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

On today’s episode, I’m joined by Fara Gorsi, Americas Development Manager for the International Cricket Council. 

Before taking on the role with the ICC of developing cricket in the Americas, Gorsi was the UK's first registered female cricket agent, looking after Pakistan quick bowler Mohammed Amir, among others. 

Now based out in Colorado Springs, Gorsi looks after 16 associate nations in the Americas region, including both the U.S. and Canada, as well as countries like Brazil, Mexico, and Argentina.

Though in the Americas, West Indies, who co-hosted the recent T20 World Cup with the U.S., fall under central ICC control as they are classified as one of 12 full nations. This means they sit outside Gorsi’s remit, though they still provide a lot of inspiration to the rest of the region.

With this tournament having just finished, I spoke to Fara about the ICC's ambitions in the Americas following the event as well as in the build up to cricket’s Olympic debut at LA28.

Timestamps

2:00 - Fara’s Journey

5:00 - How Cricket has Evolved in the Americas 

7:00 - Learning from the West Indies

9:00 - Impact of the U.S. Beating Pakistan 

11:00 - Legacy of the T20 Cricket World Cup 

18:00 - The Role of Major League Cricket 

21:00 - Could Cricket Become a College Sport? 

24:00 - Impact of LA28

26:00 - Infrastructure and Addressing Participation Barriers

31:00 - Collaborating with Major League Sports 

37:00 - Schools Program 

39:00 - Future Plans

Additional Links

Connect with Fara on LinkedIn - ⁠here⁠

Connect with Andy on LinkedIn - ⁠here

On today's episode, I'm joined by Ben Ladkin, Managing Director of MLB Europe.

Although now representing a major American sports league, Ben's journey in sport began at Arsenal, where he spent 11 years, eventually leading the media group and building their digital and social media presence during the dot com era.

Now at Major League Baseball (MLB), he operates across three key pillars: content, events, and participation. While the content pillar aligns closely with his past experience, he has embraced the new challenges of organising major events like the London Series (which took place earlier this month) as well as fostering baseball participation in Europe.

This has required tapping into popular U.S. sports already capturing mind-share in Europe, finding alignment with popular global sports such as cricket, and tapping into culture and the wider export of Americana.

Timestamps 

2:00 - Ben’s Journey 

6:00 - How London Differs from other MLB International Markets 

8:00 - Tapping into Cricket Fandom

12:00 - Incorporating Education into Content

14:00 - Strategy and Ambitions Across the Wider European Market

17:00 - Tapping in to Merchandise and Music

24:00 - Who Gets to Play in the London Series? 

25:00 - Special Edition Merch

28:00 - Ballpark Food and Exporting Americana

31:00 - Future Plans and 365 Engagement Strategies   

Additional Links

Can Cricket SUPERSTAR Harry Brook learn how to hit a baseball in just 1 day?! 

Jos Buttler swaps cricket for baseball to advertise the World Tour in London

Rob McElhenney brought baseball to a Wrexham match

Official MLB MLB London Series x Titi Collection

Connect with Ben on LinkedIn - Here 

Connect with Andy on LinkedIn - Here