The Sports Entrepreneurs Podcast by Marcus Luer

Lalit Modi, the Architect and Founder of the IPL (Indian Premier League) – we recorded four episodes to go very deep into his amazing stories from his early days as a young entrepreneur making his marks, to his entry into Cricket (board of BCCI) to the creation of the IPL and controversies after.  Lots of amazing stories, facts and anecdotes many told for the first time. 
 
Key Highlights
Lalit’s early day, joining the family Tobacco business (Godfrey Philipps India) – the three criteria for the family to support a business
JV with Disney in India – licensing, merchandise, etc  (Michael Eisner his mentor)  - looking to launch sports channel with ESPN – movies, etc
Early days of DTH and cable operators in India – Star TV (Prime Sports later Star Sports)
Placing Disney TV program on Doordarshan (DD) – huge hit
Rupert Murdoch coming into the picture – Modi Entertainment Network – Zee TV story
Power of Database from Godfrey Philipps India to launch sports network – IMG Bill Sinrich early days of sales of Indian Cricket rights
Leveraging Indian Cricket rights to launch an encrypted sports channel (first India’s Pay channel)  
Lalit entering Cricket space – Mark Mascarenhas (Worldtel) – the key broker at the time
2002/3 – first time the concept of an Indian Cricket League comes up – 50 over game – Indian Cricket League (ICL)
2005 – Lalit becoming VP of BCCI – commercialization of Indian cricket taking off under his leadership
First Lalit cancels Sahara contract – (paying only USD 100k per year, front of Jersey) – pushed to USD 1 mil per Day of Cricket (105 days)
Nike new kit deal – (Reebok small deal before) – Nike bids 52 mil per year during tender process
Terminating Murdoch’s media contract story – new tender pushing fees up 10x – bids over USD 500 million – political pressure
Harish Thawani – Nimbus – USD 612-625 mil (4 years) – launched NEO Sports on back of it
ICC T20 World Cup in South Africa, 2007 - re-ignites the ideas of a T20 League
BCCI board gives Lalit a green light to explore the idea since he had already made some a few billions over the past 2 years
Indian Players not very enthusiastic – hadn’t played the format
Subhash Chandra – ZEE TV owner -  copied idea and launched ICL first – lots of issues
BCCI stops Indian national team players from joining – international players joined
IMG - Andrew Wildblood – enters the frame – Lalit hires them to put the concept together  (Aug 2007)
Lalit knows key is for India to do well in T20 WC - offers a Porsche for Six Sixes to any Indian player to motivate them to win the T20 WC
Negotiating with international players in South Africa
Rudra Singh hits six sixes - India vs England – huge news, Indian fans catch the fever and Indian wins the WC
Open Double Decker Bus parade for players – pouring rain on that day – team arriving from South Africa – nine hour tour – 4 million people on the streets
T20 was the new buzz word in India – story to be continued………
 
About
Globally recognized leader, Executive Director of Modi Enterprises, with business interests across nearly every industry vertical. Built a billion-dollar brand in less than a year, launched a revolution to Indian broadcast entertainment, and negotiated partnerships with ESPN, Disney, Google, Ten Sports, B4U, Fashion TV, Voyages TV, Buena Vista Television, United Artists, Marvel, Nike and others.
International business strategist who catalyzes transformation and change by capitalizing on unmet demand in domestic and overseas markets. Embraces technology and creates opportunities to enrich lives, create sustainable revenue, and optimize productivity through integration of emerging platforms in social and digital.
An entrepreneur at heart with a phenomenal ability to connect people and ideas into revenue-generating enterprises, an active member of the board for one of the oldest and most successful industrial conglomerates in India, and the thought- leader behind radical change in India’s leading Cricket administration, the BCCI.
Recognized by Time, Sports Illustrated, Business Week, Forbes, Business Standard, and other influential global media outlets for launch of the Indian Premier League (IPL), one of world’s most popular Cricket organizations.
Was Awarded ‘Indian of the Century” by India Today in
Forbes nominated Modi as “Rainmaker of the Century”
Against extensive political and economic challenges, brought IPL to South Africa, and sustained the same phenomenal levels of viewership and attendance despite the move.
Columbia University and Stanford University Both did case studies on Modi, which are still being taught in Universities across the world.
Created billions dollar opportunities, and played an integral role in shaping the cultural direction of Modern India as visionary behind transformational changes in broadcast, sports, entertainment, and consumer products.
 
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Marcus Höfl, a fellow German Sports entrepreneur, for nearly three decades with his own agency MHM, representing German Icon Franz Beckenbauer and several other top sports stars.  Great stories from his time Franz Beckenbauer to many other interesting projects and lessons learned as a sports entrepreneur.
 
Key Highlights
Growing up in Herzogenaurach, the town of Adidas and Puma – great stories how this little Bavarian town operated under those two powerful brands and owners
Influenced by his father who was in PR in Adidas and Mum working in sports retail - and looking up to Robert Schwan (at that time Franz Beckenbauer’s manager) 
First client – Erdinger Weissbier – sponsorship of a second division club and continuing building relationship with Robert Schwan
In 2002, Robert passed away – Beckenbauer now on his own – FIFA World Cup 2006 just four years away – opportunity to become the successor of Schwan
Franz picked Marcus as the successor (still in his twenties) and he moved to Kitzbuehl to be closer to Beckenbauer
Dream to set up a business in New York with a partner, didn’t work, closed down
Business partnership with Franz Beckenbauer
Initially just coordinating everything for Franz – especially leading up to the World Cup in Germany (Beckenbauer was the Chairman of the Organizing Committee)
Buying the rights to Franz Beckenbauer’s image from Robert Schwan’s widow – story behind it
Franz Beckenbauer stories
Visiting 31 countries who qualified for the World Cup – cris crossing the world
Complimenting each other, good cop/bad cop
Grew large commercial revenue around Franz Beckenbauer’s image – 8 different commercial partners at the peak
Franz’ strength, his patience, treated everyone the same
Also motivating him in his older days
Red Bull – Mateschitz and Beckenbauer – Red Bull entering Football
Red Bull buying Salzburg as first team, MLS team in New York team, etc
Joined board of Major League Soccer (MLS), build relationships with other owners
Comparing US sports vs European football structures
FC Augsburg – buying a piece of the team and plans to shape the team’s image – sold to David Blitzer
Working with other athletes and the challenges scaling it
Camp Beckenbauer – from Kitzbuehl to Shanghai , set up an office in Shanghai for a few years, lessons learned
Maria Höfl-Riesch – German top Skier – from client to wife
Investments – focus on fan engagement, digital, data, performance
Partnering with Sports Accelerator leAD (Legacy of Adi Dassler) – fill circle to his youth
 
About
Marcus Höfl is a founder, investor and expert in the international sports industry.
Grown up in Herzogenaurach (Germany) - the hometown of Adidas and Puma - he has always been active in the football industry and shaped the business in various roles and positions on a global scale.
From 2003 to 2006, Marcus was closely involved in the strategy development, planning and implementation of the 2006 FIFA World Cup in Germany.
From 2003 on, Marcus exclusively represented Franz Beckenbauer in all commercial matters, as he owned the football icon’s global personality rights.
As Head of Global Soccer since 2006, he has developed Red Bull’s strategy and commitment to soccer. Thereby he also acted as Member of the Board of Governors of Major League Soccer (MLS) in North America.
Marcus Höfl was also a member of the Advisory Board of DFL Sports Enterprises from 2009 – the organization responsible for the national and international licensing, sponsorship and sale of Bundesliga media rights.
Moreover, Marcus was a co-owner and shareholder of the German Bundesliga club FC Augsburg from 2016 to 2021 and was thereby a Member of the club’s Board of Directors.
He also mediates, develops and leads international sponsorship, consulting and implementation projects for global companies such as Mondelez (sponsorship with the Bundesliga/DFL since 2021), Lenovo (sponsorship with Ferrari and Ducati 2018 & 2019) or Hermes (sponsorship with Bundesliga/DFL 2012 -2017) and further leading clubs and associations from the sports sector such as FC Bayern Munich, Borussia Dortmund, Hertha BSC Berlin and the Bundesliga/DFL.
Marcus Höfl also managed the football World and European Champion Stefan Reuter and the German soccer player of the year 1996, Matthias Sammer as well as the he multiple Olympic Champion in swimming, Franziska van Almsick, the tennis legend Boris Becker, the former alpine skier and three-time Olympic champion Maria Höfl-Riesch (since 2009), TV presenter Andrea Kaiser (since 2012), former world class -Biathlete Simon Schempp (since 2010) and the eight-time world rally champion Sébastien Ogier (since 2015).
Since 2021 he has also represented the basketball professional, NBA player and captain of the German National Basketball team, Dennis Schröder as a manager, primarily in marketing and communication issues worldwide.
 
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Gareth Balch, from an inspiring Olympian, with a data driven approach, taking his passion to building Two Circles into one of the hottest digital sports marketing agency from the UK, conquering the world of sports.
 
Key Highlights
Short intro on Two Circles – help grow value of sports – data driven approach
Gareth early days as a young athlete – wanting to be an Olympian – short distance runner (800 m), representing Great Britain
Great learning at Manchester City
How Two Circles got started – Gareth together with Matt Rogan – founding client English Cricket Board (ECB) and Manchester City
Dream Team, Claire and Matt – first employee Data Scientist
Data driven approach – source was First party data (from fans to organizations)
Harnessing data and using it to generate new revenue, solve commercial problems, change fan behavior
Scientific approach to sales and improving commercial revenue streams
Examples – from All Blacks to FIFA+, NFL+ to UEFA’s Women’s EURO 2022 – very different services for these clients
Thinkers and doers – strategic and executioners – from coming up with the ideas derived by the data to delivering the new revenue streams
Mixed remuneration models based on clients needs
Business plans for clients – score cards based on deep data and models
Live video rights – selling media rights in a new way
Growth story of company over the past 13 years – investors, acquisitions, offices around the world, etc
Starting with a clearly defined philosophy – build the sports business of our lifetime
Operating like an athletes as the leader of the business – detailed planning
Massive learning journey – never sold the business in his mind – just making it bigger and better – focus on delivering for the clients
Acquired five companies in last few years
Current focus on certain territories, regions, sports and new clients
 
About
Gareth co-founded Two Circles following a successful athletics career, representing Great Britain in the 800 metres.
Transferring his passion and energy to the business side of sport, Gareth’s first industry experience involved helping sports organizations such as Manchester City grow their commercial revenues, before in 2011 – at the age of 28 – he created Two Circles, an agency for the digital age, borne out of a desire to build direct relationships with sports fans using data.
In the early years of Two Circles, when Gareth was Managing Director, he led the delivery of client work and helped revolutionize the UK sports landscape through a data-driven approach – recognised in 2014 when Two Circles was named Agency of the Year at the prestigious BT Sport Industry Awards.
Since 2015 Gareth has been Chief Executive of Two Circles, his unique style of leadership and infectious enthusiasm for sport, staff and clients providing the driving force for the company’s rapid growth.
Currently Two Circles has a global network of teams working from London, New York, Los Angeles, Paris and Bern with a client base of over 150 of the world’s leading rights-owners including the Premier League, NFL, UEFA, Formula 1 and Wimbledon.
 
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Our guest Prof. Dr. Sascha Schmidt, a German Sports Business Professor with a McKinsey background. We look into the future of the industry, with his book “21st Century Sports”.  We explore the different technologies, how to categorize them and how to create your own tool to better follow the trends and take advantage of them.
 
Key Highlights
Early days from Uni to his first Consulting gig at McKinsey working in Switzerland, New York and South Africa.
Thesis for his Phd “Walk the talk”, do company’s deliver on what they promise
a-connect – German operations, develop business with sports clients in Germany, bring top tier consultants and sub-lease them to multi-national companies.
Institute for Sports, Business and Society – Dietmar Hopp one of the founding partners (SAP Founder, Billionaire and owner of TSG Hoffenheim)
Exploring SPOAC – Sports Business Academy by WHU , Havard Business School Case studies and MIT Sports Entrepreneurship Bootcamps
Book – 21st Century Sports – essay collection, how technology will effect sports in the future.  21st Century Sports (whu.edu)
Athletes and tech impact on them
Sports Consumer – how tech changes consumption of sports
Management – how the sports executives and leaders use tech
Impact of AI in sports – example scouting , science and art
Moneyball and new tech coming – motion tracking technology, even used for amateur sports
Man(kind) vs Machines – how far has it come and will it go
Fan controlled sports leagues (Fan Controlled American Football in the US) - younger sports fans, different consumption habit, want more participation
Lessons on Customer Engagement from Fan Controlled Football
Consumer tech in sports, AI – individualization of content, virtual arena’s, metaverse – Sportsfix white paper example (and learning effect of Amara’s law)
Management and tech – can be overwhelming – below a simple matrix navigation system to sort through the tech jungle
Physical tech  (robotics, wearables)
Data processing (AI, Quantum tech, etc)
Human interaction tech
VALUE to:
Athlete
Consumer
Management
New Football concepts from Kings League (Gerard Pique), Baller League, The Icon League (Toni Kroos)
Deliver an online experience, streaming, voting, influencers
The Golf League (Tiger Woods, Rory McIlroy, etc)
IPL – Indian Premier League Cricket
Blending sports, music, fashion, education – edutainment products
Esports discussion – big push in Asia and Middle East,  World Cup of Esports in Saudi – US$ 60 million prize pool (new Club Championship concept), difference to traditional sports, publishers control
Traditional Football teams entering the space – diversification moves
FC Barcelona – new approach in the tech and digital space with Barca Media
Transformational Technologies Course – in partnership between WHU, MIT and Borussia Dortmund
bvb.de/online-course/transformational-technologies-by-borussia-dortmund?cmpscreencustom
Sports becoming an Asset Class – new institutional capital coming in – SMRF Capital – new value creation, still in development
Bundesliga and new Investors collapse
Resource:  WHU European Sports Business Program
 
About
Sascha L. Schmidt is a professor and director of the Center for Sports and Management (CSM) at WHU - Otto Beisheim School of Management. At the same time, he is the academic director of "ESBP - European Sports Business Program“ of WHU, ESSEC Paris and Stockholm School of Economics as well as affiliate at the Laboratory for Innovation Science (LISH) at Harvard University in Boston/USA. 
He studied economic sciences at the Universities of Essen and Zurich, where he also graduated with a doctorate. At the invitation of Harvard Business School faculty he worked in Boston as a visiting scholar, after which he joined strategy consulting. After several years at McKinsey, Sascha was appointed director of the ICS research program at the University of St. Gallen, and qualified as a professor at the EBS University (habilitation). He then entered into the world of entrepreneurship, building up the activities of recruitment agency a-connect within Germany. In 2011, he returned to academia and founded the Institute for Sports, Business & Society at EBS University. Sascha joined WHU in 2014. In 2019, he was a lecturer at the first MIT Sports Entrepeneurship Bootcamp.
 
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Marco Balich, the Master of Ceremonies, in the true sense of the word - we explore the exciting world of Marco’s career being involved in creating some of the most memorable moments in Opening/Closing Ceremonies for major sports, cultural and entertainment events around the world.
 
Key Highlights
Growing up in Venice, being surrounded by art, the carnival, entertainment and beauty
Leaving the “island” and exploring the world in the 80s, studying in Chicago, exploring Soviet Union countries, etc
Dream of joining the Olympics in Fencing – Western block of 1980 Moscow Olympics stopped this
Starting as Concert Tour Manager in Italy, U2, Simple Mind, etc – great learning experience
Pink Floyd concert in Venice – a successful disaster  
Moving into Music Video space – VIVA in Italy – short lived
Back into Live Music -  Heineken Jammin’ Festival in Milan, in late 90s
First Olympic gig – Flag Handover ceremony at Salt Lake City 2002 Winter Olympics to Torino Olympics – just after 9/11 attacks
Breaking into the Olympic world, beating dominant incumbent Anglo-Sachsen agencies – with a different approach
Each ceremony a piece of Art – going through some of the iconic moments of past Opening ceremony’s
Discussing the different roles and challenges with different countries and locations
Process of an Olympic ceremony – two year journey – scale and size of budgets (huge dollars)
How to deal with the cultural differences – not driven by money
Tokyo Olympics – and what happened to the Opening Ceremony – the Covid games
Focus of Balich Wonder Studio – giving creative talent platforms to showcase their talent  Building new iconic environments and structures for real estate projects
Luxury brand launches
Major global events
Immersive IP and technology (Disney project)
Usage of AI in the creative world
Final thoughts on Paris Olympics and EURO Opening, etc
 
About
Creative Director and Executive Producer with a record number of 14 Olympic Ceremonies and 12 Regional Games credits and several large-scale events produced all around the world.Marco’s Olympic experience, awarded with an Emmy Award in 2006 and a Compasso d’Oro in 2017, began with the Salt Lake City 2002 Flag Handover, followed by Torino 2006 Olympic Ceremonies. He was involved in the Sochi 2014 Olympic Closing Ceremony and Paralympic Ceremonies and acted as Executive Producer of Rio 2016 Olympic Ceremonies (produced by CC2016), watched by 2.6 billion people. He covered the role of Artistic Director of the Italian Pavilion at the 2015 Expo in Milano, where he created the ‘Tree of Life’ icon. He conceived the revolutionary format Superlive, with ‘Giudizio Universale, the Sistine Chapel Immersive Show’, the highest selling show in Italy in 2018, in association with the Vatican Museums.In 2013, together with long-time partners Gianmaria Serra and Simone Merico, he founded Balich Worldwide Shows, today Balich Wonder Studio, sharing the ambition to introduce a new era in the live entertainment industry where true emotions are the driver of the creative narrative.As Chief Creative Officer of Balich Wonder Studio he embodies the role of leading inspirer and mentor of a multicultural and diverse team of highly talented Creators. His vision has been crucial to attract, recruit and raise some of the best professionals in the industry, making Balich Wonder Studio a unique playground for creative visionaries from all over the world.
 
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Alan Pascoe, former Great Britain Olympian and founding father of Sports marketing in the UK, shares his amazing stories on how he got started, the Athletics events he created, the agencies he build and sold, and many more…
 
Key Highlights
Early days, how o he got his start as a hurdler in school which lead him to win Medals for Great Britain in the European Championships, Commonwealth Games and Olympics and become one of the most recognized athletes in the UK at the time
Discovering his passion for the events business – while being a lecturer – his very first event at Cystal Palace grounds for 150 pounds and getting on the BBC live (20 min prime time) in 1971
Using his College “office” to organize events at the beginning – while winning a few more Medals for Great Britain and building his own brand name – “are you the Alan Pascoe”….
From Athletics to Sunday Times Bridge Championship and how to leverage the power of an “influencer” Omar Sharif, Egyptian Actor at the time    
Other early projects, Sunday Times Fun Run in Hyde Park (before London Marathon existed) – in late 70s
Start as an Entrepreneur – Alan Pascoe Associates (APA) – 1983 – taking over an existing agency, owner retiring – with partner Edward Leask
Childhood Asthma story and how to think out of the box – ask questions, don’t pitch at client
Sold APA to WCRS Ad agency for One Million pound in cash – bought it back later
Other projects, Broadcast sponsorship of NFL, Fantasy Football with Daily Telegraph and more
Different focus to other agencies. Consultancy work for brand owners, amplification of sponsorship, events management and sponsorship sales
Bought Personality Management company, representing TV Presenters and inventory management for A-boards of English Football Club before the Premier League
Sold it again to Interpublic in 1999 – believe being part of a larger Advertising Group was the way to go to expand the business
Deal with Interpublic didn’t work out well personally, left company and set up a new company around British/UK Athletics (Fast Track later CSM – Chime Sports Marketing), early 2000
Ran CSM till he stepped down ten years ago (2013/14) – build up both API and CSM into top 3 agencies in the world
The partnership dilemma between Advertising agencies and Sports Marketing agencies
Lessons from buying other agencies worldwide - CSM buying Zak Browns agency – JMI
George Soros partnership with DC United, MLS team
At the time he left in 2014, 20 offices, 750 staff growing to 1,000 people around the world -  CSM recently acquired by Wasserman  
Management style over the decades and how to train people
Helping to win the London Olympic bid, insider stories (Seb Coe, Keith Mills, Buckingham Palace, etc)
Legacy of the London Olympics, no white Elephants around London, helped transform parts of the city
Wrapping up with what keeps him busy now, some consultancy work – Commonwealth Games, Moneycorp and final story
 
About
In 2014 Alan stepped down as President of the CSM Group, the Group he founded, now part of Chime Communications, having put in place the second generation of management to take CSM and its clients onto even greater heights, including Lord Coe who took over his role as Executive Chairman. Alan continues to work as a consultant, offering strategic support with his wealth of experience across the sports and events. CSM is the second world top 3 Sport’s & Events companies that Alan has built, whilst leading the creation of major events and programmes for sports, sponsors and television. Outside of sport he also devised, managed and promoted a medical programme that significantly improved the management of childhood asthma in the UK.
A 3-time Olympian, winning Olympic Silver, triple European Gold, and Commonwealth Gold, Silver & Bronze medals, represented the Commonwealth, Europe and was British Team Captain. Alan started organising and promoting international track and field athletics meetings which continually reset the standard worldwide, and attracted £100’s of millions from delighted sponsors and broadcasters. This led to the creation of world leading events in a variety of sports and activities including ice skating and the Paralympic World Cup, whilst devising successful programmes for sponsors and partners around the world.
Having sold his first Agency Group, API, to Interpublic (to form the founding company for Octogan), Alan formed Fast Track, which then formed the corner-stone to create CSM, which he Chaired and then became Founding President before stepping down to pursue his personal interests. CSM, recently acquired by the Wasserman Group is the 3rd largest Sports & Entertainment Marketing Groups in the world with 20 offices, in c. 13 countries from the US to Abu Dhabi, Hong Kong, Moscow, Shanghai, Rio & Tokyo. Their portfolio includes major involvements in Rugby, Cricket, F1, Basketball and Football etc.
Alan was a Trustee with Sported, currently a Trustee of the London Marathon Foundation, a Board Member & Director of London Marathon Events Ltd., and a Founder of Made by Sport. Alan was Vice-Chairman of London’s successful bid for the 2012 Olympic & Paralympic Games – ‘my proudest moment, as I knew how many lives it would positively impact’.
Alan is currently advising major brands, and Boards on strategy, and hopes to 'make a difference' in the area of the importance of exercise, especially for young people and children, as it relates to both general health, and specific medical conditions.
 
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Paul Barber, OBE, the CEO of Brighton & Hove Albion FC – from a childhood dream of being a pro-player to a highly successful career across Football from the FA of England, Tottenham (his childhood club) to becoming the CEO of the Year in the Premier League, driving Brighton to new heights (including European Football action) in the most competitive Football League in the world.  
 
Key Highlights
Football his first love from age of 7, dream to be a pro player but didn’t have the talent.  Love being involved in the game
From working with blue chip financial organizations (Barclays) to the world of Football with the FA as Director of Marketing in 2000
Great time to be in the FA, first director of marketing, David Beckham era and other major changes – 2002 Japan/Korea World Cup new team marketingLarge portfolio of companies and sponsors, taking England team on the road across the country
Applied for CEO of FA, didn’t happen at the time and moved to Ogilvy & Mather as CEO of Europe/Middle East for a short sting
Next Football stop, Tottenham Hotspurs as Executive Director – childhood dream working with the club he grew up supportingOwner Daniel Levy and working with him
One of the first teams signing a big Betting company as Jersey sponsor and how to deal with the sensitivity
Peace Cup in Korea
Next stop, CEO of Vancouver Whitecaps FC – two years in the MLS – great learnings
Taking the role of CEO at Brighton, when they were still in the Championship in 2012 – a hundred year old “start up”Vision of Tony Bloom convinced him to join
Missed out on Premier League promotion before finally making it up to the top division
Big American Express deal as Venue sponsor
Overnight success, 7-8 years in the making – the journey and stories along the wayAll starts with a great owner – clear vision, value
Best infrastructure, top training facilities, stadium
Make changes and upgrade along the way, including people
A bit of luck important too
Ignore the “noise” by media/fans and stay focused on vision/mission
How do you compete with the huge foreign capital other big clubs have at their disposal – 8-10 clubs now pushing to play in Europe in the Premier League
Competing in European Football (UEFA Europa League) and keeping sight of top half in League – constant learning – competing in four competitions
Tony Bloom – Moneyball in Football -  data driven recruitment (resources and data from David’s core analytics business)Also creating opportunities to sell players with good margins
Very engaged Non-Executive Chairman, stability is key
Target to be a top 10 club in Premier league and top 4 team in Women’s Super League -  still work in progressKeep improving and not standing still
Women’s Team discussion – development of women’s football – investment in the game for long-run and the changes a club needs to make to cater the players and fans
 
About
Paul Barber joined the board of Brighton & Hove Albion FC as chief executive in June 2012. In his first season with Brighton, the club secured its highest league position for over 30 years, made the Championship play-offs, enjoyed the highest average attendances in its division, and signed its largest-ever shirt sponsorship agreement, a multi-year deal with American Express.
Paul was named Overall CEO of the Year for England and Scotland, as well as Championship CEO of the Year, at the Football Industry Awards 2013, and won the Sports Executive of the Year at the 2016 International Stadium Business Awards.
Having taken part in three EFL Championship play-offs in four seasons, Brighton narrowly missed out on automatic promotion to the Premier League, by virtue of goal difference, in 2016. A year later, the club achieved automatic promotion to the Premier League and subsequently finished 15th in its first season.
Paul’s career in professional football has spanned close to 25 years, during which time he has held senior positions at Vancouver Whitecaps FC, Tottenham Hotspur FC, and The Football Association.
Paul has served on various committees for the Premier League, The EFL, The FA, UEFA and FIFA, including The EFL’s board and The FA’s Professional Game Board. Most recently, Paul was elected by clubs to be a Premier League representatives on The FA Council. Paul also currently serves as one of The FA’s international ambassadors.
In November 2018, Barber was appointed as the club's deputy chairman following unanimous approval from the board and also became the Premier League's representative to the Professional Game Board, replacing the outgoing Arsenal CEO Ivan Gazidis.
 
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Peter Draper, a true Yorkshireman with an incredible career in UK sports from UMBRO to Manchester United and many more.  We are going all the way back to 1977 and how it all started with the English Basketball Association.  Join us for an incredible journey through English sports history.     
 
Key Highlights
How it all started, from Rugby to Basketball – 1977 -1986 , from school and amateur player to administrator in the English Basketball Association in Leeds – sports history
UMBRO – big move (40 miles across the country 😊) as marketing executive in 1986 (his wife asking “what did you apply that for” 😊)
UMBRO, a sports apparel and equipment manufacturer was formed in Wilmslow, England, in 1924 and was the distributor of adidas shoes initiallyEvolution of the brand across Football and Peter’s roles in B2B
Sponsor and kit supplier of the English National Team and Brazil (when they won the World Cup in 1994) and a mix of top players
Ajax, Inter Milan, AC, Rugby British Lions,
Next stop, Manchester United, with Peter Kenyon – in 1999 (had just won the triple – flying high on the field), first proper Marketing Director in the clubLess is more approach – Champions League model
Switching from Sharp (a long term partner) to Vodafone (before Mobile was a big category) as Shirt sponsor, the stories behind it and the money involved
No real data points available yet, first research done and how Peter used it to renew Vodafone (ROI & ROO)
Big Name players, from Beckham, Giggs to Cristiano Ronaldo – how to work with them - Alex Ferguson and his philosophy
Big  overseas Tours, first proper execution – Asia Tour in 2001 (Malaysia, Singapore, Thailand) and USA in 2003 – massive response
Loose Lips Ltd (the meaning behind it) – brand marketing, strategy and sponsorship consulting past 18 yearsPeter sharing insights on a big project that hasn’t seen the light yet (Premier League)
Other projects, including Harry Potter digital
CAA Sports – mismatched expectations
Peter Lim, Manchester United F&B and Valencia CF owner (Singaporean Billionaire)Valencia CF stories
FIFA World Cup 2030 – final discussion and debate
 
About
Passionate and knowledgeable about sport and the marketing that drives the industry, Peter Draper’s knowledge of the marketing of international football positions him as an expert and sought-after keynote speaker on branding, marketing and customer experiences.
Starting out with basketball early in his career, Peter turned a hobby into a job when he accepted a position with the English Basketball Association in 1977. Promoting major basketball events at international venues including Wembley Arena and The Royal Albert Hall, he soon became adept at knowing how to deliver exactly what sponsors want.
Joining sportswear company Umbro in 1986, Peter was instrumental in building the brand into an international contender and as European Marketing Director, he drove the business to major success until it was sold in 1999. Peter secured contracts with the England and Brazil national teams, Euro 96, Manchester United, Celtic, Inter Milan and Ajax, as well as personal agreements with Pele and Alan Shearer.
After Umbro Peter joined Manchester United as the club’s first Group Marketing Director. He was in charge of the development and implementation of their international sponsor-partner programme, partnership relations and oversaw communications throughout the business.
Non-Executive Director of international creative communications agency IRIS Nation, Peter has also founded his own ‘passion brands’ strategic consulting business Time & Tide.
He works closely with many organisations including The National Trust, Cancer Research UK, The Football Association, The FA Premier League, Haymarket Publishing, Chelsea Football Club and brands such as Smirnoff, Sony Ericsson, Typhoo, Starwood Hotels and Duchy Originals.
Peter is a member of the Advisory Board for various diverse businesses, and he worked with JK Rowling to shape the commercials around www.pottermore.com, the digital home of Harry Potter. He sits as the sport expert on www.krow.com, the creative agency that is working with the BOA/TeamGB on their communications platform and sponsorship programme for Rio2016, and works with Gary Neville and Ryan Giggs on their business, Class of 92.
 
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Zack Sugarman, deep dive into his 17 years with the Wasserman Group to his current role as Chief Strategy Officer at Demand Sports – an AI powered top-of-funnel lead generation tool for the sports industry.
If you are in sales you need to listen to this.  
 
Key Highlights
From college to first role at Sportnet (Wasserman Media Group), doing business development – finance of action sports films in 2005 (skateboard.com, etc)
Deep dive into Wasserman group - from 70 people when he joined to 1,700 by the time he left recently (15 offices around the world)
Global Sports Marketing & Entertainment company
Helping client spend their marketing dollars wisely, negotiate, execute
Maximizing revenue for teams/leagues (properties)
Talent manage side – Jerry Maguire style (NFL to action sports)
Growth by acquisition – music talent, celebrity influencers, creating IP & content (UK based CSM, etc)
Acquisition of Brillstein – coming full circle (family history, Lew Wasserman)
Casey Wasserman – a bit about the man himself – Chairman of LA 2028 Olympics – his leadership style
His roles over the 17 years (2005-2022)
Start of digital and social media era and developing a digital division to help monetize content
Early days of live streaming – World Surf League – live webcast
Properties – teams, leagues, federations, conferences, Esports teams,
Develop products to offer these property owners – pre-sale and post-sale services
NBA Jersey Patch, later NHL, MLB – one of the big projects – discussing deal sizes  
Demand Sports – his role as Chief Strategy Officer
How it works, background,
Helping property rights holders – top-of-funnel lead generation, using AI to verify contacts, personalized emails
Coordinate follow up and meeting times for the Property owner (all the upfront work to create warm leads)
Demand Inc – tech companies, B2B business – Lasso tool tweaked to use for sports
Bounce test to check emails are correct – in real time, etc
Using AI to personalize emails, search web to create subject lines and hocks for a personalized touch to email
Tool operates globally – language specific outreach examples
40 clients around in the US and around the world
Fee structure and flexible model for Property owners
Contact:  zack@demandsports.co  - www.demandsports.co
US market – huge events coming the next few years from FIFA World Cup 2026 to Olympics 2028 and more… opportunities for brands and property owners
Final message on Artificial Intelligence (AI) – be curious
 
About
Zack has a proven sports executive with over ~20 years of experience in commercial strategy and revenue creation – focusing on business development, partnership creation, digital strategy, new tech integration, valuation, packaging, and execution of award winning campaigns and initiatives. Sugarman’s skills include business development (identifying, negotiating, securing new clients), strategy and analytics (fan insights, commercial valuation and packaging, opportunity targeting, partnership creation, and measurement), and relationships (understand the value of connections and have enjoyed consistent networking and having multiple long-term and repeat clients). Zack likes to connect the dots between partners and bring new perspectives together in an effort to generate new value, drive innovation and facilitate new connections across the sports and entertainment business.
Before joining Demand Sports, Sugarman spent 16 years in agency leadership positions at Wasserman, most notably leading the Global Properties division worldwide to help venues/teams/leagues maximize commercial revenue. At Wasserman, Sugarman helped drive millions of dollars in commercial revenue for clients including NBA, NFL, NHL, MLS, FIFA, USGA, UFC, NASCAR, Golden State Warriors, Los Angeles Lakers, Seattle Seahawks, San Francisco 49ers, LAFC, New York Islanders, Vegas Golden Knights, CrossFit, Drone Racing League and Salesforce.  Sugarman was also instrumental in helping AEG land the largest Naming Rights deal in history with the announcement of the Crypto.com Arena in November 2021.Zack is a true tech geek who makes it a point to stay on the cutting edge of emerging technologies and digital strategies; he also firmly believes that “Fútbol is life.”
 
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Jason Masherah, President of The Upper Deck Company, living his childhood dream, from a young boy trading cards at school to running one of the biggest Trading cards, Memorabilia and Collectibles company in the world – enjoy our deep dive into the world of The Upper Deck Company, the industry and where the business is going.
 
Key Highlights
How it all started, selling trading cards in middle school and attending card shows at the age of 13/14, working in trading card shop
Starting his first shop at the age of 16 before going back to school
From Electric Supply company coming back into sports, getting an MBA to get back into sports
Via short stops at the Arena Football League (Chicago Rush) to Atlanta Braves and Cincinnati Bengals, finally landing at The Upper Deck company as Brand Manager for MLB & NBA
Overview of the Trading Card industry, from the first cards in the 1800 as promotion for cigarettes and chewing gums, sold as Wax packs.
In 1987/88 The Upper Deck Company was founded to create a different and much better product – big growth to mid 90s when strikes in sports Leagues created issues
Tough period in early 2000 to 2015 before growth came back, with Hockey, Baseball and Football
Primary market, big players Upper Deck, Topps and Panini and secondary trading market
Different business models by Sports Leagues in the US vs European Football leagues
Global growth vs the traditional core US sports, Europe and Asia
Business model with Rights holders and bidding processes
Sports trading cards, Entertainment trading cards and Trading card games and the differences
Three parts of the business for Upper Deck, Trading Cards, Games (Board games and trading card games) and authenticated Memorabilia
Premium product focus, big names from Michael Jordan, Tiger Woods, Wayne Gretzky
Digital products and the evolution of it – in 2011 first tokenization of cards, Upper Deck e-pack – digital to physical hybrid
NFTs, blockchain – Upper Deck’s Evolution platform – trading digital with physical products  
Issues and challenges for primary market manufacturer playing in the secondary market (especially in NFTs)
Most NFT releases were never done with collectors in mind, it mostly was a quick money grab
Moving images, videos and animations open up a new opportunity to own a piece of history
Upper Deck’s Collect Forever – authentic third party collectibles, from Comics to Toys
Upper Deck’s Premise to provide the best and widest services for collectors globally
Fanatics purchase of Topps – changing the game
Jason’s own career path in Upper Deck over the past 17 years  
 
About
Mr. Masherah oversees all day-to-day operations as President of Upper Deck, the premier worldwide sports, gaming and entertainment company. As part of his day to day duties, he is personally responsible for exclusive agreements with Upper Deck’s lineup of corporate partners, licensors and superstar athletes, including Michael Jordan, Tiger Woods, LeBron James, Wayne Gretzky, Marvel, Tim Hortons, CIBC, NHL, NHL Players’ Association and more. Mr. Masherah is also responsible for revitalizing Upper Deck’s memorabilia division, as well as Upper Deck’s gaming division and the launch of Legendary, the award-winning deck building game.
Prior to his appointment as President in 2013, Mr. Masherah served as Vice President of Marketing and Business Development at Upper Deck. Mr. Masherah has been personally credited for several core programs at Upper Deck, ranging from the Yankee Stadium Legacy program in 2008 to the Evolution video cards in 2011 to, most recently, the Upper Deck e-Pack platform in 2016, which plays a significant role in the launch of Upper Deck’s Grandeur Hockey Collector Coins.
Before his involvement with Upper Deck, Mr. Masherah worked for professional sports teams in various roles, including the Cincinnati Bengals and Atlanta Braves. He earned his Master of Business Administration degree from the Kelley School of Business at Indiana University and his undergraduate degree in Marketing from the Eli Broad School of Business at Michigan State University. Mr. Masherah currently resides in the greater San Diego area with his wife and children.
 
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Andrew Ryan, corporate lawyer turned sports executive, currently Managing Director of FIBA Media, from a small town in Australia to the big wide world of sports including Perform, IOC to FIBA.  We are taking a close look into Andrew’s career and the ongoing FIBA World Cup 2023 in Asia.
 
Key Highlights
Growing up in a small town near Brisbane, with lots of access to sports in his youth and Brisbane clubs making their mark. Impact of Sydney Olympics in 2000 on him
Corporate law taking him to London and New York in 2006, after Lehmann collapse joined a radio station (Absolute Radio), sports commentary, unlikely and unexpected forays into sports broadcasting with the 2011 ICC Cricket World Cup and BBC Sport for the 2005 Ashes series.  First contact with Perform.
Group Head of Legal at Perform for four years – buying media rights, WTA deal and the growth of the business from his view
Betting rights key to Perform’s competing with traditional agencies in the content distribution business
Getting DAZN off the ground and the work behind the scene and spinning off Perform
Next stop Head of Media - Legal and Business Affairs, IOC TV and Marketing services – business strategy and more commercial role
Media rights, tender processes, Olympic channel, sponsorship deals, etc
Olympic Channel, what happened to it?
FIBA Media – what it is and how it works – JV with DAZN (compared to FIBA Marketing, JV with Infront)
FIBA Asia (ABC) my experience in Basketball in mid 90s
FIBA’s direct to consumer approach vs traditional broadcast rights sales globally
FIBA Courtside 1891 platform www.courside1891.basketball - Courtside 1891 is a live and highlights platform for FIBA games and a lot of other leagues around the world
FIBA’s unique global set up – managing regional events and rights from HQ
FIBA Eurobasket 2022, etc
FIBA Club competitions
FIBA World Cup 2023 – across Philippines, Indonesia and Japan
What to expect from production and new innovations for the event
FIBA and NBA relationship and players at the World Cup
FIBA Women’s World Cup – importance and looking back at last year’s event in Australia
 
About
As Managing Director of FIBA Media, Andrew leads the 17-year joint venture between FIBA and DAZN which encompasses all production and rights commercialisation (broadcast, OTT D2C and data) for FIBA’s premium events. This includes FIBA’s World Cups and Continental championships (and their qualifiers), global junior events and the Olympic Qualifying Tournaments. FIBA Media has around 25 dedicated staff but collaborates extensively with sales and production teams within DAZN and scales up for events, managing 800+ personnel at the FIBA World Cup 2019. In addition to its core production and commercial activity, FIBA Media houses its own third party marketing division and established the Courtside 1891 digital brand and joint venture with Two Circles.
Andrew was previously the Head of Media Legal and Business Affairs for the International Olympic Committee TMS and was part of the Leaders Under 40 Class of 2020.
 
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Guy-Laurent Epstein a Football Association veteran and senior UEFA Executive for the past 20 years, shaping European football, the commercial side and beyond.  Deep dive into  UEFA’s world from Club Football, new National Team competitions, to the growth of the Women’s game and much more.  Highly educational and lots of great details you don’t want to miss.   
 
Key Highlights
How it started, from a passion for mathematics, to Arthur Andersen auditing to Sony Music
Commercialising the licensing rights for the FIFA World Cup in 1998 for Sony Music
ISL Marketing days – joining ISL in Luzern during an interesting time for the agency
Spending time in Asia, around the 2002 FIFA  World Cup Korea/Japan
ISL collapse in 2001 just before the FIFA Confederations Cup in 2001, FIFA creating FIFA Marketing to take over agency role
Joining UEFA shortly after the 2002 FIFA World Cup  – comparing notes on the event
The start of a two decade adventure with UEFA in Nyon
No Marketing department within UEFA yet when he first joined,  developing new projects and showing value to the administrators of European Football
The “old” way of doing things in European National and Club competitions at the time, early 2000
Change of guards, EBU, mostly state controlled broadcasters vs more commercially driven free to air channels
Non-linear channels emerge -  Pay TV – now digitization, Amazon relationship, DAZN, Apple testing
US Market importance for both European Club and National team football
UEFA.TV -  create new content from archive, exploring new ways to invest in brand – home of Youth and Women’s football
Relationship between UEFA and their agencies (Team Marketing – Club competitions & CAA Eleven – National Team competitions)
Big changes and success stories from the CAA Eleven deal
UEFA Nations League – the creation and where it is now and some of the challenges
New UEFA Champions League format from next season explained
Next steps in the governance of club competitions and relationship with the European Club Association (ECA)
Covid impact on UEFA competitions – looking back, moving EURO 2020, etc
Success of Women’s EURO 2022 in England and the growth and unbundling of UEFA Women’s Football – www.weplaystrong.com
EURO 2024 in Germany – high hopes for another big Football Summer Festival
 
About
Guy-Laurent Epstein graduated from Paris IX Dauphine University with a Master in Applied Mathematics & Social Sciences in 1990, and completed his studies with a MBA at ESSEC Business School in Paris, which he obtained 2 years later.
After four years working as a financial consultant for Arthur Andersen, he decided to shift his career towards sports marketing and worked for the 1998 World Cup in France. After that, he joined ISL Marketing where he was in charge of the licensing and merchandising programme for the 2002 World Cup. In 2001, Guy-Laurent joined FIFA Marketing, where he continued to oversee the good development and implementation of the Licensing programme.
He started in October 2002 at UEFA as TV& Sponsorship Manager and became Head of Marketing Activities in December 2004. In June 2005, he created the Media Rights unit which is responsible of the overall sales of the UEFA competitions TV and other media rights, which he managed till March 2010, when UEFA decided to set up a new company – UEFA Events SA - to handle all UEFA’s commercial and event operations. Consequently, Guy-Laurent was appointed Marketing Director of UEFA Events SA and as such, he is responsible for the ongoing development of the marketing and commercial activities, including media and sponsorship, across all competitions of UEFA.
 
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Paul McVeigh, from playing professional football in the Premier League to becoming a trained psychologist, and now advising C-suites and top corporate executives. Tons of great stories and lessons from his career as a professional player and how a Tony Robbins book put him on the path to studying psychology and becoming a keynote speaker.
 
Key Highlights
Growing up in Belfast, Northern Ireland, in a rough neighborhood in the 80s – what it was like playing football with tanks driving around the streets
A journey from Belfast to London, getting offered a contract with Tottenham Hotspur in mid 90s and meeting football legend Jurgen Klinsmann
His beliefs at the time about himself and what then happened in order to make his Premier League debut
His football journey from Tottenham Hotspur to Norwich City, Burnley,  Luton Town and why the key was to constantly adapt his style to fit various roles for each team 
How to deal with winning/losing, the psychology and mindset behind it for a professional player, being relegated and achieving promotion again
Who is truly responsible when a team wins or loses?  Coach versus players?
“Awaken The Giant Within” by Tony Robbins – our stories and the impact this book had on us and how this led to a degree in Sports Science and Psychology and a career in public speaking
Next stops, working as pundit at Sky Sports, BBC, and giving key note speeches and running corporate leadership programs
His book “The Stupid Footballer Is Dead: Insights Into The Mind Of A Professional Footballer” and an understanding of the mind of an elite sportsperson
Concept of accountability – a pre-season story and his learning being exposed to world-class players
Making conscious choices
His current project: bringing in first-class athletes, world champions and securing them as keynote speakers to corporations, including top military, doctors, etc
His contacts. Website: https://paulmcveigh.com  LinkedIn:  (5) Paul McVeigh, M.Sc. | LinkedIn  Email: paul@paulmcveigh.com
 
About
Paul McVeigh is a Premier League football player and Performance Psychologist. Paul's credibility comes from the unique combination of reaching the pinnacle of elite sport as well as being the first Premier League footballer to qualify with a Master's Degree in Psychology. Paul specialises in implementing the psychology required to elevate the performance of leaders and teams from the financial services' industry. He has recently worked with PWC, Grant Thornton, Aviva, Barclays, Deutsche Bank, Nat West, Cisco, Microsoft and many more. These lessons are even more applicable today in our remote and virtual workplaces in order to empower individuals to understand that our thinking unlocks the required behaviours that are necessary for elite performance.Paul shares his psychological framework from growing up in war torn Belfast, Ireland alongside the strategies he implemented performing under the intense scrutiny of 75,000 fans across the world. He is also an established broadcaster on TV and radio with BBC, Sky Sports, BT Sport and is also a published author of the ironically entitled book ‘The Stupid Footballer is Dead’.The insights Paul shared as a Sport Psychologist for 2 Premier League clubs have helped many players compete in, what is considered, the most prestigious and ruthless sports league in the world.
 
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Jerome Valcke, a true legend and also tragic figure in our industry. We are going back to his early days at Canal+/Sport+ to his amazing time as Secretary General of FIFA.  30+ years in the industry, his ups and downs and the challenges at the end of his FIFA reign and his comeback plans.    
 
Key Highlights
Early days of Canal+, first Pay TV operator in France - as news presenter and magazine producer (from wars to news)
1991 -  getting involved in acquisition of sports rights for Canal +, dealing with Don King to David Stern
Forming Sport+ (internal agency of Canal+) to buy sports media rights for Canal + and sell across the world, working with other agencies around the world
Don King story and doing business with him (negotiation is same as war)
French Football League (Ligue One) and the new Pay TV money coming in to change the game forever – new production values
Canal+, turning channel into a 24 hrs Olympic channel for the entire two weeks of the Barcelona Olympics 92’ and Atlanta 96’
Merger between three agencies, JC Darmon, UFA Sport and Sport+ -  Bertelsmann (UFA), Jean-Claude Darmon and Canal+ (Sport+) merged in 2001 creating SportFive – and the rest is history with decades of changes for the agency
Joining FIFA in 2003 as Director of Marketing – FIFA Marketing AG – in-house agency created after the collapse of ISL Marketing (initially focused on sponsorship only -  Media rights still with Robert Louis Dreyfus (owner of Adidas, Olympique Marseille).  Jerome lobbying to bring media rights in-house too.
Agency offering large guarantee to FIFA – (Swiss) 1.8 billion per World Cup -  Joseph Blatter (President at the time) putting his trust in Jerome and he delivered in 2010 – close to 4 billion 
Changing what FIFA was delivering to broadcasters, going beyond previous offerings
Infront & Dentsu controlled certain territory rights in Asia, and other agencies around the world – top countries controlled by FIFA directly, FIFA signing all contracts
Secretary General of FIFA -  the link between the political side of the Federation with the commercial and operating side
Dealing with Governments and Head of States to deliver the FIFA World Cup – need to deal with politics
Blatter stories – his rise within FIFA, from a low level marketing role to President -  “I am FIFA, FIFA is me” 
Bidding process for World Cups – 2018 & 2022 – huge significance for the winners
World Cup Legacy – South Africa 2010 stories – falling in love with the country and more…
Brazil World Cup 2014 – it was complicated …….. being banned for a period of time from entering the country…..
Could World Cup ever be moved if the event is at risk? Legal position vs actuality/reality
2018 & 2022 host country choices and his view on it
The different parts of FIFA, from Committees and other parts of the organization
Women’s Football at FIFA level – Women’s World Cup wasn’t yet able to make enough money on its own – role of FIFA to support and develop Football for everyone
Mastercard vs VISA and what happened on Sept 2015……. his side of the story
Moral vs criminal accusations –  rules of engagement – code of conduct in business
To reach Jerome Valcke - Jerome.valcke@gmx.es  (+34607937298)
 
About
Jérôme Valcke, born 6/10/1960 in ParisFrench and South African citizenshipsLiving in Carrer Catalunya 17, 08960 Sant Just Desvern, SpainE-mail: jerome.valcke@gmx.esMobile number: +34 607 937 298
1983 RMC Journalist
1984 to 1988 CANAL+ News Presenter
1988 to 1991 CANAL+ Deputy Editor in Chief Newsroom
1992 to 1997 CANAL+ Deputy Director Sports Division. Responsible for all international sport rights acquisitions
1997 to 2001 CEO Sport+, Media Group CANAL+. Sport+ was a subsidiary of the Group CANAL+ for Media and Marketing rights. Sport+ acquired the international of all major football European leagues.
2002 COO Sportfive. Sportfive was created by Group CANAL+, UFA- Bertelsmann and Group Jean-Claude Darmont. Sportfive was one of the leading sports agencies in the world.
2003 to 2006 FIFA Marketing & TV Director
2007 to 2015 FIFA Secretary General. CEO of the institution. My main task was the preparation, organization and delivery of the World Cups (2010 & 2014) and the preparation for WC 2028 & WC 2022. Management of a team of 500 people.
Today, owner of a winery located in Spain in the DOQ Priorat, Mas Igneus.
 
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Alex Inglot, the Commissioner of the ESL Pro League (Esports). We discuss his legal background, his various sports roles before he entered the Esports world. Alex has been involved across multiple spectrums of the sports industry and is sharing his experiences with us before diving deep into his current role as Commissioner of the ESL Pro League (CS:GO).  Lots of great stories and learning across sports and gaming.
 
 Key Highlights
How it all started, studying law at Oxford, playing Volleyball at Uni to his first internship at IMG – Rugby World Cup contract work
A few years of commercial law at various law firms in London – looking at a way back into the industry
Took FIFA International Master program to bring him back into the industry
First job after the program, heading to Mexico working at Atlante FC (club had just moved to Cancun), establishing a new fan base and building relationship with the region
Couple of years at JTA – working on Manchester United Corporate Communication, working with owner Jon Tibbs, difference between legal and marketing communication principles
Sportradar – promoting Sportradar’s integrity services to Federations and other rights holders (as Director of Communication), later involved in the non-betting services and then the opportunities in US sports betting
ATP Tour – Board Director – European Player Representative -working with ATP Player Council to drive progress for the members, redistribution of prize money, etc
Setting up systems, processes, transparency (eliminating distrust between players and tournaments) -driven by Andrea Gaudenzi’s vision, the new Chairman of ATP Tour
How ATP Tour survived Covid and continued the vision of Gaudenzi – creating a JV mentality between players and events
During COVID, ticketing revenue, which had always been very important for tennis events now became a vulnerability
ATP Media – broadcast arm, bundling rights across different levels of events – aggregating media rights was key to create one stop shop for broadcasters and/or fans
Commissioner of ESL Pro League (CS:GO – Counter Strike – Global Offensive) – major title by Valve
Intro to CS:GO – history the past 10 years – one of the major FPS (First person Shooter) games, played globally
ESL Pro Tour – owned by ESL FACEIT Group (new entity, created through merger, owned by Savvy Gaming Group from Saudi Arabia)
CS:GO landscape with total Price money US$ 18 mil across all events  - players earning US$ 20-50k per month
Comparison with other games and economics for teams – power of Publisher
Louvre Agreement – distribution of money ESL makes to teams to build ecosystem – helping to sustain teams investments
CS 2.0 is coming later this year and how the transition will happen
Structure of League – 12 founding member teams – revenue share of traditional revenues such as sponsorship – guaranteed slot in Pro-League (currently 15 out of 32 team format)
Opportunities for sponsor by aggregation of rights, bundling is key opportunity
League staged in Malta – teams fly in for periods of time – Malta Gaming establishing itself as Esports/Gaming hub
Esports/Gaming after Covid – from red hot to current slow down, is there a “winter” or just a natural correction?
The fundamentals of Esports are solid and very attractive, especially anyone targeting the younger demographics (Metaverse, digital items, etc)
 
About
A unique strategist drawing on years of international corporate and commercial law in the City of London; nearly a decade working at the sharp end of global sports communications and public affairs; and now Commissioner of the ESL Pro League. Focused on reading the landscape, developing a direction, securing buy-in and delivering impact.Driving the new structure that sits behind the CSGO ecosystem-leading EPL to ensure optimal governance and operations, record-breaking revenues and fair distribution, and the realisation of existing and upcoming aggregation opportunities. In parallel, using the platform to break down barriers across the wider CSGO stakeholder map and to drive collaboration for ecosystem optimisation.Took a driving role in the full review and overhaul of the ATP's leadership in order to bring in new structures and dynamic individuals, to ensure the Tour can continue to grow in a fast-changing entertainment landscape. Juggled stress-testing a seismic strategic vision, defining a clear governance upgrade and adapting to the challenges of a global circuit in COVID times, all while undertaking upgraded player outreach to ensure structure and policies were effective, well understood and beneficial.Previously led the whole range of communications and public affairs activities of one of the fastest growing enterprises in the global sports technology and innovation space, promoting their full range of expertise across data, content, betting, esports, streaming and integrity. This followed a number of years as a senior PR and international relations consultant to big names in football, Olympic sports and the integrity space.Over the years, I have been a regular spokesperson across conference panels, workshops and seminars, while also guest lecturing at academic institutions across Europe and sitting on industry event and award advisory boards.Former member of the English National Mens Volleyball TeamFormer coach of the Swiss Cottage Ladies Volleyball Team
 
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