The Speakeasy

00:00 – Intro & Stefan’s background
Career journey and the path to Coca-Cola.

03:20 – Coke’s philosophy on partnerships
How the brand decides which properties, music, and cultural moments to get behind.

07:45 – Balancing heritage with staying relevant
What it means to future-proof one of the world’s most iconic brands.

12:10 – Activating partnerships authentically
Blending life, digital and product experiences, and his view on gaming and emerging tech's role in future campaigns.

18:35 – Case Study: Beetlejuice Beetlejuice x Fanta
Behind the scenes of the Warner Bros. Discovery collaboration.

25:15 – Why Halloween matters
Making Fanta central to a cultural moment and engaging Gen Z & youth audiences.

31:40 – Chalk Talk
What rights holders, event organisers and IP need to know to attract a partnership with Coca-Cola.

38:50 – Closing thoughts
Final reflections and key takeaways.

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Soccer’s booming in the US - and with the World Cup on the horizon and momentum building toward the 2028 Olympics, Major League Soccer is right at the heart of it. 

On this episode of The Speakeasy, we’re joined by Chris Blivin, VP of Consumer Products at MLS, to talk about the league's approach to technology, innovation & gaming. 

Chris takes us through:

- MLS’ world first with Apple & EA – live-streaming matches straight into EAFC mobile

- How the MLS is taking its IP beyond soccer and into pop culture

- Their partnerships across gaming, collectibles & web3

- Their fan engagement strategy for the 2026 World Cup

- What tech businesses really need to know to succeed in the sports industry

- His career journey from Sportfive to PGA Tour to Major League Soccer

- And plenty more along the way…

So if you’ve ever wondered how sports, culture and gaming intersect, or how a league builds global fandom without copying legacy models, this is the episode for you!

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🎧 Subscribe to The Speakeasy

🌐 Visit our website: www.seg3.com

📩 Join our newsletter for weekly deep dives into culture & technology: https://seg3.beehiiv.com/

📱 Follow us on LinkedIn: @SEG3

💬 Got a question or guest idea? Email us at: [email protected]

Roblox & Growing the World's Largest Gaming Platform – Lisa Willett

With over 100 million daily players, Roblox isn’t just a game — it’s where millions of people hang out, create and shape culture every day. From building worlds with friends to joining virtual concerts and sports events, it’s become a playground for imagination and a powerful stage for brands looking to connect with the next generation.

In this episode, Lisa Willett, Roblox’s Director of Global Partnerships, lifts the lid on how the platform works to integrate global brands — from NFL and Netflix to Lionsgate and Warner Bros. — and why UGC gaming is becoming one of the most important tools in the marketing playbook. Exploring how brands can show up authentically, the strategies driving fandom, and how Roblox is professionalising into a billion-dollar creator economy, as well as:

• Lisa’s journey to leading partnerships at Roblox
• How brands get started on Roblox and the role of dev studios
• The many ways brands can show up: integrations, ads, owned experiences, IP licensing, immersive commerce etc
• Why the Roblox creator economy is becoming more professional (and more profitable)
• How the platform is delivering on brand safety, measurement and return on investment
• Step-by-step advice for brands wanting to win over youth audiences

🎬 Filmed at Sky Guild Gaming Centre in the Ginx TV Studio

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🎧 Subscribe to The Speakeasy

🌐 Visit our website: www.seg3.com

📩 Join our newsletter for weekly deep dives into culture & technology: https://seg3.beehiiv.com/

📱 Follow us on LinkedIn: @SEG3

💬 Got a question or guest idea? Email us at: [email protected]

The Speakeasy is a podcast that takes you behind-the-scenes at your favourite sports, entertainment and gaming brands, giving you a glimpse into the day-to-day of the people running the show. 

Follow now on Apple Podcasts, Spotify, or your favourite podcast app!

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🎧 Subscribe to The Speakeasy

🌐 Visit our website: www.seg3.com

📩 Join our newsletter for weekly deep dives into culture & technology: https://seg3.beehiiv.com/

📱 Follow us on LinkedIn: @SEG3

💬 Got a question or guest idea? Email us at: [email protected]