as well as how she goes about balancing innovation with history and legacy. Timestamps2:00 - Siobhan's Journey 5:00 - Getting into Rowing10:00 - Creating an Impact Beyond Oxford and Cambridge15:00 - What can be Learned from American Collegiate Sport? 21:00 - Revenue Streams of The Boat Race23:00 - Tapping into Fandom of British IP like Harry Potter26:00 - Festivalisation of Sporting Events28:00 - Partnering with CHANEL 35:00 - Leveraging Content to Educate Audiences 46:00 - Looking ForwardAdditional LinksThe Boat Race Documentary 2025: Ep 1 | "All Change" - Turning The Tide (2025) Oxford v CambridgeCHANEL and The Boat Race announce long-term partnershipConnect with Siobhan on LinkedIn - HereConnect with Andy on LinkedIn - Here

On this week’s episode, I’m joined by Em Heath, Global Brand Director at Rexona, a key player globally in Unilever’s personal care brand portfolio.Formerly a sponsor of Williams F1, the brand has taken a serious liking to women’s football - partnering with Man City and Chelsea, doing deals with players like Lauren James and Lucy Bronze, as well as playing a key role in activating around marquee properties like the Women’s World Cup and Women’s Euros, as part of Unilever’s broader partnerships with FIFA and UEFA.We explore this interest in women’s football and the nuances of activating across almost every area of the women’s game, the role that brands can play within women’s sport, and the intricacies of managing a global brand.Timestamps2:00 - Em's Journey4.30: - How Rexona Fits within Unilever Personal Care Portfolio8:00 - Activating Partnerships with UEFA and FIFA15:00 - Balancing Sports Partnerships with Other Areas of Marketing18:00 - Leveraging Ambassadors at Club Partners - like Lucy Bronze and Lauren James20:30 - What Attracted Rexona to Partner with Chelsea and Man City26:00 - Chicken and Egg Problem Surrounding Women's Sport29:00 - What is Rexona's Breaking Limits Program?34:00 - Meeting KPIs and Measuring ROI 40:00 - Evaluating New Partners - and why Rexona Stopped Sponsoring in Formula 145:00 - Looking Forward Additional LinksRexona Partners with England Football Star Lucy Bronze to Inspire Girls to Move MoreICC and Unilever announce groundbreaking partnership on International Women’s Day to strengthen the future of women’s cricketConnect with Emily on LinkedIn - HereConnect with Andy on LinkedIn - Here

In today’s episode, I’m joined by Brett Gosper, Head of NFL Europe & Asia Pacific.Growing up in Australia, the recent announcement to bring an NFL match to the iconic MCG will be something of a full-circle moment for Brett, who has, most notably, previously held the role of CEO of World Rugby.In this conversation, we dive into these internationalisation efforts, the NFL’s Global Markets program, as well as how the league is creating an impact beyond the headline fixtures.Time Stamps2:00 - Brett's Journey and Bringing the NFL to Melbourne5:00 - NFL's Current Projects Internationally 7:00 - Homegrown Players and the Heritage Program13:00 - Could the NFL Launch a Local League?15:00 - Expanding into New Markets like Ireland and Spain20:00 - Global Markets Program 27:00 - Balancing Needs of International and Domestic Fans29:00 - Activating in Local Markets 31:00 - Impact of Netflix and YouTube deals35:00 - Future Plans for the LeagueAdditional Links:Sports Pundit: Touching Down: How the NFL is Becoming the International Football League 🏈Connect with Brett on LinkedIn - HereConnect with Andy on LinkedIn - Here

On today’s episode, I’m grateful to be joined by Roddy Campbell, Director of Partnerships & International Business at Tennis Australia  We’re catching up right off-the-back of the busiest three weeks of the year for Roddy and his team, having just seen the Australian Open conclude in Melbourne. The tournament has developed an incredible reputation as the 'startup slam’ and innovation flows through everything that they do - including across partnerships.  Although starting out in sport at The FA, Roddy has spent a lot of his career in the worlds of music and entertainment at the likes of EMI and Universal.  In our conversation, we discuss the “festivalisation" of sport, his team's co-creation approach to partnerships, their focus on China, and wanting to become the ’Super Bowl of APAC’, we also touch on the AO’s approach to media and launch of a Venture Fund - particularly how it fits into Roddy’s work with partners.  Time Stamps 2:00 - Roddy's Career Journey  3:00 - Music and Sports Partnerships  6:00 - The Australian Open Experience  7:00 - Tennis Australia's Broader Role  11:00 - International Expansion and China Focus  14:30 Innovative Partnerships and Brand Integration  22:00 Melbourne Park and Event Logistics  27:00 Tourism and Economic Impact  30:00 Innovation and Future Trends  42:00 Closing Remarks and Future Aspirations  Additional Links The Festivalisation of Sport: How The Australian Open Is Serving Up A New Era Sport & Spectacle AO Ventures completes first close of $US30 million VC fund By the numbers: Recapping Aussie singles success at AO 2025  Connect with Roddy on LinkedIn - Here  Connect with Andy on LinkedIn - Here