The Sports Entrepreneurs Podcast by Marcus Luer

Harpreet Singh Rai, the CEO of OURA Health Ltd, a Finish company which is making a huge splash in the wearable health and wellness space through its smart ring product.  He shares his stories how he became involved in the business and where he is planning to take it.  Great stories on how the product works and the benefits behind it, to the future growth and plans of the business.   
 
Key Highlights
Coming out college wanting to be an engineer, spending his first 10 years in the financial world on Wall Street, including Eminence Capital, multi billion dollar Fund, investing in tech 
Combined his passion for health and wellness with his research in the tech space and getting into wearables as an early adopter/user
Running into the co-founder at a grocery store – and hitting it off 
Personally investing in the company in 2016 and joining the board.  Joining the company full time, in 2017 as President/CEO 
Founders from Finland, country with great history in tech and health culture (Nokia, Polar, etc)
OURA – focus on sleep tracking – massive benefits of the right amount and type of sleep (lack of sleep is detrimental to health)
OURA ring – how it works, the data it measures, what it does and comparison to other wearables 
“Sleep is the world’s best (legal) performance enhancing drug” quote by Matthew Walker, Author of “Why we Sleep”
What were the first users, beyond the early “bio hackers” adopters – awareness of Sleep becoming more main stream
Sports connection, with NBA, UFC, NFL teams all inbound requests based on the product benefits 
Covid influence on the business – very positive due to the ability to detect potential Covid infection before people show symptoms
Shipped over 500k rings since inception, doubling every year – raised Series C, over US$ 100 mil 
Great diverse group of investors globally, from Google to Temasek (Singapore Wealth Fund), Michael Dell and others. Strategic Investors supporting growth.
Ouraring.com – only available online, shipping to 100 countries globally  - North America biggest markets, Europe and Asia growing 
What’s the future going forward.  Wearable market, 200 million units globally – smart phones over 1 billion. 
Opportunities for more use cases to measure important health markers and build in preventive measures to detect heart attacks and others early signs of illnesses      
Next steps after raising the money -  growth, SPACs, IPO and other options out there 
Strong growth margins and profitable business 
Challenges and how to overcome them – strong company values = solutions focused (find 3 solutions to every problem), Ubuntu (ancient African word -humanity to others)
 
About Harpreet Singh Rai
Harpreet Singh Rai is the chief executive officer of Oura and a member of its board. His purpose is to be part of a team that is committed to improving the well-being of others. Under his leadership, Oura has grown to a team of nearly 100 employees and has launched its Generation 2 ring, shipping over 100,000 units to 90 different countries. He is responsible for Oura’s vision and strategy and guides decisions that ensure the organization’s financial health.
Before Oura, Rai was a portfolio manager who led the technology, media and telecom portfolio at Eminence Capital for 9nine years. He began his career working in Morgan Stanley’s merger and acquisitions group. Rai studied electrical engineering at the University of Michigan.
 
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Terrence Burns is best known as the “Bidding Guy” (in his own words), having supported and worked on more successful Olympic bids than anyone else in the industry. Lots of great stories and learn from his incredible experiences at Delta Airlines (which inspired several books) to working with sponsors and brands across the world. Great insights into the Olympic Games, from bidding processes and how it has changed, to branding the Games, to emotions which describes what the Rings mean to people.  Enjoy the history lesson of the Games while watching the Tokyo Olympics 2020-21.   
 
Key Highlights
Starting at the bottom of Delta Airlines fresh out of College –  Maintenance Utility Employee & working his way up the ranks over a period of 15 years 
Official Airline of the 1996 Olympic Games in Atlanta – how it all started 
Leading Delta’s sponsorship program of the Games, massive learning curve.  Key setting clear KPI’s, to manage the board expectations
Moving from being a Client to the Agency side with Meridien Management, official marketing agency of the IOC
Joining Founders Chris Welton and Laurent Scharapan as Sn. VP Marketing – commissioned first proper research on the IOC and Olympic brand  
McDonald’s five Cheeseburger Olympic story to illustrate the change in thinking
Sponsors have to tell a story to show consumers why they are involved and build the connection.  The fee is just the entry ticket to the party. 
Celebrate Humanity Campaign with Robin Williams 
Talking numbers of Olympic programs in early 2000 – both for the TOP and LOC program 
Salt Lake City crisis and how it turned around through “research lead facts” with sponsors 
Losing Moscow Bid, character building and leading to the next gig – Sochi 
Partnering with Frank Craighill, one of the foundering partners of ProServe (Donald Dell’s Agency) and Chris Walton to launch Helios (adding Chris Renner, Prescient later)
Success with Five Olympic bids & 2 World Cups , bringing Wrestling & Golf back into the Games, Asian Games, etc – helping to steer those bids and creating the stories around it
PyeongChang winning bidding story vs Munich’s losing story 
New IOC approach to decide on future locations – no longer beauty parades, now Executive Board looks at which cities reflect the Olympic Values and best location for the movement 
Emotional Senegal story – Olympics means “hope” 
Asian Games gig – a balancing act – Doha 2030 and Saudi Arabia 2034
Current focus for him – working with Sponsor on the great decade of global Sports for North America, from the 2026 World Cup to the 2028 LA Olympics to potentially the Winter Olympics in 2030
Basic advice to sponsors – don’t sign the BTA (Basic Terms of Agreement) before you get advice from an expert
Latest numbers, US$ 200 million fees for TOP or LOC programs (4 year cycle) – the ratio of fees to activation investment debate
LA Bid about the next 100 years of the Olympic movement 
Sochi story – the US$ 50 billion number unpacked 
Tokyo 2020-21 thoughts to wrap it up – differences in sponsor mind set in Japan or China vs the US market
 
About Terrence Burns
I have a long history in Olympic marketing, dating from 1993. My background is unique, and includes: 
A combination of sponsorship consulting/sales, Olympic and World Cup bidding, Olympic Agreement negotiation, and international sports branding and communications.
Serving "on all sides of the table" - as an Olympic sponsor, as a rights holder with the IOC/Meridian, and as a consultant to bidding cities and nations, rights holders and sponsors around the world.
Advising clients as varied as Allianz, the Australian Rugby Union, Australian Football Federation, Samsung, Petro-Canada, the City of Moscow, BHP Billiton, TNT China, Bell Canada, Dow Chemical, Nissin Foods, the International Olympic Committee, and the International Paralympic Committee to name but a few.
Directing Delta Air Lines' highly successful sponsorship of the 1996 Atlanta Olympic Games.
Joined the IOC’s then-new external marketing agency, Meridian Management SA after the Atlanta Games where I served as Senior Vice President – Marketing, responsible for managing the marketing and client servicing relationships with the IOC’s global TOP Partners.
At Meridian, I helped spearhead the first-ever global assessment and positioning of the Olympic Brand, resulting in the IOC’s first brand image campaign, “Celebrate Humanity”.
Served as the lead brand and marketing consultant for the successful Beijing 2008, Vancouver 2010, Sochi 2014, PyeongChang 2018, and Los Angeles 2028 Olympic bids, the 2018 Russia FIFA World Cup & United 2026 FIFA World Cup bids, and the Doha 2030 Asian Games bid.
Served as the lead brand strategist for Golf and Wrestling’s bids to return to the Olympic Games.
 
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Patrick Mouratoglou, also known as “The Coach”, currently the most influential coach in tennis, sharing his incredible journey with us, starting with his difficulties in his childhood to overcoming them and turning his passion for Tennis first into a business (Academy) and then into a profession (Coach).  Amazing stories and incredible learning on multiple levels.  Best warm up story ever on the Sports Entrepreneurs Podcast. I am certain you will enjoy it.  
 
Key Highlights
Early childhood stories and challenges (from low self esteem and panic attacks) and the lessons from it
Winning the fight against his body and mind at the age of 11 – (first little victory) – lesson, we are the product of our life lessons (have a little win every day)
Started playing tennis at the age of 4, playing 8 hours per day – Court was only place where he felt safe and confident 
Age 15, parents “forced” him to stop playing against his will – another turning point in his life – his dream was destroyed
Age 17, started psycho therapy for 10 years – developed tremendous skills how to read people due to his in-ability to interact with people 
Working in his father’s company to learn the trade from the ground up – but wasn’t for him – pursued his passion for tennis again
Great life Lessons from his meetings with his parents 
Starting his first academy – renting two Courts (for E$ 3 per court per hour) – putting flyers on cars – after one year 40 “average” players taking lessons
Next step – approached Bob Brett (at that time Boris Becker’s coach) to partner with him for the “Bob Brett Academy”
Had two months to put it all together before Bob Brett showed up. Patrick was the “manager” and running the academy, unfortunately, after six years Bob leaves. 
Worst business decision to build a name for someone else and now the “brand” disappears on him – luckily his young players stayed on
He decided to put his own name on the “door”. Only problem was, he was not a Coach (yet).  
From that decision onwards, it took him 10 years to win his first Grand Slam as a Coach – we unpack that incredible journey
Marcos Baghdatis, first protégé, next lesson (from bad coaching)
Anastasia Pavlyuchenkova, just made French Open Final  – 16 years old when she joined him, struggling together, great story 
Serene Williams, she was going through a tough moment when they first met, hadn’t won a Grand Slam for two years and lost in first round in Paris 
Called him to train in his tennis academy in Paris (at that time he was coaching Grigor Dimitrov) – “talk to me” story 
He showed her what he thought she was doing wrong, working for 3 days and she loved it – next meeting in Wimbledon (which she won while Patrick coached her)
Massively successful year in 2012, winning Grand Slams, Olympic Gold, etc at the age of 30 – and 10 Grand Slams later 
Patrick Mouratoglou Academy  - from Nice, France to Greece & Dubai (Tennis Centers within top resorts)  
Schooling and sports program – 200 students, 40 different nationalities – also for families, hotel, medical center, seminar area, etc 
UTS – Ultimate Tennis Showdown – amazing new concept, shorter format, adapted rules, focused on digital audiences, players love it 
Patrick talks us through his vision for UTS and what he thinks is right and wrong with tennis right now – must listen for anyone in the business of tennis
UTS formula - short, dynamic, immersive and authentic content – started in 2020 in height of pandemic – coverage across 100 countries, 20 mil viewers, 10 invited players 
Raising US$ 50 million right now, to build a League, 10 events per year in amazing locations across the world – like F1 (only same 10 players)
 
About
Patrick Mouratoglou is a French tennis coach and sports commentator of Greek descent. He has been the coach of Serena Williams since June 2012.
He founded the Mouratoglou Tennis Academy in 1996 near Paris (later relocated to the outskirts of Nice), and has coached many up-and-coming players, including Marcos Baghdatis (whom he coached to the final of the 2006 Australian Open), Julia Vakulenko, Anastasia Pavlyuchenkova, Aravane Rezaï, Irena Pavlovic, Jérémy Chardy, Laura Robson, Yanina Wickmayer and Grigor Dimitrov.
Mouratoglou started coaching the ATP player Marcos Baghdatis in 1999 when Mouratoglou invited him to his Tennis Academy in October 1999, on a one-week basis. Baghdatis was, according to Mouratoglou, "not an athlete at all", however within seven years he would become a junior world No. 1, win the 2003 Australian Open boys' title, reach the final of the same tournament in 2006 and reach the world's top ten.
In July 2007, he started coaching Anastasia Pavlyuchenkova. Within two years, Pavlyuchenkova reached the world's top 30 and has since made two Grand Slam quarterfinals and reached a career-high ranking of world No. 13. They ended their association in August 2009, and Mouratoglou moved onto coaching both Aravane Rezaï and Yanina Wickmayer. Rezaï enjoyed a successful 2010 season, entering the world's top 20 and winning the Premier event in Madrid whilst Wickmayer reached a career-high ranking of world No. 12 in April 2010. Mouratoglou stopped working with both Rezaï and Wickmayer in August 2010 and April 2012 respectively.
In December 2010, Mouratoglou started coaching Laura Robson, who was world No. 217 at the time and still struggling to break into the senior tour. They worked together for six months before separating shortly before Wimbledon in 2011, when Robson was still struggling to make any progress on the WTA Tour, having slipped further to world No. 257. During this same period, Mouratoglou also coached Jérémy Chardy within his academy.
In March 2012, Mouratoglou started coaching Grigor Dimitrov and set about guiding him back into the world's top 100, having dropped to No. 102 by the time he started. This association ended in September that year and Mouratoglou moved on to coaching Serena Williams.
By the time Mouratoglou started coaching Williams, she had just suffered her first-ever opening round defeat in the main draw of a Grand Slam tournament, losing in the first round of the 2012 French Open. Since then, Mouratoglou has guided Williams to her fifth, sixth and seventh Wimbledon titles, the Olympic gold medal, her fourth, fifth, and sixth US Open titles, her second and third French Open titles, three consecutive year-end championships titles, her sixth and seventh Australian Open title and lifted her back to world No. 1 in the WTA rankings.
 
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Giampiero Rinaudo, a passionate Italian sports tech Entrepreneur, Founder & CEO of Deltatre. Being the CEO for the past 35 years, managing the growth over three decades with now a team of over 1,000 technologists, designers, and innovators across the world who are driven by a passion to change the way the world consumes content. 
 
Key Highlights
How it started, at the young age of 20 as a student, started to work part time in “timing support” with Olivetti – in Alpine Skiing and F1  
In 1986, Deltatre was born, with three partners – continuing to service Olivetti in result and timing systems (manual time spotting at F1) 
Olivetti starting to have financial problems, time to be a proper entrepreneur and start offering service to multiple clients 
In 1995, about 40 people, growth in second decade driven by growth in media rights fees, especially Football 
UEFA Champions League, big new client and opportunity, central results system operator 
Staying at the cutting edge, working with top clients who push company to new heights and working globally 
Internet and PC boom offering new opportunities, World Championship of Athletics, Gothenburg, 1995 – first real time results on the internet  
Building websites and portals for Federations – clear focus to be a service provider, not in competition with our clients 
In 2005 (second decade), 110 staff, two offices, heavily focused on 2-3 big clients, UEFA, FIFA, IAAF
His own Entrepreneurial journey and learning – software developer turned CEO.  Learning on the job 
Third decade, from 5 clients to 70 clients, streaming over the internet and social media, nearly 500 people 
First Olympic streaming website for NBC at the Beijing Olympics 2008 – great success 
London 2012 – first proper digital Olympics – again involved at a major level 
Starting to develop “Products” for broader range of clients with smaller budget (changing from Service to Product culture)
New Broadcasters clients, still focused on Europe and a few around the world 
Growth funded internally until 2008, looking for growth beyond organic, Italian investor came in and Deltatre saved them during the subsequent global crisis
2016 Bruins Sports Capital (BSC), buys 75%, 25% still held by management – big growth in the US through BSC strong network 
First new client(s) in the US, NFL Game Pass, then MLB, MLS
OTT growth, now 50% of the business – broadcast clients 
Acquisition of Massive Interactive – combining their product culture with Deltatre service culture 
OTT – discussion about the evolution, the opportunities and challenge with monetization 
Partnerships with Rights Holders, example with DFL (Bundesliga) and Sportec Solutions
Beyond sports, a look at entertainment, Gaming & Esports
Deltatre and Covid – effects on company & “one company” system & the “new normal” office culture 
Look into the future of Deltatre – continued two digit growth, acquisition, etc 
 
About Giampiero Rinaudo
“When I was young, I wanted to be a timekeeper for alpine skiing,” says Deltatre’s Group CEO, Giampiero. Fascinated by sports, and growing up near Turin, Italy, within easy reach of mountains, it wouldn’t have been an unrealistic goal. But Giampiero, known as Gipi, would follow a related, but different, tact.
After completing his Computer Science studies at the University of Turin, he took his career dream as a starting point and supercharged it. Setting up Deltatre with two partners in 1986, he combined his interests in technology and sport to produce better fan experiences across the world – an ambition which began with creating ways to record times and other sports data more accurately. “I was a lover of computers and data and I loved sports, so I thought ‘what better than setting up Deltatre?’ Computers and sports were my passions,” he says.
When he set up the company aged just 27, Deltatre was unsurprisingly a very different place to today. An early project involved developing software to provide more accurate timekeeping for Formula 1, with the company installing transponders within cars to ensure lap times could be measured accurately – a tactic still used to this day.
Personal computers were in their infancy, meaning heavy equipment would often be carted to games. “They did the tasks we were doing at that time like record timings and inform about results,” he says. “Now we’ve moved in a completely different direction.”
Gipi could never have foreseen the incredible growth that Deltatre would encounter. From its humble beginnings as a team of just three, to more than 1,000 technologists, designers, and thought-leaders today in 19 offices across the globe. Now a silent partner powering many of the world’s most-watched events, including FIFA World Cups, UEFA Champions Leagues, ATP Tennis Tournaments, and NFL Super Bowls – to name just a few.
Disruption has remained constant over the past three decades – and Gipi and employees have evolved with it rather than fervently clung on to techniques of the past. With the recent acquisition of software company Massive Interactive, which specialises in the entertainment OTT space, this has never been more true. “When I look back every year, the company is never the same as the year before; it’s a constant transformation,” he says.
As well as the continued growth of the company, he believes one of his biggest achievements is the culture fostered at Deltatre. “It’s a very informal environment and my door is always open,” he says. And how does he want others in the company to view him? “Honest and loyal,” he says, “which I believe are also important sport values.” Outside of work, he enjoys alpine skiing, swimming, and hiking.
 
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Clive Bowen is a man truly shaped by his early career experiences; from his days at Rolls Royce to his years working with a large Saudi group before entering into the world of motor racing and him emerging as a world leader in building Racing Resorts around the world:
 
Key Highlights
Studying mechanical engineering and landing first job at Rolls Royce (Aerospace) 
Moving on to Wright Machinery (PPM). Amazing experience serving clients in Middle East – commencement of project management responsibility 
Middle East stories from late 80s. A territory which changed dramatically each year for 20 years. 
Great Lessons and stories from running Haldir Ltd., a division of a Saudi group for nine years. Commencement of the ‘always under promise and over deliver’ mantra
1997, meeting Paul Berger in Dubai and various other motorsports luminaries. Entry into the motorsport industry, initially as a hobby, then as a profession
Pitching Dubai Autodrome for four years with Paul Berger. Cutting a deal with Union Properties, working with HOK Sports (now Populous). First design for a track and masterplan for a venue
West Surrey Racing days - six years in Touring cars with MG – even becoming ‘team principal’ of the Junior MG BTCC team that launched the career of Colin Turkington
Dubai Autodrome stories; how it evolved as a major property development 
Next Apex project in Iceland and how 2008/09 financial crisis killed it
Development of first "Race Resort", Hampton Downs Motorsports Park, New Zealand 
Various Karting design and construction projects in Middle East 
Herman Tilke, mutual respect - positioning Apex purposely below his F1 tracks 
Difference in company philosophy: Tilke ‘race circuit focus’ vs ‘venue with a race circuit inside’ focus for Apex 
Pragmatic approach to developing leads in the industry: 1 in 100 chance a lead turns into a construction project; Apex has had over 2000 inquiries, 200 project codes, turned into 20 construction projects. Typical five years lead time from enquiry to venue
Difference between a race drivers point of view vs a designer's on what constitutes a great track 
What makes an ultimate race track?
Race Resort Projects in China
Insights into the new Miami F1 track
Potential new Race Resort in South East Asia 
 
About Clive Bowen
I established Apex Circuit Design Ltd in 1997 and developed it to become a world-leader in the field of motor race circuit design, engineering and master planning. My team and I design cost-effective, relevant, multi revenue, multi-use motorsport based entertainment destinations.In 2009 we were appointed the FIA Institute Facilities Advisory Partner on a multi-year contract to support projects which are grant funded by the FIA Motor Sport Development Fund. Our service is to provide commercially and environmentally sustainable master plan designs for race destinations anywhere in the World.We pride ourselves on creating exciting, interesting and commercially viable race track designs and currently have projects on 5 continents.Our master planning services are accepted as among the World's finest. We are considered the de facto choice for commercial developers even in today's harsh economic climate.We aim to meet the future needs of environmentally sustainable developments whilst also supporting and nurturing motorsport from the grass roots to the highest levelsSpecialties: Race Circuit Design (Road course, street circuit, temporary circuit), Motor Sport Destination design, Entertainment Destination design, Master Planning services, Motor Sport event management, Motor Sport operational management, Motor Sport sustainability consultancy, Motor Sport environmental consultancy.Please review our website at www.apexcircuitdesign.com for further information.
 
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Joachim Hilke, is a German sports marketing Veteran with an colorful career across NFL Europe, UFA/Sportfive early growth story,  HSV (Hamburg Football Club) and now with Fanatics in Europe.  Lots of great stories on how the NFL started in Europe and the challenges around it, to an insider look into German Football Club thinking and off course a deep dive into Fanatics’ amazing online merchandise retail business globally.  Enjoy.
 
Key Highlights
From his College thesis to the first job at the NFL Europe with Rhein Fire - great stories how the League and team started (Americana in Duesseldorf)
Next stop, UFA/Sport 5 -
HSV (Hamburger Sport Verein – Bundesliga Club) great stories about selling their rights and sitting on the board of a major Club.
Naming rights of HSV Stadium – AOL Arena – focusing on sponsorship and marketing while the rest of the company is mostly selling TV rights
UEFA National Team deals – the good old days of maximizing 2nd & 3rd party rights both in TV and sponsorship (Double production – sell both sides of the pitch to different sponsors)
Front Runner of UEFA Qualifiers packages now managed by CAA Eleven
2nd run at HSV – Chief Commercial officer & Board member again – dream job for a kid from Essen. At that time, team was a regular in European Football and amongst top teams in the Bundesliga  (Emirates Airlines on the Jersey)
Challenging six years on the pitch, legal structure of German Football clubs make it challenging with Fans having a large say and voting rights (Members Club) – lots of emotions which start influencing decisions
Current role at Fanatics – Managing Director Global Partnerships – massive online Merchandise and Licensing retailer, valued US$ 12.8 billion (up from 6b mid last year) – representing all major US rights holders
com – V-Commerce Model (vertical) – the ultimate online sports apparel and fan gear store (80% of revenue online)
Difference between official apparel of Kit supplier and other fan apparel merchandise
Demand for Fan products stayed strong during Pandemic, especially after Leagues started playing again - Fandom is still alive and well
International roll out – differences in Europe to US model with Leagues – in Europe deals are done with Clubs and not Leagues
Some big names signed up in Europe, German and English FA, PSG (Paris St Germain) and Bayern Munich
With large volume but thin margins in merchandise, wondering why European Football Leagues don’t bundle merchandise like the American Leagues?
Opportunity to take global IP to Asia and other parts of the world. Hillhouse Capital (PE Fund), JV partner for China market launch. Office in Tokyo, dealing with Japanese Baseball and US Sports
Counterfeit products not a major focus or concern -  focus heavily on Football/Soccer for now
      
About
2017 – today, Fanatics International, MD Global Partnerships
2011 – 2017, Hamburger SV (HSV Fußball AG), CCO
1998 – 2010, Sportfive, CEO International
1994 – 1997, NFL International, MD Rhein Fire
 
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Ricardo Fort spent his incredible career on the "brand side" of the business, deploying hundreds of millions of sponsorship and advertising dollars for the likes of Coca-Cola and VISA to name a few.
Great deep discussion about his views on sports as a platform from the perspective of a true "Advertising Man" who has worked with some of the biggest sports sponsors in the world. 
 
Key Highlights
From studying Civil Engineering to realising that marketing was his calling at Unilever.
FMCG space, great place to learn marketing, brands spending big dollars
His dream (which was also mine) working for Coca Cola coming true. The Coke TV commercial that triggered it (featuring Zico). Third time lucky 🍀. 
Starting at Sprite brand before moving to Coca Cola brand. Brazil the 3rd biggest market for the brand. 
First involvements with FIFA World Cups, starting in 2002 Japan/Korea.
Working across FIFA, UEFA and teams. 
HQ roles, developing global frame work vs local team execution and leveraging the property 
After the 2006 World Cup, back to Brazil before a stopover in India. These countries are a "mess", challenging new role. Fans are similar in their passion for their respective sports (⚽ & 🏏) 
Short sting at Danone. Global Marketing Director based in Paris. Not the best match. 
Next stop Visa in San Francisco. More similarities than difference in approach by Coke & Visa to sponsorship. 
Beginning preparations for Brazil World Cup 2014 and Rio Olympics 2016My Sao Paulo and Brazil World Cup experiences 🇧🇷 🇩🇪 🏆
Inside look on how Visa leverages and measures these mega events, very focused on the customer (mainly Banks at the time, now much broader). Develop specific promotions. 
Being a big "Sponsor" - about the relationships with the Rights holders, not about the money 🤔? Ricardo explains. 
Back at Coke - homecoming as VP Global Sports & Entertainment Partnerships
Coke's massive global marketing and sponsorship budget, where and how to invest it. Being seen as the go to guy for the industry. Seeing 25 proposals per week. 
Everything starts with a "Problem". How can a sponsorship help fix the problem. THE KEY MESSAGE (if you learn nothing else from our discussion). 
Start with public filings by companies and look at what problems they have. Look for the challenges and how you can help.
Beyond sports - global entertainment, movies, music and gaming & Esports
Gaming - huge visibility, distribution, eye balls. Connecting with Gamers via Publishers. 
Reaching hardcore Gamers, thru Influencers & Esports
Coke in Gaming since 2002 with EA's Fifa, 2007/08 early days in Asia. Sensitivity to certain type of Games. 
Being authentic as a brand is key - fans can smell fake from far 
His thoughts on the "Sugar drink" issue 
Coke vs Pepsi discussion 
Sport by Fort Consulting - his brand new agency - going Entrepreneurial route 
Helping other companies/brands with his 25 years experience in sponsorship 
Current Project examples:
Working with brands who are looking at global events 
Sport tech start-ups 
Marketing plan for a Footballer, build a brand 
Higher education project 
Investors and Football club owners
His final thoughts on Crypto & NFTs and brands
 
About Ricardo Fort
After 25 years working for some of the best companies in the world and almost a decade successfully leading the Global Sponsorship teams of Visa and The Coca-Cola Company, Ricardo launched Sport by Fort Consulting to help sponsors, leagues, investors and athletes successfully invest in sports.
An excellent track record dealing with major global and local sporting organizations and the savvy of having negotiated over a billion dollars in sponsorship contracts, position Ricardo as an expert with unique skills to help investors evaluate, decide and negotiate partnerships.
At Coca-Cola (Atlanta, GA – USA), Ricardo led the Company’s global portfolio of sports and entertainment sponsorships, partnerships and events, including the International Olympic Committee, FIFA, UEFA, the Special Olympics, athletes, McLaren F1 team, record labels, movie studios, the gaming industry and other worldwide sports and entertainment properties.
Prior to this role, Ricardo was the SVP of Global Brand, Product & Sponsorship Marketing at Visa (San Francisco, CA – USA), where he was responsible for all global consumer marketing initiatives including branding, advertising, digital, design and sponsorships.
Ricardo led the Visa team, one of the most active sponsors in the world, in the end-to-end initiatives related to the International Olympics Committee, FIFA, the International Paralympic Committee, UEFA, the NFL, dozens of Football, Baseball and Basketball teams in the USA and hundreds of Olympic athletes.
Before Visa, Ricardo was the Global Marketing Director for the dairy category at the Group Danone (Paris – France), and held several other Marketing roles at Coca-Cola in Brazil, USA and India, and multiple roles at Kellogg’s and Unilever.
Ricardo obtained a Bachelor of Civil Engineering degree from Escola Politécnica da Universidade de São Paulo and has a Specialization in Business Administration from Fundação Getúlio Vargas, both in Brazil. He is married and the father of two teenage girls.
 
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Mark Pannes is a highly accomplished US sports executive with an incredible career across the US and Europe, from his early days at the New York Knicks, to leading a large European Football Club (AS Roma) on behalf of a US Owner and learning the inside workings of one of the largest Banks in the world (HSBC Private Bank).  Mark has accumulated a wealth of knowledge and his views are well heard (through his own Podcast/Clubhouse talks) and respected in the industry. With the European Super League “fiasco” just over when we spoke, we off course took a good stab at the topic as well.  As always, lots of learning and great insights throughout the discussion. Enjoy.  
 
Key Highlights
How it all started, a High School dream to have a career in professional sports, leads to studying sports at UT in Austin and a summer internship with the New York Knicks
First job on the operational side at Madison Square Garden (MSG), 19 different trade groups (Unions) working in the building, etc
10 years with the Knicks -  Patrick Ewing and Pat Reilly days – MSG a vertically integrated company, the venue owns the teams and broadcast network – sales force is media let - Knicks the bait to sell other content at the venue (bundling)
Starting to sell Knicks as a stand alone property, non-media related – drove US$ 4 mil of new revenue (total team revenue over US$ 120 mil at the time)
Brand driven vs sales driven approach,  digital and CRM starting to kick off
Ground breaking deal with American Express, co-branded card for the first time
First Entrepreneurial experience – Skilo Brand agency – range of clients and projects  
First overseas sting, overseeing acquisition and then managing a Parisian Basketball Club (Tony Parker, French NBA player was part of the investor group)
After cleaning up the club in phase 1, spending most of the time on ways to finance the “underfunded” Club and connected with HSBC
Next stop HSBC Private Bank, London, banking athletes and IP owners, borrowing against assets
IP owners and athletes, asset & wealth management, borrow against revenue.  COI (contractually obligated income) as security
Insider look during the global Financial Crisis (2008-09) – HSBC’s approach
Next Raptor Accelerator, Jim Pallotta, US billionaire Family office – invested in AS Roma – new role as CEO of the club
The numbers in the AS Roma deal – total US$ 160 million investment (according to reports)
Learnings from his AS Roma days, running a Listed company, every club is a “selling club” – ability to sell players is important
New Stadium plans, great project, big plans, the process to get it started (unfortunately till today it hasn’t come to fruition) (Roman politics or what happened?)
European Super League (ESL) discussion – 48 hours of madness – his view as an American Sports Executive with European Football experience
Mismatch and disconnect between team owners, there was no “executive team” in place to represent the group (it appeared), no apparent media partners, rushed announcements, etc
BCG , JP Morgan and many of the big Clubs got their fingers burned it appears in hindsight – surprisingly many rookie mistakes across the groups   
The underlying challenges between the big clubs and the “others” haven’t gone away – the issue will come again at some point in the future – even the big clubs have little leverage with UEFA, so they need to come up with these threats to push their agenda
Union Sports – private consulting companies, advising on media and other long-term revenue streams
Vancouver Whitecaps FC , turn around, clean up – just when the pandemic hit six months into it
Inner Market Media – consulting and content creation for sports IP owners – focus on transatlantic view – “OTT Sports Speakeasy” (weekly on Clubhouse, Thu, 5pm UK time) and OTT Sports Podcast together with partner Michael Broughton
Last thoughts on the growth opportunities in sports in current climate – expansion period for sports – new money coming in with lots of changes along the way in the process
 
About Mark Pannes
Mark is the Managing Partner of Inner Market Media. A 30 year sports and media industry veteran he has managed sports, media, entertainment, and licensing businesses in North America, the UK, Europe, and Canada.
He has served as CMO of the New York Knicks (NBA), CEO for AS Roma (Serie A), CEO for the Vancouver Whitecaps (MLS), and founding director of the global sports practice at HSBC Private Bank, based in London.
He currently also serves as a teaching fellow and advisory board chair for the Center for Sports Communication & Media at the University of Texas at Austin, where he is based.
Mark is a graduate of the University of Texas at Austin and Fordham School of Law.
 
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Paul Berger is a true Middle East insider, having been based in Dubai, UAE for nearly three decades and done it all from advertising, motorsports, helping to build the Dubai Autodrome to now running EMEA for the Arena Group, one of the leading temporary event structures groups in the world for sports, music, exhibitions to cultural events.   
 
Key Highlights
Paul’s early days in Advertising in the UK and his route to Dubai. BBDO took him to Dubai. 
From Advertising to Karting – setting up his first business (Leisure Karting) in Dubai – great stories (races in Oman, Bahrain, Abu Dhabi)
Dubai Autodrome & Business Park -  how it all started and where it is now (www.dubaiautodrome.ae)
Clive Bowen of Apex Circuit Design, designed the track (www.apexcircuitdesign.com)
What worked and didn’t work and what is happening on the track now
Next Entrepreneurial venture – Sports Marketing Global – focused on motorsports & brands from the Middle East  (partnered with Chris Akers – who was managing F1 Driver, Robert Kubica at the time)
Working with McLaren (Ekrem Sami), first deal with Emirates in motorsports (and how amazing visuals did the trick)
Abu Dhabi NDA & F1 story -  how the deal came about and contract was signed 
Harlequin Marquees – brother in law business – new challenge – bringing it together with Arena Group, UK (a company with 260 year history – started in 1761)
Arena’s first acquisition outside the UK, big growth since then through acquisition and Public Listing in the UK
Paul’s role as CEO across EMEA – expansion across the region – 350 staff across Asia/Middle East, offices in Malaysia, Korea, Hong Kong, etc
Arena America, Europe/UK, Middle East/Asia key regions– his region became the biggest and most profitable division (pre-Covid 2019) – hugely successful year (Anthony Joshua fight in Saudi) 
The Arena Business – temporary Event Architecture – from tents to modular buildings, interiors, hospitality, etc 
And then Covid happened and how that effected the Business and how Arena reacted to it – pivot business away from events, where could the equipment be used (temporary hospitals, etc)
Saudi family was keen to invest, raised money to make it through Covid – prior to that he was in the process of taking the company private again with US PE group (management buy-out)
Looking into the future, when is the event business coming back – his views on 2021 (transitional year) and 2022-23 – two year process to come back to 2019 numbers
Sports in the Middle East – big growth over the last few decades and where is the growth in the future – Dubai was the initial driver, Abu Dhabi the last decade, last few years Saudi Arabia 
Mostly driven by large scale events, from Boxing, F1, UFC, WWE, Tennis, Golf, etc – some top Venues now like Coca-Cola Arena (20k seater) in Dubai
How to operate in the region – need to have a presence on the ground in the key markets, have local experts and strategic partners
 
About Paul Berger
Paul Berger has been working in the Middle East and Asia since 1993. He started his career in Dubai with the OMNICOM Group, as a lead Account Director on Emirates Airline, Pepsi Cola and General Motors. In 1997, Paul moved into the sports event management sector, by launching the first leisure motor sport tracks in the region. Indoor Karting, Outdoor Karting, the Dubai Autodrome FIA Circuit and local motor racing championships.
In 2009, he became CEO of Harlequin and subsequently sold the company to the Arena Group. In 2010, he became CEO of the Middle East and Asia Division for the Arena Group, launching the company in Singapore and Malaysia. Paul has subsequently expanded the division to Abu Dhabi, Saudi Arabia, Hong Kong, Korea and now Japan. Paul is also the President of the International Live Events Association in the Middle East.
 
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Hrish Lotlikar is a living example of a successful digital nomad Entrepreneur. A former Investment Banker turned VC, turned Tech, Blockchain and Crypto Entrepreneur. Besides covering Hrish's amazing career we take a very close look at his latest venture "Superworld", the relevance to sports and the connection to NFTs, the currently hottest trend in the Crypto and sports, music, arts IP (Intellectual Property) world. 
 
Key Highlights
From High school to Navy Reserved Officer and Surgical Technician removing eyes 
Pursuing Triple Degree (MBA, MPH, MD) in graduate school then taking him into Management Consulting and Investment Banking and his first Entrepreneurial exploit creating "The Wall Street Program", teaching how to get a Wall Street job.
Next stop Venture Capital (VC), bio-tech and other tech companies with "world changing ideas" 
From New York City (after the crash in 2008/09), traveling across Eastern Europe for 1.5 yrs. Great story on how to start a seed stage VC Fund in Ukraine with Victor Pinchuk (Ukrainian Billionaire) and tech accelerator in Belarus. 
Early employee, Senior Business Developer/Global Evangelist of Toptal, Andreessen Horowitz backed venture
Rogue Initiative Studios, LA based entertainment studio leveraging the latest in tech, VR, AR with Hollywood IP and partnered with Hollywood director Michael Bay
Superworldapp.com - virtual world in augmented reality mapped onto the real world, with 64 billion virtual real estate blocks (NFTs) on Blockchain which can be purchased
Superworld is Pokémon Go meets Foursquare meet Monopoly
Connecting Superworlds to the Sports & Entertainment space, from Venues to activities in the virtual world 
Still a few steps required to buy a block right now, thru your Ether wallet. Getting easier soon. 
NFT market place coming soon, platform to create NFT for any IP, sports, music, art, etc linked to augmented reality to showcase the NFT 
Exploring Online to offline (O2O) opportunities. Real Estate developers are exploring this space. 
Bringing Sports IP into the virtual world. 
NFT (Non Fungible Token) - basics explained
NBA Top Shots (not Hot Shots 😂) discussion and how it connects to Superworld's NFT market place. Creating digital assets out of content, experiences, unique moments 
NFT Salon vertically integrated into Superworld, music, art, architecture - Mars House example 
Long tail of NFT content to put these NFTs into the "virtual world" of Superworld 
Working across other platforms like Open Sea 
Contact Innerworld@superworldapp.com for on boarding and other questions 
ERC721 is the standard for NFTs, on the Ethereum Blockchain 
Digital Assets (NFTs) can be programed to create earnings for artists in perpetuity (on future sales transactional and value creation). A whole new way of monetization for IP.
Launch of Superworlds NFT Salon in early April:Contact Innercircle@superworldapp.comfor IP owners. Collectorscorner@superworldapp.com for NFT Collectors 
 
About Hrish Lotlikar
Hrish Lotlikar is a Co-founder and CEO at SuperWorld. Previously, he co-founded Rogue Initiative Studios, a Hollywood film, TV, gaming, and immersive entertainment studio. He was also the founding Managing Partner of Eastlabs, an early-stage VC fund based in Kyiv, Ukraine. Previously, Hrish was a Senior Business Developer and Global Evangelist at Toptal (backed by Andreessen Horowitz, the Rockefellers & the co-founders of Facebook and Zynga), a venture capital investor at Spencer Trask Ventures, and an investment banker at both UBS Investment Bank and HSBCSecurities, where he specialized in public finance, corporate finance and M&A. He also was an Associate in the Global Business Development Group at management consulting firm Hewitt Associates.
Hrish was born in India and grew up in the United States. He also has spent many years living around the world in Europe, Asia and South America. He has a close connection to the people and cultures in Ukraine, Belarus, Russia, Spain, France, Vietnam, China, Colombia, Bali and Thailand.
Hrish holds a BA in Political Science from Rice University and both an MBA and MPH from University of Illinois at Chicago. In his free time he enjoys working out, fashion photography and traveling the world.
 
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Sophie Goldschmidt, has been recognized as one of the most influential/powerful Women in sports by multiple publications/organizations from Forbes, Adweek, Leaders in Sport, Sports Business, etc, working across the globe in leadership and senior positions from the WTA, NBA, England Rugby to the World Surf League.  All very different sports, with different opportunities and challenges along the way.  Great stories and learning from her exciting career over the past 20 years.
 
Key Highlights
Journey from Baylor University playing NCAA tennis and landing at Adidas USA in Portland
Working in the Adidas Tennis division, Indian Wells, Roland Garros, dealing with top players from Hingis to Kournikova,  Henman, Safin, etc
Moving to WTA during the time the William sisters, Sharapova all becoming big stars, working with Larry Scott in the commercial and marketing space
Sony Ericsson WTA Tour – US$ 88 million  (5-6 year deal) – breakthrough deal
Porsche, Lotto, Wilson and Eurosport deal
Moved WTA Year end final from LA to Madrid – new commercial deals
Next stop, the NBA in NYC – David Stern and Adam Silver, tennis fans too - made connection through tennis and then moving into this new sport 
Moved back to London as Managing Director EMEA, establishing NBA operations in Europe, Middle East and Africa – more decentralized operations, opening offices in Moscow, Milan, Istanbul, Jo-burg, etc
Over 70 players from Europe in the League already at that time, NBA League Pass (OTT), finding new local marketing partners (sponsors), 
“Basketball without Borders” across South Africa and other countries, grassroots development, something the NBA is very good at – Leading up to potential NBA League in Africa
Long terms view,  “one kid at a time” convert from kicking to bouncing a ball  (David Stern)
Opportunity to join England Rugby (RFU) as Chief Commercial & Marketing Officer – passion for the sport from her dad – opportunity for the sport following the very successful London Olympics and leading up to the 2015 Rugby World Cup in the UK
First female board member at the RFU (also became the first female board member of the PGA European Tour during that time), evolved the brand and more progressive approach to sponsors, driving commercial and engagement with fans 
CVC new investment into Rugby and her thoughts on it – new resources and more independent strategic thinking for the sport
Joined the agency world at CSM – getting a look into the agency world
Moving back to the US with the World Surf League as CEO – sport accepted into the Olympics, new wave technology with Kelly Slater Wave Company, etc
Turning the challenge of the unpredictability of the weather (waves) into an opportunity, streaming vs linear TV, early digital adoption, less focus on live, lifestyle brand 
Elevator pitch – as many surfers than golfers (over 400 million) in the world, beautiful location and people doing amazing things, highly engaged audience (sponsors from Corona to Airbnb)
Big educational process, understanding and interest depending on the markets, Brazil is huge 
Sophie continues on the WSL Advisory Board, in addition to new roles now as an Advisor in sports, media, tech, health & fitness including; as a business partner to the new connected Home Health & Fitness Platform (Tersa), LOVB volleyball, MIXhalo, Egoli, Racquet Publishing, Pamos and as Board Governor for the International Tennis Hall of Fame
 
About Sophie Goldschmidt
Sophie is a dynamic, senior, global leader with broad and deep proven experience in sports, entertainment, media and technology. Throughout her career she has been at the forefront of globalizing and innovating sports and entertainment properties.
Most recently she was CEO of the World Surf League (WSL) and previously in leadership, commercial and marketing roles at the National Basketball Association (NBA), the Women’s Tennis Association (WTA), the Rugby Football Union (RFU), the PGA European Tour, Adidas and the global sports marketing & entertainment agency CSM.
Sophie is a member of the WSL Advisory Board and business partner for Tersa. She also currently advises Egoli, LOVB, MIXhalo, Racquet Publishing, Pamos, round21, West 10th, Sportable and McKinsey, is a mentor for Techstars and a Member of the Board of Governors for the International Tennis Hall of Fame.
 
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Frederico Pena, better known as Fred is a "Jerry Maguire" inspired Brazilian Sports agent, working across Brazilian Football for 20 years, including many years with the leading Agency, Traffic. Great inside look into Brazilian and South American Football, the rise and demise of Traffic and how we worked together in Asia. 
 
Key Highlights
How the movie "Jerry Maguire" and Brazil winning the 1994 World Cup in the US inspired his career path
The Mueller Sports Group and Jeff Slack saved him from a boring Banking job
Working on due diligence for Mueller Sports Group and Hicks & Muse buying Traffic
Traffic deal. Mr Hawilla, the owner, amazing deal maker, sold 49% for USD 125 mil and then bought it back for a fraction when Hicks/Muse ran out of cash during Dotcom crash. TNT - Traffic & Torneos partnership holding key rights. 
First role in Traffic, exploring Internet concepts as we all did during that time in 2000.
Moving into TV sales - working with TSA in Asia as agent
The challenges of selling South American Football in early 2000 and what we (Traffic & TSA) had to do to build the confidence with broadcasters. Selling it as a stand alone product
Next step in his career to get closer to becoming an agent. Representing players just for sponsorship deals. 2002, deal w Brazil's Ronaldo, the best player in the world at that time
Copa America 2004 in Peru - LG Electronics sponsorship deal. Tag team with TSA to broker deal
Finally becoming an agent, starting his own agency at 29. Support from Hawilla. Being an Entrepreneur, not an easy start, 15 months before the first deal
Trading Brazilian players to Europe. His Jerry Maguire moments
How tough it is to become a Pro Footballer, lots of competition in Brazil
Coming back into Traffic - TPO model (Third party player ownership) - player fund, youth academy. Not allowed anymore
Selling controlling stake to Traffic of his agency - turned into Traffic Telantos - buying/selling players. Big deals, with top European and Chinese clubs
Traffic's demise and the link to the Fifa scandal (started in 2013). Hawilla was brokering the deals with Federations himself
Hawilla was a witness cooperating with the Department of Justice in the US. Hawilla being the Villan or Victim? 
Traffic Sports business, rights, clubs, etc sold to pay for fines
Management buy out of the Agency part for Round 2 as an Entrepreneur
Now focus on young players. Dynamics between the small and big agents in Brazil 
Biggest transfer in Brazil football - Vini Jr, now at Real Madrid - transferred at age of 17
Brazilian Football industry and Covid - bullish on players, less on Clubs and Football structure -lots of sports politics - little long term focus 
Red Bull entering Brazilian Football with a Club recently. 
The flawed logic of bringing all top Brazilian players back and final thoughts on the Brazilian players ecosystem
 
About Frederico Pena
Education background in finance and economics having graduated from the Huntsman Program in International Studies and Business (The Wharton School/CAS), the University of Pennsylvania, Philadelphia, USA. Over 20 years of experience in the football industry, both in South America (Brazil in special) and Europe.
Fluent in 4 languages (Portuguese, English, Spanish and French), having lived in 5 different countries (Brazil, United States, France, Canada and England). Professional experience in football includes: player representation, player fund creation and management (third party ownership), consultancy in club acquisition, club management (in both Portugal and Brazil), marketing of sponsorship and TV rights (buying and selling).
Extensive international experience having travelled to over 30 countries in the world to do business with key industry stakeholders such as federations (Fifa, Conmebol, etc), clubs (Real Madrid, Barcelona, etc), sportswear brands (Nike, Adidas, Puma, etc), agencies (Dentsu, Sportfive, etc), sponsors (Coca-Cola, Hyundai, LG, etc) and TV companies (Globo, Fox, etc).
 
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Andreas Heyden, is a German web/digital native, learning from the tough times of the dotcom boom/bust days and the 2008/09 global financial crisis and now leading Digital Innovations at the Bundesliga (DFL - German Football League).  Great insides into the Digital innovations and projects of one of the leading Football Leagues in the world, which also aims to be the most innovative Football League in the world.  Plenty to learn for anyone in this space. Listen closely.
 
Key Highlights
Early days in Andreas’ career and how that leads to his roles in the digital space and the learning of cycles across the past 20 years
Crisis leaves clues and creates new opportunities Web 2.0 came after the dotcom crash,  Social Media boom after the 2008 financial crisis, what will come after Covid?
RTL Interactive (part of RTL Bertelsmann, one of the biggest Broadcasting Groups in Europe) – video on demand, taking a traditional broadcaster into Web 2.0 world after the dotcom crash
“I am a customer guy first, focus on the fan and customer”
Sevenload – German version of YouTube – joining just before the 2008 crisis – tough road ahead in a start-up environment
ProSiebenSat 1 Games – (another Giant of German Broadcasting)  & Maxdome– entering the Gaming world  
His start as CEO of DFL Digital Sports (Bundesliga) – German Football League – his roles
How to create new revenue opportunities with content and data – three initiatives he is leading (using AI and machine learning)
Local relevance – providing customized content
Bundesliga Match Facts (Data driven stats) & Club data portal
Smart media archive – 150,000 hours of media footage digitized  
Treat “AI” like a colleague – create customized content for different clients and customers
AWS (Amazon Web Services) partnership and evolution of it – best in class in cloud services to integrated business partner now
Deltatre partnership – JV in Football data, VR, etc
Sports Innovation Trade Fair – every two years, setting up a real live environment(actual matches) to showcase new technology – next Spring 2022
DFL Digital innovations during Covid -  on-screen innovation, augmented reality, additional match facts, new camera positions
Glass to Glass strategy – from the camera Lens to the screen – DFL owns the parts of the entire value chain
Betting space – DFL digital role – provide data to betting operators
NBA Shots – NFT discussion – real collectables vs digital versions – exploring, difference in market dynamics
OTT ready anytime if its needed – difficult question when will the switch to D2C happen vs the existing model
Bundesliga looking at PE partnerships and the process internally
 
About Andreas Heyden
Since June 2015, Andreas Heyden is serving as CEO of the DFL digital sports GmbH being responsible for digital platforms & production and distribution of national and international media content. Before Andreas was the Managing Director of Maxdome GmbH since July 1st, 2013. Previously, Andreas was COO as part the management of ProSiebenSat.1 Game GmbH from December 2011 on.
Before this Andreas was a managing director of the startup Sevenload, where his responsibilities included cooperation with content and distribution partners as well as internationalization of the portal. Before joining Sevenload, Heyden was head of the innovation and production unit at RTL Interactive, where he established new internet business models in the games industry and other segments.
Heyden began his career at Metronet AG in 1996, where he worked in the Subscriber Marketing Department. In 1997, Heyden became a key account manager for I-D Media AG. Following his professional work in Singapore in 1999, he began working with Microsoft GmbH as part of the Product Marketing team for MSN.de.
 
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Jeff Slack, the new Managing Director of the Aston Martin Cognizant F1 team is a highly respected American Sports Executive with a truly global CV, having worked at Pro Serve & FAME in the US, Wassermann Media and IMG in the UK,  Inter Milan in Italy and a few others in between besides running his own agency the last few years out of London. His unique experiences are bar none across the globe and he is excited over the new chapter and challenge in F1.  Listen carefully and learn.   
 
Key Highlights
Early days at Pro-Serve (Donald Dell's Agency) in Washington.  Experience working with Donald Dell and David Falk and the learning as a young man.
Working with/for Michael Jordan (at David Falk’s FAME) – extraordinary experience
Joining the Mueller Sports Group in New York,  launching PSN.com in South America partnering with Hicks, Muse, Tate and Furst – and what went wrong
Next stop CEO of Inter Milan as an American executive -  bringing US best practises to Italian Football and the reasons for it and stories behind it  
The “Juve” scandal and the “wrongs’ of Italian Football at the time,  Inter had an amazing team and should have won a few Scudettos (Italian Championships)
The next decade in the Agency world -  first Wassermann Media in the UK, building the Football Agency Division (working with Casey Wassermann)
Next IMG Football in London -  Teddy Forstmann days as the owner of IMG – JV partnerships in Asia, with CCTV in China and Reliance Group (Mukesh Ambani) in India
Launch of Indian Super League and work on the Chinese Super League marketing (both Football)
CCTV stamp of approval of IMG and the doors it opened
China Super League and two different opinions of its future   
India Super League and TSA’s competitive bid partnering with CAA against IMG at the time and the challenges of the League since then
IMG is sold to Endeavor Silverlake and this opens up an opportunity to set up his own agency
JS3 projects – FIBA Basketball Champions League, working with startups, etc
The Aston Martin Cognizant F1 story
Lawrence Stroll, world class entrepreneur, passionate motorsports enthusiast, buying Force India F1 team & turning it into Racing Point F1 and purchasing a stake in Aston Martin separately
Jeff’s role is focused on the commercial side and creating enterprise value for the team, building a community, etc  
Great history of the team from Jordan F1 days and of course Aston Martin’s last time in F1, 60 years ago
Positioning of the team and the sport in general and the amazing response and interest from sponsors and partners – testament to the Aston Martin brand
Cognizant – who is the “mysterious” Fortune 200 company most people never heard of and how both sides work together to make the car go faster (smart partnership)
Sebastian Vettel – an engineer racing a car – statement of intend
New car launched on March 3rd – featuring the iconic green
F1 2021 season and what to expect and how to prepare, from bubbles to testing, strict protocols
Vision to be a top 3 team this year
 
About Jeff Slack
Jeff Slack joins the Aston Martin Cognizant F1 team after a 30-year career across the sports industry. The American sports executive has extensive experience at the highest commercial level of sports.
His career began managing Michael Jordan's marketing activities before moving into sports private equity with Hicks, Muse.
In 2000, Slack became the first American CEO of a top European football club, Inter Milan. He also has a wide range of agency experience, with leadership positions at Wasserman and IMG.
More recently, Slack has been a commercial adviser to FIBA and Dorna, as well as undertaking a number of personal investments in businesses across the sports industry.
 
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To get in touch, please email us at podcast@marcusluer.com
 
 
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Enjoy our deep dive into the world of ESPN the "worldwide leader in Sports" through Bernard Stewart's eyes and stories. 
Bernard has had an illustrious career at ESPN for 30 years, from the early days of the truly first Sports Network in the world to overseeing its expansions globally and many other roles. Learn how ESPN started, expanded, the challenges and growth stories told by a true insider.
 
Key Highlights
Coming out of College and Air Force teaching Film and starting independent projects in TV & Movie Production
Start working at a Capital City company, WTNH TV New Haven – first break and being taught the world of “Broadcast Politics”. Created Program called “First Edition”
ESPN – the start of the first Sports Network (1979) - father and son founding team (Bill and Scott Rasmussen) -  RCA’s first Satellite helps to distribute the channel across the US, start-up funding from Getty Oil (US$ 10 million) 
ESPN = Entertainment Sports Programming Network, original programming from Tractor pulling to Softball (only 6 hours a day), major sports still at the big traditional broadcasters 
ESPN Sports Center – iconic show, first time stories beyond the action and beyond the 3 min News highlights on traditional TV
John Malone (Liberty Media), true leader in Cable growth and expansion and support of ESPN (the content piece)  – meeting with ESPN and Malone group, game changer in revenue share model
Getting into the big League sports, MLB and NFL – didn’t come cheap – ability to pay purely because of large and growing cable fees (affiliate fees)
A reflection on market reported numbers - ESPN in 2020,  US$ 11 billion Revenue, US$ 8.6 billion in Affiliate fees versus US$ 2.3b in advertising (only) – game changer 
His producer Role – creating “stories” and working around broadcast embargos, etc -  1984 Olympics in LA and Sarajevo 
1983 America’s Cup – first time the US teams loses the Cup in 132 years – Bernard had a crew at event from the start to capture the drama while its unfolding, big success 
Short sting at WBZ TV Boston before Round 2 at ESPN as Director Program Planning – it’s a monster to plan (war room to map out two year worth of programming), together with Program Acquisition team 
Shaping the sports world through smart programming and connecting different parts of the industry 
First overseas action – Australian group showed up, trailer in Parking Lot, recording content and shipping tapes to Australia  - syndication by tapes at that time 
TV Conferences and Conventions – big part of the push for ESPN going global - new Sandbox to play in – develop international division (syndicating US content globally)
Sportel history - Monte Carlo, Monaco early days – reminiscing on how it all started and ESPN’s – “the worldwide leader in Sports” role to shape the industry  
Moving to Hong Kong as VP & GM of ESPN Asia Pacific – the opportunities and challenges to take the brand globally – understand, listen and being sensitive to local differences, get a seat on the table first - Disney buying ESPN in mid 90s and leaving it mostly alone 
ESPN/Star Sports (ESS) world – ESPN & Murdoch JV in Asia – his view as a Board Member – how it started (my view) and his inside stories   
The challenges of how to make it work and Marcus recent discussion with a Senior executive in the new ESPN/Disney lead Fox Sports Asia – Bernard’s career in a nutshell, creating opportunities - History of Cricket program example 
Look at the current world of Sports Media Rights and Cable industry vs OTT dynamics – reverse world – shrinking Cable subscriptions
Disney+,  ESPN+,  Netflix and big growth of OTT      
ESPN+ USD 5.99 in the US -  cannibalization of business model? Is the House on fire or not discussion?
Value for money philosophy ingrained in Disney and how that shapes their decision making – price vs value – and change with the times
Disney & ESPN doubling down by purchasing FOX Sports channels globally (over US$ 70 billion transaction) -  his view, it’s about repositioning by Murdoch 
SPACs – 60-70 launched over the past 12 months, new directions and new opportunities for the big players 
Wrapping up with Bernard’s current roles and projects, back at writing scripts and film making, working with family offices raising funds for slate of films (AJE3 Studios – www.aje3studios.com)
E-Zero – Ecological Zero idea
 
About
Bernard Stewart was a member of the original creative team that started SportsCenter and ESPN. During his extended career with ESPN, Bernard's senior executive roles included the development and management of long-term strategies for ESPN’s International family of networks. He was the company's most senior executive for all of Asia including India; Oceania (Australia, NZ); the Pacific (Japan), and the Caribbean.After a lengthy career with the Walt Disney Company/ESPN, Bernard founded an entertainment, lifestyle, and production company. AJE3 Studios has a very active list of projects that include Family Office advisory, Film and Television, digital platform development, website design, and Branding Marketing.Bernard's content development and acquisition experiences include directed high profile rights negotiations for premier world events including The FIFA World Cup, The Olympics, and The UEFA Champions League. He was a program executive involved in the development of the ESPY's; launched international versions of SportsCenter and an Emmy nominated producer, and have created or developed over 30 original series and multi-platform program concepts for network, digital, and syndication distribution.Bernard is recognized as a featured international industry speaker with appearances that include Renmin University, The Peoples Republic of China; International Trade Specialist for the United States at The Bahamas Copyright Stakeholder Summit; the Jamaica Sports Business Summit on Global Brand building, and a featured speaker and Advisor to the Jamacia International Fim Festival.Author of the business management and life coaching book, “Fifty50 - A Guide to a Successful Work-Life Balance”.
 
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To get in touch, please email us at podcast@marcusluer.com
 
 
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