Today's guest is Miguel Delaney, Chief Football Writer for The Independent who talks about his book States of Play: How Sports Washing Took Over Football.  

It's described as a scorching account of how football's very popularity threatens to destroy it, a brave forensic and utterly gripping book' by Tom Holland (The Rest Is History host, not Spider Man). 

This episode of the Unofficial Partner podcast is brought to you by Sid Lee Sport; a new breed of agency that combines world class creativity with deep sponsorship expertise, flawless operational delivery and a culture of marketing effectiveness.

The team at Sid Lee Sport is driven by the belief that sports marketing can and should be done better, and are determined to push things forward.

They're pioneering a new standard of effectiveness in sports marketing, going far beyond media ROI, using econometric and attribution modelling to demonstrate the impact of their work on their clients' bottom line. And it's that focus on effectiveness that informs their creative philosophy of creating famous campaigns and experiences for rights holders, sponsors and sports brands - because they know famous campaigns outperform others on all business metrics.

You can see this through Sid Lee Sport’s  groundbreaking work with global clients, including UEFA, Visa, Lidl, Tommy Hilfiger, Descente and Oppo–to name just a few of their biggest signings.

So if you're looking for an agency to take your brand to the top, head to sidleesport.com

Unofficial Partner is the leading podcast for the business of sport. A mix of entertaining and thought provoking conversations with a who's who of the global industry.
To join our community of listeners, sign up to the weekly UP Newsletter and follow us on Twitter and TikTok at @UnofficialPartner

We publish two podcasts each week, on Tuesday and Friday.

These are deep conversations with smart people from inside and outside sport.

Our entire back catalogue of 400 sports business conversations are available free of charge here.

Each pod is available by searching for ‘Unofficial Partner’ on Apple, Spotify, Google, Stitcher and every podcast app.

If you’re interested in collaborating with Unofficial Partner to create one-off podcasts or series, you can reach us via the website.

Sonny Vaccaro was the pivotal figure behind Michael Jordan's groundbreaking deal with Nike, which remains one of the most storied contracts in sports business history. So good they made a movie about it, "Air", in which Vaccaro was played by Matt Damon, with Ben Affleck in the Phil Knight role. 

Vaccaro's book Legends & Soles: Business, Creativity and Basketball – A Memoir of an Improbable Life  is the long-awaited memoir from one of the great American sports business insiders, telling the reality behind the film and shining a light in to the culture of Nike then and now.

Unofficial Partner is the leading podcast for the business of sport. A mix of entertaining and thought provoking conversations with a who's who of the global industry.
To join our community of listeners, sign up to the weekly UP Newsletter and follow us on Twitter and TikTok at @UnofficialPartner

We publish two podcasts each week, on Tuesday and Friday.

These are deep conversations with smart people from inside and outside sport.

Our entire back catalogue of 400 sports business conversations are available free of charge here.

Each pod is available by searching for ‘Unofficial Partner’ on Apple, Spotify, Google, Stitcher and every podcast app.

If you’re interested in collaborating with Unofficial Partner to create one-off podcasts or series, you can reach us via the website.

The commercial growth of women’s sport is dependent on the audience question: Who is watching? 

To help frame the answer, we been given an exclusive preview of major new research in to women's sport fandom by Sky Sports which is due to be published in the coming weeks.

Sky’s rights portfolio of women’s only sport is unmatched in the media industry, running across football, rugby, cricket, golf, tennis, netball and more. 

And as you'll hear in the conversation, the new findings run against some of the received narratives that have grown around the audience for women's sport across the sports and marketing industries.

Our guests are Jo Osborne, Head of Women's Sport at Sky Sports and Claire Kelly, Managing Director of Gemba Europe and Middle East, the strategy and fan insight agency commissioned to carry out the research.

Unofficial Partner is the leading podcast for the business of sport. A mix of entertaining and thought provoking conversations with a who's who of the global industry.
To join our community of listeners, sign up to the weekly UP Newsletter and follow us on Twitter and TikTok at @UnofficialPartner

We publish two podcasts each week, on Tuesday and Friday.

These are deep conversations with smart people from inside and outside sport.

Our entire back catalogue of 400 sports business conversations are available free of charge here.

Each pod is available by searching for ‘Unofficial Partner’ on Apple, Spotify, Google, Stitcher and every podcast app.

If you’re interested in collaborating with Unofficial Partner to create one-off podcasts or series, you can reach us via the website.

Welcome to The Bundle, our regular series on the sports media and streaming marketplace with co-hosts Yannick Ramcke, General Manager of OTT at the streaming service OneFootball and Murray Barnett, founder of 26West Consulting and formerly of F1, World Rugby and ESPN International.

Quiz

1. What is UC3, and what significance does Relevent Sports taking over global commercial rights from Team Marketing hold for this entity?
2. According to the discussion, what were some potential reasons behind UEFA and the European Club Association's decision to move away from their long-standing partnership with Team Marketing?
3. What were the key components of the new long-term deal between Comcast/NBCUniversal and the International Olympic Committee (IOC), and why was the timing of the announcement considered interesting?
4. Beyond just viewership numbers, what other strategic benefits do live sports like the Olympics offer to broadcasters like NBCUniversal in the current media landscape?
5. Describe the unique characteristics and appeal of events like the Sidemen Charity Match and the Baller League that differentiate them from traditional sports broadcasts.
6. How might an influencer like Cristiano Ronaldo broadcasting Premier Padel matches on his YouTube channel impact the reach and perception of a sport like padel?
7. What does NASCAR debuting select races exclusively on Amazon Prime Video suggest about the current state of sports media consumption and the perceived reach of streaming platforms?
8. Why might a major streaming platform like Amazon consider distributing content, such as Bundesliga matches in Germany, through traditional linear television channels?
9. Initially exclusive to Apple TV, the MLS Season Pass is now available through other providers. What potential reasons were discussed for this shift in distribution strategy?
10. What potential fundamental challenges or flaws might exist within the MLS and Apple TV partnership, as suggested by the recent changes in distribution?

Unofficial Partner is the leading podcast for the business of sport. A mix of entertaining and thought provoking conversations with a who's who of the global industry.
To join our community of listeners, sign up to the weekly UP Newsletter and follow us on Twitter and TikTok at @UnofficialPartner

We publish two podcasts each week, on Tuesday and Friday.

These are deep conversations with smart people from inside and outside sport.

Our entire back catalogue of 400 sports business conversations are available free of charge here.

Each pod is available by searching for ‘Unofficial Partner’ on Apple, Spotify, Google, Stitcher and every podcast app.

If you’re interested in collaborating with Unofficial Partner to create one-off podcasts or series, you can reach us via the website.

Other People's Money is our regular series on sports investment, with co-host Matt Rogan, co-founder of Two Circles.

Our guest today is Gabbie Swycher, Principal at Redrice Ventures, a venture capital firm that provides capital, advice and connections to early stage businesses including several in the sports sector, most notably they were an early backer of Castore. 

They describe themselves as ‘a high conviction, anti-hype investor, seeking companies with a sustainable differentiation. We initially invest at seed stage, with the ability to support founders through the entire entrepreneurial journey’.

So, if you have a great idea that needs funding, this is for you. 

Unofficial Partner is the leading podcast for the business of sport. A mix of entertaining and thought provoking conversations with a who's who of the global industry.
To join our community of listeners, sign up to the weekly UP Newsletter and follow us on Twitter and TikTok at @UnofficialPartner

We publish two podcasts each week, on Tuesday and Friday.

These are deep conversations with smart people from inside and outside sport.

Our entire back catalogue of 400 sports business conversations are available free of charge here.

Each pod is available by searching for ‘Unofficial Partner’ on Apple, Spotify, Google, Stitcher and every podcast app.

If you’re interested in collaborating with Unofficial Partner to create one-off podcasts or series, you can reach us via the website.

Nobody's ever happy with the process of buying event tickets. 
Why's it so hard? 

Join us in an enlightening discussion with David Hornby of SecuTix and Stuart Cain, CEO of Warwickshire County Cricket Club, as we explore the complexities of the ticketing process. Discover the roles of different stakeholders, the evolution of ticketing technology, challenges like bots and secondary markets, and the nuanced dynamics of pricing for events. We also dive into the unique aspects of ticketing for cricket, both for high-demand matches and regular county games, and the ongoing quest for fair, transparent practices that enhance fan experiences. Don't miss out on this deep dive into the world of sports and entertainment ticketing!

00:00 Introduction and Guest Biographies
03:48 Understanding the Ticketing Industry
06:28 Challenges in Ticketing and Fan Experience
14:23 Combating Ticket Fraud and Scalping
20:20 Dynamic Pricing and Market Perception
33:27 Ticketing for Women's Sports and Future Innovations

Unofficial Partner is the leading podcast for the business of sport. A mix of entertaining and thought provoking conversations with a who's who of the global industry.
To join our community of listeners, sign up to the weekly UP Newsletter and follow us on Twitter and TikTok at @UnofficialPartner

We publish two podcasts each week, on Tuesday and Friday.

These are deep conversations with smart people from inside and outside sport.

Our entire back catalogue of 400 sports business conversations are available free of charge here.

Each pod is available by searching for ‘Unofficial Partner’ on Apple, Spotify, Google, Stitcher and every podcast app.

If you’re interested in collaborating with Unofficial Partner to create one-off podcasts or series, you can reach us via the website.

 The Big Idea is our series where we dissect and talk about campaigns and ideas and creative in sports marketing, with regular co-host Simon Moore, the award-winning creative director.

Today the person choosing the campaigns is Joe Burdon, who is a partner at The Romans, part of the Mother Group.

Unofficial Partner is the leading podcast for the business of sport. A mix of entertaining and thought provoking conversations with a who's who of the global industry.
To join our community of listeners, sign up to the weekly UP Newsletter and follow us on Twitter and TikTok at @UnofficialPartner

We publish two podcasts each week, on Tuesday and Friday.

These are deep conversations with smart people from inside and outside sport.

Our entire back catalogue of 400 sports business conversations are available free of charge here.

Each pod is available by searching for ‘Unofficial Partner’ on Apple, Spotify, Google, Stitcher and every podcast app.

If you’re interested in collaborating with Unofficial Partner to create one-off podcasts or series, you can reach us via the website.

New research from The Gemba Group suggests a credibility problem for the sports sponsorship industry arising when agencies both advise brands on sponsorship opportunities and sell rights for those same properties, leading to potentially biased recommendations. 

The discussion highlights the increasing involvement of procurement departments, the need for greater transparency and better analytical tools, and the importance of long-term, sustainable relationships between brands and rights holders. 

Our guests view these issues as crucial for sponsorship to continue growing as a vital revenue stream for sports organizations. 

Guests:

Rob Mills, Global CEO, Gemba

Claire Kelly, Managing Director of Europe and Middle East, Gemba.

Unofficial Partner is the leading podcast for the business of sport. A mix of entertaining and thought provoking conversations with a who's who of the global industry.
To join our community of listeners, sign up to the weekly UP Newsletter and follow us on Twitter and TikTok at @UnofficialPartner

We publish two podcasts each week, on Tuesday and Friday.

These are deep conversations with smart people from inside and outside sport.

Our entire back catalogue of 400 sports business conversations are available free of charge here.

Each pod is available by searching for ‘Unofficial Partner’ on Apple, Spotify, Google, Stitcher and every podcast app.

If you’re interested in collaborating with Unofficial Partner to create one-off podcasts or series, you can reach us via the website.

Our guest today is Brian Moore, former England and British Lions rugby player, lawyer, newspaper columnist, television commentator and author. 

If it’s informed and insightful opinions you’ve come for, you’re in luck. 

In a world where the professional sphere of sports intertwines with broader societal issues, Brian Moore dives into themes of identity, retirement, and the business of sports, unraveling the complexities faced by athletes and their transitions post-career. He shares his personal journey through retirement, highlighting the often-overlooked challenges athletes face when leaving the sports arena. Despite a parallel career in law, Moore explains that rugby was more than just a pastime—it was a core part of his identity. The conversation delves into the psychological toll of losing a primary self-concept, underscoring the necessity for structured support and planning for athletes transitioning to life beyond sports.

The podcast also delves into the financial underpinnings of sports, particularly rugby's struggle to balance growing costs with limited income. Moore and host Richard Gillis discuss the unrealistic parallels drawn between football and other sports, emphasizing rugby's unique economic challenges. They explore potential solutions, from restructuring leagues to encouraging private investment, all while considering the implications for the international game.

The podcast offers a comprehensive exploration into how sports intersect with identity, economics, and societal health, providing listeners with a nuanced understanding of the complexities faced by athletes and the broader implications for society. Through candid discussion, Brian Moore illuminates the paths for supporting athletes in their retirement, enhancing the financial viability of sports, and fostering a culture of physical literacy.

Unofficial Partner is the leading podcast for the business of sport. A mix of entertaining and thought provoking conversations with a who's who of the global industry.
To join our community of listeners, sign up to the weekly UP Newsletter and follow us on Twitter and TikTok at @UnofficialPartner

We publish two podcasts each week, on Tuesday and Friday.

These are deep conversations with smart people from inside and outside sport.

Our entire back catalogue of 400 sports business conversations are available free of charge here.

Each pod is available by searching for ‘Unofficial Partner’ on Apple, Spotify, Google, Stitcher and every podcast app.

If you’re interested in collaborating with Unofficial Partner to create one-off podcasts or series, you can reach us via the website.

Rory Smith recently wrote a think piece in the New York Times titled What is Ronaldo at 40? The article posed some good questions about the nature of sporting celebrity in 2025 and beyond. 

So we asked Rory on to the podcast to discuss, with two expert guests from the sports industry, Louise Johnson and Andy Meikle.  

Rory Smith joined The Athletic from the New York Times, where he spent eight years as Chief Soccer Correspondent and then Global Sports Correspondent. He has previously worked for The Times of London, The Independent, the Daily Telegraph and ESPN. He is a regular contributor to BBC 5 Live. He is the author of two books on soccer: Mister and Expected Goals.

Louise Johnson is Global CEO of Fuse, Omnicom’s sport and entertainment agency whose clients include many of the biggest organisations in sport including PepsiCo, Google and Vodafone. Louise was chair of judges for the sport category at the Cannes Lions Festival and was named as one of the FT’s women of the year. 

Andy Meikle is the founder and CEO of Recast, a fintech company that enables media owners to monetise digital content from £0.01, with payments via RecastPay, a wallet that distributes earnings in real time to multiple parties including affiliates, such as athletes. He was formerly one of the founders of Sportlobster, digital platform which had Cristiano Ronaldo as the company’s brand ambassador

Unofficial Partner is the leading podcast for the business of sport. A mix of entertaining and thought provoking conversations with a who's who of the global industry.
To join our community of listeners, sign up to the weekly UP Newsletter and follow us on Twitter and TikTok at @UnofficialPartner

We publish two podcasts each week, on Tuesday and Friday.

These are deep conversations with smart people from inside and outside sport.

Our entire back catalogue of 400 sports business conversations are available free of charge here.

Each pod is available by searching for ‘Unofficial Partner’ on Apple, Spotify, Google, Stitcher and every podcast app.

If you’re interested in collaborating with Unofficial Partner to create one-off podcasts or series, you can reach us via the website.