In this episode, Gordon speaks with Julian Sauer, Head of Marketing at Puma Group about his journey from sports journalism into global sports marketing. He shares how a deep passion for sport, especially basketball, shaped his early path into storytelling and ultimately led him from journalism into communications and marketing roles at Audi, Red Bull and Puma.
The discussion explores his experience building a career across highly diverse sports and brand environments, from automotive and motorsports to global sports platforms and how he learned to combine strategic thinking with storytelling. Julian reflects on working in fast-moving, international sports organizations, the realities of global sports marketing across regions such as EMEA and Africa and how data, technology and AI are reshaping how sports brands engage with audiences and build emotional connections.

Tune in to hear how a lifelong passion for sport can evolve into a global marketing career spanning some of the world’s most iconic sports and lifestyle brands.