Ricardo Fort has led the sponsorship strategy for brands at World Cups and Olympics.After a long, successful career with the likes of Coca-Cola and Visa, he has set up his own consulting firm. In this podcast, Ricardo gives straight answers to key questions in sports sponsorship and outlines how content fits in. This is a sophisticated 101 for anyone interested in working in the commercial department at a major sports organisation.Is sponsorship just about "hanging out with the cool kids"Does there always have to be a positive financial return?"The brands want to be relevant, most brands are irrelevant in the lives of people"Are brand sponsorship decisions emotional?The best sports sponsorship deal he did at Coca-Cola - The case study of the FIFA World Cup trophy tourMeasurable and immeasurable benefitsWhat are the Key KPIs and the less important metrics for sponsors?How can brands be sure about the impact of a sponsorship?Sponsoring a tournament or event as opposed to a team. What are the differences?Moving from badging and advertisement to 'clever content'The value of creating a content strategy that stands outThe comparison between NFL and European football in accommodating sponsorsIn NFL, the owner gets the trophy before the players - what does that tell us?Why the fans police any over-commercialisation in Europe"All sponsors say they want data, but very few know what to do it."How can you make a partnership scandal-proof?How to do your due diligence and protect against future problemsThe fans' voice in sponsorshipSponsorship in gaming and the Alex Hunter deal

Ricardo Fort has led the sponsorship strategy for brands at World Cups and Olympics.After a long, successful career with the likes of Coca-Cola and Visa, he has set up his own consulting firm. In this podcast, Ricardo gives straight answers to key questions in sports sponsorship and outlines how content fits in. This is a sophisticated 101 for anyone interested in working in the commercial department at a major sports organisation.Is sponsorship just about "hanging out with the cool kids"Does there always have to be a positive financial return?"The brands want to be relevant, most brands are irrelevant in the lives of people"Are brand sponsorship decisions emotional?The best sports sponsorship deal he did at Coca-Cola - The case study of the FIFA World Cup trophy tourMeasurable and immeasurable benefitsWhat are the Key KPIs and the less important metrics for sponsors?How can brands be sure about the impact of a sponsorship?Sponsoring a tournament or event as opposed to a team. What are the differences?Moving from badging and advertisement to 'clever content'The value of creating a content strategy that stands outThe comparison between NFL and European football in accommodating sponsorsIn NFL, the owner gets the trophy before the players - what does that tell us?Why the fans police any over-commercialisation in Europe"All sponsors say they want data, but very few know what to do it."How can you make a partnership scandal-proof?How to do your due diligence and protect against future problemsThe fans' voice in sponsorshipSponsorship in gaming and the Alex Hunter deal

Ricardo Fort: Sports Sponsorship 101

Alex Phillips

Alex Phillips does not look or sound like a revolutionary but his ideas could shake up football.He spent 15 years at Uefa, including a couple as Head of Compliance and Governance. He was seconded to the Asian Football Confederation for three years and now leads the World Football Remission Fund, a FIFA body administrating how money "stolen from the game" should be returned for its overall benefit.Phillips has been described as "the most influential football administrator you have never heard of". Certainly, he has an analytical eye and passion for reform.In this podcast, we discuss good governance, the ramifications of the failed Super League project, educating owners and fans, setting examples and, of course, contentTOPICSHis views on the Super League between its collapse and now - "a great fragmentation" Uefa's mistake of not making co-efficient qualification 'a red line'  Having the same people governing conflicting tasks Why regulatory bodies are "not up to the job"Linking financial control to regulation and its inherent problemsNot restricting finances but restricting player numbers insteadChanging payers and coach's behaviourUsing broadcasters to educate players and fans"Leadership time is often spent chasing money rather than on sporting issues"How to change a football reputation - the example of German refereeing The differing concepts of "cheating"The values of football's myths and stories. And why owners need to be educatedHow television does football's marketing jobThe challenge to retain younger audiences whose frame of reference is differentThe concept of scarcity in creating sporting interest - 'hats off to the Champions League?" Working properly with partners and sponsors to grow a sportAlex's three recommendations to grow football

Alex Phillips does not look or sound like a revolutionary but his ideas could shake up football.He spent 15 years at Uefa, including a couple as Head of Compliance and Governance. He was seconded to the Asian Football Confederation for three years and now leads the World Football Remission Fund, a FIFA body administrating how money "stolen from the game" should be returned for its overall benefit.Phillips has been described as "the most influential football administrator you have never heard of". Certainly, he has an analytical eye and passion for reform.In this podcast, we discuss good governance, the ramifications of the failed Super League project, educating owners and fans, setting examples and, of course, contentTOPICSHis views on the Super League between its collapse and now - "a great fragmentation" Uefa's mistake of not making co-efficient qualification 'a red line' Having the same people governing conflicting tasks Why regulatory bodies are "not up to the job"Linking financial control to regulation and its inherent problemsNot restricting finances but restricting player numbers insteadChanging payers and coach's behaviourUsing broadcasters to educate players and fans"Leadership time is often spent chasing money rather than on sporting issues"How to change a football reputation - the example of German refereeing The differing concepts of "cheating"The values of football's myths and stories. And why owners need to be educatedHow television does football's marketing jobThe challenge to retain younger audiences whose frame of reference is differentThe concept of scarcity in creating sporting interest - 'hats off to the Champions League?" Working properly with partners and sponsors to grow a sportAlex's three recommendations to grow football

Alex Phillips - The most influential football administrator you' ve never heard of

Claire Nelson

The challenges facing netball are different to other sports. While we have seen growth in women's football, tennis and boxing in recent years, it has always occurred through the lens (or perhaps in the shadow) of established male forebears. Netball does not have this baggage. Its story, product and message can be tailored specifically toward women and girls.Claire Nelson is CEO of Netball Scotland and the Strathclyde Sirens. Her focus is to capitalise on this advantage and carve out a unique niche for the sport north of the border. In this podcast, we discuss the key areas in which she is concentrating - sponsors, player development, marketing, messaging, media deals and, of course, content.TOPICSThe overall landscape of netballAdapting netball's story and building a sport and lifestyle brand Working against established cultural habitsWhy women's sport is "not a nice-to-have but makes economic sense"How the storytelling focus changes for a 'female sport'The untapped audience of womenThe differences in the female fan - different message, spending patterns and the 'guilt factor'Not limiting their vision to competition and 'bums on seats'. "There's sportainment and lifestyle"The Fast Fives conceptCreating player pathways Comparisons with women's football. "The men's game has decided to invest more into the women's game"Moving to the Women's Super League from the 'amateurish' of environment leisure centres and into arenasThe influence of the Commonwealth Games this summerThe one thing netball most needs

The challenges facing netball are different to other sports. While we have seen growth in women's football, tennis and boxing in recent years, it has always occurred through the lens (or perhaps in the shadow) of established male forebears. Netball does not have this baggage. Its story, product and message can be tailored specifically toward women and girls.Claire Nelson is CEO of Netball Scotland and the Strathclyde Sirens. Her focus is to capitalise on this advantage and carve out a unique niche for the sport north of the border. In this podcast, we discuss the key areas in which she is concentrating - sponsors, player development, marketing, messaging, media deals and, of course, content.TOPICSThe overall landscape of netballAdapting netball's story and building a sport and lifestyle brand Working against established cultural habitsWhy women's sport is "not a nice-to-have but makes economic sense"How the storytelling focus changes for a 'female sport'The untapped audience of womenThe differences in the female fan - different message, spending patterns and the 'guilt factor'Not limiting their vision to competition and 'bums on seats'. "There's sportainment and lifestyle"The Fast Fives conceptCreating player pathways Comparisons with women's football. "The men's game has decided to invest more into the women's game"Moving to the Women's Super League from the 'amateurish' of environment leisure centres and into arenasThe influence of the Commonwealth Games this summerThe one thing netball most needs

Claire Nelson: Scottish netball and creating the ultimate female spectator sport

Tom Dunmore

For the past two decades, cricket has been trying to cross new boundaries. Previously, its global footprint mirrored its past as the game of the British Empire but, in recent years, countries like the Netherlands, Namibia and Afghanistan have risen to prominence In the next 10 years, the game will try to cross its biggest and most important new frontier - the USA. They have been awarded co-hosting rights for the 2024 T20 World Cup and a buzz is building around the chances of inclusion in the Olympics in Los Angeles four years later. Minor League Cricket started last season and its Major League big brother begins in 2023. Tom Dunmore is VP of Marketing for both tournaments. In this podcast, we discuss the story so far, the challenges they face and the vision for success. TOPICSWhere is the landscape of cricket in the US right now?The reliance on the south Asian audience  Why Major League Cricket is the ‘tip of the spear’ but they are looking to grow a sport‘It is a unique opportunity but the USA is not afraid to take a deep dive and make a big bet’The ‘feel’ of a Minor League Cricket game and having 3,000 fans at the finalThe 35 professionals brought in as mentors to raise the standard The authenticity and integrity of the game in the wide variety of US climate conditionsLearning from the development of Major League Soccer - stadium build, fan experience, getting priority dates for fixtures, ownership models“We’ll be able to have world-class players right away, up there with the CPL and BBL”The different investment modelsContent strategy for franchisesUsing a YouTube influencer and video games as toolsBeing one of many ‘Major League” sports trying to get a foothold in the USWhose audience are they going to take?Is the push for the 2028 Olympics realistic?

For the past two decades, cricket has been trying to cross new boundaries. Previously, its global footprint mirrored its past as the game of the British Empire but, in recent years, countries like the Netherlands, Namibia and Afghanistan have risen to prominence In the next 10 years, the game will try to cross its biggest and most important new frontier - the USA. They have been awarded co-hosting rights for the 2024 T20 World Cup and a buzz is building around the chances of inclusion in the Olympics in Los Angeles four years later. Minor League Cricket started last season and its Major League big brother begins in 2023. Tom Dunmore is VP of Marketing for both tournaments. In this podcast, we discuss the story so far, the challenges they face and the vision for success. TOPICSWhere is the landscape of cricket in the US right now?The reliance on the south Asian audience Why Major League Cricket is the ‘tip of the spear’ but they are looking to grow a sport‘It is a unique opportunity but the USA is not afraid to take a deep dive and make a big bet’The ‘feel’ of a Minor League Cricket game and having 3,000 fans at the finalThe 35 professionals brought in as mentors to raise the standard The authenticity and integrity of the game in the wide variety of US climate conditionsLearning from the development of Major League Soccer - stadium build, fan experience, getting priority dates for fixtures, ownership models“We’ll be able to have world-class players right away, up there with the CPL and BBL”The different investment modelsContent strategy for franchisesUsing a YouTube influencer and video games as toolsBeing one of many ‘Major League” sports trying to get a foothold in the USWhose audience are they going to take?Is the push for the 2028 Olympics realistic?

Tom Dunmore: Launching Major League Cricket

Brian Jacks

Brian Jacks was a household in the UK in the 1980s. The pinnacle of the judo player’s sporting success came when he won a bronze medal at the Munich Olympics in 1972. But a few years later he would become much more famous as the UK and European champion in Superstars, a popular television programme that saw the best athletes of the day compete in events outside their niche. The show grew throughout the world to become perhaps the first modern example of how sporting heroes could cross into mainstream media, with all its financial benefits, through light entertainment television.Now living in Thailand, Jacks talks about his motivations, how he leveraged his Superstars fame, his rivalry with Daley Thompson and why he’d love to be a grappling coach in UFCPodcast partner: Sports Tech Match - Simplifying Sports Tech Procurement TOPICSWas his mental strength the key to his success, not his physical strengthThe importance of a challenge Making sure you have the grit to make his career ‘gambles’ pay-off  Why Brian believes Team GB judo is ‘soft’“You have to see what failure is to see what achievement is”Getting on to SuperstarsHow he monetised his stardom Did you he enjoy the fame?His approach to Superstars - breaking down the problem?How do you find his ability to rise to a challenge?Would he have fancied turning to UFC? Coaching Neil Adams and punching him in the face as motivation before the biggest bout of his careerThe power of  community in his successBeing from a Black Cabbie familyThe rivalry with Daley Thompson  Brian’s life now - his fitness, his hotel and charity work Feeding over 32,000 people who were starving as a result of the pandemicRunning his apartment block business His ambitions now

Brian Jacks was a household in the UK in the 1980s. The pinnacle of the judo player’s sporting success came when he won a bronze medal at the Munich Olympics in 1972. But a few years later he would become much more famous as the UK and European champion in Superstars, a popular television programme that saw the best athletes of the day compete in events outside their niche. The show grew throughout the world to become perhaps the first modern example of how sporting heroes could cross into mainstream media, with all its financial benefits, through light entertainment television.Now living in Thailand, Jacks talks about his motivations, how he leveraged his Superstars fame, his rivalry with Daley Thompson and why he’d love to be a grappling coach in UFCPodcast partner: <a href="https://www.sportstechmatch.com/" rel="nofollow" target="_blank">Sports Tech Match - Simplifying Sports Tech Procurement </a>TOPICSWas his mental strength the key to his success, not his physical strengthThe importance of a challenge Making sure you have the grit to make his career ‘gambles’ pay-off  Why Brian believes Team GB judo is ‘soft’“You have to see what failure is to see what achievement is”Getting on to SuperstarsHow he monetised his stardom Did you he enjoy the fame?His approach to Superstars - breaking down the problem?How do you find his ability to rise to a challenge?Would he have fancied turning to UFC? Coaching Neil Adams and punching him in the face as motivation before the biggest bout of his careerThe power of  community in his successBeing from a Black Cabbie familyThe rivalry with Daley Thompson  Brian’s life now - his fitness, his hotel and charity work Feeding over 32,000 people who were starving as a result of the pandemicRunning his apartment block business His ambitions now

Brian Jacks: Olympian, Superstar and maybe... UFC coach

Grant Russell

Motherwell FC have lifted only one trophy in the past 30 years. However, off the pitch, they beat off competition from Manchester United, Everton and Leicester to win the Best Digital/Social Media category at the Football Business Awards this year.Grant Russell is the club’s Head of Brand, Digital and Communications. In this episode, he talks about the thinking, discipline and creativity that have gone into building a stand-out story for an otherwise overlooked Scottish team.This is a deep dive into content strategy and, like me, Russell believes in cutting through clutter with a strict, realistic yet progressive vision for storytelling. TOPICS“We exist to improve people's lives” is Motherwell's Twitter bio. What does that really means?Addressing key societal issues in the locality like male suicide and child povertyAsking deep questions about what defines a supporter. "We are all purpose-driven whether we realise it or not"Identifying you purpose and supporter ‘triggers’ at your club   "Having done all this work the most important thing is never to deviate from your story"What stories did Motherwell leave out? Are the fans onboard?Are Motherwell ‘a club with a cause’ or ‘a cause with a club’?Building target audiences? And who did they decide not to target? Creating acquisition funnels and 'knowing when to pounce’? The advantages and disadvantages of combining the brand, communications and marketing functionsThe four narratives Motherwell focus on. ‘Hit one pillar and the guiding pillars underneath’. Handling the commercial imperatives and turning down the 'wrong' partnersCalculating value per 1,000 followers The basis of the strategy - balancing data with feel/tone Defining a season narrative each year. "We know what we are. There is no point lying about it."  The approach of the outside media to the club-created story Taking players out into the community and finding a story that fits with themThe effect of Covid on the community spirit within the clubDo the hardcore Motherwell fans get it? Using the colours to their fullest  What is next on the agenda?The huge advantage of building trustThe effect of winning a major award for content

Motherwell FC have lifted only one trophy in the past 30 years. However, off the pitch, they beat off competition from Manchester United, Everton and Leicester to win the Best Digital/Social Media category at the Football Business Awards this year.Grant Russell is the club’s Head of Brand, Digital and Communications. In this episode, he talks about the thinking, discipline and creativity that have gone into building a stand-out story for an otherwise overlooked Scottish team.This is a deep dive into content strategy and, like me, Russell believes in cutting through clutter with a strict, realistic yet progressive vision for storytelling. TOPICS“We exist to improve people's lives” is Motherwell's Twitter bio. What does that really means?Addressing key societal issues in the locality like male suicide and child povertyAsking deep questions about what defines a supporter. "We are all purpose-driven whether we realise it or not"Identifying you purpose and supporter ‘triggers’ at your club   "Having done all this work the most important thing is never to deviate from your story"What stories did Motherwell leave out? Are the fans onboard?Are Motherwell ‘a club with a cause’ or ‘a cause with a club’?Building target audiences? And who did they decide not to target? Creating acquisition funnels and 'knowing when to pounce’? The advantages and disadvantages of combining the brand, communications and marketing functionsThe four narratives Motherwell focus on. ‘Hit one pillar and the guiding pillars underneath’. Handling the commercial imperatives and turning down the 'wrong' partnersCalculating value per 1,000 followers The basis of the strategy - balancing data with feel/tone Defining a season narrative each year. "We know what we are. There is no point lying about it."  The approach of the outside media to the club-created story Taking players out into the community and finding a story that fits with themThe effect of Covid on the community spirit within the clubDo the hardcore Motherwell fans get it? Using the colours to their fullest  What is next on the agenda?The huge advantage of building trustThe effect of winning a major award for content

Grant Russell: Find a unique story, stick to  the story, live the story

Ed Warner

Ed Warner has something to say.After a decade as chair of UK Athletics (including the 2017 World Championships in London) and a few years in his current role with GB Wheelchair rugby, he is well-placed to comment on the stresses and strains of running a modern sport. Warner wrote a book, Sports Inc, on the subject a few years ago and has just started a blog of the same name.In this podcast, we discuss many of the key issues required to steer a sporting ship towards success: leadership styles, funding models, changing content strategies, marketing, elite sport v participation, bringing in private equity funding and his open application for the role of ECB chair.TOPICSWhy write the Sports Inc blog?What qualities do you need to run a sport as a leader and what qualities do you need in your executive team?"These jobs are advertised as 25 days a year but it needs three days a week!" "You have to be in love with the sport"In UK sport, is there a hangover from the amateur/blazer days?The success of lottery funding in the UKChanging the funding model for sportEquipping Olympic athletes for life on the back of their '15 minutes of fame'Using content to create an ongoing story that brings value and revenue   The power of a focussed plan that targets the "right eyeballs"Why triathlon is crossing over successfullyAllowing greater conflict in the sporting narratives. Or at least not being scared of it"Sport is theatre where you don't know how the story ends"Writing an open application for the role of ECB chairThe Hundred - Ed likes it, I hate itThe link between elite sport and participation. Ed's concerns for the future of rugby and cricketThe private equity question - can an organisation properly innovate without them? But are their goals inherently different to sport?How to build back better after Covid-19Learning from Barry Hearn

Ed Warner has something to say.After a decade as chair of UK Athletics (including the 2017 World Championships in London) and a few years in his current role with GB Wheelchair rugby, he is well-placed to comment on the stresses and strains of running a modern sport. Warner wrote a book, Sports Inc, on the subject a few years ago and has just started <a href="https://sportinc.substack.com" rel="nofollow" target="_blank">a blog </a>of the same name.In this podcast, we discuss many of the key issues required to steer a sporting ship towards success: leadership styles, funding models, changing content strategies, marketing, elite sport v participation, bringing in private equity funding and his open application for the role of ECB chair.TOPICSWhy write the <a href="https://sportinc.substack.com" rel="nofollow" target="_blank">Sports Inc</a> blog?What qualities do you need to run a sport as a leader and what qualities do you need in your executive team?"These jobs are advertised as 25 days a year but it needs three days a week!" "You have to be in love with the sport"In UK sport, is there a hangover from the amateur/blazer days?The success of lottery funding in the UKChanging the funding model for sportEquipping Olympic athletes for life on the back of their '15 minutes of fame'Using content to create an ongoing story that brings value and revenue The power of a focussed plan that targets the "right eyeballs"Why triathlon is crossing over successfullyAllowing greater conflict in the sporting narratives. Or at least not being scared of it"Sport is theatre where you don't know how the story ends"Writing an open application for the role of ECB chairThe Hundred - Ed likes it, I hate itThe link between elite sport and participation. Ed's concerns for the future of rugby and cricketThe private equity question - can an organisation properly innovate without them? But are their goals inherently different to sport?How to build back better after Covid-19Learning from Barry Hearn

Ed Warner: How to run a modern sport

George Crabb

Given its increasingly strategic importance within sports business, it is surprising how many rights-holders produce sub-standard apps.To try and solve this issue, I spoke to George Crabb, Managing Director at The Other Media. This well-established digital agency have a rich history in working with rights-holders to create mobile applications of the highest quality. We collaborated to refashion the Arsenal app a decade ago but usage, connectivity, monetisation and the art-of-the-possible have moved forward rapidly since then.In this extensive podcast, we delve into the most basic questions in the field, explore how rights-holder should approach the development of their offering and what could be coming in the future Why do you need a specific app? "The answer lies with the growth of mobile use and functionality." For the clubs, it is about fan engagement and revenueThe benefit of keeping fans in your ecosystem and the data playWhy the app is the centre of the ecosystem now"Yes clients still come demanding a replication of the website"The key tool of push notifications  Has ticketing via an app made a big leap made in lockdown and will it persist?What strategic issues does an organisation need to have in mind when starting the app process The problem of connectivity in stadia Bugbears - linking social media with your app, apps as a set of webpages - and ways around them Free, data and sign-up models Personalisation and segmentation of content - what is the state of the art?Integration with CRM systems The importance of contentPrice      George's examples of best practice Creating community

Given its increasingly strategic importance within sports business, it is surprising how many rights-holders produce sub-standard apps.To try and solve this issue, I spoke to George Crabb, Managing Director at The Other Media. This well-established digital agency have a rich history in working with rights-holders to create mobile applications of the highest quality. We collaborated to refashion the Arsenal app a decade ago but usage, connectivity, monetisation and the art-of-the-possible have moved forward rapidly since then.In this extensive podcast, we delve into the most basic questions in the field, explore how rights-holder should approach the development of their offering and what could be coming in the future Why do you need a specific app? "The answer lies with the growth of mobile use and functionality." For the clubs, it is about fan engagement and revenueThe benefit of keeping fans in your ecosystem and the data playWhy the app is the centre of the ecosystem now"Yes clients still come demanding a replication of the website"The key tool of push notifications Has ticketing via an app made a big leap made in lockdown and will it persist?What strategic issues does an organisation need to have in mind when starting the app process The problem of connectivity in stadia Bugbears - linking social media with your app, apps as a set of webpages - and ways around them Free, data and sign-up models Personalisation and segmentation of content - what is the state of the art?Integration with CRM systems The importance of contentPrice George's examples of best practice Creating community

George Crabb: How to create the perfect sports app

It is the content strategy problem we would all like to have. How do you create a story about a team that has won the league seven seasons in a row (and an eighth is expected to follow soon)? Johor Darul Ta'zim (or JDT) are a team on a mission. They were re-formed in 2013 with a new nickname, the Southern Tigers, under the guidance of the Crown Prince of Johor. They won their first title a year later and the AFC Cup (the Asian version of the Europa League) 12 months after that. They have gone on to dominate Malaysian football. But their tone on social media has brought them as much attention as their success. Now they are looking to internationalise their brand and grow their partnership portfolio with the likes of Aston Martin and Unicef. Vijhay Vick, the Head of Content, is leading their strategy. In this podcast, he discusses his approach to JDT's unique position.TOPICSThe recent history of JDTHow they have grown on social mediaCapitalising on the huge Indonesian marketBeing brazen about their successWhy they are "the most hated team in Malaysia"What would signing a world-renowned player like Radamel Falcao do for the league and the club?Having a partnership with the likes of Aston Martin  The Malaysian League in general - crowds, TV audience, etcThe football audience is very split - some love foreign football, some love Malaysian football. They are very different groups. How JDT's PR strategy has started to bridge the gapJDT's social media strategy - "It's 80 per cent Facebook. The Twitter space is toxic." Dealing with that toxicity on social media The role of CSR in JDT’s strategyThe link with UnicefHis content and communications team at JDTThe kit reveal video that received a million views in two daysThe crucial buy-in from the topBeing realistic about what JDT can achieve

It is the content strategy problem we would all like to have. How do you create a story about a team that has won the league seven seasons in a row (and an eighth is expected to follow soon)? Johor Darul Ta'zim (or JDT) are a team on a mission. They were re-formed in 2013 with a new nickname, the Southern Tigers, under the guidance of the Crown Prince of Johor. They won their first title a year later and the AFC Cup (the Asian version of the Europa League) 12 months after that. They have gone on to dominate Malaysian football. But their tone on social media has brought them as much attention as their success. Now they are looking to internationalise their brand and grow their partnership portfolio with the likes of Aston Martin and Unicef. Vijhay Vick, the Head of Content, is leading their strategy. In this podcast, he discusses his approach to JDT's unique position.TOPICSThe recent history of JDTHow they have grown on social mediaCapitalising on the huge Indonesian marketBeing brazen about their successWhy they are "the most hated team in Malaysia"What would signing a world-renowned player like Radamel Falcao do for the league and the club?Having a partnership with the likes of Aston Martin The Malaysian League in general - crowds, TV audience, etcThe football audience is very split - some love foreign football, some love Malaysian football. They are very different groups. How JDT's PR strategy has started to bridge the gapJDT's social media strategy - "It's 80 per cent Facebook. The Twitter space is toxic." Dealing with that toxicity on social media The role of CSR in JDT’s strategyThe link with UnicefHis content and communications team at JDTThe kit reveal video that received a million views in two daysThe crucial buy-in from the topBeing realistic about what JDT can achieve

Vijhay Vick: Content strategy for teams who win the league every year

Alison Kervin

Alison Kervin is a pioneer in women's sports journalism. She was the first female editor of Rugby World and the first female sports editor of a UK national newspaper. Kervin's eight-year spell at the Mail on Sunday has just come to a close so he has started up a media agency for athletes. Oh, and she is a successful novelist too.If she was editing this piece, undoubtedly 'the line' would centre on her gender-based breakthroughs. After all, that is why she was awarded an OBE. But Kervin's spell at the Mail has coincided with huge disruption in the newspaper industry, sparked by digital transformation. She reveals the skills and knowledge she has had to acquire for the 'new' media age and the core abilities every storyteller still requires.TOPICSWriting a sports reporting book back in the 1990sWhat has changed and not changed in sport reportingThe skill of a sports writer. Does it garner respect?The feature writer's evolution. What worked and what did not for her.Coping with the management of athletes in modern sportWhat qualities meant it was she who made the key breakthroughs as a female sports journalistDid the door slam behind her?Is the lack of female sports journalists down to confidence?The growth of digital in newspapers since she took over at the Mail on Sunday sports editor in 2013Concerns of speed being much more important than quality in the digital ageThe problem of SEO-based 'churnalism' driven by clicksThe shortening of feedback loopsThe difficulty of shareabilityHow does Alison measure the success of female sports journalism these days?Writing novels under the pen name of Bernice Bloom - mimicking the box-set mentalityStarting a media agency - knowing what a journalist would want* This episode of Sports Content Strategy is brought to you by the Digital Marketing &amp; Analytics for Sports Professionals - Your road to digital excellence in sports. Online course starts August 31

Alison Kervin is a pioneer in women's sports journalism. She was the first female editor of Rugby World and the first female sports editor of a UK national newspaper. Kervin's eight-year spell at the Mail on Sunday has just come to a close so he has started up a media agency for athletes. Oh, and she is a successful novelist too.If she was editing this piece, undoubtedly 'the line' would centre on her gender-based breakthroughs. After all, that is why she was awarded an OBE. But Kervin's spell at the Mail has coincided with huge disruption in the newspaper industry, sparked by digital transformation. She reveals the skills and knowledge she has had to acquire for the 'new' media age and the core abilities every storyteller still requires.TOPICSWriting a sports reporting book back in the 1990sWhat has changed and not changed in sport reportingThe skill of a sports writer. Does it garner respect?The feature writer's evolution. What worked and what did not for her.Coping with the management of athletes in modern sportWhat qualities meant it was she who made the key breakthroughs as a female sports journalistDid the door slam behind her?Is the lack of female sports journalists down to confidence?The growth of digital in newspapers since she took over at the Mail on Sunday sports editor in 2013Concerns of speed being much more important than quality in the digital ageThe problem of SEO-based 'churnalism' driven by clicksThe shortening of feedback loopsThe difficulty of shareabilityHow does Alison measure the success of female sports journalism these days?Writing novels under the pen name of Bernice Bloom - mimicking the box-set mentalityStarting a media agency - knowing what a journalist would want* This episode of Sports Content Strategy is brought to you by the Digital Marketing &amp; Analytics for Sports Professionals - Your road to digital excellence in sports. Online course starts August 31

Alison Kervin: Sports Writing, the Mail and the female pioneer

An exploration of sports content, storytelling, digital and social media. Speaking to players, executives, coaches, creators, journalist and specialist about their sporting passions.

Sports Content Strategy with MrRichardClarke: Exploring sports content, journalism, digital and social media

Mario Leo

What has and has not changed in 2019  Has the label ‘digital’ disappeared the movement of digital talent  Clubs can monetise by carving out rights in overseas territories not covered by existing deals  Why 2020 is the year of streaming  The importance of politics running over borders to solve sporting problems  Streaming direct-to-consumer - will it work in football  The divergent revenue in football  Why this all leads to a global super league  Why ‘The Avengers Assemble’ approach could kill passion  Lessons from 2019 in football social media - Instagram, TikTok  What metrics can you trust  Why football must change its view of television  Why the growth of MLS in the last decade must be admired  Has Mario’s 2019 prediction about Instagram’s engagement levels come true?  Why analytics is the key to TikTok’s success  Twitter’s role in sports these days  Regional differences in sports social media - why Japan is an exception, why the UAE misses GooglePlus  The emergence of paid-for options on club’s social media  How data will be used in 2020  A plea against short-termism in football Mario’s three predictions for 2020 - google Maps, selling on Instagram and the rights cycle

What has and has not changed in 2019 Has the label ‘digital’ disappeared the movement of digital talent Clubs can monetise by carving out rights in overseas territories not covered by existing deals Why 2020 is the year of streaming The importance of politics running over borders to solve sporting problems Streaming direct-to-consumer - will it work in football The divergent revenue in football Why this all leads to a global super league Why ‘The Avengers Assemble’ approach could kill passion Lessons from 2019 in football social media - Instagram, TikTok What metrics can you trust Why football must change its view of television Why the growth of MLS in the last decade must be admired Has Mario’s 2019 prediction about Instagram’s engagement levels come true? Why analytics is the key to TikTok’s success Twitter’s role in sports these days Regional differences in sports social media - why Japan is an exception, why the UAE misses GooglePlus The emergence of paid-for options on club’s social media How data will be used in 2020 A plea against short-termism in football Mario’s three predictions for 2020 - google Maps, selling on Instagram and the rights cycle

Mario Leo: Football Digital Media predictions 2020

Steve Bunce

TOPICSLeprechauns - McGuigan v Pedrosa and Eubank v Close IIThe T-junction narratives of Joshua v Ruiz IIThe Daily Mirror's front page after Clay v Liston, calling out the reporters who got it wrong, including their ownLeon Spinks - the eight-fight novice who beat Ali and then threw it away in the rematch seven months later. He was arrested seven times between the fightThe adversarial nature of the boxing build-up - press conferences and weigh-inWhy those nasty press conferences may have reached their peakHow the police so nearly saved Errol Christie's lifeThe fake hate and real hate in press conferencesHow wrestler Gorgeous George forced Ali to change his promotional gameWhy Anthony Joshua won't do theatrical press conferences because of his violent pastThe Larry Holmes v Trevor Berbick grudgeThe natural 'rise and fall' story arc of boxingThe litany of British legends who were left with no moneyThe character of the promoter - Don King, Eddie Hearn, Frank WarrenThe growth of YouTube channels in boxingThe critics of the new channels and the deconstruction of old media virtuesBuncey asks some advice about podcastingWhy boxing writing has a special traditionFiling copy from fight night by knocking on houses and asking to borrow a phoneThe danger of living in the past as a boxing writerThe concept of the Chief Sports WriterHas boxing writing gone downhill?Why boxing movies are the best sports moviesThe legend of Nosher PowellBuncey's novel - The FixerWhy boxing is the only sport that seems to work on pay-per-viewBuncey's prediction for boxing's future - the threat from MMA

TOPICSLeprechauns - McGuigan v Pedrosa and Eubank v Close IIThe T-junction narratives of Joshua v Ruiz IIThe Daily Mirror's front page after Clay v Liston, calling out the reporters who got it wrong, including their ownLeon Spinks - the eight-fight novice who beat Ali and then threw it away in the rematch seven months later. He was arrested seven times between the fightThe adversarial nature of the boxing build-up - press conferences and weigh-inWhy those nasty press conferences may have reached their peakHow the police so nearly saved Errol Christie's lifeThe fake hate and real hate in press conferencesHow wrestler Gorgeous George forced Ali to change his promotional gameWhy Anthony Joshua won't do theatrical press conferences because of his violent pastThe Larry Holmes v Trevor Berbick grudgeThe natural 'rise and fall' story arc of boxingThe litany of British legends who were left with no moneyThe character of the promoter - Don King, Eddie Hearn, Frank WarrenThe growth of YouTube channels in boxingThe critics of the new channels and the deconstruction of old media virtuesBuncey asks some advice about podcastingWhy boxing writing has a special traditionFiling copy from fight night by knocking on houses and asking to borrow a phoneThe danger of living in the past as a boxing writerThe concept of the Chief Sports WriterHas boxing writing gone downhill?Why boxing movies are the best sports moviesThe legend of Nosher PowellBuncey's novel - The FixerWhy boxing is the only sport that seems to work on pay-per-viewBuncey's prediction for boxing's future - the threat from MMA

Steve Bunce: The 'sweet science' of storytelling

Jon Lansdown

TOPICSThe Bristol Sports model that sits “behind the teams”The efficiencies that this model brings Why rebrand Bristol City?The ‘more extreme’ rebrand of Bristol Bears and what was learntThe response from the fans after the club asked for their opinionThe importance of local knowledgeThe sense checks and challengers needed in ‘the circle of trust’Changing the formation date on the previous crestTaking off key features - like the famous bridge in the cityGiving out information on the crest but still expecting fans to be shockedThe importance of presenting the crest in the city and ‘underground’ sitesWhat information was taken from the fan surveyWhy they chose the design agency they did? “Where you can, keep it local”Why they released all their pages in the design processThe reason for launching in March and the nature of the launch event“You can’t learn this stuff, you have to live it”Learning from mistakes by othersAvoid the 'cartoon feel'Admiring the rebrand of JuventusThe importance of versatility in the badgeDetermining the signal from the noisePutting a hashtag on the badgeThe social media strategy for launching the kitThe problem of keeping it under wrapsTaking something from US Sports and why the Colorado Rockies are his second baseball team because of their social mediaChanging the way you talk to your fansMeasuring the success of the rebrandWhat they would have done differently

TOPICSThe Bristol Sports model that sits “behind the teams”The efficiencies that this model brings Why rebrand Bristol City?The ‘more extreme’ rebrand of Bristol Bears and what was learntThe response from the fans after the club asked for their opinionThe importance of local knowledgeThe sense checks and challengers needed in ‘the circle of trust’Changing the formation date on the previous crestTaking off key features - like the famous bridge in the cityGiving out information on the crest but still expecting fans to be shockedThe importance of presenting the crest in the city and ‘underground’ sitesWhat information was taken from the fan surveyWhy they chose the design agency they did? “Where you can, keep it local”Why they released all their pages in the design processThe reason for launching in March and the nature of the launch event“You can’t learn this stuff, you have to live it”Learning from mistakes by othersAvoid the 'cartoon feel'Admiring the rebrand of JuventusThe importance of versatility in the badgeDetermining the signal from the noisePutting a hashtag on the badgeThe social media strategy for launching the kitThe problem of keeping it under wrapsTaking something from US Sports and why the Colorado Rockies are his second baseball team because of their social mediaChanging the way you talk to your fansMeasuring the success of the rebrandWhat they would have done differently

Jon Lansdown: How to rebrand a football club

Mads Davidsen

TOPICSWhy 70% of football results are decided by economics, 10% luck, but what about the 20%?The academic approachThe boardroom issues and how to overcome themKPIs every club should haveThe internal battle that can exist between the TD and Head CoachWhy Manchester United and Arsenal “lost their identity” after major figures leftCutting through the insular business of footballAnalysing over a long period and not game to gameMads’ experience in China and how he forged a successful teamEnacting his strategy as Technical Director to Andre Villas-BoasGoing six transfer windows without signing a player… and then winning the league“Coaches come in thinking they have more power than they have”Underestimating fans and misunderstanding their motivesEvery club wants a great academy supplying players to the first team but why don’t the follow throughThe Declan Rice story and loaning players outMad’s seven-point sustainability modelClub Vision &amp; Strategy - Dividing into four categories in terms and understanding your ambitionPhilosophy (style of play)MethodologyRecruitment StrategyAcademy Master Plan / Youth Development - “The first place we recruit is our academy”Head Coach - It is a disruption for the clubs and the coachesTransfersHow long does it take to deliver this strategy?Which teams are making this strategy work for them Fitting the football club to the culture of the area”The biggest clubs can get away with bad planning”Is the insular world of football opening up a littleThe problem with the US How long does it take?Who is doing this well - Liverpool, Man City, Brentford, AuxerreWhy Real Madrid are not a good exampleWhy doors are opening in football for MadsIs winning the be-all-and-end-all for a clubWhy he does not get called when clubs are winning 

TOPICSWhy 70% of football results are decided by economics, 10% luck, but what about the 20%?The academic approachThe boardroom issues and how to overcome themKPIs every club should haveThe internal battle that can exist between the TD and Head CoachWhy Manchester United and Arsenal “lost their identity” after major figures leftCutting through the insular business of footballAnalysing over a long period and not game to gameMads’ experience in China and how he forged a successful teamEnacting his strategy as Technical Director to Andre Villas-BoasGoing six transfer windows without signing a player… and then winning the league“Coaches come in thinking they have more power than they have”Underestimating fans and misunderstanding their motivesEvery club wants a great academy supplying players to the first team but why don’t the follow throughThe Declan Rice story and loaning players outMad’s seven-point sustainability modelClub Vision &amp; Strategy - Dividing into four categories in terms and understanding your ambitionPhilosophy (style of play)MethodologyRecruitment StrategyAcademy Master Plan / Youth Development - “The first place we recruit is our academy”Head Coach - It is a disruption for the clubs and the coachesTransfersHow long does it take to deliver this strategy?Which teams are making this strategy work for them Fitting the football club to the culture of the area”The biggest clubs can get away with bad planning”Is the insular world of football opening up a littleThe problem with the US How long does it take?Who is doing this well - Liverpool, Man City, Brentford, AuxerreWhy Real Madrid are not a good exampleWhy doors are opening in football for MadsIs winning the be-all-and-end-all for a clubWhy he does not get called when clubs are winning

Mads Davidsen: How to create sustainable success at a football club

Oscar Ugaz

TOPICSThe problems surrounding football clubs entering the esports marketThe “extreme contortion” that football clubs are trying to pull offThe true threat to football from esportsWhat lessons have we learned from what has not workedWill football clubs be prepared to accept a subservient role to games publishers?Why esports is a media business not a sports business and the players are entertainers, not athletesShould football clubs enter the esports market while it is cheap even though they might not have a clear strategy?Why Leagues can take a more strategic approachFantasy games rather than sports are the best avenue for esportsThe unfair comparison of TV and gaming audiences. They are both “made-up metrics”What would early scandals in esports do to the brand value of the sport?Why the biggest problem in esports is the word “sports”Managing player contracts in esports?What if football ignores esports?Is esports better prepared for modern patterns of consumptionThe little signals of a potential downturn in TV sports rightsOscar’s advice to the football industry on embracing esportsTaking the lead from MLB Advanced Media and creating “platforms”

TOPICSThe problems surrounding football clubs entering the esports marketThe “extreme contortion” that football clubs are trying to pull offThe true threat to football from esportsWhat lessons have we learned from what has not workedWill football clubs be prepared to accept a subservient role to games publishers?Why esports is a media business not a sports business and the players are entertainers, not athletesShould football clubs enter the esports market while it is cheap even though they might not have a clear strategy?Why Leagues can take a more strategic approachFantasy games rather than sports are the best avenue for esportsThe unfair comparison of TV and gaming audiences. They are both “made-up metrics”What would early scandals in esports do to the brand value of the sport?Why the biggest problem in esports is the word “sports”Managing player contracts in esports?What if football ignores esports?Is esports better prepared for modern patterns of consumptionThe little signals of a potential downturn in TV sports rightsOscar’s advice to the football industry on embracing esportsTaking the lead from MLB Advanced Media and creating “platforms”

Oscar Ugaz: Can football clubs integrate esports (and vice versa)?

Matthew Porter

TOPICSThe importance of running a high-quality eventKeeping the standard high despite the crowded calendarGrowing the PDC Darts event behind a subscription wall on SkyThe peculiar nature of darts - you can’t see the sport even when you are thereThe way players have individualised and marketed themselvesThe WWE influence over the entrancesThe debate over darts’ sporting credibilityFootball’s over-reliance on tribalism and lack of interest in marketing the productDarts players and social media.The relationship between social media and sponsorship in dartsHow they use PDCTV, their OTT channel.The importance of unofficial content channelsThe human side of dartsPrince Harry becoming “a darts influencer”Why darts is the UK’s most trusted sportThe challenger tour and academy set upThe opportunity to create a gender-neutral sportThe Premier League concept - Thursday night events in provincial townsWhy the PDC will always ‘leave ticket money on the table’The development of different tournaments and why they are at maximum capacityThe determining factors behind darts’ global growthWhy they did not move into Holland earlier?Which country has over-indexed and surprised himThe difficulty of expanding into AsiaWill the sport need a stand-out Asian player to make the breakthrough?Why the future is consolidation

TOPICSThe importance of running a high-quality eventKeeping the standard high despite the crowded calendarGrowing the PDC Darts event behind a subscription wall on SkyThe peculiar nature of darts - you can’t see the sport even when you are thereThe way players have individualised and marketed themselvesThe WWE influence over the entrancesThe debate over darts’ sporting credibilityFootball’s over-reliance on tribalism and lack of interest in marketing the productDarts players and social media.The relationship between social media and sponsorship in dartsHow they use PDCTV, their OTT channel.The importance of unofficial content channelsThe human side of dartsPrince Harry becoming “a darts influencer”Why darts is the UK’s most trusted sportThe challenger tour and academy set upThe opportunity to create a gender-neutral sportThe Premier League concept - Thursday night events in provincial townsWhy the PDC will always ‘leave ticket money on the table’The development of different tournaments and why they are at maximum capacityThe determining factors behind darts’ global growthWhy they did not move into Holland earlier?Which country has over-indexed and surprised himThe difficulty of expanding into AsiaWill the sport need a stand-out Asian player to make the breakthrough?Why the future is consolidation

Matthew Porter: How we learned to 'love the darts'

Adrian Warner

Adrian WarnerLike everything else, the sports media industry may be irrevocably changed in the wake of the Coronavirus crisis. The loss of matches, Tests, bouts and races has not only affected players, clubs and leagues but made an immediate impact in related industries such as media, broadcasting, hospitality and gambling. Adrian Warner went through a significant change in his career a few years ago when he was made redundant from his role as a sports reporter for the BBC. He wrote a book about how to handle the emotional and practical side of having to change when your job ends. From coping with anger, dealing with former colleagues to getting your CV ready to re-enter the job market and understanding what really makes you happy, Adrian has many lessons for those who may be affected by the economic issues that follow COVID-19       TOPICSWriting his book on coping with redundancy   Lessons for the current coronavirus crisis   Getting out in front of the problem  Dealing with the emotions of a job change Learning to accept that anger will never go away completely  Ignoring the social media skills of older people  The cull of older journalists in the search of a youthful audience  The attention span issue - does that affect the way sports media is taught today? The importance of 'reading long' and looking for analysis  Why the podcast movement is an indication of the importance of depth  Radio is the medium you consume while doing something else   Concerns about the sports industry and the sports media industry going forward  - "It is very hard for sport to continue in the same way"  The positive possibilities for sports after Coronavirus  The positive developments that have occurred from Adrian's life change  The law of diminishing returns in sports media, even in going to World Cups and Olympics  Turning your hobby into your job   His advice for students at the end of their course  "Use this as a moment to change direction in a positive way"  LINKSAdrian Warner Twitter | LinkedIN | Website 

Adrian WarnerLike everything else, the sports media industry may be irrevocably changed in the wake of the Coronavirus crisis. The loss of matches, Tests, bouts and races has not only affected players, clubs and leagues but made an immediate impact in related industries such as media, broadcasting, hospitality and gambling. Adrian Warner went through a significant change in his career a few years ago when he was made redundant from his role as a sports reporter for the BBC. He <a href="https://www.amazon.co.uk/Recovering-Redundancy-surviving-layoff-changing/dp/1098551192 " rel="nofollow" target="_blank">wrote a book</a> about how to handle the emotional and practical side of having to change when your job ends. From coping with anger, dealing with former colleagues to getting your CV ready to re-enter the job market and understanding what really makes you happy, Adrian has many lessons for those who may be affected by the economic issues that follow COVID-19 <h3>TOPICS</h3><a href="https://www.amazon.co.uk/Recovering-Redundancy-surviving-layoff-changing/dp/1098551192 " rel="nofollow" target="_blank">Writing his book</a> on coping with redundancy Lessons for the current coronavirus crisis Getting out in front of the problem Dealing with the emotions of a job change Learning to accept that anger will never go away completely Ignoring the social media skills of older people The cull of older journalists in the search of a youthful audience The attention span issue - does that affect the way sports media is taught today? The importance of 'reading long' and looking for analysis Why the podcast movement is an indication of the importance of depth Radio is the medium you consume while doing something else Concerns about the sports industry and the sports media industry going forward - "It is very hard for sport to continue in the same way" The positive possibilities for sports after Coronavirus The positive developments that have occurred from Adrian's life change The law of diminishing returns in sports media, even in going to World Cups and Olympics Turning your hobby into your job His advice for students at the end of their course "Use this as a moment to change direction in a positive way" <h3>LINKS</h3>Adrian Warner <a href="https://twitter.com/adrian_warner" rel="nofollow" target="_blank">Twitter</a> | <a href="https://www.linkedin.com/in/adrian-warner-ba8a547b/" rel="nofollow" target="_blank">LinkedIN</a> | <a href="http://adrianwarnermedia.com/" rel="nofollow" target="_blank">Website</a>

Adrian Warner: Redundancy and re-evaluation in sports media after COVID-19

Michael Calvin

Why did he choose to move into authorship?How has he chosen the subjects for solo projects?How did the fly-on-the-wall book about Millwall develop?Becoming part of the team and understanding their problems and insecurities - “It had to be warts-n-all”Having faith in yourself and self-publishingThe modern battle between the written word and video - “Access is just another product to be commercialised”Why TV is ‘fast food’ but writing a book is a ‘four-course meal’How the book about scouting beganWhy the title is key? - “You can sell a book on a title”The importance of questions - having them at the start of the process and do they evolveWhat his book on managers taught himEmphasising the humanity of the individualThe writing process - when to interview, when to writeSelling the book yourself - “don’t underestimate the power of mateship”Journalists are now brands in their own rightQuality journalism v modern churnalismThe exploitation of young players in No Hunger in ParadiseHas the growth of sports business made the game inhumane?The Americanisation and corporatisation of footballHow the Accrington Stanley management team know 400 supporters by their first name“Because my dad does” is the essence of footballThe purity of non-League footballThe tipping point for arrogant clubs who disregard the customerThe art v science debate raging at football clubsCo-writing books with famous athletes - the honest and painWhy he had to sleep in Gareth Thomas’ bed when writing his bookThe key question about his sexuality and the place he had picked for his suicide

Why did he choose to move into authorship?How has he chosen the subjects for solo projects?How did the fly-on-the-wall book about Millwall develop?Becoming part of the team and understanding their problems and insecurities - “It had to be warts-n-all”Having faith in yourself and self-publishingThe modern battle between the written word and video - “Access is just another product to be commercialised”Why TV is ‘fast food’ but writing a book is a ‘four-course meal’How the book about scouting beganWhy the title is key? - “You can sell a book on a title”The importance of questions - having them at the start of the process and do they evolveWhat his book on managers taught himEmphasising the humanity of the individualThe writing process - when to interview, when to writeSelling the book yourself - “don’t underestimate the power of mateship”Journalists are now brands in their own rightQuality journalism v modern churnalismThe exploitation of young players in No Hunger in ParadiseHas the growth of sports business made the game inhumane?The Americanisation and corporatisation of footballHow the Accrington Stanley management team know 400 supporters by their first name“Because my dad does” is the essence of footballThe purity of non-League footballThe tipping point for arrogant clubs who disregard the customerThe art v science debate raging at football clubsCo-writing books with famous athletes - the honest and painWhy he had to sleep in Gareth Thomas’ bed when writing his bookThe key question about his sexuality and the place he had picked for his suicide

Michael Calvin: How to write a sports book

Panagiotis Aroniadis

The origins of the PAOK OTT platform and the issues with the broadcasting dealLearnings from the first two years when the service was going only to overseas fans"The final decision was taken just a week before the first game"Solving problems - marketing, paywalls and the payment mechanismThe biggest issues - connectivity in remote areasThe problems of a late rush for the banking systemThe use of smart TV apps and rolling it out across bars and coffee shopsHow they made their pricing decisionsIs it profitable?The opposition and criticism they faced in the football industryWhy other clubs have approached them about their serviceThe production qualityThe reaction among the fans, including the senior ones who may not be so digitally -able?How have PAOK staffed up?Why the circumstances were right for this to happen in Greece and at PAOKOther digital innovations to develop the PAOK brandThe buy-in from the owner and the boardBucking the trend and moving into high-quality 'coffee-table' magazinesThe 765-page magazine that PAOK sold for 40 EurosThe international strategyDefining the tone of voice for the clubHandling the biggest game of the season - Olympiakos at homeReflecting the fans in their communicationsHow PAOK has continually grown its fanbase despite going 34 years between title winsPlans for the future

The origins of the PAOK OTT platform and the issues with the broadcasting dealLearnings from the first two years when the service was going only to overseas fans"The final decision was taken just a week before the first game"Solving problems - marketing, paywalls and the payment mechanismThe biggest issues - connectivity in remote areasThe problems of a late rush for the banking systemThe use of smart TV apps and rolling it out across bars and coffee shopsHow they made their pricing decisionsIs it profitable?The opposition and criticism they faced in the football industryWhy other clubs have approached them about their serviceThe production qualityThe reaction among the fans, including the senior ones who may not be so digitally -able?How have PAOK staffed up?Why the circumstances were right for this to happen in Greece and at PAOKOther digital innovations to develop the PAOK brandThe buy-in from the owner and the boardBucking the trend and moving into high-quality 'coffee-table' magazinesThe 765-page magazine that PAOK sold for 40 EurosThe international strategyDefining the tone of voice for the clubHandling the biggest game of the season - Olympiakos at homeReflecting the fans in their communicationsHow PAOK has continually grown its fanbase despite going 34 years between title winsPlans for the future

Panagiotis Aroniadis: How to start the first club OTT channel in Europe

Nicola Palios

TOPICS Do they consider themselves a success story?The acceptance that was an emotional decision to buy the clubHow a conversation on holiday after listening to Tranmere’s relegation on the radio prompted the purchase of the clubAsking the hard questions to the previous owner and why the deal nearly falteredThey had financial and legal backgrounds but what did they lack?Did Nicola encounter sexism when they took over in 2014What about more passive comments like ‘Is your husband there?”The three phases of the five-year plan - create space, change business plan, look for investmentChanging the dialogue with the fansHow they communicated a ticket price increase after they had suffered relegation to non-League - and why take-up increased 10%Why they put a Supporters Trust representative in the management meetings and not on the boardThe issue of confidentiality and overcoming issues of trust and fearThe social media strategy that has brought them 34% Twitter followers from overseasUsing educational courses for released players as a revenue driver for the clubHow a football club brings in an audience that would normally ignore social servicesUsing the community scheme to extend the reach of Tranmere in the city with two major Premier League sidesCreating community spirit in Liverpool and whether you could replicate it in other citiesThe structural issues in English football and the unintended consequences that harm the lower areas of the pyramid - EPPP and parachute paymentsBalancing the success budget v community budgetThe ‘danger zone’ of trying to move into the ChampionshipThe club’s early work in Asia - MongoliaThe Indonesian investment, which has seen them take a place on the board and 15% of the club. Why do it and what is the plan?What the Indonesian side are looking to get from the deal?Using social media to a commercial relationship in IndonesianThe possibility of developing Indonesian talent at Tranmere

TOPICS Do they consider themselves a success story?The acceptance that was an emotional decision to buy the clubHow a conversation on holiday after listening to Tranmere’s relegation on the radio prompted the purchase of the clubAsking the hard questions to the previous owner and why the deal nearly falteredThey had financial and legal backgrounds but what did they lack?Did Nicola encounter sexism when they took over in 2014What about more passive comments like ‘Is your husband there?”The three phases of the five-year plan - create space, change business plan, look for investmentChanging the dialogue with the fansHow they communicated a ticket price increase after they had suffered relegation to non-League - and why take-up increased 10%Why they put a Supporters Trust representative in the management meetings and not on the boardThe issue of confidentiality and overcoming issues of trust and fearThe social media strategy that has brought them 34% Twitter followers from overseasUsing educational courses for released players as a revenue driver for the clubHow a football club brings in an audience that would normally ignore social servicesUsing the community scheme to extend the reach of Tranmere in the city with two major Premier League sidesCreating community spirit in Liverpool and whether you could replicate it in other citiesThe structural issues in English football and the unintended consequences that harm the lower areas of the pyramid - EPPP and parachute paymentsBalancing the success budget v community budgetThe ‘danger zone’ of trying to move into the ChampionshipThe club’s early work in Asia - MongoliaThe Indonesian investment, which has seen them take a place on the board and 15% of the club. Why do it and what is the plan?What the Indonesian side are looking to get from the deal?Using social media to a commercial relationship in IndonesianThe possibility of developing Indonesian talent at Tranmere

Nicola Palios: How to create a community football club

Tim Hinchey

TopicsHis early work at USA SwimmingThe issues of modernisationCommunicating with swim parentsLaunching into CRM and the content strategy that feeds itThe Olympic Trails and their commercialisation and sponsorship activationLessons from being an American at Derby CountyThe television and live streaming strategyThe importance of top stars in keeping USA Swimming relevant, especially outside the OlympicsHow a new swim league is allowing swimmers to create interest and sponsorshipThe Olympics restrictions on commercialisation by athletes and how they might changeSafe Sport – how has USA Swimming reacted to Larry Nassar case in gymnasticsThe breadth of his role. Being judged on medals but having to care for the recreationalWhy swimming may fit perfectly in the modern worldThe cost of giving back. Why membership dues have not changed in over 30 yearsWhy transparency is key for a non-profitThe fast-track learning in a period of significant growth in MLSUSA Swimming’s relationship with para-swimming – “We are supporters on the sidelines”The Olympics targets and prioritiesLeveraging Olympic success to create new fans

TopicsHis early work at USA SwimmingThe issues of modernisationCommunicating with swim parentsLaunching into CRM and the content strategy that feeds itThe Olympic Trails and their commercialisation and sponsorship activationLessons from being an American at Derby CountyThe television and live streaming strategyThe importance of top stars in keeping USA Swimming relevant, especially outside the OlympicsHow a new swim league is allowing swimmers to create interest and sponsorshipThe Olympics restrictions on commercialisation by athletes and how they might changeSafe Sport – how has USA Swimming reacted to Larry Nassar case in gymnasticsThe breadth of his role. Being judged on medals but having to care for the recreationalWhy swimming may fit perfectly in the modern worldThe cost of giving back. Why membership dues have not changed in over 30 yearsWhy transparency is key for a non-profitThe fast-track learning in a period of significant growth in MLSUSA Swimming’s relationship with para-swimming – “We are supporters on the sidelines”The Olympics targets and prioritiesLeveraging Olympic success to create new fans

Tim Hinchey: Medals, membership and fast-lane change

Alex Fynn

TOPICSCreating the first ad selling tickets for Tottenham in the mid-80s with “Mrs Riddlington and Peter Cook”But “advertising can’t compensate for a poor product”The story of Spurs in the Champions League last seasonIs Mauricio Pochettino the fulcrum of the club?The usefulness of an ‘English culture’ at the Premier League clubWhat is the ‘Spurs Way’ and is it a help or a handicap?Assessing Daniel LevyWhy it is wrong to sell the naming rights to White Hart LaneWhy it is NOT wrong to treat your club as a brandThe strength of Man United’s brand and having the ‘Theatre of Dreams’Why the football system is wrong and fans pay too muchThe inmates, ie the players, have taken over the asylum, which is the Premier LeagueHow Tottenham have bucked the trend on paying player wages and keeping a team togetherThe Man United v Manchester City comparisonAre local rivalries a distraction these days?The news stories about the Champions League re-organisation and the need for change“No-one cares about the second-rate clubs”Why the German set-up could be the basis for a new Champions League structureWhy it is optimistic and unrealistic to expect sporting institutions like the EFL to change themselves in light of recent crisesAlex’s plan for regional football and why it will never be implementedDoes English sport have a particular problem is reforming itself?

TOPICSCreating the first ad selling tickets for Tottenham in the mid-80s with “Mrs Riddlington and Peter Cook”But “advertising can’t compensate for a poor product”The story of Spurs in the Champions League last seasonIs Mauricio Pochettino the fulcrum of the club?The usefulness of an ‘English culture’ at the Premier League clubWhat is the ‘Spurs Way’ and is it a help or a handicap?Assessing Daniel LevyWhy it is wrong to sell the naming rights to White Hart LaneWhy it is NOT wrong to treat your club as a brandThe strength of Man United’s brand and having the ‘Theatre of Dreams’Why the football system is wrong and fans pay too muchThe inmates, ie the players, have taken over the asylum, which is the Premier LeagueHow Tottenham have bucked the trend on paying player wages and keeping a team togetherThe Man United v Manchester City comparisonAre local rivalries a distraction these days?The news stories about the Champions League re-organisation and the need for change“No-one cares about the second-rate clubs”Why the German set-up could be the basis for a new Champions League structureWhy it is optimistic and unrealistic to expect sporting institutions like the EFL to change themselves in light of recent crisesAlex’s plan for regional football and why it will never be implementedDoes English sport have a particular problem is reforming itself?

Alex Fynn: Can Spurs take the final step?

Nick Callow

TOPICSWhat a sports agency doesHow the “managed decline” of the newspaper industry has affected their business and the current situationThe increasing demand for video in the past decadeAre words important anymore in sports journalism?Why the pay problem will lead to a lack of diversityHas the route to a national newspaper changed?The shrinkage of local newspapersThe new approach - making a brand of a sports news agency via YouTube and long-form documentariesThe growth of club media on the sports agency modelThe assistance they had from the growth of fan channels. And might they expand to be accredited media outletsThe importance of relationships in the agency game and playing the long gameHow best to handle scoopThe new generation of journalists who grew up with social mediaThe British system of embargoes and the US system of accessGareth Southgate’s success with the media at the World CupWhat type of video content is being ordered from Hayters?Has the social media age changed reporting orders from newspapers?Do you have to be entrepreneurial at an agencyThe model of buying in a star journalist and syndicatingThe differences between US and UK sports journalism modelsThe personal qualities and skills needed by young journalists in this eraHow video is presented for clients

TOPICSWhat a sports agency doesHow the “managed decline” of the newspaper industry has affected their business and the current situationThe increasing demand for video in the past decadeAre words important anymore in sports journalism?Why the pay problem will lead to a lack of diversityHas the route to a national newspaper changed?The shrinkage of local newspapersThe new approach - making a brand of a sports news agency via YouTube and long-form documentariesThe growth of club media on the sports agency modelThe assistance they had from the growth of fan channels. And might they expand to be accredited media outletsThe importance of relationships in the agency game and playing the long gameHow best to handle scoopThe new generation of journalists who grew up with social mediaThe British system of embargoes and the US system of accessGareth Southgate’s success with the media at the World CupWhat type of video content is being ordered from Hayters?Has the social media age changed reporting orders from newspapers?Do you have to be entrepreneurial at an agencyThe model of buying in a star journalist and syndicatingThe differences between US and UK sports journalism modelsThe personal qualities and skills needed by young journalists in this eraHow video is presented for clients

Nick Callow: How to run a sports news agency

Mark Bradley

TOPICSWhat do we mean by the ‘Fan Experience’?Why they are obsessed with families and use them as a catalystThe concept of “emotional loyalty” and how it benefits clubs - “We can’t treat away fans well, they are the enemy!”Is football trying a lot harder now?Why women’s football should not follow the example of men’s gameThe problem of getting fans to reconnectThe basis of a fan engagement strategyAnswering the question: what makes your club distinct?The principles: club meaning, fan experience, reaching the communityThe pillars: why, focus and feedbackExplaining the Net Promoter - a standard tool in customer-facing businessesA special social media KPI - what percentage of criticism is defended. Feedback as a catalyst for changeThe importance of visibility from senior staff on matchday- The touchpoints in a fan experience strategy, Finding info/ticket purchases, Social media, The last mile of the journey, Retail/Merchandise, Food&amp;Beverage, Experience inside stadium - stewards/concourses/entrancesTwo things a clubs who no money could put right now for freeWhat is the role of a Supporters Liaison Officer? Having the resilience to deal with the intensity of fansThe ‘first game’ schemes in the English Football LeagueHow to make eSports part of the matchday experienceThe potential split between the top six chasing the Champions League and the need for great sustainability outside itWhy Mansfield Town have removed eSports from their matchday experienceA glaring gap – upcoming and coming ‘growth sports’ are dedicated to building a matchday experience, is football? Will it get left behind?

TOPICSWhat do we mean by the ‘Fan Experience’?Why they are obsessed with families and use them as a catalystThe concept of “emotional loyalty” and how it benefits clubs - “We can’t treat away fans well, they are the enemy!”Is football trying a lot harder now?Why women’s football should not follow the example of men’s gameThe problem of getting fans to reconnectThe basis of a fan engagement strategyAnswering the question: what makes your club distinct?The principles: club meaning, fan experience, reaching the communityThe pillars: why, focus and feedbackExplaining the Net Promoter - a standard tool in customer-facing businessesA special social media KPI - what percentage of criticism is defended. Feedback as a catalyst for changeThe importance of visibility from senior staff on matchday- The touchpoints in a fan experience strategy, Finding info/ticket purchases, Social media, The last mile of the journey, Retail/Merchandise, Food&amp;Beverage, Experience inside stadium - stewards/concourses/entrancesTwo things a clubs who no money could put right now for freeWhat is the role of a Supporters Liaison Officer? Having the resilience to deal with the intensity of fansThe ‘first game’ schemes in the English Football LeagueHow to make eSports part of the matchday experienceThe potential split between the top six chasing the Champions League and the need for great sustainability outside itWhy Mansfield Town have removed eSports from their matchday experienceA glaring gap – upcoming and coming ‘growth sports’ are dedicated to building a matchday experience, is football? Will it get left behind?

Mark Bradley: How to create a ‘Fan Experience' strategy

TOPICSMoving from academia to the practical side of footballHow they started their CRM systemWhere the data was stored in the early days?Connecting established and disparate databasesWhat conversations did you need to have internallyNarrowing down the scope of your CRMThe specific issue: how to arrest a fall in season ticket sales.SurveyingHow do your message each segment correctly?The relationship with the content teamsWhat other campaigns do you createWho does the analysis?Those ‘cheap early wins’ what were they?What did not work?When the critics jump and say: "look it won't work"Demographics v sentiment segmentationAZ's clustering campaignThe idea of promoting content, not just transactional campaignsUsing the fans for mutual benefitHow do you plan for scale?What metrics prove success?What about the influence of team performance?

TOPICSMoving from academia to the practical side of footballHow they started their CRM systemWhere the data was stored in the early days?Connecting established and disparate databasesWhat conversations did you need to have internallyNarrowing down the scope of your CRMThe specific issue: how to arrest a fall in season ticket sales.SurveyingHow do your message each segment correctly?The relationship with the content teamsWhat other campaigns do you createWho does the analysis?Those ‘cheap early wins’ what were they?What did not work?When the critics jump and say: "look it won't work"Demographics v sentiment segmentationAZ's clustering campaignThe idea of promoting content, not just transactional campaignsUsing the fans for mutual benefitHow do you plan for scale?What metrics prove success?What about the influence of team performance?

Bas Schnater: Starting a CRM ecosystem at a 'smaller' sports club

Jacqui Oatley

Topics2:30 Looking back on the publicity when she became the first female commentator on Match of the Day“I didn’t want to be a celebrity, I did not want to be a token. I did not want to be different to any of the men”6:52 Being a role model8:18 Her advice to young female sports reporters10:45 The effect of social media to sports reporters, especially female reports14:30 Taking on the ‘trolls’ - how, when and why18:10 How social media has exposed more sexism21:31 The effect of motherhood on her career25:45 The pressure to change yourself28:45 Why cricket appears more accepting to women broadcasters33.35 The recently appointment of the first female chair of the Football Writers’ Association35:20 The Women in Football movement39:25 Subtle sexism v overt sexism in the workplace - which is worse41:30 The problem of women not having the confidence to apply42:50 The heroics of Rachel Heyhoe-Flint, athlete, administrator and journalist.47:30 Women’s Super League: the progress from 200 in the stands to 2,500 inside 10 years“When Faye White was little, she did not know there was an England team.”53:30 The next step: Operation Bums-On-Seats54:10 Finding a market for women’s football in the UK59:40 The opportunity in the Women’s World Cup this year“If England were to get to the final, I think the game would explode in this country.”1:02:34 What is needed in the future? What will show the development of women sports broadcasters/journalists is on the right track

Topics2:30 Looking back on the publicity when she became the first female commentator on Match of the Day“I didn’t want to be a celebrity, I did not want to be a token. I did not want to be different to any of the men”6:52 Being a role model8:18 Her advice to young female sports reporters10:45 The effect of social media to sports reporters, especially female reports14:30 Taking on the ‘trolls’ - how, when and why18:10 How social media has exposed more sexism21:31 The effect of motherhood on her career25:45 The pressure to change yourself28:45 Why cricket appears more accepting to women broadcasters33.35 The recently appointment of the first female chair of the Football Writers’ Association35:20 The Women in Football movement39:25 Subtle sexism v overt sexism in the workplace - which is worse41:30 The problem of women not having the confidence to apply42:50 The heroics of Rachel Heyhoe-Flint, athlete, administrator and journalist.47:30 Women’s Super League: the progress from 200 in the stands to 2,500 inside 10 years“When Faye White was little, she did not know there was an England team.”53:30 The next step: Operation Bums-On-Seats54:10 Finding a market for women’s football in the UK59:40 The opportunity in the Women’s World Cup this year“If England were to get to the final, I think the game would explode in this country.”1:02:34 What is needed in the future? What will show the development of women sports broadcasters/journalists is on the right track

Jacqui Oatley: How women in football are raising their voice

Egor Kretsan

TopicsOutlining Zenit’s multi-lingual strategy. How many languages and why they started in PersianWhy they don’t use agencies and decide to employ their fansHow do you manage 15 fan blogs “It is about building relationships and talking to people”“The first the multilingual was more opportunistic, now it is about strategy”Changing the story for different marketsGiving the bloggers some autonomyHow do measure the success of each blogger‘Issues’ and how to manage with themThe social media trends in different countriesThe size of his teamThe content strategy in a nutshellThe role of Zenit TVHow highlights are used “The only way to watch the Russian League abroad is google”.Exporting the Russian League is the “hottest topic” right now.The rebranding of the League last seasonTV - “It is easier to watch the Dutch League than the Russian League but we are No 6 ranked country in the world”The confidence of having a fine World CupWorking with VK/TelegramThe strength of VK - “better than Facebook and great engagement”. The weakness of VK - PiracyTelegram - the usage of it channelsUsing Foursquare/Swarm, Yandex (a competitor to Google), OK - big in the provinces and the home of the the Classico in RussiaThe tone of voice - talking to fans and clubs, like digging out Chelsea“Art v Humour”The small Russian club who have pushed their way into the national media through socialAttacking the issue of racism in Russian Football and Zenit St PetersburgThe source of new ideasThe best teams on social media in RussiaThe problems of slow internet reactionFlares for the Zenit bus for the Fenerbahce game and why it got 22m viewsOther successes - the G Drive show. A sponsored show that received excellent engagement.Taking on the Daily MailThe emphasis on branded content and how they approach it

TopicsOutlining Zenit’s multi-lingual strategy. How many languages and why they started in PersianWhy they don’t use agencies and decide to employ their fansHow do you manage 15 fan blogs “It is about building relationships and talking to people”“The first the multilingual was more opportunistic, now it is about strategy”Changing the story for different marketsGiving the bloggers some autonomyHow do measure the success of each blogger‘Issues’ and how to manage with themThe social media trends in different countriesThe size of his teamThe content strategy in a nutshellThe role of Zenit TVHow highlights are used “The only way to watch the Russian League abroad is google”.Exporting the Russian League is the “hottest topic” right now.The rebranding of the League last seasonTV - “It is easier to watch the Dutch League than the Russian League but we are No 6 ranked country in the world”The confidence of having a fine World CupWorking with VK/TelegramThe strength of VK - “better than Facebook and great engagement”. The weakness of VK - PiracyTelegram - the usage of it channelsUsing Foursquare/Swarm, Yandex (a competitor to Google), OK - big in the provinces and the home of the the Classico in RussiaThe tone of voice - talking to fans and clubs, like digging out Chelsea“Art v Humour”The small Russian club who have pushed their way into the national media through socialAttacking the issue of racism in Russian Football and Zenit St PetersburgThe source of new ideasThe best teams on social media in RussiaThe problems of slow internet reactionFlares for the Zenit bus for the Fenerbahce game and why it got 22m viewsOther successes - the G Drive show. A sponsored show that received excellent engagement.Taking on the Daily MailThe emphasis on branded content and how they approach it

Egor Kretsan: Zenit St Petersburg - bold, brash and speaking 15 languages

Julian Valentin

TOPICS3:00 The Rockies content strategy in a nutshell3.50 The targeting and segmenting5:00 Coping with that huge number of games7:10 Turning a ‘chip on the shoulder’ into a positive8:30 Creating content around that9.40 Interacting with the fans and, when necessary, standing your ground10.51 What tells them that fans want their attention11.16 Buy-in from the top on reacting to fans13:02 Creating continuity of voice15:07 How they staff a game17:07 The advantage of having a dual role – social media and player relations19:40 The ideas that have worked… and the ones that have failed.20:52 The KPIs they look to22:31 Why “be interesting” is not enough as content strategy. It must be attached to a Rockies feel24:02 The analytics tools he uses25:10 The relationship between MLB and the clubs26:25 The legacy of MLB Advanced Media and its digital/ social media innovation28:44 MLB’s rules changes and the Facebook deal31:34 Publications strategy, is it worth it?33:45 The value of very long-form content37:45 Why still images can be &gt; video39:45 The move towards monetisation42: 34 Cultivating creativity44:16 Does being an ex-pro athlete help his role?46:37 The content emphasis placed on the home opener48:12 His favourite MLB content teams50:01 Looking outside of sport for inspiration52:13 The difference in tone and voice for college teams vs the pro teams53.03 Where to take sports digital and sports content54.15 Will there be an EVP or SVP of content

TOPICS3:00 The Rockies content strategy in a nutshell3.50 The targeting and segmenting5:00 Coping with that huge number of games7:10 Turning a ‘chip on the shoulder’ into a positive8:30 Creating content around that9.40 Interacting with the fans and, when necessary, standing your ground10.51 What tells them that fans want their attention11.16 Buy-in from the top on reacting to fans13:02 Creating continuity of voice15:07 How they staff a game17:07 The advantage of having a dual role – social media and player relations19:40 The ideas that have worked… and the ones that have failed.20:52 The KPIs they look to22:31 Why “be interesting” is not enough as content strategy. It must be attached to a Rockies feel24:02 The analytics tools he uses25:10 The relationship between MLB and the clubs26:25 The legacy of MLB Advanced Media and its digital/ social media innovation28:44 MLB’s rules changes and the Facebook deal31:34 Publications strategy, is it worth it?33:45 The value of very long-form content37:45 Why still images can be &gt; video39:45 The move towards monetisation42: 34 Cultivating creativity44:16 Does being an ex-pro athlete help his role?46:37 The content emphasis placed on the home opener48:12 His favourite MLB content teams50:01 Looking outside of sport for inspiration52:13 The difference in tone and voice for college teams vs the pro teams53.03 Where to take sports digital and sports content54.15 Will there be an EVP or SVP of content

Julian Valentin: Rockies, social media and ballpark figures

TOPICSHow far away is the Premier League from the vision he put forward in his part of the original blueprintWhy he is unhappy to be called the Spiritual Godfather of the Premier LeagueHis original structureBasing the Premier League on ‘events’ not run-of-the-mill gamesThe importance of smaller divisions creating interestWhy there had to be free-to-air gamesWhy the recommendations that made the money were taken and the ones that grew the game were ignoredThe relatively modest size of the first Sky dealThe ways Sky have changed the gameThe three key drivers for satellite TVThe value of the television spectacularHave we reached a saturation point?Why Alex feels big clubs deserve more of the TV revenueThe crucial differences between the German and Premier LeagueLimiting squad and guaranteeing English squad membersThe struggle to appoint a CEO for the Premier LeagueIs there a Premier League bubble?His original thoughts on a European Super LeagueWhy “they were wrong then and they are wrong now”The problems with group stagesWhy it is time for a European LeagueHow a new European League might work and the issues surrounding itThe stumbling block of reducing the size of the Premier LeagueFinding enough room in the schedule‘FFP has failed and it is never going to work’The possibility of fans turning against footballLINKSAlex Fynn on TwitterAlex’s talk on his European League proposal in London on February 28Alex Fynn’s books on AmazonArticle: The birth of the Champions League

TOPICSHow far away is the Premier League from the vision he put forward in his part of the original blueprintWhy he is unhappy to be called the Spiritual Godfather of the Premier LeagueHis original structureBasing the Premier League on ‘events’ not run-of-the-mill gamesThe importance of smaller divisions creating interestWhy there had to be free-to-air gamesWhy the recommendations that made the money were taken and the ones that grew the game were ignoredThe relatively modest size of the first Sky dealThe ways Sky have changed the gameThe three key drivers for satellite TVThe value of the television spectacularHave we reached a saturation point?Why Alex feels big clubs deserve more of the TV revenueThe crucial differences between the German and Premier LeagueLimiting squad and guaranteeing English squad membersThe struggle to appoint a CEO for the Premier LeagueIs there a Premier League bubble?His original thoughts on a European Super LeagueWhy “they were wrong then and they are wrong now”The problems with group stagesWhy it is time for a European LeagueHow a new European League might work and the issues surrounding itThe stumbling block of reducing the size of the Premier LeagueFinding enough room in the schedule‘FFP has failed and it is never going to work’The possibility of fans turning against footballLINKSAlex Fynn on TwitterAlex’s talk on his European League proposal in London on February 28Alex Fynn’s books on AmazonArticle: The birth of the Champions League

Alex Fynn: The 'Spiritual Godfather of the Premier League'* outlines his European vision

Jordan Gardner

TOPICSHow he got startedThe logic behind his approach“You can't run a sports club, just like a business. But you shouldn't run it just like a passion project where there is no sound business acumen to it.”His experiences at Dundalk and Swansea. Assessing the change in the business model after relegationIf you have chosen a league, how do you choose a club?Selling the vision to the community and supportersIs Europe a real pull given the insular nature of the other main US sports?The MLS system v the European system for youth developmentThe emphasis on getting the environment rightThe advantage of not having to sell to Barcelona at the momentMoving beyond MoneyballThe comparisons with Man City’s global approach“We're looking at players that are very young, coming in on mostly free transfers a. and a small enough scale where we can kind of get players, I don't want to say that are under the radar, but a different profiles player than, let's say, a large European club is looking at.”Why the UK is not the most attractive league for this ideaWhy “clubs don’t really try to achieve a sustainable model”“I think the problem with the way so much of the revenue is skewed towards television, it does not incentivise the club's to innovate when it comes to other revenue streams”The importance of communicating the philosophy“A lot of clubs and owners aren't out there in terms of communicating exactly what the philosophy is, in terms of, ‘are we spending money? and ‘what are we spending money on?’Why he is already looking at his next clubHis thoughts on his next target country

TOPICSHow he got startedThe logic behind his approach“You can't run a sports club, just like a business. But you shouldn't run it just like a passion project where there is no sound business acumen to it.”His experiences at Dundalk and Swansea. Assessing the change in the business model after relegationIf you have chosen a league, how do you choose a club?Selling the vision to the community and supportersIs Europe a real pull given the insular nature of the other main US sports?The MLS system v the European system for youth developmentThe emphasis on getting the environment rightThe advantage of not having to sell to Barcelona at the momentMoving beyond MoneyballThe comparisons with Man City’s global approach“We're looking at players that are very young, coming in on mostly free transfers a. and a small enough scale where we can kind of get players, I don't want to say that are under the radar, but a different profiles player than, let's say, a large European club is looking at.”Why the UK is not the most attractive league for this ideaWhy “clubs don’t really try to achieve a sustainable model”“I think the problem with the way so much of the revenue is skewed towards television, it does not incentivise the club's to innovate when it comes to other revenue streams”The importance of communicating the philosophy“A lot of clubs and owners aren't out there in terms of communicating exactly what the philosophy is, in terms of, ‘are we spending money? and ‘what are we spending money on?’Why he is already looking at his next clubHis thoughts on his next target country

Jordan Gardner: Growing US soccer players on a foreign field

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