Launched in June, Impact X is a bold new initiative from SportsPro and SportQuake which spotlights the most impactful, creative and effective partnerships in sport.

Featuring unique collaborations and original ideas that are redefining the landscape of sports marketing, Impact X showcases 50 of the best partnerships and activations from the past five years – spanning innovative uses of technology and compelling athlete-led content campaigns, to social impact initiatives and award-winning cultural crossovers.

On this episode, SportQuake CMO Olivia Gillibrand joins SportsPro’s Michael Long and fellow Impact X advisory panel member Steve Martin, the founding partner of MSQ Sport + Entertainment, to discuss the project and the standout work featured within it.

Key talking points:

• How impact is defined in this new era of sports marketing
• The key ingredients for a truly impactful collaboration
• How strategic clarity and creative inspiration unlock marketing effectiveness 
• How brands can leverage creators and online communities to build audience connections and cultural relevance
• Brand x sport partnerships to watch this year

To find out more about Impact X and download the full casebook, click here.

The Covid hiatus led to promises of major reforms in the sports industry, but has anything really changed?

Five (and a bit) years on from the coronavirus pandemic, SportsPro's Cian Brittle, Elena Kouyoufa, Michael Long and Sam Carp reflect on how the sports industry has (and hasn’t) transformed since. 

From the rising tide of private equity and the emergence of newfangled fan engagement tools like NFTs to bubble tournaments and fake crowd noise, the team discuss what ideas have tested positive and what would be better left in lockdown.

With the 2025 Indian Premier League (IPL) season in full swing, Subhayu Roy, director of CricViz in India, joins the podcast to lift the lid on how the Ellipse Data-owned cricket data and analytics provider is powering teams to success, delivering insights across everything from fan engagement to performance analysis.

Talking points:

• Why the IPL is a commercial juggernaut
• The work CricViz does with the IPL and the difference it makes
• Trends and shifts in how IPL teams are leveraging data
• Effectively gathering and presenting data

Zimbabwean Kirsty Coventry is the first woman and first African to be elected as president of the International Olympic Committee in its 130-year history. At 41, the former swimmer turned politician is also set to become the youngest person ever to hold perhaps the most influential position in global sport.
In this episode, SportsPro’s Michael Long, Sam Carp and Ed Dixon reflect on the vote that saw Coventry, a former Olympic gold medallist in the pool, make history by defeating her rivals in a landslide. The trio also discuss the state of the IOC she inherits in the wake of Thomas Bach’s departure and what the future holds for the ever-evolving Olympic movement.
Key talking points:
• How the presidential vote went down
• What skills and experience Coventry brings to the presidency
• Bach’s tenure and the commercial health of the Olympic brand
• Where Coventry stands on the big issues, such as athlete compensation and gender eligibility
• What comes next for the IOC and wider Olympic movement

To mark International Women's Day and shine a light on the barriers facing young girls in sport, SportsPro's Katie Preston and Elena Kouyoufa – co-hosts of the newly launched NEW ERA podcast – sit down with Stacie June, Global Head of Education & Advocacy at Dove, to explore how the personal care brand is tackling the dropout crisis.

Last year, Dove was among 11 brands inducted into the Laureus Sport for Good Index, recognised for its efforts in driving positive impact through sport. Central to this is the Body Confident Sport initiative, a partnership with Nike aimed at redefining body confidence and keeping more girls engaged in sport.

On this episode, we discuss:

• Why girls are dropping out of sport at twice the rate of boys, and how brands can help reverse the trend
• The power of purpose-driven partnerships and the role of brands outside of sport in driving real change
• How Dove is using its platform to challenge beauty standards and build a more inclusive sports culture

Find out more about NEW ERA here

One year ahead of the 2026 Fifa World Cup and in what could be Lionel Messi’s final year in the league, the 2025 MLS season is now underway.

As the competition celebrates its 30th year, Michael Long, Sam Carp and Josh Sim assess the commercial growth of the league, including its sponsorship portfolio, global following and broadcast partnership with Apple.

Then, the trio reflect on the success of the NHL’s inaugural 4 Nations Face-Off tournament, which was a huge television hit in North America.

There’s also time to ponder potential lessons from Cristiano Ronaldo streaming the Premier Padel P1 event on his YouTube channel, as well as what’s next for DAZN after it announced a long-rumoured investment from Saudi Arabia’s SURJ Sports Investments.

Content we mentioned:

1. MLS Commercial Guide

2. The Health Check: Why MLS sponsorship growth is about more than just Messi

3. Canada v USA 4 Nations Face-Off final draws 16.2m viewers across North America

4. Cristiano Ronaldo’s YouTube channel becomes Premier Padel broadcaster

5. Saudi Arabia’s SURJ takes ‘US$1bn’ stake in DAZN

On this special episode recorded for SportsPro’s Impact Week, editorial director Michael Long is joined by Wayne Mumford, sports and leisure director at RSK Group.

As one of the world’s leading sustainable engineering companies, RSK has built its sprawling business implementing sustainable solutions across a range of sectors, from water to energy - and now it’s turning its attention to sport.

Mumford, a former commercial director in soccer, joins the show to discuss his personal experience of operating in the industry and why sports organisations need to get serious about environmental sustainability – not only for the good of the planet, but for the benefit of their balance sheet. He also lifts the lid on RSK’s business model and how it’s helping clubs and venue operators achieve both short and long-term savings through investments in sustainable infrastructure.

Key talking points:

• Why most loss-making soccer clubs are sitting on an untapped revenue opportunity
• The challenge of getting sustainability on the boardroom agenda
• Balancing short-term commercial imperatives with sustained environmental action
• Sport’s wider role and influence in tackling climate change

This episode forms part of SportsPro’s Impact Week, a five-day run of exclusive content profiling sport’s social and environmental impact. Click here to find out more and access every piece of content for free.

SportsPro’s annual 20 ideas to invest in now spotlights the most noteworthy sports technology startups in the industry. In this tech special Sam Carp, Ed Dixon and Steve McCaskill break down this year’s list, discuss the findings from the tech investor roundtable, and there’s another quiz.

The team also discuss why Football Manager 2025 has been cancelled and how the soccer management game is now directly influencing on-field performance and fan engagement, and there’s a bit of time to reflect on Super Bowl LIX.

In part two, we speak to Trickshot, a member of this year’s ideas to invest in now class of 2025, about its technology, its business and development journey, and how it's already working with the likes of the NBA and Australian Open.

Content we mentioned:

1. 20 sports tech ideas to invest in now – Class of 2025
2. Investor roundtable: Sports tech experts on the next phase of AI, overhyped trends, and the impact of Trump
3. Sports Interactive and Sega cancel Football Manager 2025 video game
4. Record ratings, free streaming and Brady in the booth: Super Bowl LIX broadcasting stories to watch out for

As anticipation builds for Super Bowl LIX, Sam Carp, Steve McCaskill and Josh Sim discuss what they’ll be looking out for when the Philadelphia Eagles take on the Kansas City Chiefs in New Orleans this weekend.

After a quickfire quiz to determine which of the two teams is winning the commercial battle off the field, the trio talk through the big business around the NFL’s championship game, what to expect from the broadcast on Fox, and the commercials already catching their eye.

In part two of the show, Steve is joined by Marissa Daly, the vice president and general manager of media for the Los Angeles Rams, to hear how the franchise is using real-time data to generate immersive highlights for the infinity screen at SoFi Stadium.

Content we mentioned:

With the Six Nations back on our screens this weekend, Ed Dixon, Michael Long and Sam Carp sit down to preview the tournament.

The trio discuss the rumours around the tournament potentially switching to a pay-TV broadcaster in the UK, if a culture shift in rugby would mean more growth, and whether the sport can really crack the US market.

There’s also time to unpick the latest goings on at Ineos amid continued unrest at Manchester United and an acrimonious split with sailing legend Ben Ainslie, before taking a look at the NBA’s plans in Europe after commissioner Adam Silver talked up the potential for a new league on the continent.

Six Nations likely to stay on FTA in UK as TNT Sports distances itself from bid

Six Nations TV rights soon to be up for grabs

Ilona Maher: Rugby union needs culture shift to create stars and grow

Rugby must ‘do things differently’ to break into US, says Roc Nation president

Ainslie ‘astounded’ at Ineos America’s Cup split

Manchester United get government backing for Old Trafford regeneration project

Adam Silver: NBA looking “very closely” at European league launch