On today’s episode, I’m joined by Liseli Sitali, Director of Football and Music Partnerships at Expedia Group, where she oversees their portfolio of brands including Expedia, Hotels.com, and Vrbo, as well as partnerships with iconic names like Liverpool, Arsenal, and AEG.

Liseli’s journey spans some of the biggest names in media and sports, from heading up marketing at Sky Sports to driving global expansion at DAZN. She’s also worked agency-side at CSM and began her career in sponsorship at Ferrari.

Within the conversation, I ask her for her dream partner, we explore her unique approach to building partnerships that drive market share and brand attachment, and we gain a deeper understanding of how partnerships contribute to the success of one of the world’s biggest brands 

Timestamps

3:00 - Liseli's Journey

6:00 - Expedia's relationship with Media

11:00 - Partnering with Netflix

14:00 - Identifying the Right Partners

16:00 - Integrating with a Partner Like AEG

22:00 - Building Net New Properties

25:00 - Pre-Season Tours

31:00 - Residencies and Managing Over-Tourism

35:00 - Collaborating with Other Travel Partners like Japan Airlines

39:00 - Alternative Approach to Sponsorship

47:00 - A Dream Partner for Expedia Group?

50:00 - The Importance of Frequency

Additional Links

Connect with Liseli - Here

Connect with Andy - Here