In this episode of the Leaders of the Game podcast, Yvonne Harrison, CEO of Women in Football, shares her insights on leadership, the evolution of women's football, and the importance of creating inclusive environments in sports. 

She discusses her journey in sports leadership, the cultural shifts in women's football, and the need for greater representation in decision-making roles. 

Yvonne emphasises the significance of data in driving change and highlights the growing fandom for women's football. 

She also offers advice for young women entering the industry and reflects on the brands that are making a positive impact in women's sports.

Discover more about Women in Football and their impactful mission here: womeninfootball.co.uk, and connect with Yvonne Harrison herself on LinkedIn: Yvonne Harrison | LinkedIn

As always, don’t forget to like and subscribe and keep up to date with all future episodes.

Today’s guest is someone who truly embodies what it means to turn pain into purpose.

Dan Keeley is the Community & Events Director at Snow Camp, a national youth charity transforming young lives through snowsports. He’s also an award-winning speaker, TEDx storyteller, and adventure-runner who has spent the last decade empowering others to speak up when they’re struggling.

In 2017, after a full-scale psychotic episode in Italy and a five-year battle with bipolar disorder stemming from early childhood trauma, Dan set out on a 1,250-mile solo run from the Colosseum in Rome to the London Eye. ‘Rome to Home’ wasn’t about glory—it was a platform to share his story with honesty, thank those who supported his recovery, and help others find the courage to speak up.

In 2023, he ran the route again—this time in reverse with his wife Georgie and two young kids alongside him. ‘Home to Rome’ carried the same message: you’re allowed to put yourself—and your wellbeing—first.

Now a sought-after speaker for teams and businesses across the UK, Dan’s signature themes of vulnerability, courage, and connection continue to inspire. He’s been featured by the BBC, The Telegraph, Heads Together, and many others, and his TEDx talk from 2021 still resonates widely.

This one’s about courage, connection, and what it really means to show up—especially when life gets hard. 

As always, don’t forget to like and subscribe and keep up to date with all future episodes.

Todays guest is a bold, insight-led marketing leader with a track record that speaks for itself. 

With over 20 years’ experience building brands across Sport, gaming, SaaS, travel, and finance, Martin Dyhouse has led some of the most commercially effective and creatively daring campaigns in recent memory. 

From global rebrands to Premier League sponsorships and multi-million-pound marketing strategies, Martin knows what it takes to drive real growth, resonate with audiences, and lead high-performing teams. 

In this episode, we dive into the power of storytelling, the art of brand transformation, and how to lead with both strategic clarity and creative courage. 

As always, don’t forget to like and subscribe and keep up to date with all future episodes.

This week I’m joined by Ibrahim Ugradar – a rising force in sports media and digital brand strategy. With a background that spans BBC Sport, FootballJOE, and Baiteze Squad, Ibrahim has worked with global names like Nike, Adidas, and Liverpool FC to create high-impact, community-driven content that reaches millions. From growing fanbases to shaping influencer partnerships and building his own agency, The One Lister, Ibrahim’s data-led approach and deep understanding of football culture have made him one of the most exciting young voices in the space. 

We’re diving into his journey, his creative process, and what it takes to build a loyal, engaged community in today’s digital world.

As always, don’t forget to like and subscribe and keep up to date with all future episodes.

This week, I’m joined by Armaan Ahluwalia, Head of Strategic Commercial Solutions at BWT Alpine F1 Team. With a career spanning top global organizations like the Brooklyn Nets, Alpine F1, and the Kansas City Chiefs, Armaan has been instrumental in securing and optimizing over $250 million in partnership contracts.

From leading the business insights team that helped land the largest NBA jersey patch deal in history to driving commercial innovation in Formula 1, Armaan’s expertise in data-driven decision-making, strategic deal-making, and partnership success measurement is second to none.

In this episode, we’ll dive into his journey, the evolving landscape of sports sponsorship, and what it takes to create high-impact partnerships in some of the most competitive leagues in the world. 

As always, don’t forget to like and subscribe and keep up to date with all future episodes.

This week, I’m joined by James Haigh, Co-Founder of We Are Sweet, to dive deep into the world of leadership, creativity, and building a business in the fast-paced sports and entertainment industry.

We cover:
The difference between leadership and management
The challenges of running a fully remote business
Lessons from bad hires (we’ve all had them!)
The impact of real-time data in sports
Scaling a company during COVID—and thriving
Why James has never had a manager (and what that’s meant for his career)

James’ journey from agency life to co-founding We Are Sweet is packed with insights that any leader—whether in sports, business, or media—can learn from.

We're back with Episode 2 of Leaders of The Game! This time, I sit down with James Corrigan, Commercial Director at Northampton Town FC, to dive into the world of football commercial strategy.

From driving revenue growth to navigating sponsorships and fan engagement, James shares his insights on what it takes to build a successful commercial operation at a football club. We also discuss the evolving landscape of partnerships in sport and the key trends shaping the industry.

If you're interested in sports business, sponsorship, and leadership in football, this episode is not to be missed!

In the debut episode of Leaders of The Game, I sit down with James Southerland, Head of Partnerships at Williams Racing, to explore the fast-paced world of motorsport sponsorships and partnerships. James shares his journey into the industry, his approach to cultivating meaningful relationships with global brands, and the strategies behind creating impactful partnerships that drive both commercial and sporting success.