Sports Pundit Podcast Network

Today’s episode, we revisit a conversation with Mike Armstrong. Mike is the Chief Marketing and Communications Officer at Juventus.  Moving from Toronto to Torino, Mike joined the club in September 2021, with a remit to innovate and to grow the club's global supporter base. As the only English-speaking native within the organisation, this has required some cultural readjustment. As has moving into life working within a sports rights holder environment, having previously spent his time working in Consumer Packaged Goods (CPG) with both Kraft Foods and AB InBev, as well as in media at CBC, Google, and esports upstart Overactive Media. The result is a unique perspective, and an approach that is unlike any other from across the top football clubs in Europe. Time Stamps 2:00 - Ronaldo’s Exit 6:00 - Working Closely with Fans (Rather than Customers) 9:00 - Addressing the Economic Headwinds Facing European Football  11:00 - Lessons from Working in Consumer Packaged Goods  14:00 - Merging of Chief Marketing and Chief Communications Roles  18:00 - Embracing Generative AI Tools  21:00 - Brining Fan-Created Content In-House 26:00 - Content as a Driver of Fandom 30:00 - Creating for Netflix vs TikTok  35:00 - Reducing Reliance on Individual Star Power  38:00 - Borrowed vs Owned and Operated Platforms 42:00 - Becoming a Distribution Channel for Other Content 48:00 - Getting More Women In Football  53:00 - Plans for the Future?  Additional Links ⁠Brain games, 'LA-style' creator labs & TikTok: Embracing innovation at Juventus⁠ ⁠TikTok Tactic: Juventus tap into the Freestyle World Championships⁠ ⁠Chiesa to Segura: How Juventus' Creator Lab is Driving a New Approach to Content Creation⁠ Connect with Mike on LinkedIn - ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠here⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Connect with Andy on LinkedIn - ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠here

On today’s episode, I’m joined by Flora Bell, Business Director at LALIGA Studios. Having worked in the marketing and advertising industry for the likes of M&C Saatchi and LOLA MullenLowe across huge brands such as Magnum, Kraft-Heinz, Dove, Mattel, and PG Tips, just over a year ago she was brought in to help set up LALIGA Studios. Based in Madrid, LALIGA Studios is a new sports-related content production company which combines the forces of Banijay, a global content powerhouse with LALIGA, one of the most followed football leagues in the world. As well as serving all of LALIGA’s content production needs, as an independent studio, they have also since taken on work with leading brands like EA Sports and Logitech and have an ambition to expand to other sports and across other markets. Timestamps 2:00 - From Sunderland to Madrid  6:00 - Conceptualising LALIGA Studios 10:00 - Partnering with Banijay 14:00 - Netflix’s LALIGA: All Access and The Rise and Rise of Sports Docu-Series 19:00 - Expanding the Client Base Beyond Spanish Football  23:00 - Operating with the LALIGA Name 28:00 - Expanding into New Markets  31:00 - Telling Individual’s Stories  37:00 - Creating Media That Cuts Through  39:00 - Measuring Success 42:00 - Aspirations for LALIGA Studios  Additional Links LALIGA partners with Banijay Iberia to launch production arm LaLiga Studios Expands Management Team, Announces Doc Project ‘The Power of Our Fútbol’ LaLiga launches FAST channel with behind-the-scenes content Mike Tollin’s MTP and LaLiga Studios to Develop Slate of Soccer-Centric Projects Connect with Flora on LinkedIn - Here Connected with Andy on LinkedIn - Here

On today’s episode, I’m joined by Fara Gorsi, Americas Development Manager for the International Cricket Council.  Before taking on the role with the ICC of developing cricket in the Americas, Gorsi was the UK's first registered female cricket agent, looking after Pakistan quick bowler Mohammed Amir, among others.  Now based out in Colorado Springs, Gorsi looks after 16 associate nations in the Americas region, including both the U.S. and Canada, as well as countries like Brazil, Mexico, and Argentina. Though in the Americas, West Indies, who co-hosted the recent T20 World Cup with the U.S., fall under central ICC control as they are classified as one of 12 full nations. This means they sit outside Gorsi’s remit, though they still provide a lot of inspiration to the rest of the region. With this tournament having just finished, I spoke to Fara about the ICC's ambitions in the Americas following the event as well as in the build up to cricket’s Olympic debut at LA28. Timestamps 2:00 - Fara’s Journey 5:00 - How Cricket has Evolved in the Americas  7:00 - Learning from the West Indies 9:00 - Impact of the U.S. Beating Pakistan  11:00 - Legacy of the T20 Cricket World Cup  18:00 - The Role of Major League Cricket  21:00 - Could Cricket Become a College Sport?  24:00 - Impact of LA28 26:00 - Infrastructure and Addressing Participation Barriers 31:00 - Collaborating with Major League Sports  37:00 - Schools Program  39:00 - Future Plans Additional Links Connect with Fara on LinkedIn - ⁠here⁠ Connect with Andy on LinkedIn - ⁠here

On today's episode, I'm joined by Ben Ladkin, Managing Director of MLB Europe. 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 Major League Baseball (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 Fandom 12:00 - Incorporating Education into Content 14:00 - Strategy and Ambitions Across the Wider European Market 17:00 - Tapping in to Merchandise and Music 24:00 - Who Gets to Play in the London Series?  25:00 - Special Edition Merch 28:00 - Ballpark Food and Exporting Americana 31:00 - Future Plans and 365 Engagement Strategies    Additional Links Can 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 London Rob McElhenney brought baseball to a Wrexham match Official MLB MLB London Series x Titi Collection Connect with Ben on LinkedIn - Here  Connect with Andy on LinkedIn - Here

On Today’s Episode, I’m joined by Joe Gray, the co-founder of MyoMaster as well as a rugby coach for London Scottish.  Having retired from professional rugby in 2022, Gray is the only player in history to have won every trophy available to players in the top two tiers of English rugby, including both European trophies. Throughout his illustrious career, he has represented England and played for top clubs such as Harlequins, Northampton Saints, and Saracens.  In 2018, he founded the sports recovery business MyoMaster with his wife Lottie. Earlier this year, they made a memorable appearance on the British reality TV show Dragon’s Den, securing an investment from former Manchester United and England footballer Gary Neville and renowned British businesswoman Sara Davies.  Leveraging his extensive experience as a top-level athlete, Gray developed MyoMaster's initial product, a massage gun, and has continued to innovate, aiming to democratise access to high-quality sports recovery products.  Timestamps 2:00 - Joe’s Journey  5:00 - Sending CVs to Professional Rugby Clubs 9:00 - Founding MyoMaster 13:00 - Wider Interest in Entrepreneurship  14:30 - What is MyoMaster?  17:00 - How Can Sports Teams Support Athlete Founders?  19:00 - The Role of Athlete Partnerships  22:00 - Appearing on Dragon’s Den  30:00 - The Value of Video Content 35:00 - Future Ambitions for MyoMaster Additional Links Wellness Wonders: Meet the CEO of sports recovery specialist MyoMaster MyoMaster, revolutionising recovery to transform performance Joe Gray's start-up scores big following prime-time appearance on national TV Connect with Joe on LinkedIn - Here Connect with Andy on LinkedIn - Here

On today’s episode, I’m joined by Kahlen Macauley, Head of International Sports Media and Partnerships at Snapchat.   Having worked across the sports media landscape at the likes of TalkSport, ESPN and Pulselive, Kahlen then joined the International Olympic Committee in 2016, leading their digital partnerships team with a main focus on aiming to engage with younger audiences beyond broadcasts.  It was here, among the other social platforms, that Kahlen started interacting and working with Snapchat, who he then joined in 2019 to lead their sports partnerships for EMEA - identifying the opportunity that the company had as an under appreciated platform for sports rightsholders who were all wishing to engage with that younger generation. Bringing his 360 view of the sports media and marketing landscape, Kahlen has sought to help position the platform to better fit the marketing strategies of sports teams, leagues, and brands. Timestamps:  2:00 - Kahlen’s Journey to working at Snapchat 5:30 - Lessons Across Different Areas of Sports Media 9:00 - Working with Snapchat while at the IOC 10:30 - Addressing Misconceptions Around Snapchat  13:00 - Snapchat’s Product Suite  15:00 - How does Snapchat Enhance the Fan Experience?  18:00 - How Athlete’s Engage Differently on Snapchat  24:00 - Blurring the Lines Between Sport and Fashion 28:00 - Importance of Sport to Snapchat Strategy  35:00 - What does a Snapchat Partnership Look Like?  42:00 - Future Plans for Snapchat in Sport Additional Links The Snapchat Game On Lens Gen-Z love 'blokette' fashion sparking boom in young sports fans Research: Gen Z falling back in love with sport Snapchat Statistics: Revenue and Usage Trends in 2024 Connect with Kahlen on LinkedIn - here Connect with Andy on LinkedIn - here

On today’s episode, I’m joined by Cherry Beagles, the founder of The 400 Club, an all-female members club redefining what it means to be a sports fan and increasing culturally relevant brand deals in women’s sport. Having studied law at the University of Manchester and gained experience at the likes of NBC Universal and Dentsu, Cherry founded The 400 Club as a side hustle to address an audience that was being underrepresented in traditional sports marketing - and an audience she herself fell in to.  Since launching, she has brought on successful female founders, international athletes, and Olympians, as well as hosted events with the likes of Nike, and done brand campaigns with rightsholders such as Arsenal - all within her first year of starting the club - suggesting that Cherry is very much on to something big.  We discuss her perspective on women’s sport, why this is not to be confused with a female-fan strategy, and the importance of engaging not just the biggest female brands, but those that hold the most cultural relevance. Time Stamps 2:00 - What is The 400 Club and who are the members 4:00 - Recruiting New Members 8:00 - The Athlete x Brand Flywheel 13:00 - Creating a Female-Fan Strategy 17:00 - Culturally Relevant Brand Partnerships and Collaborations 20:00 - That Taylor Swift Jacket 28:00 - What Athletes can Learn from Social-First Brands 32:00 - Creating a Campaign with Arsenal FC 35:00 - Giving Rugby a 400 Club Twist 44:00 - Future of the 400 Club Additional Links The 400 Club x Nike for The FA Cup Final Follow The 400 Club on Instagram Connect with Cherry on LinkedIn - Here Connect with Andy on LinkedIn - Here

On today’s episode, I’m joined by Giulia Zecchini, Commercial Partnerships Strategy Director at ESL FACEIT Group.  Starting her career in data and analysis at Nielson, working first on FMCG brands such as Mars, before switching into sports, Giulia has retained a passion for transforming data into actionable, commercially focused insights. This has shone through in her roles that have followed, at both Formula 1 and with ESL FACEIT Group, one of the leading companies in the worlds of both gaming and esports - where she works with global brands to help them to reach the sought-after Gen-Z and millennial gaming audience through exciting and cutting edge partnerships. It’s not all about data though. Giulia is someone also with her finger firmly on the pulse of culture, something demonstrated through her presenting and hosting work for FIBA, sitting on the Equity Diversity & Inclusion committee at Basketball England, and through her co-founding of Sneaker Sisterhood, the largest female sneaker community in Europe. We talk about the intersection of sport, gaming, music, fashion, and culture, as well as the need to balance data with emotion and feeling, in what is one of the widest ranging conversations that I’ve had to date on the podcast - a credit to Giulia’s breath of both expertise and interest. Time Stamps 2:00 - Impact of COVID on Formula 1 4:00 - eSports vs. Gaming 13:00 - Athletes as Content Creators 18:00 - How DHL Authentically Activated in eSports 21:00 - Boosting Basketball's Popularity in the UK 29:00 - Founding Sneaker Sisterhood 32:00 - Exploring the Cultural Crossover of Sport and Streetwear 40:00 - The Opportunity for Digital Merchandise 45:00 - The Comic-Con of Gaming Additional Links Saudi-backed Savvy buys ESL and FACEIT for 'US$1.5bn' DHL Case Study: Employer of Choice: Reaching and recruiting the unreachables with eSports Connect with Giulia on LinkedIn - Here Connect with Andy on LinkedIn - Here

Today’s episode, I’m joined by Faith Wheller, Vice President of Brand, Sports Partnerships & Integrated Marketing at TeamViewer. Famous for their high-profile partnerships with Manchester United and Mercedes AMG Petronas F1 Team, TeamViewer is a  remote access and remote control computer software company focused mainly on enterprise clients. With that in mind, we discuss the company’s decision to invest into sponsorship and how they are choosing to activate in order to get a return on their investments as well as how they go about balancing product-led storytelling with broader social purpose messaging - through something like their recent SheSportTech initiative. From across her time working at Cisco and Intuit through to working at TeamViewer, Faith has always been incredibly passionate about getting more women into IT and technology. This is reflected in a recent post she shared for international women’s day as well as with SheSport Tech, an initiative which aims to inspire more women and girls to see the breadth of opportunity in the world of technology and sport. Time Stamps  2:00 - Getting More Women in IT   4:00 - Faith’s Career Journey  8:00 - Why Sponsor Manchester United?  10:00 - Integrating the Product into the Partnership  14:00 - Activating Specifically with Enterprise Customers 18:00 - The Importance of F1 and the U.S. Market  19:00 - Opportunity to Engage Women with F1 Academy 23:00 - Speaking to Different Audiences and the Launch of SheSportTech 28:00 - Why More Women are Needed in Sports Tech 33:00 - Future Ambitions for TeamViewer  Additional Links Changing the game: Making space for women in sports and tech Championing diversity: Introducing SheSportTech Connect with Faith on LinkedIn - Here Connect with Andy on LinkedIn - Here

Today’s Episode, I’m joined by Alex Ferrer Kristjansson, Senior Director of Marketing and Communications at EuroLeague Basketball. Having joined almost 20 years ago, Alex began his career working on the ULEB Cup, now known as the EuroCup, developing and coordinating the marketing strategy across the teams and he has since held a number of different positions at the organisation, always related to marketing somehow, be it ticketing, brand management, or social media and digital. Since 2012, Alex took on the role that he currently holds, focused on marketing communications, which means overseeing everything related to the promotion and distribution of the competition from PR and comms, to brand and business intelligence. He also looks after the EuroLeague’s long term partnership with IMG, which has had a huge impact on the league since beginning in 2016, from changes to the format, to the allocation of new licenses in markets like Germany and France.  The league is a truly unique case study merging the worlds of European and North American sporting governance. Their startup attitude also provides many lessons for us to learn from.  Time Stamps  2:00 - Alex’s Career Journey 4:00 - The Impact of Partnering with IMG 6:00 - The Format of the EuroLeague 13:00 - Increasing Presence in Strategic Markets 16:00 - Harnessing the Brand Power of the likes of Real Madrid and Bayern Munich 19:00 - Retaining a Startup Culture and Launching Fan XP Innovation Challenge 31:00 - Leveraging Creators and Launching Hoop District 38:00 - Future Plans for EuroLeague Final Four 40:00 - Influence of the Adidas Next Gen Tournament Additional Links Future Gazing: EuroLeague was Early on OTT, Sees VR as Next Big Opportunity Euroleague Basketball launches 3x3 content creators tournament 'Hoop District' Overtime Elite to represent the USA in ANGT Finals EuroLeague Basketball FanXP relaunches with exciting SPORTBIZ partnership Connect with Alex on LinkedIn - Here Connect with Andy on LinkedIn - Here