By Andy Marston
5
11 ratings
The podcast currently has 49 episodes available.
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
On today’s episode, I’m joined by Alexander Jobst, CEO at Fortuna Dusseldorf, a football club based in the North of Germany and competing in the second tier, Bundesliga 2.
Fortuna’s home, the Merkur Spiel Arena, hosted a number of matches during this summer’s European championships, including England’s 5-3 penalty win over Switzerland in the quarter finals, which was witnessed live by almost 47,000 fans. One of the greatest challenges facing Alex in his role at CEO, is achieving similar attendance figures throughout the club season - which led to the innovative launch of 'Fortuna for All.'
Almost three years into the role, Alexander has leant heavily on his past experiences working with the likes of Siemens, Real Madrid, FIFA, and FC Schalke on areas around commercialisation and internationalisation.
We discuss what he has learnt over his career and how this has lead him to such a unique solution now that he is at the helm at Fortuna...
Timestamps
2:00 - Journey to becoming CEO
5:00 - Fortuna Düsseldorf's Long-Term Vision
8:00 - Fortuna for All: Concept and Implementation
10:00 - Business Model and Revenue Impact
13:00 - Fan Loyalty and Community Building
15:00 - Digital Transformation and Future Plans
20:00 - Commercial Partnerships and Sustainability
29:00 - Applying the Model Elsewhere
36:00 - Conclusion and Final Thoughts
Additional Links
'Fortuna For All': Fortuna Düsseldorf confirm four free fixtures for 2024/25 season
How the Application Process Works
Connect with Alexander on LinkedIn - Here
Connected with Andy on LinkedIn - Here
Today’s episode, we revisit a conversation with Cherry Beagles, the founder of The 400 Club, an all-female members club redefining what it means to be a sports fan and increasing culturally relevant brand deals in women’s sport.
Having studied law at the University of Manchester and gained experience at the likes of NBC Universal and Dentsu, Cherry founded The 400 Club as a side hustle to address an audience that was being underrepresented in traditional sports marketing - and an audience she herself fell in to.
Since launching, she has brought on successful female founders, international athletes, and Olympians, as well as hosted events with the likes of Nike, and done brand campaigns with rightsholders such as Arsenal - all within her first year of starting the club - suggesting that Cherry is very much on to something big.
We discuss her perspective on women’s sport, why this is not to be confused with a female-fan strategy, and the importance of engaging not just the biggest female brands, but those that hold the most cultural relevance.
Time Stamps
2:00 - What is The 400 Club and who are the members
4:00 - Recruiting New Members
8:00 - The Athlete x Brand Flywheel
13:00 - Creating a Female-Fan Strategy
17:00 - Culturally Relevant Brand Partnerships and Collaborations
20:00 - That Taylor Swift Jacket
28:00 - What Athletes can Learn from Social-First Brands
32:00 - Creating a Campaign with Arsenal FC
35:00 - Giving Rugby a 400 Club Twist
44:00 - Future of the 400 Club
Additional Links
The 400 Club x Nike for The FA Cup Final
Follow The 400 Club on Instagram
Connect with Cherry on LinkedIn - Here
Connect with Andy on LinkedIn - Here
Today’s episode, we revisit a conversation with Peer Naubert, CMO and Managing Director of Bundesliga International.
Growing up in Germany, Peer has gained experience working in South Korea, China, and the Netherlands. His current role involves working closely with clubs to further develop a joint international approach, providing them with global marketing and commercial opportunities and offering financial support for their global activities.
Managing a team of 44 employees across Frankfurt, Singapore, New York, and Beijing, Peer is focused on developing and executing local marketing strategies that drive fandom. To date, this has resulted in the Bundesliga becoming the fastest growing, among Europe's top football leagues, in terms of awareness, interest, and media consumption globally.
Taking time out of his schedule at the recent SportInnovation Summit in Dusseldorf, I sat down with Peer to discuss what he has done, and what he’s aspiring to do in the months and years ahead.
Time Stamps
2:30 - A Recap of SportInnovation Summit
6:00 - Peer’s Journey to the Bundesliga
9:00 - Lessons from Living in Korea
12:00 - The Arrival of England Captain, Harry Kane
16:30 - The Launch of Fortuna for All
23:00 - Appealing to the US Soccer Fan
26:00 - Remaining Affordable
33:00 - Building Up a Database of International Fans
35:00 - The NFL and Playing Internationally
38:00 - Overcoming the Language Problem
Additional Links
Sports Innovation 2024: Wonderment and warnings in equal measure as AI dominates Düsseldorf event
Fortuna Favours the Brave
Connect with Peer on LinkedIn - here
Connect with Andy on LinkedIn - here
Today’s episode, we revisit a conversation with CiCi Bellis.
Cici is the Founder and General Partner of Cartan Capital as well as a former professional tennis player. Still only 24 years old, she’s never let age be a barrier, famously having won a match at the 2014 US Open as a 15 year-old against a top 20 opponent.
Having failed to shake-off a recurring injury, CiCi announced her retirement in 2020 and she has set to work on reaching the top in the world of venture.
This was initially set in motion thanks to WTA’s partnership with Indiana University where CiCi got her degree. She then joined leAD Sports and Health Tech Partners Investment Team before setting up as a solo GP and launching Cartan Capital in 2023, a $10 million pledge fund focused similarly on sports and health but more specifically now leveraging her network and her experience as an athlete.
Time Stamps
2:00 - Early Professional Tennis Career
5:00 - Developing an Interest in Venture Capital
12:00 - Cartan Capital's Areas of Interest 15:00 - The Opportunity in the Wearables Space
18:00 - Cartan’s Investment into Proto Holograms
23:00 - Investing into Sports Betting
27:00 - Finding a Silver Lining to First Hand Experiences in Rehab and Recovery
29:00 - The MASSIVE Opportunity to Invest into Femtech
35:00 - Attracting attention from Female Founders and Athlete Founders
Additional Links
Cartan Capital's Monthly Newsletter
Former tennis pro CiCi Bellis on launching her own VC to invest in sports and health tech
How former WTA World No. 35 launched a $10MM Sports & Health Tech Fund
Cartan Capital Invests in Proto Hologram
Flo Health on how its content drove daily app usage with pregnant mothers - ABBA Voyage passes 2 million tickets sold
Connect with CiCi on LinkedIn - here
Connect with Andy on LinkedIn - here
Today’s episode, we revisit a conversation with Mike Armstrong.
Mike is the Chief Marketing and Communications Officer at Juventus.
Moving from Toronto to Torino, Mike joined the club in September 2021, with a remit to innovate and to grow the club's global supporter base.
As the only English-speaking native within the organisation, this has required some cultural readjustment. As has moving into life working within a sports rights holder environment, having previously spent his time working in Consumer Packaged Goods (CPG) with both Kraft Foods and AB InBev, as well as in media at CBC, Google, and esports upstart Overactive Media.
The result is a unique perspective, and an approach that is unlike any other from across the top football clubs in Europe.
Time Stamps
2:00 - Ronaldo’s Exit
6:00 - Working Closely with Fans (Rather than Customers)
9:00 - Addressing the Economic Headwinds Facing European Football
11:00 - Lessons from Working in Consumer Packaged Goods
14:00 - Merging of Chief Marketing and Chief Communications Roles
18:00 - Embracing Generative AI Tools
21:00 - Brining Fan-Created Content In-House
26:00 - Content as a Driver of Fandom
30:00 - Creating for Netflix vs TikTok
35:00 - Reducing Reliance on Individual Star Power
38:00 - Borrowed vs Owned and Operated Platforms
42:00 - Becoming a Distribution Channel for Other Content
48:00 - Getting More Women In Football
53:00 - Plans for the Future?
Additional Links
Brain games, 'LA-style' creator labs & TikTok: Embracing innovation at Juventus
TikTok Tactic: Juventus tap into the Freestyle World Championships
Chiesa to Segura: How Juventus' Creator Lab is Driving a New Approach to Content Creation
Connect with Mike on LinkedIn - here
Connect with Andy on LinkedIn - here
On today’s episode, I’m joined by Flora Bell, Business Director at LALIGA Studios.
Having worked in the marketing and advertising industry for the likes of M&C Saatchi and LOLA MullenLowe across huge brands such as Magnum, Kraft-Heinz, Dove, Mattel, and PG Tips, just over a year ago she was brought in to help set up LALIGA Studios.
Based in Madrid, LALIGA Studios is a new sports-related content production company which combines the forces of Banijay, a global content powerhouse with LALIGA, one of the most followed football leagues in the world. As well as serving all of LALIGA’s content production needs, as an independent studio, they have also since taken on work with leading brands like EA Sports and Logitech and have an ambition to expand to other sports and across other markets.
Timestamps
2:00 - From Sunderland to Madrid
6:00 - Conceptualising LALIGA Studios
10:00 - Partnering with Banijay
14:00 - Netflix’s LALIGA: All Access and The Rise and Rise of Sports Docu-Series
19:00 - Expanding the Client Base Beyond Spanish Football
23:00 - Operating with the LALIGA Name
28:00 - Expanding into New Markets
31:00 - Telling Individual’s Stories
37:00 - Creating Media That Cuts Through
39:00 - Measuring Success
42:00 - Aspirations for LALIGA Studios
Additional Links
LALIGA partners with Banijay Iberia to launch production arm
LaLiga Studios Expands Management Team, Announces Doc Project ‘The Power of Our Fútbol’
LaLiga launches FAST channel with behind-the-scenes content
Mike Tollin’s MTP and LaLiga Studios to Develop Slate of Soccer-Centric Projects
Connect with Flora on LinkedIn - Here
Connected with Andy on LinkedIn - Here
The podcast currently has 49 episodes available.
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