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PODCAST

Unofficial Partner Podcast

Unofficial Partner

Unofficial Partner is the leading podcast for the business of sport. Our guests are a who"s who of the international sports industry talking about the big issues.

sports management

All Episodes

59:09

UP543 Business Moment of the Year: Inside the 25th...

Unofficial Partner Podcast ·

2026/04/07

This week we go behind the curtain of the 25th Sport Industry Awards, ahead of the big night at Battersea Evolution on Thursday 30th April. With an illustrious group of people from across the industry, Richard and Sean went to EY’s London Bridge offices in London to discuss the shortlist for the Business Moment of the Year Award. The winner will be announced on the night. Seven groundbreaking moments over the past 12 months were judged by a panel of industry experts: Brett G...

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46:18

UP452 Wedge Issues Live: The Golf Business in 2026

Unofficial Partner Podcast ·

2026/03/31

A live podcast recorded at MSQ Sport and Entertainment HQ in London for the launch of Callaway Golf's new brand film 'At Last'. You can see the film by clicking this link. As the golfing world looks to Augusta for The Masters, the first major event of the golf calendar next week, it was a good time to take the temperature of the business of golf with four experts from across the game. Ben Sharpe, MD of Europe, Middle East, Africa, Pacific and India, Callaway Golf Jason Wessely, Di...

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44:56

UP541 Addicted To Fake Fan Numbers: When Sport Met...

Unofficial Partner Podcast ·

2026/03/27

Digital advertising has a dirty secret: most of what you're paying for never reaches a human being. Dr. Augustine Fou is a world leading expert in digital ad fraud and has spent 20 years watching the internet fill up with bots, fake impressions, and dodgy metrics; and the advertisers funding it often know, but keep spending anyway. The incentives are too comfortable to disturb. Sound familiar? Sport has built valuation models, rights deals, and global expansion strategies on fan numbers ...

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57:39

UP540 The Bundle: Premier League plus points; Apple's...

Unofficial Partner Podcast ·

2026/03/24

The latest dissection of the sports media and streaming marketplace from the ever popular, long running series featuring expert analysis from Yannick Ramcke and Murray Barnett. This episode goes deep in to: Why Premier League chose Singapore as the all important test market for its direct to consumer platform. What is Apple's sport strategy, is there such a thing? FIFA offers a 'ten minute hook' for YouTube viewers at the 2026 World CupThe NFL has chosen to begin negotiating w...

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68:54

UP539 Spin Class: PR lessons from Kirsty Coventry,...

Unofficial Partner Podcast ·

2026/03/17

Three highly experienced communications professionals join Richard to dissect some recent high profile PR gaffes. Guests: Henry Chappell, Founder and CEO of Pitch Marketing Group Neil Daugherty, Senior Managing Director at Teneo Jon Tibbs OBE, Founder and Chair of JTA 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 w...

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62:25

UP535 Inside Edge - T20's Product-Market fit is 'the...

Unofficial Partner Podcast ·

2026/02/24

What T20 Cricket Teaches Every Sport About The Race For The Global Fan. Mike Jakeman joins Richard for Inside Edge, the business of cricket series. Guests: Finn Bradshaw, Head of Digital, ICC Edward Fitzgibbon, Managing Director, NYZ Consulting. Twenty20 cricket is one of the great product innovations in modern sport. Compact, volatile, accessible to anyone with three hours and a phone signal, it has done something fifty-over cricket never managed: it compressed the development ti...

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53:30

UP530 Spurs For Sale: Shirts, Gambling Bans and the...

Unofficial Partner Podcast ·

2026/01/27

Ryan Norys is the Chief Revenue Officer at Tottenham Hotspur. This is a candid conversation about the commercial fortunes of the club as it brings the front of shirt sponsorship to market at a time of genuine uncertainty. Spurs finished 17th last season. Commercial revenue grew 40% in three years. That tension runs through the entire discussion. Norys' journey to Spurs was via City Football Group, WME, the LA Dodgers and Miami Dolphins. Now he's navigating the post-Levy era, the post-Son era,...

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65:20

UP529 ChatUP Live Pt2 - The Billion Dollar AI Race:...

Unofficial Partner Podcast ·

2026/01/23

THE BILLION DOLLAR RACE: WHO WINS SPORTS AI? There's a race on. Bloomberg Terminal for sport. Sports Business GPT. The industry's operating system. Who builds it first? THE LAST FRONTIER "Once you give away that level of knowledge, it's gone. This is the last frontier before all your intelligence is gone." — Craig Hepburn Live from Fuse UK, featuring Craig Hepburn (ex-UEFA), Richard Ayers (Rematch), Sean Betts (Omnicom), Andy Shora & Chris Woodcock (TFG Labs and 21st Group). BIG QUESTIONS...

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67:46

UP525 What Just Happened in 2025: The Story, Event...

Unofficial Partner Podcast ·

2025/12/19

David Cushnan and James Emmett of Leaders in Sport join Richard on the final podcast of the year to review the people, stories and events that mattered in 2025. 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,...

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46:27

UP524 Sleepwalking to Irrelevance: Content and fandom...

Unofficial Partner Podcast ·

2025/12/16

Richard Gillis is joined by Damian Browarnik from WSC Sports, the content and data platform working with over 650 clients including the NBA, NFL and La Liga, and Rich Johnson, sports marketing strategist and cofounder of End Product, formerly of Man Utd, New Balance and Social Chain. The conversation explores how algorithms now dictate sports content discovery, why millennials remain the commercial core while Gen Z follows athletes over teams, and what winning looks like in an era...

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47:12

UP520: Olympic Provocateur: Michael Payne on Sport...

Unofficial Partner Podcast ·

2025/11/28

Olympic marketing pioneer Michael Payne discusses his book Fast Tracks and Dark Deals, exploring how sport became business through the lens of legendary figures like Horst Dassler, Bernie Ecclestone and Mark McCormack. He challenges federations on governance, examines whether the Olympics inhibits innovation, and addresses future issues including AI, implanted technology, and the Enhanced Games debate. Payne reflects on Beijing 2008's legacy, Trump's impact on LA 2028, and warns that politica...

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54:17

UP516 Smart Recruitment: The Brentford Model, in...

Unofficial Partner Podcast ·

2025/11/14

The story of Brentford is one of the most interesting and quoted case studies in European football over the last decade. The west London club been transformed on and off the pitch, from being saved from extinction by its own fans to a new era under the ownership of entrepreneur Matthew Benham. The club was promoted to the Premier League in 2021, marking a return to the top flight after 74 years. Since then, it has become the go-to case study for smart recruitment and data-driven approac...

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68:01

UP515 Other People's Money @ EY: Why is Big Sport so...

Unofficial Partner Podcast ·

2025/11/11

This is a special episode of Other People's Money is our regular series on sports investment which was recorded recently in front of an invited audience at the London headquarters of EY, the Big Four accounting and professional services group. Joining Richard and regular OPM co-host Matt Rogan were John Fallon and Vikram Banerjee. John Fallon was CEO of publishing giant Pearson during the white heat of digital transformation. His book Resurgent is an essential counter balance to the cli...

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59:39

UP514: Inside Edge x The Big Idea: Is cricket having...

Unofficial Partner Podcast ·

2025/11/04

Nike, Drake and Beats have just released cricket themed campaigns. WTF? Is cricket cool? Richard asked Mike Jakeman and Simon Moore to list their best and worst cricket themed campaigns and the result is a conversation about cliches, tropes and cultural relevance. The following ads are referenced in the podcast. Beats by Dre 2025 https://www.linkedin.com/posts/homeground-london_checkshubman-gillshining-bright-in-the-activity-7376572600484782080-MxP2?utm_source=share&utm_medium=membe...

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44:35

UP513 The Bundle Live @ SPORTEL Monaco: F1 and Apple,...

Unofficial Partner Podcast ·

2025/10/28

We took The Bundle to Monaco and recorded a live podcast on stage at Sportel, the famous sports media and technology marketplace. Joining Richard and regular co-host Murray Barnett were Glen Killane (EBU Sport), Peter Bellamy (Deltatre) and Louisa Clark (Queensberry Promotions). EPISODE SUMMARY Broadcasting live from Sportel Monaco's opening session, this special episode captures the sports media industry at a pivotal moment. With Apple's Formula 1 deal breaking over the weekend, Relevent's U...

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55:39

UP512 Other People's Money: APEX, the athlete...

Unofficial Partner Podcast ·

2025/10/23

Joining Richard and Matt Rogan is António Caçorino, founder & CEO of APEX, the sports fund manager known for its roster of over 70 athletes across 15 sports and 30+ leagues. Famous names attached to the fund include Formula 1 drivers Lando Norris (McLaren), Carlos Sainz (Ferrari) and Valtteri Bottas, footballers Raphaël Varane (Manchester United/France), Christian Eriksen and Mason Mount (Manchester United), Jan Vertonghen, Daley Blind, Luuk de Jong and John Stones (Manchester City). The ...

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55:35

UP511 What Just Happened: P/E for RFL; BBC, golf and...

Unofficial Partner Podcast ·

2025/10/17

What Just Happened - Episode SummaryRugby League's Private Equity Play: Super League Seeks Investment The Rugby Football League is in talks with private equity firms, including Lion Cap Global and Oakwell Sports Advisory, about selling a stake in Super League. This comes 30 years after Super League's formation with Sky backing, yet the sport remains in a similar position—geographically concentrated in Northern England with passionate but limited fan base. The move raises questions about IMG's...

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58:28

UP510 Cause and Effect: The Sponsorship Effectiveness...

Unofficial Partner Podcast ·

2025/10/14

We went to the London offices of Sid Lee Sport to host Cause and Effect: Why sponsorship needs an effectiveness revolution. A live recording featuring industry professionals from across the sport sponsorship marketplace, who came together in front of an invited VIP audience to ask some big questions as sport's role as a marketing platform for brands. Taking part were: Hosting the event was Charlotte Thomson, founder of The One10 Collective and formerly head of women's football at Copa90...

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38:17

UP509 Gareth Balch on the State of the Sports Economy...

Unofficial Partner Podcast ·

2025/10/10

Today's conversation was recorded at the Two Circles European Summit which took place a few weeks ago at the Institute of Engineering and Technology overlooking the Thames, next to the Savoy. Gareth Balch, founder and CEO of Two Circles is our guest, and as ever with Gareth, nothing was off limits, and its useful to periodically check in on what he's seeing right across the European and North American sports markets, where they encourage their clients to think about their relationship w...

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52:53

UP508 What's Sport Selling? Hollingsworth on the...

Unofficial Partner Podcast ·

2025/10/07

This is the fourth and final episode of our series What's Sport Selling? Created in collaboration with the Redtorch research and creative agency. Today's guest is Tim Hollingsworth, who led Sport England for eight years, managing the £300m annual budget derived from government and national lottery funding. His tenure spanned COVID, energy crisis, and fundamental strategy reset via "Uniting the Movement." Over the past three episodes, we've explored how sport can drive meaningful ...

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527 results

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