Today, we revisit a conversation with Em Heath, Global Brand Director at Rexona, a key player globally in Unilever’s personal care brand portfolio.

Formerly a sponsor of Williams F1, the brand has taken a serious liking to women’s football - partnering with Man City and Chelsea, doing deals with players like Lauren James and Lucy Bronze, as well as playing a key role in activating around marquee properties like the Women’s World Cup and Women’s Euros, as part of Unilever’s broader partnerships with FIFA and UEFA.

We explore this interest in women’s football and the nuances of activating across almost every area of the women’s game, the role that brands can play within women’s sport, and the intricacies of managing a global brand.

Timestamps

2:00 - Em's Journey

4.30: - How Rexona Fits within Unilever Personal Care Portfolio

8:00 - Activating Partnerships with UEFA and FIFA

15:00 - Balancing Sports Partnerships with Other Areas of Marketing

18:00 - Leveraging Ambassadors at Club Partners - like Lucy Bronze and Lauren James

20:30 - What Attracted Rexona to Partner with Chelsea and Man City

26:00 - Chicken and Egg Problem Surrounding Women's Sport

29:00 - What is Rexona's Breaking Limits Program?

34:00 - Meeting KPIs and Measuring ROI

40:00 - Evaluating New Partners - and why Rexona Stopped Sponsoring in Formula 1

45:00 - Looking Forward

Additional Links

⁠Rexona Partners with England Football Star Lucy Bronze to Inspire Girls to Move More⁠

⁠ICC and Unilever announce groundbreaking partnership on International Women’s Day to strengthen the future of women’s cricket⁠

Connect with Emily on LinkedIn - ⁠Here⁠

Connect with Andy on LinkedIn - ⁠Here

This is the fourth episode in a series of 5 focused on #Performance and hosted by Rich Buchanan, a former Performance Director at Swansea City FC in the Premier League and Human Performance Consultant for DC United in the MLS.

On today’s episode of the Sports Pundit Performance Podcast, Andy was joined by Spencer Jones of the Denver Nuggets.

On a two-way contract with the Grand Rapids Gold of the NBA G League, Spencer has continually beat the odds. From being a last minute admission to Stanford to captaining the team for three seasons, and initially going undrafted, only to now find himself in the NBA. 

What is most interesting about Spencer is how he continually applies himself both on and off the court. This includes actively engaging with and investing in startups, particularly in the human performance space, as well as being one of very few NBA players active on LinkedIn.

Filling in on this episode for Rich, Andy does his best to address the conversation from a performance lens, however, I also took an interest in how he thinks about investing and leveraging his position as a professional athlete.

Timestamps

4:00 - Spencer's Journey to the NBA

7:00 - Leveraging Access and Opportunity

14:00 - Angel Investing in Sports and Health Tech

18:00 - Applying Off-Court Investments into On-Court Performance

23:00 - Maximising Sleep and Recovery

27:00 - Future Ambitions

Additional Links

Connect with Spencer on LinkedIn - Here

Connect with Rich on LinkedIn - Here

#AdThis series is kindly supported by  award-winning sports technology and innovation company, Genius Sports.  Discover the new operating system for sport brought to you by the world leader in AI and sports data by visiting ⁠⁠⁠geniussports.com/perform/⁠⁠⁠

Today, we revisit a conversation with the CEO of Overtime, Dan Porter. 

Formerly head of Digital at WME, CEO of OMGPOP, and the creator of the mobile game ‘Draw Something,’ Dan founded Overtime in 2016. 

Now a digital sports media company geared towards Gen-Z sports fans and operating a series of professional sports leagues - it began focusing on posting short-form content of high school athletes captured shared to social media.

This social-first identity carries through across all of the companies endeavours to this day, so I’m delighted to have Dan on to discuss the companies evolution from media platform to league operator, their recently announced partnerships with the ATP Tour and NWSL, and how they are navigating the evolving landscape around areas like NIL and social media.

Timestamps:  

2:00 - Dan’s Journey - From Draw Something to Overtime

5:00 - What is Overtime? A brand, a platform, a league?

8:00 - Becoming Sports League Operators 

10:00 - Young athletes aren’t future stars, they’re stars NOW

13:00 - Owning IP and Being Part of Creator Economy 

15:00 - Impact of Name, Image, Likeness (NIL) on Overtime

17:00 - Eli Ellis: A potential future Overtime CEO 

20:00 - Overtime’s Revenue Split 

25:00 – NFL, Olympics & new partnerships: Why other leagues are working with Overtime

30:00 – Future plans and Overtime’s potential bold play in chess

Additional Links:

⁠Different Game: Overtime’s IP Empire Is What Every Sports Brand Wishes It Had 🔥⁠

⁠Overtime and NWSL Team Up For Gen-Z-Focused Content Partnership⁠

⁠ATP Tour & Overtime announce groundbreaking content partnership to bring tennis to new audiences⁠

Connect with Dan on LinkedIn - ⁠Here⁠

Connect with Andy on LinkedIn - ⁠Here

This is the fourth episode in a series of 5 focused on #Innovation and hosted by Leanne Bats, a former All Blacks and FC Barcelona executive now leading innovation for a regional sports trust in New Zealand. 

On this week's episode Leanne was joined by Rowena Samarasinhe, one of the sharpest systems thinkers in global sport to go deep into women's sport (coincidentally, right off the back of the Lionesses' history-breaking Euros success).

From CMS Law, SPORTFIVE, and commercial rights giant, Dentsu, to working intimately with UEFA, World Athletics, and also athletes like Usain Bolt, Rowena has founded GENSport.

In this conversation, Leanne and Rowena imagine what's possible for the future of the women's sports industry at a time when traditional models in the men's game are increasingly coming under pressure. As they discuss, the path for women's sports should not be a copy paste of the men's game, but instead demand new thinking.

Timestamps

02:00 - Celebrating the Lionesses' Victory

05:00 - Rowena's Journey in Sports

09:00 The Changing Landscape of Sports

11:00 - Innovative Approaches in Women's Sports

15:00 - Challenges and Opportunities in Modern Sports

20:00 - Future of Women's Football

26:00 -  US vs. UK Women's Sports Models

31:00 - Challenges in Women's Sports Investment

35:00 - Innovative Broadcast Strategies

41:00 - Athlete-Centric Fandom

43:00 - Commercial Opportunities in Women's Sports

48:00 - Under the Radar Women's Sports Markets

Additional Links

Connect with Rowena on LinkedIn - Here

Connect with Leanne on LinkedIn - Here

Visit sportspundit.co  to find previous editions of the podcast, access the newsletter, sign up to our WhatsApp community and join us at an upcoming social event in cities all around the world.

This is the third episode in a series of 5 focused on #Performance and hosted by Rich Buchanan, a former Performance Director at Swansea City FC in the Premier League and Human Performance Consultant for DC United in the MLS.

On today’s episode, Rich is joined by Nick Davies, the Head of Academy Performance at Crystal Palace.

Nick brings a wealth of experience and insight into how a structured process and a multidisciplinary approach serves both the sporting objectives and business goals of an elite football organisation.

In this conversation, they explore the people, the philosophies, and the practices that shape player developments in elite academies, diving deep into how high performance systems impact not just player development, but also the long-term sustainability and success of a Premier League football club.

Connect with Rich on LinkedIn - ⁠Here⁠

#Ad

This series is kindly supported by  award-winning sports technology and innovation company, Genius Sports.  

Discover the new operating system for sport brought to you by the world leader in AI and sports data by visiting ⁠⁠geniussports.com/perform/⁠⁠

On today’s episode, I’m joined by Avelino, a rapper known for his sharp lyricism, deep wordplay, and cultural influence far beyond music.

From his early freestyles on YouTube to collaborations with Stormzy, Aitch, Wretch 32 and Skepta, Avelino’s journey has always been about using his voice to represent something bigger.

Now, he’s stepping into a new arena.

Alongside presenter Harry Pinero and football entrepreneur John Loaiza, Avelino has co-founded Nexus Football Group, a next-generation agency built to reshape the future of football representation. 

Beyond managing talent, Nexus aims to unlock overlooked brilliance, bridge culture and sport, and create a new blueprint for how players are seen, supported, and celebrated.

In this conversation, we talk about the lessons that Avelino brings from music into football, why the system needs disrupting, and how Nexus plans to elevate both the game and the people in it.

Timestamps

02:00 - Journey into Music and Football

04:00 - Music Career Highlights

06:00 - Founding Nexus Football Group

12:00 - Mentorship and Player Development

14:00 - Updating the Agency Model

17:00 - Scouting and Talent Pathways

24:00 - Leveraging Technology in Football

28:00 - Final Thoughts and Closing Remarks

This is the third episode in a series of 5 focused on #Innovation and hosted by Leanne Bats, a former All Blacks and FC Barcelona executive now leading innovation for a regional sports trust in New Zealand. 

On this week's episode Leanne was joined by Jason Steele, a visionary strategist reshaping the way global sports approaches brand and audience growth, engagement, and commercialisation through digital.

Jason is Currently the Head of Marketing Strategy at the International Olympic Committee (IOC), where he has led and executed strategies relating to data and marketing technology, fan engagement and digital experience, including the development of the fan data platform and engagement activations for Paris 2024.

With a career that span creative agencies, media and sports consultancy, Jason blends deep expertise across marketing and commercial disciplines for global brands, agencies, and sports rights holders. He knows how to build the right strategies, technologies, and operating models that connect the dots between data-driven digital fan experiences and unlocking greater commercial value.

In this episode, Leanne unpacks Jason's career journey and his thoughts on how sports rightsholders and potential investors in sport need the correct approaches and levers to drive long-term brand growth. The conversation goes deep into his experience into growing, engaging, and commercialising audiences with innovation at the heart to create long-term value for sports brands.

Timestamps

02:00: Jason’s Career Beginnings at PlayStation and Habbo Hotel

06:00 – Transition to Sports & Brand Activation at JMI

10:00 – Bridging Digital + Sponsorship at CSM

15:00 – Building Fan Data Foundations

21:00 – Long vs Short: Brand vs Performance Marketing

27:00 – Three Pillars: Grow, Engage, Commercialise

32:00 – Segmenting & Valuing Fans

36:00 – AI's Real-World Impact

42:00 – Ownership vs Partnership in Innovation

47:00 – What’s Next? Excitement, Worries, and Recommendations

On today’s episode, I’m joined by Misha Sher, Global Head of Sport, Entertainment and Culture at WPP, and one of the most respected voices in the intersection of sport, creativity, and brand strategy.

Misha has spent the last decade helping some of the world’s biggest brands, from Toyota to eBay, connect with culture through sport. He’s also worked directly with global icons like Pele and Mesut Özil, helping turn talent into brands that last far beyond the pitch.

In this conversation, recorded at the Johan Cryuff ArenA in Amsterdam during Soccerex Europe, we explore what great sponsorship really looks like in 2025, why it's no longer about exposure, but experience, and how WPP works with both talent and brands.

Timestamps

2:00 - Misha's Career Journey

4:00 - The Importance of Networking

06:00 - Working with Pele: Challenges and Insights

10:00 - Building a Personal Brand

15:00 - Athletes Leveraging Media

19:00 - Brand Partnerships and Strategies

23:00 - Working with Alessia Russo

27:00 Case Studies: eBay and Toyota

Connect with Misha on LinkedIn - ⁠Here⁠

Connect with Andy on LinkedIn - Here

On today’s episode, I’m joined by Rob Pilgrim, Head of Sport & Primetime at YouTube EMEA.

Rob has spent the last eight years leading YouTube’s end-to-end sports business across the region, from commercial deals and product launches to strategy and societal impact. He’s helped build a team that’s landed global rights deals, launched paid products like Primetime Channels, and championed the platform’s role in accelerating the growth of women’s sport.

In this conversation, we explore what that future looks like — through the lens of YouTube CEO Neal Mohan’s four big bets: AI, Creators as Studios, The Living Room, and Protecting the Creator Economy. If you care about how sport is being reshaped by platforms and creators, this one’s a must-listen.

Timestamps

02:00 – Rob’s Career Journey

06:00 – YouTube’s Evolution in Sport

09:00 – What Partnerships Really Mean at YouTube

12:00 – Broadcasters as Partners, Not Competitors

15:30 – Sky Sports Case Study

17:00 – DAZN & Women’s Champions League

20:45 – Redefining “Free to Air and Rise of YouTube on smart TVs

25:30 – Fragmentation, Friction & the Future of Viewing

28:20 – Alternative Feeds & Personalised Viewing

32:15 – The Creator → Broadcaster Evolution

35:00 – Future of Exclusivity in Sports Rights

38:00 – NFL & Creator Access

41:00 – Rethinking the Media Rights Revenue Model

43:00 – The Role of AI at YouTube

45:00 – Final Thoughts

Additional Links

Connect with Rob on LinkedIn - Here

Connect with Andy on LinkedIn - Here

This is the second episode in a series of 5 focused on #Performance and hosted by Rich Buchanan, a former Performance Director at Swansea City FC in the Premier League and Human Performance Consultant for DC United in the MLS.

On today’s episode, Rich is joined by Dr. Daniel Parnell, CEO of the Association of Sporting Directors, among other roles.

From university corridors to the boardrooms of football clubs, Dan has built a career at the intersection of sport, business and research.

As an academic, CEO, technical expert, and consultant, he's uniquely placed to talk about what drives high performance and what hinders it in the business of football and beyond. And that's exactly what this podcast does.

Through poignant examples and personal experiences, this conversation dives into the impact of meaningful relationships, strategic thinking, effective leadership as well as the importance of, and application of, network theory.

Connect with Dan on LinkedIn - Here

Connect with Rich on LinkedIn - Here

#Ad

This series is kindly supported by  award-winning sports technology and innovation company, Genius Sports.  

Discover the new operating system for sport brought to you by the world leader in AI and sports data by visiting ⁠geniussports.com/perform/⁠