Sports Pundit Podcast with Andy Marston – Details, episodes & analysis

Today’s episode, we revisit a conversation with Cherry Beagles, the founder of The 400 Club, an all-female members club redefining what it means to be a sports fan and increasing culturally relevant brand deals in women’s sport.

Having studied law at the University of Manchester and gained experience at the likes of NBC Universal and Dentsu, Cherry founded The 400 Club as a side hustle to address an audience that was being underrepresented in traditional sports marketing - and an audience she herself fell in to. 

Since launching, she has brought on successful female founders, international athletes, and Olympians, as well as hosted events with the likes of Nike, and done brand campaigns with rightsholders such as Arsenal - all within her first year of starting the club - suggesting that Cherry is very much on to something big. 

We discuss her perspective on women’s sport, why this is not to be confused with a female-fan strategy, and the importance of engaging not just the biggest female brands, but those that hold the most cultural relevance.

Time Stamps

2:00 - What is The 400 Club and who are the members

4:00 - Recruiting New Members

8:00 - The Athlete x Brand Flywheel

13:00 - Creating a Female-Fan Strategy

17:00 - Culturally Relevant Brand Partnerships and Collaborations

20:00 - That Taylor Swift Jacket

28:00 - What Athletes can Learn from Social-First Brands

32:00 - Creating a Campaign with Arsenal FC

35:00 - Giving Rugby a 400 Club Twist

44:00 - Future of the 400 Club

Additional Links

⁠The 400 Club x Nike for The FA Cup Final⁠

⁠Follow The 400 Club on Instagram⁠

Connect with Cherry on LinkedIn - ⁠Here⁠

Connect with Andy on LinkedIn - ⁠Here⁠

Today’s episode, we revisit a conversation with Peer Naubert, CMO and Managing Director of Bundesliga International.

Growing up in Germany, Peer has gained experience working in South Korea, China, and the Netherlands. His current role involves working closely with clubs to further develop a joint international approach, providing them with global marketing and commercial opportunities and offering financial support for their global activities. 

Managing a team of 44 employees across Frankfurt, Singapore, New York, and Beijing, Peer is focused on developing and executing local marketing strategies that drive fandom. To date, this has resulted in the Bundesliga becoming the fastest growing, among Europe's top football leagues, in terms of awareness, interest, and media consumption globally. 

Taking time out of his schedule at the recent SportInnovation Summit in Dusseldorf, I sat down with Peer to discuss what he has done, and what he’s aspiring to do in the months and years ahead. 

Time Stamps

2:30 - A Recap of SportInnovation Summit

6:00 - Peer’s Journey to the Bundesliga

9:00 - Lessons from Living in Korea

12:00 - The Arrival of England Captain, Harry Kane 

16:30 - The Launch of Fortuna for All 

23:00 - Appealing to the US Soccer Fan

26:00 - Remaining Affordable

33:00 - Building Up a Database of International Fans

35:00 - The NFL and Playing Internationally

38:00 - Overcoming the Language Problem 

Additional Links

⁠Sports Innovation 2024: Wonderment and warnings in equal measure as AI dominates Düsseldorf event⁠

⁠Fortuna Favours the Brave⁠

Connect with Peer on LinkedIn - ⁠⁠here⁠

Connect with Andy on LinkedIn - ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠here⁠ 

On today’s episode, I’m joined by Giulia Zecchini, Commercial Partnerships Strategy Director at ESL FACEIT Group. 

Starting her career in data and analysis at Nielson, working first on FMCG brands such as Mars, before switching into sports, Giulia has retained a passion for transforming data into actionable, commercially focused insights.

This has shone through in her roles that have followed, at both Formula 1 and with ESL FACEIT Group, one of the leading companies in the worlds of both gaming and esports - where she works with global brands to help them to reach the sought-after Gen-Z and millennial gaming audience through exciting and cutting edge partnerships.

It’s not all about data though. Giulia is someone also with her finger firmly on the pulse of culture, something demonstrated through her presenting and hosting work for FIBA, sitting on the Equity Diversity & Inclusion committee at Basketball England, and through her co-founding of Sneaker Sisterhood, the largest female sneaker community in Europe.

We talk about the intersection of sport, gaming, music, fashion, and culture, as well as the need to balance data with emotion and feeling, in what is one of the widest ranging conversations that I’ve had to date on the podcast - a credit to Giulia’s breath of both expertise and interest.

Time Stamps

2:00 - Impact of COVID on Formula 1

4:00 - eSports vs. Gaming

13:00 - Athletes as Content Creators

18:00 - How DHL Authentically Activated in eSports

21:00 - Boosting Basketball's Popularity in the UK

29:00 - Founding Sneaker Sisterhood

32:00 - Exploring the Cultural Crossover of Sport and Streetwear

40:00 - The Opportunity for Digital Merchandise

45:00 - The Comic-Con of Gaming

Additional Links

Saudi-backed Savvy buys ESL and FACEIT for 'US$1.5bn'

DHL Case Study: Employer of Choice: Reaching and recruiting the unreachables with eSports

Connect with Giulia on LinkedIn - Here

Connect with Andy on LinkedIn - Here

Today’s episode, I’m joined by Faith Wheller, Vice President of Brand, Sports Partnerships & Integrated Marketing at TeamViewer.

Famous for their high-profile partnerships with Manchester United and Mercedes AMG Petronas F1 Team, TeamViewer is a  remote access and remote control computer software company focused mainly on enterprise clients.

With that in mind, we discuss the company’s decision to invest into sponsorship and how they are choosing to activate in order to get a return on their investments as well as how they go about balancing product-led storytelling with broader social purpose messaging - through something like their recent SheSportTech initiative.

From across her time working at Cisco and Intuit through to working at TeamViewer, Faith has always been incredibly passionate about getting more women into IT and technology. This is reflected in a recent post she shared for international women’s day as well as with SheSport Tech, an initiative which aims to inspire more women and girls to see the breadth of opportunity in the world of technology and sport.

Time Stamps 

2:00 - Getting More Women in IT  

4:00 - Faith’s Career Journey 

8:00 - Why Sponsor Manchester United? 

10:00 - Integrating the Product into the Partnership 

14:00 - Activating Specifically with Enterprise Customers

18:00 - The Importance of F1 and the U.S. Market 

19:00 - Opportunity to Engage Women with F1 Academy

23:00 - Speaking to Different Audiences and the Launch of SheSportTech

28:00 - Why More Women are Needed in Sports Tech

33:00 - Future Ambitions for TeamViewer 

Additional Links

Changing the game: Making space for women in sports and tech

Championing diversity: Introducing SheSportTech

Connect with Faith on LinkedIn - Here

Connect with Andy on LinkedIn - Here

Today’s Episode, I’m joined by Alex Ferrer Kristjansson, Senior Director of Marketing and Communications at EuroLeague Basketball.

Having joined almost 20 years ago, Alex began his career working on the ULEB Cup, now known as the EuroCup, developing and coordinating the marketing strategy across the teams and he has since held a number of different positions at the organisation, always related to marketing somehow, be it ticketing, brand management, or social media and digital.

Since 2012, Alex took on the role that he currently holds, focused on marketing communications, which means overseeing everything related to the promotion and distribution of the competition from PR and comms, to brand and business intelligence. He also looks after the EuroLeague’s long term partnership with IMG, which has had a huge impact on the league since beginning in 2016, from changes to the format, to the allocation of new licenses in markets like Germany and France. 

The league is a truly unique case study merging the worlds of European and North American sporting governance. Their startup attitude also provides many lessons for us to learn from. 

Time Stamps 

2:00 - Alex’s Career Journey

4:00 - The Impact of Partnering with IMG

6:00 - The Format of the EuroLeague

13:00 - Increasing Presence in Strategic Markets

16:00 - Harnessing the Brand Power of the likes of Real Madrid and Bayern Munich

19:00 - Retaining a Startup Culture and Launching Fan XP Innovation Challenge

31:00 - Leveraging Creators and Launching Hoop District

38:00 - Future Plans for EuroLeague Final Four

40:00 - Influence of the Adidas Next Gen Tournament

Additional Links

Future Gazing: EuroLeague was Early on OTT, Sees VR as Next Big Opportunity

Euroleague Basketball launches 3x3 content creators tournament 'Hoop District'

Overtime Elite to represent the USA in ANGT Finals

EuroLeague Basketball FanXP relaunches with exciting SPORTBIZ partnership

Connect with Alex on LinkedIn - Here

Connect with Andy on LinkedIn - Here

Today’s episode, I’m joined by Alex Gough, CEO of the Professional Squash Association.

With a career spanning 15 years on the professional circuit, Alex climbed the ranks to reach number 5 in the world. Along the way, he also secured 10 World Tour titles and a Bronze Medal at the 1998 Commonwealth Games in Kuala Lumpur.

His contributions to squash extend far beyond the court, however. His dedication to the sport led him to join the PSA as a Board Director in 2002, while still an active player. Following his retirement, he has transitioned seamlessly into leadership roles, first as Chief Operating Officer in 2008, and then taking the helm as CEO in 2009.

In our conversation today, we delve into Alex's role at the forefront of the PSA, the global governing body responsible for the administration of professional squash worldwide. He’s got a lot on his plate. With over 1,000 registered players and 600 events annually, the PSA World Tour, the PSA Challenger Tour, and the WSF & PSA Satellite Tour, the PSA aspire to showcase squash at its pinnacle. And they do so in some breathtaking locations around the globe.

Time Stamps

2:00 - Alex’s Journey into his current role as CEO of the PSA

3:30 - Transitioning from Player to a Governance/ Executive Role in Sport

6:30 - Overview of the Current Squash Calendar

12:00 - Communication with Current Players and Understanding their Needs

13:30 - Discussion on Managing both Men's and Women's Tours

15:00 - Implementing Equal Prize Money

19:00 - Insights into Commercial Deals, including Sponsors like JP Morgan

21:00 - Egypt's Dominance in Producing Top-Quality Squash Players

23:00 - Exploration of Outdoor Events and their Appeal

27:00 - Utilising Social Media to Attract New Audiences

31:00 - The Popularity of Pickleball and Padel, and the Opportunities for Squash

38:00 - Implications of squash being included in the Olympics

41:00 - Future aspirations and ambitions for the PSA leading up to LA 2028

Additional Links

Professional Squash Association celebrates 50th anniversary

Cricket, squash among six sports added to 2028 L.A. Olympics

Video: Playing Squash at the Olympics

Connect with Alex on LinkedIn - Here

Connect with Andy on LinkedIn - Here

Today’s episode, I’m joined by Carmen Rendell, Founder of Soulhub.

She’s not your usual therapist or business owner. She’s a community space holder and a truth seeker. She says herself she loves to get under the bonnet and get to the real stuff. Talk raw truths. To stop the pretence and help you or your business say and see it how it really is. And she’s done this for some huge businesses like HSBC, eBay, and WhatsApp.

My conversation today is unlike others that I’ve held, far more introspective, but I hope that, like with all the content that I put out, it provokes thought and ideation.

Ultimately at the centre of every business and every sport are humans, and it’s important to take a step back and recognise that fundamental truth. 

Time Stamps:

2:00 - Carmen’s Journey to Founding Soulhub

15:00 - What is Soulhub? 

22:00 - Recruiting and Bringing People into your Mission

26:00 - What has Wellbeing and Spirituality got to do with Sport?

29:00 - Getting the Best out of Ourselves and our Teams

35:00 - Balancing Morals and Values with Necessity

38:00 - Sitting with Difference

Additional Links

Souhubbers Podcast - Episode 1 – Who is Carmen Rendell?

The Growing Importance Of Employee Wellness: How Are You Responding?

Connect with Carmen on LinkedIn - ⁠⁠⁠here⁠⁠

Connect with Andy on LinkedIn - ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠here⁠⁠ 

Today’s episode I’m joined by Formula E’s Jeff Dodds. 

In his role as CEO, Jeff is spearheading the evolution of the pioneering electric motorsport world championship, best-known for it’s promotion of sustainability within elite sports—a mission that's more vital than ever.

Before taking the helm, Jeff honed his leadership prowess within the dynamic landscape of Virgin businesses. From his most recent tenure as Chief Operating Officer at Virgin Media O2, to his multifaceted roles at Virgin Media prior to that, which included spells as COO, Managing Director and Chief Marketing Officer.

Having also held executive roles outside of Telecoms, at the likes of Callaway Golf and Honda UK, Jeff has a wealth of insights to bring to the table for the still-young racing series as it moves into it’s next phase of growth, something that we discuss heavily.

So, without further ado, please enjoy my conversation with Jeff Dodds.

Time Stamps

2:00 - Applying Lessons from Telcos

4:00 - Working for a Virgin Business

7:00 - What Differentiates the Formula E Product?

10:00 - Balancing Purpose and Product

15:00 - Retaining Competitive Balance

21:00 - Hosting an E-Prix on the Streets of Tokyo

27:00 - The Benefits to Being Young

29:00 - Can Men and Women Compete in the Same Racing Series?

36:00 - Going Behind a Paywall in the UK

45:00 - Looking to the Future

Additional Links

Connect with Jeff on LinkedIn - ⁠⁠here⁠

Connect with Andy on LinkedIn - ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠here⁠ 

Today’s episode, I’m joined by Henrik Teisbæk, co-founder and CEO of Veo Technologies. 

Veo was founded in Copenhagen in 2015  with a vision to democratise video broadcasting and analytics which at the time was reserved mostly for professional teams. 

The company creates smart, AI-powered cameras that let anyone record their match without a camera operator. The automatic recording and video-editing then enables coaches and players to watch and share their sport. 

While predominantly focused on football, I recently partnered with Veo when I launched the Sports Pundit rugby predictor game for both the men’s and women’s Six Nations. From that initial conversation about a partnership also grew a curiosity to learn more about their product, as well as how it was being utilised - particularly at the grassroots level - something rarely discussed within sports industry content.

Time Stamps

2:00 - Founding Veo 

4:00 - Transitioning from Software to Hardware 

10:00 - The Commercial Benefits of Video

13:00 - Targeting the Grassroots

19:00 - Expanding into New Sports and Markets 

24:00 - The Opportunity in Women’s Sport

27:00 - Launching the People’s Puskas Award

30:00 - Creating New Jobs

34:00 - Looking to the Future

Additional Links

Great goals can come from everywhere: Veo unveils People's Puskas 2023

AI camera startup Veo targets further expansion after US$80m funding round

Mastering Moments: Unveiling the new Veo Cam 3

‘We’re creating a video network for all of soccer’: Veo’s goal to take AI tech to the masses

Connect with Henrik on LinkedIn - ⁠here

Connect with Andy on LinkedIn - ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠here 

Today’s episode, I’m joined by Josh Helmrich - Senior Director, Media Strategy, Business Development and Next Gen Stats (NGS) at the NFL. 

NFL Next Gen Stats provides clubs with data to analyse trends and player performance, while enhancing the fans’ experience in-stadium, online and during game telecasts.

Having worked at the NFL for almost 15 years across various roles, Josh has seen first hand the increasing prevalence of data both within the league and across the wider sporting ecosystem. 

Taking time out of his schedule at the recent SportInnovation Summit in Dusseldorf, I sat down with Josh to discuss the impact of the Next Gen Stats program so far, and what he’s aspirations are for it in the months and years ahead.

Time Stamps

2:00 - Getting into the NFL 

4:00 - What is NFL Next Gen Stats? 

7:00 - Identifying Puka Nacua, the offensive Rookie of the Year

11:00 - Working with External Vendors 

14:00 - Bringing in Technology from Outside Sports

17:00 - Considering the Competitive Balance 

21:00 - Applying data to the Betting Industry 

25:00 - The Evolution of Data Collection 

28:00 - Customising the Viewer's Experience 

31:00 - Future Ambitions 

Additional Links

Rams Share Behind-the-Scenes Video of Decision to Draft Puka Nacua

NFL and Genius Sports provide new fan insights during games

Here's How The NFL's Next Gen Stats Technology Actually Works (And How It's Changed The Game)

ESPN's Toy Story Funday Football: The tech behind Falcons-Jaguars fully animated alt-cast

7 AI-powered features you’ll find on Prime Video's ‘Thursday Night Football‘ this season

Connect with Josh on LinkedIn - ⁠here

Connect with Andy on LinkedIn - ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠here