In this episode of The Confessional, Roger Mitchell sits down with Giles Morgan to explore a lifetime at the sharp end of sports sponsorship — from wielding HSBC’s global checkbook to reinventing himself as the Sponsorship Doctor. Giles reflects on how his Hong Kong glory years brought lasting regret of choosing career over time with his children, and the humbling reset that followed.  He also lays out a lifetime’s thoughts on sponsorship: why perimeter boards and AVE were always the wrong north star, how true value lies in “tribe-to-tribe” relationships between brands and fans, and why the Lions–Howden partnership should be seen as a playbook for data-led, emotionally honest activation rather than just logos on shirts.  Brought to you by Lockeroom.