How does a club in Germany's second division rival the merchandise revenues of Champions League regulars? In this episode, we sit down with Alexander Timm, Head of Merchandising and Cultural Lead at FC St. Pauli, to explore the business and culture behind one of football’s most unique global brands.

We discuss:

Find out more about STANDS

On this episode, we're joined by Sports Interactive's Richard Trafford (Director of Business Development) and Tom Elliot (Senior Research Coordinator) to hear about FMDB Pro, a new scouting tool created by the team behind the popular Football Manager video game series.

From how FMDB Pro was born from Football Manager to how it could change the face of international football.

We're joined again by SportsPro's Michael Long and Steve McCaskill for part two of our World Cup special.

With David Beckham rumoured to have earned more than £25m from brand endorsements at the 2026 World Cup and appearing in more campaigns than any active player, we ask whether you can have too much Beckham? And, is Beckham the most marketable athlete ever?

Also...Who have been the most marketable players at the 2026 World Cup? We try to build the most marketable 5-a-side team possible.

SportsPro's Michael Long and Steve McCaskill join the pod to discuss highlights from the 2026 World Cup and the innovations and changes to how the tournament is broadcast - what's worked, what hasn't.

This is the first of a World Cup two-part podcast, part two will be out on July 16th, covering whether Beckham needs to be involved in every World Cup advert and who have been the most marketable players at the tournament,

We took the podcast to the Cannes Lions International Festival of Creativity to speak to those across the festival on what they've been hearing across sport and creativity, as well as their personal World Cup marketing highlights, featuring...

Fast Company's Jeff Beer

Iconic Founder, James Kirkham

Sport and culture journalist, Daniel-Yaw Miller

Rachel Matovu of Amplify

Not all brands need to write massive cheques to get noticed at the World Cup, not even at one this size! Lee Price is a man who made it his calling card to get Paddy Power noticed at international tournaments and joins us on this episode to discuss the brand's Rainbow Russians campaign, getting into trouble sponsoring Nicklas Bendtner's pants and also 'painting' a St Georges Cross on a Polar bear.

This episode was first published in February 2021.

With the US hosting its 2nd World Cup, we spoke to US Soccer's Catherine Newman about the governing body's hopes for the tournament, what's changed in the US since 1994 and how kits and culture will play a role in making soccer America's favourite sport.

How do you sell Spanish football to an American audience?

In this episode, we sit down with Nicolás García Hemme, Managing Director for LALIGA North America. He breaks down how LALIGA and Relevent Sports are successfully growing fandom, culture, and commercial performance across the Atlantic.

Including...

The ESPN Deal: The strategy behind their unique broadcast partnership.

Beyond El Clásico: How to market the rest of the league to US fans.

The Idaho Connection: Why Athletic Club has a massive following in Boise.

Culture & Cuisine: Using food and lifestyle to drive soccer fandom.

Digital Dominance: Why LALIGA is the most-subscribed soccer league on YouTube.

The live experience: Will we see official LALIGA matches played on US soil?

On this episode, we welcome Paul Caine, president of On Location, the company in charge of hospitality for this Summer’s FIFA World Cup.

Paul joins us to discuss the business of premium hospitality experiences, On Locations' plans for the World Cup, comparisons with other sports and events in the company’s portfolio, and take us behind the scenes of hospitality at the biggest sports and entertainment event in the world. Including...

🏟️ Why the best seats in NY/NJ are actually on the pitch

🥂 The challenge of delivering premium experiences at more than 100 matches

✈️ What's behind the rise of sport tourism

🤩 The role of Rob Lowe and the Dallas Cowboys Cheerleaders

🚖 Travelling to matches

🎤 Is the World Cup bigger than Taylor Swift's Eras tour?

⚽️ Paul's Mount Rushmore +1 of must-see World Cup matches

This podcast is in partnership with LIONS Sport, taking place June 24th and 25th at Cannes Lions.

The new global forum celebrates the power of sports marketing and the business of competition. The programme is now live – featuring the world’s most competitive brands and the people behind them. ⁠ Find out more ⁠.

On the new Footballco Business Podcast, we're joined by Kenny Annan-Jonathan to discuss the role of creatives in sport and what can be expected this year from LIONS Sport - the latest edition to Cannes Lions International Festival of Creativity.

Including..

🎨 Should there be more in-house creatives at football clubs?

🇧🇷 Why Brazil is winning the World Cup of apparel

🏀 What football can learn about creativity from other sports

✈️ Advice for attending Cannes Lions

📅 What to expect from LIONS Sport

🇬🇭 Why all eyes should be on Ghana at the World Cup

This podcast is in partnership with LIONS Sport, taking place June 24th and 25th at Cannes Lions.

The new global forum celebrates the power of sports marketing and the business of competition. The programme is now live – featuring the world’s most competitive brands and the people behind them.  Find out more .