Sports Pundit Podcast with Andy Marston

On today’s episode, I’m joined by Ashwin Desai, Senior Vice President of Games & Experiences at OneTeam Partners.

Ashwin’s career spans media, entertainment, and sports, beginning in film and TV financing before moving to the likes of NBCUniversal, Formula One, and 2K. 

Joining Formula One in 2018 during its digital transformation under Liberty Media, Ashwin worked on a broad range of projects, from live streaming deals with Twitch and Facebook, to global betting partnerships, gaming deals, and fan experiences like F1 Arcade and the F1 Exhibition.

Now at OneTeam Partners, which was founded as a joint venture between the NFL Players Union, the MLB Players Union and Redbird Capital, Ashwin leads their games and experiences portfolio, helping athlete collectives to explore gaming, gambling, and emerging technologies.

We touch on a number of fast-evolving areas, from NIL and gambling legislations, to what opportunities are there around player data and AI.

Time Stamps

2:30 - Ashwin's Journey

4:00 - Working on Formula 1 under Liberty Media

7:00 - Founding Story of OneTeam Partners

12:00 - Negotiating Players Rights for EA's College Football Game

18:00 - Athletes Balancing Individual vs Collective Power

23:00 - Dominance of Dual Licensed Video Games and Potential Growth for Single Licensed Games

27:00 - Competitive Socialisation and Fan Experiences Outside of the Stadium

29:00 - Ideas for New Venues

35:00 - Taking the NFL Combine to Other Sports

37:00 - Leveraging Athlete Data

42:00 - Utilising AI for New Commercial Opportunities

46:00 - Approaching New Areas with Caution

48:00 - Expanding into Other Markets

Additional Links

Connect with Ashwin on LinkedIn - Here

Connect with Andy on LinkedIn - Here

On today’s episode, I’m joined by Maurits Schön, Chief Operating Officer and Managing Director at OneFootball.

Maurits has an intriguing career journey, having made the leap from law into the world of sports media, joining OneFootball as Senior Legal Counsel. Since then, he has risen through the ranks while navigating a period of significant transformation for the company.

It is this evolution that makes today’s conversation so compelling. Once perhaps seen as just a football content aggregator, OneFootball has grown into a comprehensive platform. From expanding its OTT presence with recent landmark deals with the likes of MLS and Serie A, as well as launching a loyalty program and expanding into commerce, the company is redefining how fans connect with the beautiful game.

Timestamps:

4:00 - Maurits Career Journey

6:00 - Unique Positioning of OneFootball

9:00 - Challenges with Club Apps

15:00 - Key Markets for OneFootball

16:00 - Collaborating with Apple and MLS

22:00 - Building a Loyalty Rewards Program

26:00 - Developing an OTT Offering (and PPV Access to Bundesliga 2)

30:00 - OneFootball Partnership with Serie A

34:00 - Non-Exclusive and Incremental Content and Rights Partnerships

37:00 - Differentiation from YouTube

41:00 - Having a Team in the Icon League

46:00 - Launching a Commerce Functionality

Additional Links:

Connect with Maurits on LinkedIn - Here

Connect with Andy on LinkedIn - Here

On today’s episode, I’m joined by Douglas Jakobi, Director of Team Development at the E1 Series, the world’s first electric powerboat racing championship.

Having previously worked in commodities trading before starting his own company sourcing and producing fan engagement products for sports teams, Douglas joined E1 as one of its earliest team members and has been instrumental in shaping the championship into what it is today.

In our conversation, we dive into what it takes to create an entirely new sport from scratch. What E1 has learned and borrowed from Alejandro Agag’s other sporting endeavours such as Formula E, Extreme E, and Hexagon Cup, as well as how the league has managed to attract, and aims to capitalise on, its high-profile team owners, which include the likes Tom Brady, Virat Kohli, Will Smith, and Rafa Nadal.

Timestamps

3:00 - Douglas' Journey

5:00 - What is E1 Series?

7:00 - Aspiring to be 'F1 on Water'

10:00 - How E1 Differs from Powerboating

14:00 - Celebrity Team Ownership

20:00 - What does Ownership Look Like?

23:00 - Getting the Celebrities Actively Involved

26:00 - Converting Reach to Audience

28:00 - The Potential for a Behind-the-scenes Docuseries

30:00 - Sourcing and Telling the Stories of the Pilots

34:00 - What Makes a good E1 Pilot?

36:00 - Expanding Race Locations to the US

38:00 - Announcing New Team Owners...

Additional Links

⁠Tom Brady team wins E1 championship

Hopes 'Formula 1-style' electric boat race could come to London

A celebrity’s playground: How is Saudi-backed E1 Series changing the world of water mobility?

Connect with Douglas on LinkedIn - Here

Connect with Andy on LinkedIn - ⁠Here⁠

On today’s episode, I’m joined by Paddy Carberry, Global Sports Marketing Manager at Guinness.

Based out of the iconic St James’ Gate in Dublin, Paddy leads the brand's global sports activations—from Six Nations Rugby to the Premier League and everything in-between.

With nearly six years at Diageo, Paddy’s career has spanned roles in sustainability, corporate relations, culture and partnerships. Now, he’s shaping Guinness' connection to fans worldwide, activating the brand across diverse markets and sports.

In our conversation, we dive into how Guinness aligns with the cultural heartbeat of each market, why the timing was right for partnering with the Premier League, the role of zero-alcohol options in connecting with younger generations, and the significance of Guinness' brand homes in their broader strategy. We also explore the brand’s heritage, its long-standing ties with rugby, and some creative new campaigns—including fashion collaborations, which Paddy hints are on the horizon for football fans.

Timeline

3:00 - Paddy’s Journey

8:00 - The Premier League Partnership and Global Fan Behaviours

14:00 - Guinness’ Alignment with Rugby

18:00 - Going Beyond In-Stadia Activation and ‘Pouring Rights'

23:00 - The Booming Popularity of Guinness and Their Pub and Retail Activation Strategy

27:00 - How Guinness Zero is Shaping Consumer Trends and 'Out-Innovating' the Internet

30:00 - Guinness' Brand Home at St. James's Gate and Around the World 

37:00 - Future Partnership Plans and a Potential Fashion and Football Collab?

Additional Links

Connect with Paddy on LinkedIn - Here
Connect with Andy on LinkedIn - Here

On today’s episode, I’m joined by Drew Rauso, who leads Strategy and Operations at Playmaker HQ, a top-tier sports podcast network owned by Bettor Collective.

Playmaker’s lineup features some of the biggest names in sports, including Shaquille O'Neal, Angel Reese, and Marshawn Lynch.

Drew's role focuses on driving growth, fan engagement, and uncovering commercial opportunities, from merchandise to live events.

With a background that includes working at The Players' Tribune, Drew and I dive into the rise of athlete-driven media and the key areas involved in building a successful podcast network.

Timeline

3:00 - Drew Journey

4:00 - Athlete Driven Media

7:00 - Playmaker HQ's Distribution Network

10:00 - Landing and Navigating Commercial Deals

12:00 - Balancing Politics and Priorities

14:00 - Leveraging Bettor Collective's Relationships

17:00 - Podcast Monetisation

19:00 - Launching Physical Events

27:00 - Could Teams Launch Their Own Podcasts?

34:00 - Why Streaming Killed the Group Chat

37:00 - Expanding into International Sports

Additional Links

Knicks’ Jalen Brunson, Josh Hart host block party for Roommates Show in Central Park

Angel Reese Launches 'Unapologetically Angel' Podcast amid Breakout WNBA Season

'Streaming has killed the mainstream': the decade that broke popular culture

Connect with Drew on LinkedIn - Here

Connect with Andy on LinkedIn - Here

On today’s episode, I’m joined by Marieke Visser and Frederique De Laat from HERA United, a pioneering women’s-only football club based in Amsterdam which is  set to launch in 2025.

This conversation dives deep into their ambitious goals for club, including their vision for competing in the Champions League, as well as creating long-term growth for Dutch women’s football.

Marieke, who is the founder and CEO, talks about the possibilities created by building HERA United from the ground up and shares with us her lifelong fight for gender equality in sports, which is rooted in her early experiences of exclusion from the game. 

Meanwhile Frederique, who heads up finance and operations, reflects on transitioning from strategy consulting to the sports industry, drawn in by the untapped potential and commercial opportunities she could see within women’s football.

Together, they reveal the challenges of launching a women’s-only club in a system designed to favour men’s teams, including how they successfully lobbied the KNVB and how they acquired Telstar's women’s team license. They also discuss HERA’s innovative female-first approach to coaching, sports tech, and talent development, which they believe is essential for building a more sustainable, collaborative football ecosystem.

Timestamps:
3:00 - Marieke’s Early Fight for Gender Equality in Football
8:00 - Frederique’s Journey from Strategy Consulting to Women’s Football
11:00 - The Founding Story of HERA United
16:00 - Overcoming the System: Securing a Place in the Eredivisie
25:00 - Why a Female-First Approach is Key to Success
30:00 - The Power of Collaboration in Dutch Football
35:00 - Retaining Talent in the Netherlands: Challenges and Opportunities
40:00 - Future Ambitions: Competing in the Champions League
44:00 - HERA’s Vision for Long-Term Growth and Social Change

Additional Links

Hera United should become the first professional club for women only: "What gets attention, grows"

Amsterdam could get a new all-women pro football club

Connect with Marieke on LinkedIn - Here
Connect with Frederique on LinkedIn - Here
Connect with Andy on LinkedIn - Here

On today’s episode, I’m joined by Dani Gonçalves, Co-Founder and CEO of Fantasy WSL.

Dani’s journey is a unique blend of creativity and technology. She started her career as a musician, moved to London to pursue her dream, and soon found herself immersed in the world of social media and digital marketing, even before it became the major industry it is today. After honing her skills with brands like Lush Cosmetics, Dani transitioned into the world of tech, working for a fintech startup, which is where she met her co-founder, Jimmy. Their shared passion for fantasy sports and a desire to make women’s sports more accessible, having watched the Lionesses win the Euros, led to the creation of Fantasy WSL.

In this conversation, Dani shares her fascinating background, the pivotal moment that inspired Fantasy WSL, and how she’s helping to bring the women’s game to new audiences - and in the process building one of the most engaged platforms and communities around women's football.

Timestamps 

3:00 - Dani’s Journey

7:00 - Applying lessons from Lush Cosmetics

10:00 - The Fantasy WSL Audience

14:00 - Women’s Football Rivalry

17:00 - Breaking Through

19:00 - Leveraging Media Relationships to Build Community

23:00 - What if the League Launch an Official App

27:00 - Differentiating the Product

31:00 - Getting Engagement from Players

35:00 - Leveraging First Party Data

37:00 - Future Plans… 

Additional Links

Create your own Fantasy WSL team

Pipe dream or masterplan: will WSL fantasy football make it big? The Guardian

Connect with Dani - Here

Connect with Andy - Here

On today’s episode, I’m joined by Corey Breton, Head of Venues at Cosm.

From starting out in ticket sales with major sports organizations like the NBA’s Phoenix Suns and Minnesota Timberwolves, before transitioning into a broader operational role, first with LAFC in the MLS, and later as Chief Revenue Officer for Global Attractions at Legends, Corey made the move last year to join Cosm, bringing together his unique skillset at a company which is at the forefront of immersive entertainment experiences.  

In this conversation, Corey shares with us his journey, what drew him to Cosm, and how the company is poised to expand the concept of fan engagement beyond the traditional stadium through its groundbreaking “Shared Reality” venues. 

Timestamps

3:00 - Corey’s Journey 

5:00 - What is Cosm? 

13:00 - The Viral Man Utd v Fulham Clip

16:00 - Tailoring the Fan Experience 

21:00 - Shared Reality vs Virtual Reality 

24:00 - Signing a Deal with the NFL

28:00 - Is this a New Media Right? 

31:00 - Complimenting In-stadia Attendance 

36:00 - Raising $250m from the likes of Marc Lasry and David Blitzer

39:00 - Cosm's Investment ‘Moat” 

41:00 - Incremental Revenue Opportunities 

Additional Links

Cosm Raises Over $250 Million In Funding To Expand Experiential Entertainment Venues Globally
NFL to Air Sunday Night Football in ‘Shared Reality’ Cosm Domes

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

On today’s episode, I’m joined by Jack Withinshaw, Chief Commercial Officer at Alauda Aeronautics and CCO and Co-Founder of Airspeeder. 

Jack’s started out his career with giant advertising agencies like MediaCom and Val Morgan before transitioning to work with various startups across in industries like logistics, recruitment, and retail.  

He joined Alauda Aeronautics in 2019 where he co-founded Airspeeder, alongside Aluda’s founder, Matt Pearson.

During this conversation, we discuss what drove him to, together with Matt, to start a racing series, as well as his aspirations more broadly for the adoption of eVOTL vehicles and why he believes now is the time to finally deliver on the promise of flying cars. 

Timestamps

3:00 - Jack's Journey to Joining Alauda

5:00 - The Promise of Flying Cars

7:00 - Founding and Developing Airspeeder

10:00 - Recruiting Pilots

13:00 - Digital Racetracks

16:00 - Airspeeder's Revenue Model

19:00 - Why Automotive Brands are Getting Involved

24:00 - Navigating Media Rights and Opportunities

29:00 - The Role of Esports

31:00 - The Impact of eVOTL as a Mobility Revolution

34:00 - Cities of the Future

39:00 - Approaching Investment

42:00 - Going Behind the Scenes on YouTube

Additional Links

Alauda Aeronautics - Taking Flight Series

Airspeeder EXA Championship 2023 - Full Race Highlights

Evolving the eVTOL market one race at a time

Connect with Jack - ⁠Here⁠

Connect with Andy - ⁠Here⁠