This is an episode of Inside Edge, our series on the cricket business with regular co-host Mike Jakeman. Today's guest is Peter Hutton, and nobody knows more about the relationship between television and cricket than Peter Hutton.

Strap yourselves in, this is a masterclass.

This episode of the Unofficial Partner podcast is brought to you by Sid Lee Sport. 

Sid Lee Sport believes that sponsorship activation has lost its edge. Same formats. Same ideas. Same old playbook. 

They call it Sponsorship Tumbleweed. Because too much work in the category just exists… its drifts by. Expensively! Not offending anyone, but not making anyone feel… anything. 

They’re here to shake that up. 

They’re a new kind of agency built for sport. That means combining world-class creativity with deep sponsorship know-how, flawless delivery, and real marketing effectiveness - not just good vibes and a lot of chat about fan culture. 

This is the agency that makes brands matter in sport. Culturally, commercially, and creatively. 

If you're tired of the tumbleweed, visit sidleesport.com 

Sid Lee Sport. Where brands become champions.

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 @UnofficialPartner

We 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.