The Business Behind Sport Podcast

A new era of football finance has begun.

In this episode, Ankura experts Ben Johnson and David Dearman join Jonny Gray to unpack one of the most significant regulatory shifts in English football, drawing on their experience advising on high-profile football accounting and financial matters.

From the strengths and shortcomings of Profit and Sustainability Rules (PSR) to the opportunities, challenges, and potential disputes that could emerge under the new Squad Cost Ratio (SCR) and Sustainability and Systemic Resilience (SSR) frameworks, they explore how the changing rules will shape club strategy both on and off the pitch.

Tune in for expert insight into one of football's biggest business stories.

Sport is built on spectacle. But its value depends on trust.

In this episode, Jonathan Taylor KC, Partner, International Sports Group at Bird & Bird LLP, joins Jonny Gray to reflect on a career at the centre of sport’s most defining integrity battles.

From Russian state-sponsored doping and cricket match-fixing to landmark questions of competitive fairness, Jonathan shares first-hand insights into the rules and governance frameworks that help protect sport’s credibility.

As investment and innovation reshape the industry, the conversation also explores why integrity is the foundation of sport’s commercial value, and what is at stake when trust is compromised.

For more on the cases discussed in this episode, explore Jonathan’s new book Fair Play: Fighting to Protect the Spirit of Sport. Use code PODCAST25 for 25% off on Bloomsbury Professional.

As European football evolves, who gets a voice in shaping its future?

In this episode, Gareth Farrelly, former Premier League midfielder, turned lawyer and CEO of the Union of European Clubs (UEC), joins Jonny Gray to unpack the growing debate around representation and governance in European football.

Against the backdrop of a landmark World Cup, Gareth lifts the lid on why many small and medium-sized European clubs feel increasingly disconnected from the decisions shaping the game, and what the UEC is doing to ensure their voices are heard.

From stakeholder dynamics to player development, this is a conversation about how football can remain sustainable and representative in an increasingly complex landscape.

Listen now!

200mph speeds. Public roads. An entire island at stake.

In this episode, Paul Phillips, Head of Motorsport at the Isle of Man Government, joins Jonny Gray to explore how the Isle of Man TT has evolved from an event in decline into a globally recognised sporting platform.

Operating at the intersection of sport, government and community, Paul shares what it takes to balance commercial growth, stakeholder expectations, authenticity and risk while managing one of the world’s most complex sporting events.

From growing global audiences to the impact of a major Hollywood film, the conversation explores how the TT continues to evolve while staying true to its heritage.

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From PA to a golf super-agent.

In this episode of #TheBusinessBehindSport, Vicky Cuming, Head of Golf Clients (EMEA) at WME Sports, reveals how she became one of the sport’s first female 'super-agents' — carving out her place in a male-dominated industry.

With 30+ years at the centre of golf, Vicky lifts the lid on shaping high-stakes careers covering the role of agent vs manager, million-dollar partnerships, and the relentless pressure behind peak performance. 

Set against a sport in flux, she also shares her view on the disruption caused by LIV Golf and what’s shaping the sport's next chapter.

This is the business beyond the fairway. Listen now!

From banned to Commonwealth champion.

In this episode, Stacey Copeland, the first British woman to win a Commonwealth boxing title, joins Jonny Gray to share her extraordinary journey from exclusion to elite performance, forged against a backdrop of systemic bias and discrimination.

Raised in sports that were never designed to include her, Stacey went on to play elite football across three countries before making history in the boxing ring. Since retiring, she has continued to challenge gender stereotypes and drive for inclusion through her charity “Pave The Way”.

Her story reveals what it truly takes to pave the way for women’s sport and what happens when talent is finally given space to thrive.

Don’t miss this one! Listen now.

800 million fans worldwide. 24 million social media followers. Volleyball is a top three global sport entering a new phase of commercial opportunity.

In this episode, Ugo Valensi, CEO of Volleyball World, joins Jonny Gray to discuss how the sport is unlocking commercial opportunity through a 67/33 joint venture model, centralised rights, and a fan-first digital strategy.

The conversation covers:

• The future of the sport from LA 2028 to the reimagined Volleyball World Cup
• Transforming fragmented rights into a unified commercial engine
• An unconventional digital strategy from VBTV to creator-led streaming
• Gender equality and player storytelling as core drivers of growth

Listen now to discover one of the most significant transformations underway in global sport — and what other rights holders can learn from it.

Valued at ~$103 billion today and projected to reach ~$185 billion by 2035, sports sponsorship has become a strategic growth lever — shaping how organizations position themselves, engage global audiences, and drive commercial value.

In this episode, Giles Morgan, Founder of ‘The Sponsorship Doctor’ and former Global Head of Sponsorship and Partnerships at HSBC and Howden, joins Jonny Gray to unpack the evolution of sports sponsorship, and why clarity, strategy, and execution are fundamental to successful partnerships.

They dive into:

• The importance of clear sponsorship objectives — and the brand risk when they aren’t defined
• How sponsorship deals are structured in practice, from rights to activation
• Why connecting authentically with fan communities is critical to success — with real-world examples
• How digital tools are transforming ROI measurement and accelerating sector growth

In this episode, Jonny Gray is joined by David James, Global Managing Partner – Sport at Elevate Talent, to delve into the evolving dynamics of the sports industry and its impact on executive talent search.

They explore how the convergence of sports and entertainment - and shifting commercial priorities - has led sport organizations to tap into unconventional talent pools, the qualities top senior candidates need to thrive and the unique challenges of working in this fast-changing industry.

The conversation also looks ahead to emerging talent gaps and offers practical advice for graduates eager to break into the field. Whether you're a seasoned leader or new to the industry, tune in to discover the next era of sports talent.