Business of Sport – Details, episodes & analysis

This week we’re delighted to welcome Mark Hammond to the show. Mark is the CEO of Bromley, one of the EFL’s emerging success stories. Having only played one full season in the football league and finishing a hugely respectable 11th last year, you’d be forgiven for thinking that the the early stages of this club’s acclimatisation to top level football would focus on consolidation and survival. You’d be wrong, as Mark clearly told me when about to assume the same thing; this is a club whose ambition is once again promotion.

But it is not just the work the first team are doing on the pitch that makes Bromley such a standout case. An academy system that focuses not just on supplying players for the first team but also providing an education and opportunities beyond the pitch for hundreds of children is going a long way to fixing some of the big problems football has when players give up everything to chase the (almost) impossible dream.

Mark’s career as a player, coach and now CEO is not the path you often see to top football executive, but that’s what endears. Different ideas and approaches to building exciting, sustainable entertainment products doing the best for their fans and communities requires a different approach. ‘We’re not teaching our kids to be professional footballers; we’re teaching them to be professionals in football’.

On today’s show we discuss:

The Rise of Bromley FC:

How Bromley went from non-league football to mid-table in their first-ever EFL season.

Balancing ambition with discipline: why promotion is the goal, but not at the expense of financial sustainability.

Why the relationship between owner, chief executive and manager is at the core of Bromley’s success.

Community and Education at the Heart:

Why Bromley is built on being a true community club, with over 350 students and 58 grassroots teams pulling on the Bromley shirt every weekend.

How the club’s education system provides career pathways beyond playing. Creating “professionals in football,” whether as coaches, analysts, physios, or teachers.

The importance of honesty with young players about their chances of “making it,” while still giving them an elite environment to grow.

Building a Sustainable Club Model:

The challenge of competing with bigger budgets while staying disciplined and creative.

The academy and B-team strategy that develops players at different stages and how Bromley is already producing players for the Premier League and England youth teams.

Why the best coaches in the club must be with the U14s and U18s, preparing players for the toughest transitions in football.

The Future of Bromley FC:

Developing Hayes Lane into a 6,000+ seater stadium and building the infrastructure for long-term growth.

The balance between selling talent and ensuring homegrown players get their chance in the first team.

Why the club embraces being part of fans’ “second team,” and how schools and grassroots football are key to building the next generation of supporters.

A huge thank you to our amazing partners on the show:

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This week we’re delighted to welcome Dominic Thiem to the show. We’ve waited nearly 100 shows but finally tennis has arrived, right in the middle of the US Open, which Dominic won in a 5 set epic in 2020. One of the few non-Federer, Nadal, Djokovic players to win a slam while those three were at their peak, Dominic’s career saw him win 17 ATP titles alongside the Slam before being forced into retirement at just 31 through injury.

But in his own words, Dominic describes this as a ‘new beginning not a farewell’. From playing through the most incredible era tennis has seen, losing two French Open finals to Nadal and one Australian Open to Djokovic, receiving over $30m in prize money; this is a serious education that few could even think about experiencing. So how is Dominic applying this to his life away from the court, and what is it like for a tennis player when they move on from an individual sport that requires your 100% focus?

As a big tennis fan, this was a special show to do with one of the most normal and humble athletes we’ve had the pleasure of meeting. A different conversation full of unique insight delivered through the sharing of stories that we all want to know about. 

On today’s show we discuss: 

The Power of Grand Slams:

• What makes the four Grand Slams such incredible events to participate in…and which one did Dominic enjoy the most?
• Playing Rafael Nadal in two French Open finals and the aura that surrounded one of the sport’s greatest ever players.
• Dominic’s triumphant 2020 US Open victory; coming from two sets down to achieve his lifetime ambition.
• The pain of loss and the 2020 Australian Open final defeat to Djokovic.

The Finances of Tennis Players:

• Is the distribution of revenue from tournaments to players sufficient?
• Can you carve out a career for yourself if you are outside of the world top 100?
• The importance of capitalising on success to build your value as a brand off the court.
• A look at the ATP’s ‘Baseline Initiative’: does the effort to ensure players have a minimum fixed annual salary work?
• What was it like to receive his first paycheck of €4,000 just for playing in a tournament?
• How are the finances divided up amongst the players team when prize money is received?
• How it can cost nearly $1m for a young player to reach the top of the sport!

The Tennis World Today:

• How important has the rise of Alcaraz and Sinner been to carry forward this next phase of tennis?
• The importance of academies and investment into tennis to make the pathway for young players easier to navigate.
• Is tennis about to see a LIV golf style disruption? 
• What rules would Dominic change to make the sport more appealing to the audience of today?

A huge thank you to our amazing partners on the show:

Stryde
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This week, we’re delighted to welcome Wolves Chairman Jeff Shi to the show. Having been at the club since 2016, he has been a key part of the club’s rise from Championship survival to top half Premier League finishes and European quarter finals. Currently enjoying their longest run of Premier League football, there is a lot to be proud of. 

Jeff hasn’t done a huge amount of interviews. With the club surviving a tricky period last year when their top flight status was at risk for half the season, now is the time to talk to the fans and wider football community about both his ambitions for the club moving forward and how he believes a club needs to be run to bring both stability and success. He is candid in his reflections; it took him a while to understand what it really takes to run a club in this country. But in this era where there is a demand for access and insight into our top teams, a Premier League Chairman keen to come and open up on his philosophies and development plans is to be admired.

From signing top European players while in the Championship to building for the future with Vitor Pereira, it’s time to take a look inside a top Premier League team.

On today’s show we discuss:

The Wolves Project:

• Why Wolves is still seen as a project in progress and how the club has evolved under Fosun’s ownership
• What kind of long-term vision Fosun has for the club, and why sustainability now outweighs pure spending
• Balancing business logic with football emotion 
• How Wolves preserve their club identity while operating as part of a global group
• Why Jeff sees his role as a ‘guardian’, not just a CEO and how he tries to protect Wolves' long-term future

Player Trading and Squad Building:

• How Wolves approach squad construction after big-name departures
• Why Jeff doesn’t regret selling key players and what he looks for in a signing beyond just talent
• How Jorge Mendes, data, and direct club scouting all influence Wolves’ recruitment model
• The economics of selling academy players and why the club must now “sell smart”
• Why Wolves is one of the best clubs in Europe for young players to develop

Financial Reality of the Premier League:

• Why Wolves' net spend has dropped and why that doesn’t reflect a lack of ambition
• How the club is adapting to stricter FFP regulations and evolving its internal culture
• What fans misunderstand about sustainability, profit, and the cost of competing with richer clubs
• The challenge of stadium redevelopment and how infrastructure investment plays into the club’s future

A huge thank you to our amazing partners on the show:

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This week, we’re delighted to welcome Millwall’s Managing Director Mark Fairbrother to the show. This is a football club that many people both in and out of football have a preconceived idea about, built around historical associations with hooliganism and social unrest. These perceptions are rooted in media portrayal, cultural symbolism and sociopolitical factors rather than the club’s present day values.

So, what does the Millwall of today represent and stand for? Off the back of a hugely successful Championship campaign which saw the club fighting for a play-off spot on the last day of the season, eventually finishing 8th, Mark is building both a club that can push the boundaries of its modest budgets (comparative to their competitors) and act as a pillar of the community. Football clubs are more influential than ever to the people that support them and localities they serve; this is a club going a step further.

We’re very excited to bring you this; an insight into one of England’s most notable clubs intent on rooting itself high up the football pyramid. 

On today’s show we discuss:

The Millwall Identity:

• What makes Millwall unique and why does the club's reputation precede it?
• How does the club lean into its history without being constrained by outdated stereotypes?
• What does “no one likes us, we don’t care” mean to the leadership today? Is it a challenge or a strategic asset?
• Can a club change how it’s seen without losing its soul?

Running a Championship Club:

• How do you balance short-term results with long-term stability in a volatile league?
• What are the day-to-day commercial realities of Championship football?
• How does Millwall approach player trading and squad investment with limited resources?
• How do media rights and the recent Sky deal affect clubs like Millwall?
• Is the EFL sustainable as a whole or are financial disparities becoming too great?

Football Business vs. Football Culture

• What are the pressures of running a club where emotion runs high, but margins are tight?
• How do you manage fan expectations while still being fiscally responsible?
• Is the modern football club more like a community anchor or a business enterprise and what happens when those two pull in different directions?
• What’s the biggest misconception fans have about how football clubs are run?

Millwall's Future

• What does success look like for Millwall? Is it promotion, survival, or something else?
• How is the club investing in infrastructure, community, and culture to grow sustainably?
• What are Millwall’s ambitions on and off the pitch in the next five years?
• Can the club compete with parachute-funded rivals while staying true to its values?
• What role does leadership at club level play in shaping the future of the Championship?

A huge thank you to our amazing partners on the show:

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This week we’re delighted to welcome Carl Frampton to the show. Second dive into boxing is long overdue and so much has happened since we last visited the sport. A boxing legend and Ring Magazine ‘Fighter of the Year’ in 2016, he was the first Northern Irishman to hold world titles in two weight classes, Carl is recognised as one of the best fighters of his generation.

As you may expect, there is far more to him than the success he achieved in the ring. This was also the time for us to understand what the life of a top class fighter looks like, and how the business of the sport works from the athlete’s perspective. Saudi involvement has elevated both prize money and fight calibre in recent times, correcting some of the big problems in the sport and making the fights that everyone wants to see actually happen. But this hasn’t always been the case, and from the promotion world that can consist of exploitation and mismanagement to the challenge of driving commercial opportunities building the brand of the individual, Carl’s story is one of both past and present.

Now one of the leading media figures in the sport as well as exploring a number of business ventures including his own whiskey brand, we take a look inside a sport that is re-establishing itself as one of the major assets in global entertainment. Whether a fan of Carl or just fascinated by the boxing industry, this is one you’ll enjoy. 

On today’s show we discuss:

Boxing Industry: A Good Place to be?

• Why is professional boxing considered by Frampton to be a “crooked” and exploitative business?
• What happened in Carl Frampton’s legal dispute with Barry McGuigan, and what does it reveal about fighter vulnerability?
• Is the real danger in boxing the fights themselves, or the hundreds of rounds of sparring in training camps?
• What can be done at the coaching level to reduce head trauma and protect fighters?

Business of Boxing:

•  How does a fighter’s earning potential evolve from early career to world championship level?
• What role do management structures play in limiting or enabling endorsement and sponsorship deals?
• Why did Frampton earn more from sponsorships after leaving his initial management, even without a world title?
• Why is building a brand now essential for boxers to reach the top commercially?
• Who are the best and worst examples of fighters whose success (or lack thereof) was defined by branding?

Changing World of Boxing:

• How has Saudi Arabia, and specifically Turki Al-Alshikh, changed the boxing landscape?
• Why are previously impossible matchups now becoming reality, and how did the Saudi-backed model enable this?
• Does influencer boxing help or hurt the sport overall?
• How are fighters like Jake Paul impacting the visibility and pay of other boxers, especially women?
• Is jealousy among traditional boxers driving backlash against influencer fights?

Fighter Psychology & Motivation:

• How did Frampton’s mindset evolve through his career, and did he ever truly enjoy boxing?
• Why did he set a retirement age early on, and how did that shape his choices in the ring?
• What motivates fighters to retire and then return and is it often driven by financial pressures?
• How are fighters like Jake Paul impacting the visibility and pay of other boxers, especially women?

A huge thank you to our amazing partners on the show:

RUNNA
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This week we’re delighted to welcome Sony Sports CEO Rufus Hack to the show. Strap in, this is a reveal on how technology is changing sport, from the man that brings us Goal Line Technology, VAR, TMO, DRS and much more. Sony have been elevating their proposition, developing on the established Music, Entertainment and Playstation divisions to influence sport and deliver crossover value as sport converges with the modern entertainment industry.

Through their ownership of Hawkeye, Rufus oversees the company that is implementing some of the most important changes in sport; the decision review systems aimed at increasing accuracy and elevating sporting products. As you know, this doesn’t come without its challenges.

What this conversation reveals is a fascinating perspective on how this tech is created and then implemented by the various sports with varying degrees of success. How do we ensure the tech delivers what we need it to via ensuring it is properly applied, because it’s rarely a fault of the tech; normally a fault of the operator. On top of this, leveraging Toy Story IP in an NFL environment and an assessment of the crazy golfing landscape completes a truly unique and different show.

On today’s show we discuss:

Sony’s Role in Sport:

• How Sony’s global footprint, spanning India, the UK, and South Asia, gives it a unique vantage point in the sports broadcasting world.
• The strategic importance of local relevance in international rights and how Sony tailors its offering to cricket, football, and combat sports fans.
• How Sony’s sports business sits within the broader Sony Group and the advantages (and limitations) of operating within one of the world’s most diversified media companies.
• What is the acqusition strategy of the company looking to make moves in a new environment?

VAR & Decision Review:

• How VAR is implemented differently across sports and the importance of education supporting accurate usage.
• The global standardisation of officiating technology and what federations need to get right before adopting tools like Hawk-Eye.
• The importance of a move to fully automated offside and broader decision making, removing the chance of human error.
• Is 95+% VAR accuarcy reliable enough when the cost is so great on fan emotion and experience?
• The evolution of decision review systems (DRS) in cricket and the growing fan expectation for accuracy, transparency, and speed in officiating.

Changing World of Sport:

• How fans’ media habits are fragmenting, and why that makes sports content more valuable, not less.
• The tension between global streaming consolidation and the regional nuance required to serve true fanbases.
• Why leagues and federations need to rethink rights packaging, data usage, and storytelling in a world of short attention spans and instant feedback.
• The role of AI and automated production in driving cost-effective coverage, and how Sony is investing in next-gen workflows.
• What Rufus sees as the biggest challenges and opportunities for sports media businesses over the next 5–10 years, and why the traditional broadcaster vs. streamer narrative is missing the bigger picture.

A huge thank you to our amazing partners on the show:

RUNNA
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Today we’re delighted to welcome Bradford City CEO Ryan Sparks to the show. Promotions don’t come much more dramatic than Bradford City’s 96th minute winner on the final day of the season to seal promotion to league one. We know how important it is to move through the leagues for both the business and performance side of clubs. 

Bradford is a team with immense support, Premier League history, a 25,000 seater stadium…but it’s been a chaotic 25 years since leaving the premier league. Administration, relegations, England's 4th tier, cup finals; moments of real lows with a sprinkling of hope. That’s football to most. 

We primarily think of the extreme pressure and scrutiny in football falling on the players, but executives shoulder a huge portion of that too. Once the youngest CEO in the EFL at 29, it hasn’t always been smooth sailing for Ryan. But with the first major steps achieved, this is the man in charge of restoring a great club’s successes with the platform now to build from. 

On today’s show we discuss:

How Promotion was Achieved:

• The story (from the boardroom) and that crazy final day which saw Bradford promoted with almost the last kick of the season.
• How does the performance and business sides of the club differ when it comes to handling the pressures of results.
• What needs to be in place to achieve promotion, and how well are the club set up to perform in League One?
• How do the finances of Bradford compare to other teams in League Two and does success correlate with financial capabilities?
• Recovering from previous relegations and the impact past failures had on being able to bounce back.

Business of Bradford:

• How to create a stable £8-9m business in League Two.
• What areas of the business and most influential in generating revenue for the club and how does it compare to other teams in the division?
• Being careful not to fall into the major problem in football finances today; sustainability defined as ‘sustainable losses’.
• What is the economic impact of promotion?
• Does having a 25,000 seater stadium significantly increase the earning potential of Bradford, or is there a downside?

EFL Opportunities and Challenges:

• How have Wrexham and Birmingham (among others) impacted the financial demands on clubs in lower league football?
• How the new media deal actually did not favour Bradford…why did they still vote for it?
• ‘The English Pyramid’ is the greatest footballing institution in football; how do you protect its financial capabilities while continuing to celebrate Premier League success?
• Can a football club really protect itself from overspending?

A huge thank you to our amazing partners on the show:

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I love this game! To anyone who has an interest in sport and finds themselves regularly on social media, this catchphrase is likely to mean something to you, as is the person who coined it. Patrice Evra is one of the most decorated and stand out footballers of the last 20 years. Premier Leagues, Champions Leagues, his success on the pitch most famously with Manchester United is no secret.

But as his media profile has shown, there is more to the man than football. There’s a drive, focus, and application that runs deep, now being leveraged to build a career in business both in and out of the sport. The value of the athlete investor has never been more topical, and in this special show we explore it in a new way, as we welcome Tommy Fish, his business partner at emerging football tech start-up ‘PLAYER’, for a unique insight to how a top athlete can help create a business.

PLAYER is tackling one of the biggest challenges in football; the provision of access and opportunity for the sport’s brightest young players. Based on Tommy’s vision and Patrice’s crazy stories, this chat is full of education and entertainment!

On today’s show we discuss:

The Value of the Athlete Investor:

• Why are more athletes looking to develop their exposure to business opportunities away from the pitch?
• A deepdive into Pat and Tommy’s business ‘PLAYER’: The Linkedin for Footballers
• How can a business best leverage the experiences of someone like Patrice to develop their product and audience?
• Did players are Manchester United look to invest in businesses and how did Sir Alex Ferguson react to players having a focus away form football?
• The danger of players never been taught how to manage the vast amount of money they make during their careers.

Opportunities to Disrupt Football:

• Social Media: how the creation of an online presence and personality has provided Patrice with a whole new method of engagement.
• “Football has changed”...how? What is different now from the days Patrice was playing and is it a good thing?
• While there is lots good about the football industry, there are many ways the game needs to improve. What is PLAYER doing to be a part of the tech movement disrupting sport?
• Why the age of social media has created a new kind of footballer.
• Is there an issue with the emergence of ‘player as brand’ and taking influence and control away from management?

Creating the Right Mentality:

• “If you are a lazy person you are in big trouble”. The mentality that makes for the best players also makes for the best business people!
• Why in the year Manchester United won the Champions League and Premier League, losing the FA Cup is his resounding memory.
• What does a winning mentality look like and how can you build one?
• How was the culture of win at all costs instilled at Manchester United and what happened when Ferguson eventually left?
• When David Moyes was sacked, did the players look at themselves to take responsibility?

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Today we’re delighted to welcome Guy Kinnings to the show. Guy is the CEO of European (DP World) Tour and Ryder Cup Europe. Our first venture into golf and it couldn’t be better timed. An Incredible Rory McIlroy Masters win to kick off the season followed by a summer of elite culminating in the Ryder Cup in New York in September. 

The business or politics of golf have been hotly debated since the inception of Saudi backed LIV Golf a few years ago. Big cheques attracting some of the world’s top players put huge pressure on the DP World Tour & PGA Tour to retain talent and continue to create elite sporting events. As Guy talks through today, this should be viewed as a development of the game; an opportunity to build on the successes of what have gone before while elevating the global product of golf.

Naturally, with responsibility falling on his shoulders (behind the scenes at least) to deliver a rare Ryder Cup away win, there is plenty of conversation around what makes one of the most special events in sport tick. In a sport of genuine global icons and unparalleled moments of drama, we take a look at how the game develops behind the glamour of the 18th green.

On today’s show we discuss:

What is the DP World Tour:

• There are many tours and competitions taking place around the world. What is the DP World Tour responsible for?
• Who gets to play on the Tour? How the reference to ‘European’ is a misnomer; this is a sporting organisation with global reach.
• The finances associated with golf. From major sponsorship and broadcast deals to the cost of creating elite sporting events.
• With many of the key European players going and playing their golf on the PGA Tour in America, how do they retain value and participation at the top of the DP Tour?
• What does the strategic alliance with the PGA Tour look like and how have they been impacted by the arrival of LIV Golf?

Athletes as Icons:

• Golf has produced some of sport’s most famous names; the rise of Jack Nicklas, Arnold Palmer, Tiger Woods and now Rory McIlroy.
• The Rory McIlory effect: from completing the grand slam winning the Masters to driving the European game forward, how important is individual stardom in the sport?
• How the commercial value of talent can drive a tournament forward or undermine its credibility.
• Where do the opportunities lie for golfers to really write their name in the history books: a Ryder Cup special!
• If golfers were on the stock market, which player would Guy invest in?

The Future of Golf:

• The arrival of LIV has brought in private equity investment and a new set of eyeballs. Should this be viewed as an opportunity to grow the game at all levels?
• Building value in new markets can create additional opportunities for organisations like the DP World Tour to develop.
• How influential is something like the Ryder Cup in shaking off some negative perceptions of the sport?
• Is golf genuinely accessible and if not, can more be done to bring the game to areas of the world with the least access?

A huge thank you to our partners RUNNA. Whether you're an existing user or if it's your first time on the app, use the code below for exclusive access:

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Today we’re delighted to welcome Spencer Owen, Founder & Owner of the iconic Hashtag United, to the show. This is one of the most unique organisations in football. Why? Well it was founded on the internet before becoming a successful men’s and women’s team competing in English football. Spencer, or Spencer FC as many of his fans know him, built one of the strongest online brands in football, with over 2m YouTube subscribers regularly engaging with his channel. 

When he decided to take Hashtag from online concept to physical sports asset, unsurprisingly it was met with confusion and ridicule by an industry not known for it’s acceptance and embrace of change. As a result, this show is one of most interesting assessments of both what makes football so great, and where there are major opportunities for change. It’s a very different take on the football owner and executive shows we’re used to, and that’s why we love it. 

This is sport for a modern age, packaged in a conversation explaining how a club that has more subscribers than many Premier League clubs has created a new blueprint for team ownership and management.

On today’s show we discuss:

SpencerFC to Club Owner:

• What was the first step in becoming one of the most famous football ‘influencer/streamer’ and how did that lay the foundations for Hashtag United?
• This is a club born on the internet; from creating a community online to turning those fans into active sports goers.
• Influencer driven sport has become a far more recognised phenomenon, but what was it like in the early days taking creators into real life football matches?
• This is reverse engineering a football club; why building a fanbase before they had an on-field product has given Hashtag a unique opportunity 

Business of Hashtag

• “We are at our heart an advertising business when you think about how we make money”
• Playing in the 7th tier of English football does not deliver big revenue, so what have Hashtag done to make themselves so commercially attractive.
• How not owning their own stadium is an issue they are looking to resolve and why a physical home for their broad fanbase will elevate the team’s identity.
• Raising money is next on the agenda but what type of people is Spencer looking to bring into the ownership group?
• “We are the opposite of Wrexham”

Dealing with Criticism…

• How naming the team Hashtag United created an unforeseen issue yet remains one of the most important things about the club.
• Is there a problem with creating a model dependent on views more than results?
• The story of how the club has used broader issues and opportunities in women’s football to create a really successful team.
• The 3pm blackout and the issues that it hides…?
• It doesn’t make financial sense to be promoted in non-league football! What does Spencer mean by this?

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