What makes Simone Biles the world's most marketable athlete? How is Real Madrid's Vinicius Jr the most appealing footballer to brands ahead of Lionel Messi and Cristiano Ronaldo? What will happen to the global appeal of Formula One when Lewis Hamilton retires? I got together with Michael Long, editorial director of SportsPro and Subomi Odanye, CEO Divrse Media to explore what it takes to become a global, culturally relevant and, therefore, marketable athlete in 2024. Check...

How are fans engaging with Euro 2024 online? I got together with two brilliant industry experts at hotel MUNDIAL in Hackney to discuss all things content and marketing around the Euros... Daniyal Khan is a presenter and content creator. He has worked with clubs including Arsenal, he’s also often on Sky’s Saturday Social and now has own show on BBC1 - Gameday Gourmet, where he explores the best matchday eats.  Minal Modha is Head of Sport at Ampere Analysis, specialising  Media Rights,...

For brands and rights holders in sport interested in future-proofing themselves and unlocking new revenue streams, understanding how to connect and engage with Gen-Z audiences is vital. Content creators are at the vanguard of connecting with younger fans, taking a data-driven approach and serving up authenticity on the social platforms which resonate with a new generation of fans. I recently got together with three experts in this exciting, evolving space for a panel at SportsPro live...

From World Cups to Olympics, the Daily Mail's Shekhar Bhatia and former BBC Sports Editor Mihir Bose have covered some of the biggest stories and events in sport and beyond. As they release their respective memoirs, I caught up with two of Fleet Street's finest to explore how to break through barriers, overcome prejudice and make your name in journalism.

Cadbury have successfully utilised partnerships in football to deliver on values such as generosity and kindness. No more so was this evident, than with the brand's partnership with Grenfell Athletic FC, which has led to 14 different clubs across the UK helping to create a common ground for the community organisation. Purpose-driven marketing requires shared values, authentic connections and a commitment to deliver beyond the storytelling. I joined Rupert Taylor, founder of Grenfell...

For close to two decades, Robert Earnshaw was the fleet-footed striker with an eye for goal who delighted fans with his instinctive finishing and acrobatic celebrations. Earning 59 caps for Wales along the way, Rob had a far reaching and fulfilling career, with spells at clubs including Norwich City, Nottingham Forest, Toronto FC and Cardiff City, where he came through the ranks from youth level. Pub quiz fans might know that Rob is the only footballer to have scored a hat-trick in the...

Football content is evolving all the time and the last two decades has seen a huge shift in how fans are able to access information about the club they support and engage with other supporters online. Through mastering digital platforms including YouTube, Instagram and TikTok a whole new generation of voices have emerged around the game, giving fans the impassioned and entertaining content they want.  Many of these new digital presenters grew their audiences the hard way, testing different...

How do you grow soccer in the USA where the NFL, NBA, MLB and College Football still dominate? That's the challenge embraced by my guest Dee Kundra, who as Bayern Munich's Managing Director, Americas,  is at the forefront of growing audiences and unlocking new fanbases, for Germany’s most successful football club, in the USA and beyond. Dee's career back catalogue includes launching the Liverpool's women's team, to taking Pele to Cuba for a truly historic game. Fresh from signing a...

Welcome to the very first episode of The Sports Marketeer podcast.  My name is Amar Singh and I am in the business of sports marketing. I work for an agency called MKTG Sports + Entertainment as SVP for Content and Comms, helping some of the world’s biggest brands activate their partnerships in sport. I’m also professor for the Football Business Academy, teaching masters students principles of marketing and content strategy in the context of working in the football industry. As such, I am...