The SponsorshipX Podcast – Details, episodes & analysis

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The SponsorshipX Podcast

SponsorshipX

Business

Frequency: 1 episode/23d. Total Eps: 22

Welcome to The SponsorshipX Podcast—your year-round source for powerful conversations at the intersection of brand marketing, partnerships, and purpose. As part of our ongoing mission to advocate for the sponsorship industry, this podcast brings together the brightest minds, boldest ideas, and most impactful stories from across the global sponsorship landscape.

Each episode delivers fresh insights, actionable strategies, and behind-the-scenes access to the people and programs redefining how sponsorship works—whether in sport, culture, entertainment, or community. From CMO spotlights and partnership case studies to emerging trends and future-focused debates, The SponsorshipX Podcast is where marketing leaders come to learn, connect, and grow.

New episodes drop regularly, so join us as we elevate the conversation—and the industry.

Because when it comes to sponsorship, we don’t just talk. We champion.

Hosted on Acast. See acast.com/privacy for more information.

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Score global : 73%

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Jon Stainer - Fandom, Measured: Reading the Data Behind the World Cup | The SponsorshipX Podcast

Season 3 · Episode 4

Tuesday, September 15, 2026 • Duration 37:41

The FIFA World Cup 2026 didn't just break viewership records; it rewrote the playbook for what fandom looks like and how brands need to measure it. In this episode of The SponsorshipX Podcast, Jon Stainer, Global Managing Director of Nielsen Sports, joins us to unpack the data behind the tournament, from record-breaking streaming numbers to the fan segments that drove them.

Jon leads Nielsen's global sports measurement business, the sponsorship ROI and fan analytics data that underpins investment decisions for brands and rights holders across 15 countries and roughly 1,200 clients. With twenty years in the industry, including work across three Olympic Games and now three FIFA World Cups, he has a rare vantage point on how fandom actually shows up once the tournament arrives, not just how it was projected to.

We dig into why this tournament was built as a digital-first event, with streaming partnerships on YouTube and TikTok driving over 1.7 billion views and reshaping who gets counted as a fan. Jon breaks down the segments that carried the tournament, including the Hispanic and Gen Z audiences that pushed local television viewership past half the audience in some U.S. markets, and the creators whose activations generated tens of millions of engagements on their own.

From there, the conversation turns to what brands should take from all of it: a forensic understanding of audience passion points, a 360-degree approach that pairs grassroots and celebrity partnerships, and the growing expectation, now closer to a requirement for most American soccer fans, that brands show up on social causes rather than treat them as an add-on.

In this episode:

How a digital-first streaming strategy on YouTube and TikTok drove over 1.7 billion views and redefined tournament reach
Why fandom wasn't a single persona, and how Hispanic and Gen Z audiences carried local viewership in key U.S. markets
The role of content creators, and how a handful of high-profile partnerships generated tens of millions of engagements
Why sponsorship strategy needs to go 360-degree, pairing grassroots and societal work with athlete and celebrity partnerships
What a forensic understanding of audience passion points actually looks like in practice
Why 76% of American soccer fans now treat social purpose as a prerequisite for brand loyalty, not a marketing extra
Moving brands out of rigid sponsorship boxes and into the platforms where fans are already spending their time
Why creating fun around the event, not just the result on the field, is what makes a tournament must-attend
How sport's intersection with music, fashion and entertainment is becoming central to activation, not secondary to it

Links mentioned in this episode:

Nielsen Sports: nielsensports.com
More from The SponsorshipX Podcast: sponsorshipx.com/podcast

Hosted on Acast. See acast.com/privacy for more information.

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Fiona Morgan - From the Court to Sport’s First Podium for the Planet

Season 3 · Episode 3

Wednesday, August 19, 2026 • Duration 42:02

Before she was building brands, Fiona Morgan wanted to be Chris Evert. In this episode of The SponsorshipX Podcast, Fiona, Chief Brand Officer at Whisper Group and the former Chief Purpose Officer at SailGP, joins us for a career-spanning conversation that runs from a junior tennis dream, a law degree, her Jerry Maguire moment, all the way to steering one of the most talked-about ideas in modern sport.

Fiona walks us through building The Bigger Picture at Sky and making corporate purpose make sense to ordinary consumers, then takes us inside her five and a half years at SailGP, where she became the sport and entertainment industry’s first-ever Chief Purpose Officer and built the Impact League: a second podium that judges teams on sustainability and social impact alongside the racing results. She explains why elite athletes, already judged on everything else, deserved a leaderboard for this too, and how the model has since caught the attention of other sports and the Olympic movement.

We also get into her current chapter at Whisper, the production company behind some of the biggest events in world sport, why she leaped, and what she means when she talks about a “social contract” with the people she works with. Fiona closes with a candid take on why sport still doesn’t have enough women CEOs, and why she’s on a mission to change that.

In this episode:

• The tennis dream, the law degree, and the Jerry Maguire moment that changed her path

• Why Chris Evert’s example inspired her promise always to give back

• Making CSR make sense to consumers, and building The Bigger Picture at Sky

• Marketing with the science behind it: how real behaviour change campaigns get built

• Becoming sport’s first Chief Purpose Officer, and the legacy question that started it all

• Building the Impact League and getting hyper-competitive athletes to buy in

The CPL Playbook: How a Cricket League Became a Media Company

Season 3 · Episode 2

Wednesday, July 22, 2026 • Duration 31:03

The Caribbean Premier League calls itself the Biggest Party in Sport. But behind the scenes, it’s building something far more strategic and far more interesting to sponsors.

Mark Harrison sits down with Tara Wilkinson from the Republic Bank Caribbean Premier League to unpack how the CPL has quietly built one of the most sophisticated commercial infrastructures in regional sport. From Louder ID, a unified digital membership giving partners on-demand access to audience segments like Digital Superfans, High-Value Purchasers, and Music & Entertainment crossover fans, to Rush, a 365-day linear TV channel filling the year-round inventory gap, CPL isn’t just selling logo placements anymore. It’s selling into an ecosystem.

The conversation covers Republic Bank’s integrated partnership, what it means to build a media company around a sport property, and why the WCPL’s “She’s In” relaunch, with its festival format in Barbados and a fourth franchise expanding into Jamaica, could be a major sponsorship opportunity in sport right now.

If you’ve ever wondered what world-class partnership infrastructure looks like outside the major leagues, this is the episode. You’ll hear exactly how it works and why it matters.

Hosted on Acast. See acast.com/privacy for more information.

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The Activation Gap: What the 19th Sponsorship Landscape Study Is Really Telling Us.

Season 3 · Episode 1

Tuesday, May 12, 2026 • Duration 30:39

Canadian sponsorship just hit $4.22 billion — the highest total ever recorded, with rights fees up 58% in a single year and brands reinvesting in women’s sport, evaluation, and fan experience at historic levels.

SponsorshipX founder Mark Harrison sits down with Dr. Norm O’Reilly, Dean of the College of Business at the University of New England and a foremost authority on sponsorship data, to unpack the most actionable findings from the 19th Annual Canadian Sponsorship Landscape Study.

The conversation turns to where activation dollars are actually going: social media leads at 19.9%, followed by hospitality, ancillary events, and advertising, and which categories represent the biggest opportunity for brands ready to differentiate. With 60.6% of brands planning to increase investment in women’s sport and evaluation spending at a 19-year high, the industry is making smarter, more intentional bets.

The central question: with record investment flowing in, how do brands build activations that truly earn their audience?

Join Norm and Mark at the SponsorshipX Activation Lab, Vancouver, June 16–18, 2026 - https://www.sponsorshipx.com/activationlab.

Hosted on Acast. See acast.com/privacy for more information.

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Heineken's Sponsorship Savant - Annamaria Fuzy

Season 2 · Episode 10

Tuesday, January 13, 2026 • Duration 33:07

What does it mean to “be like water”?

That was the advice Annamaria Fuzy received from a manager early in her professional journey. Without losing sight of the end goal, Annamaria learned to go with the flow and navigate the unexpected circumstances that come up in sponsorship marketing.

What does it really take to build partnerships that last, across sport, music, and culture?

In this episode of SponsorshipX Changemakers, Mark Harrison sits down with Annamaria Fuzy, Global Sponsorships at Heineken, a global marketing leader with 15+ years in FMCG and a career shaped by some of the world’s most influential passion points. From significant sports properties to cultural platforms, Annamaria has spent her career at the intersection of brand, partnership, and relevance.

Get ready to hear about how she believes that sponsorship marketing is the perfect opportunity to use both the left and right side of your brain. She caught the bug for this industry in secondary school, working in hospitality at major events. The brands present and their motivations for participating in the action were intriguing and inspired her to learn more. It was from those early days of earning some money as a teenager that sparked her interest in this business.

This podcast takes you through three chapters of Annamaria’s career, including a stint in purchasing. Her comments on this period of her career may surprise you as they defy your expectations of what a procurement expert would focus on.

As global as Heineken’s sponsorship footprint is, this podcast takes another twist when Annamaria discusses the brand’s most recent investment in Padel. This fast-growing sport, its culture, and its participants represent a new approach for the brand giant in sponsorship, yet one that is still rooted in a simple strategic truth. A strategic truth that is non-negotiable for any Heineken partnership.

Our host Mark Harrison “loved this conversation because not only did Annamaria dive deep and clearly into strategy, but she also shared essential leadership lessons and the people from whom she has learned them throughout her career”

Mark Harrison in Conversation with Mark Holland, CEO of CNE

Season 2 · Episode 9

Tuesday, January 6, 2026 • Duration 33:27

If you care about how big ideas become real change, you’ll want to hear this one.

For our Changemakers season, Mark Harrison sat down with Mark Holland, the new CEO of the Canadian National Exhibition, and the energy in this conversation is unmistakable. Holland brings the urgency of someone who knows the CNE is more than a summer tradition. In his view, it can become a 365-day destination: a place Toronto can be proud of and one visitors from around the world will want on their itineraries.

What makes the episode stand out is how clear and practical Holland is about how to get there. He talks about listening first, building consensus, and using the political instincts he honed over years in public service to unite people around a shared vision. He also speaks as a fan. His love of music runs deep, and you can hear the excitement in his voice when he imagines a more ambitious, more surprising live-music experience at the fair.

A few moments you’ll want to catch:

A fresh vision for the CNE’s future. Holland lays out why the fair should feel alive year-round and how the grounds could evolve into a hub for culture, innovation, and community.
A CEO who leads by listening. He’s clear that transformation only works if Torontonians see themselves in it. He talks openly about inviting community ideas and keeping the CNE anchored in what people love.
Partnerships that actually break through. Holland understands what modern sponsors want: experiences they can build, not just logos on signs. He explains how the CNE can co-create those moments and why the right title partner will help shape the next era.
A milestone in sight. With the 150th anniversary coming in 2029, Holland shares what a globally relevant celebration could look like. Spoiler: he’s thinking big.
A leader with serious drive. His vision is bold, his energy feels endless, and his commitment to transforming a Canadian icon comes through in every answer.

If you want a look inside the mind of someone preparing to reshape one of Canada’s most beloved institutions, this conversation is worth your time. It’s about leadership, community, creativity, and what it takes to refresh a legacy brand without losing its heart.

Building Brands, Running Marathons with Justin Mountstephens of MSM Global Group

Season 2 · Episode 8

Monday, November 17, 2025 • Duration 37:21

Transcript

In this episode, we sit down with Justin Mountstephens, founder of MSM Global Group and a true changemaker in the world of partnership marketing and commercial rights.

Justin shares how his career accelerated in the high-octane world of Formula 1, where he learned the actual value of commercial rights, brand partnerships, and the business behind the spectacle. From the F1 paddock to launching his own agency, he opens up about the leap into entrepreneurship and what it took to start a business just before the world shut down during the COVID-19 pandemic.

We dive into the challenges of launching MSM Global, how he’s built a team, and what he’s learned about resilience, leadership, and finding the right clients. He also pulls back the curtain on where MSM is headed next and how he’s thinking about the future of partnership marketing.

Oh, and training for a marathon? Not just a fitness goal. Justin explains how the mindset, discipline, and endurance from marathon training have shaped the way he builds and leads a business.

This episode is packed with insights for anyone in the partnerships, sports, or brand space, especially those Changemakers in our industry looking to connect with people who are moving the needle.

🔗 One to watch. One to connect with.

Hosted on Acast. See acast.com/privacy for more information.

From Fairways to Fairness: Marianne Brooks on Values, Belonging, and Bold Moves in Sport Marketing

Season 1 · Episode 7

Tuesday, November 4, 2025 • Duration 45:30

Season 2 of the SponsorshipX Changemakers podcast keeps pushing boundaries, and in this episode, we’re joined by someone doing just that in women’s sports: Marianne Brooks of the Northern Super League.

Marianne’s journey from competitive golf to the boardrooms of sports marketing isn’t just a career pivot. It’s a lesson in how discipline, humility, and values-driven leadership can reshape an entire league.

In this episode, listeners will learn how the Northern Super League isn’t just talking about values; they’re living them. From every meeting to every handshake, their approach is built on authenticity, inclusion, and accountability. Marianne breaks down how those values aren’t just corporate buzzwords but guiding principles that shape real behaviour and decisions.

We also delve into why calling herself a “boring golfer” was never a put-down, but rather a quiet flex. It’s a glimpse into the mindset of someone who traded personal trophies for collective wins and found her drive amplified, not dimmed, in the process.

One of the most powerful moments? Marianne’s take on leadership and belonging. She opens up about the deep connection that forms when you’re in rooms with others who’ve faced the same walls, fought the same fights, and found ways through. There’s a shared strength in that, and Marianne captures it with rare clarity.

And if you’re looking for inspiration, you’ll find it here as Marianne shines a light on the trailblazing women in marketing who are rewriting the rules and the ones to watch as the next wave of changemakers.

This isn’t just a podcast episode. It’s a must-listen for anyone serious about the intersection of sports, leadership, and values.

Inside the SponsorshipX Changemakers Summit

Season 2 · Episode 6

Thursday, October 16, 2025 • Duration 30:38

🎙️ The SponsorshipX Podcast Season 2: The Changemakers Journey

In this episode, Mark Harrison takes listeners inside the SponsorshipX Changemakers Summit, unveiling the sessions, speakers, and experiences that will ignite Toronto this November

From Impact Tracks and Spotlight Sessions to Challenge Labs and Mission Studios, Mark shares how every moment is designed to turn purpose into performance and connection into action. Expect bold ideas, honest conversations, and powerful community energy.

The journey begins with an exclusive screening of The Pitch at Hot Docs Ted Rogers Cinema, a behind-the-scenes look at the creation of Canada’s first professional women’s soccer league. Then, step into The Changemakers Experience on Thursday: a full day of learning, networking, and activation at the stunning Waterworks Food Hall, complete with a dedicated networking space and an exclusive VIP Lounge for SPX Global members, speakers, and sponsors.

Your Summit pass also includes a ticket to the Northern Super League Final at BMO Field, where inspiration meets celebration on the biggest stage.

This isn’t just an event, it’s your invitation to embark on your Changemaker’s Journey.

🎧 Listen now to get inspired and ready for the Changemakers Summit, November 13–15, in Toronto.

Hosted on Acast. See acast.com/privacy for more information.

Ashima Chopra | Founder & CEO, FanVerse

Season 2 · Episode 5

Wednesday, October 8, 2025 • Duration 45:57

Transcript

In this episode of the SponsorshipX Changemakers Podcast, Ashima Chopra, Founder and CEO of FanVerse, joins Mark Harrison to explore how she’s redefining the future of fandom.

A lifelong big-picture thinker, Ashima brings a rare blend of experiences in law, human rights, and venture capital to her entrepreneurial mission. That combination fuels her bold approach to changing ecosystems, building businesses, and rebuilding how communities connect, belong, and grow.

At its core, FanVerse is about creating belonging. For Ashima, that means designing a platform where solo fans become social fans and where feedback from the community isn’t an afterthought; it’s the foundation. Together, she and Mark unpack how FanVerse is tackling the “default fan” problem, ensuring women and underrepresented voices are no longer sidelined in sports culture.

They also explore what brands can learn from this model: that investing in women’s sports isn’t a side initiative; it’s a growth strategy. Beyond sports, Ashima shares lessons any tech, retail, or health leader can use to build inclusivity and engagement into their business DNA.

🎧 Listen now to hear how Ashima Chopra proves that real change follows when ventures listen to their communities.

Hosted on Acast. See acast.com/privacy for more information.

The SponsorshipX Podcast – Details, episodes & analysis

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The SponsorshipX Podcast – Details, episodes & analysis

Podcast details

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RSS feed quality and score

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Latest published episodes

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X16

Google Drive3

Google Docs2

Apple Podcasts

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