The big retailers are years ahead of sport when it comes to understanding their own customers.  
So we asked today's guests what can sport learn from Sainsbury's, Tesco, Target and Amazon. 
We're joined by Finn Bradshaw and Claire Kelly.
Finn is head of digital at the International Cricket Council, the game's global governing body.  
Claire is General Manager of Gemba Europe. 

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.