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- 4 days ago41 min
How many franchise-based series can sport handle? Should teams and athlete be writing newsletters?
The quest to influence and monetise audiences is the core mission for much of the sports industry, and this week James Emmett and David Cushnan reflect on James’ podcast conversation with Liz Wynn, Chief Supporter Officer, at the Guardian - and in particular how the organisation has used newsletters to build direct, meaningful relationships with readers. It sparks a discussion about whether teams and athletes might be missing a trick.Elsewhere, James reports back from this week’s launch of Ultimate Sevens in London, and has the inside line on the latest disruptor on the rugby union scene and yet another example of a franchise-based sports start-up. What’s really driving these new launches across sport? And there’s just time to chat through Fifa’s big decision to swap Panini - and its sticker albums - for Fanatics.
- 6 days ago48 min
The power of direct connection in audience monetisation: a Guardian Media Group case study with Chief Supporter Officer Liz Wynn
This episode is a masterclass in driving digital revenue through structured and sophisticated commercialization methods, purpose-led campaigns, and behavioural-psychology informed techniques. Liz Wynn is the Chief Supporter Officer at the Guardian Media Group. Having had a varied career in telecoms and broadcast media - working at the likes of Orange, EE, and Sky, she joined the Guardian in 2023 to take full responsibility for digital reader revenue - ie anything that comes from subscriptions or donation. Since that point, the Guardian's efforts to drive revenue through its digital consumers have achieved huge success. As of the last financial year, 44% of the media group's total revenue came from digital readers. Of that figure of £125 million, 60% has been driven from outside its home territory of the UK. Liz was a speaker at the private Leaders Meet Innovation event in March, where her presentation on 'the power of direct connection in audience monetisation' won rave reviews with assembled c-suite audience from across sport. There are many transferable lessons for the sports industry.
- 1 weeks ago38 min
Cycling’s precarious business model untangled; and who wore what to the Met Gala (and why)
On the eve of the Giro d’Italia, the first grand tour of the cycling year, James Emmett and David Cushnan unpack professional cycling’s business model and examine the tensions at the heart of it.Reflecting on James’ conversation with INEOS-Grenadiers CCO Tom Hill, they discuss the dominant role of Tour de France-organiser ASO in the sport, and the efforts the UCI WorldTour teams are making to try and grow their own revenues in a sport where sponsorship is particularly critical. They also consider the challenges of building brand equity in teams when team names change so regularly, as sponsors come and go.Elsewhere, there’s reaction as UC3, the joint venture between Uefa and European Football Clubs set up to commercialise Europe’s club competitions, confirms a raft of fresh media rights agreements for the next cycle. Plus, why the Met Gala is now firmly part of the annual sports calendar.
- 1 weeks ago51 min
Tom Hill: the INEOS Grenadiers CCO on how he signed a €100m AI sponsorship
As of the start of the 2026 Giro d’Italia this weekend, the INEOS Grenadiers cycling team will be known as Netcompany-INEOS.Last week, the team - one of the most successful in elite road cycling - announced a new sponsorship deal with Danish tech and AI firm Netcompany.INEOS, team owner Sir Jim Ratcliffe’s giant chemicals company, had yielded the main naming position for a deal reported as worth €100m over five years.At the centre of deal - one of the biggest in the pro peloton - is Tom Hill. He joined the team as CCO in 2024 having previously held commercial leadership positions at World Rugby and Manchester United amongst others.Hill joins us on the podcast this week to detail the work that went into signing Netcompany; to articulate the valuable USPs - and unique challenges - that cycling has as a sponsorship proposition; and to evaluate the cycling ecosystem as a whole and ask ‘is there a better way?’
- 2 weeks ago36 min
The sprint to make more of marathons; Turkey rejoins F1's crowded calendar
After a record-shattering London Marathon, James Emmett and David Cushnan take a look at the ways in which marathons are being packaged and commercialised - and why, after 1.1 million applications this year in London, there's such a thirst for participating. They examine plans for next year's London Marathon to become a two-day, two-marathon affair; London Marathon Events' recent acquisition of the Frankfurt Marathon; and World Athletics' recent decision to create a standalone marathon world championships. Elsewhere, as Turkey rejoins the F1 grid, after signing a five-year agreement for a Grand Prix, there's a look at the changing shape of the F1 calendar, and the creative ways the sport is handling demand to host races whilst keeping to a 24-race per season calendar.
- 2 weeks ago34 min
Back and forth with Table Tennis England CEO Sally Lockyer: World Championships, China dominance and the NGB commercial conundrum
Table tennis hits London and the podcast this week, as the city hosts the World Team Table Tennis Championships and Table Tennis England CEO Sally Lockyer joins the show. The Championships which include 64 men's and 64 women's teams are competing at two London venues, the Copper Box and Wembley's OVO Arena over the next fortnight. Lockyer has been front and centre of the preparations, heading up the joint venture that is responsible for organising and staging the tournament.She discusses what's been keeping her up at night as the championships - the centenary edition - get underway and assesses what the legacy might be, as Table Tennis England looks to a digital transformation that aims to further engage its membership and more casual ping pong participants. Lockyer also assesses the wider challenges smaller national governing bodies are faced with, and assesses China's role as a table tennis superpower. She also takes us behind the scenes on the trade mission to China and Japan, led by Keir Starmer and the UK government, she joined earlier this year, to showcase table tennis and its status as a soft power tool.
- 3 weeks ago36 min
LIV Golf’s legacy and future; and the women who should be running Premier League clubs
After a week dominated by speculation about LIV Golf’s future, amid a swirl of rumour about PIF’s continued financial support, James Emmett and David Cushnan attempt to unpick what’s happening and why.Leaning on the conversation with R&A CEO Mark Darbon this week, they consider what the impact and legacy of LIV Golf is, as the PGA Tour, now stewarded by Brian Rolapp, proposes changes to its structure.Outside golf, news of layoffs at Snap and Meta prompts a reflection on the relationship between sport and big tech. And there’s a call - and some suggestions - for more female leadership in the Premier League, as trailblazer Karren Brady steps down from her position as Vice Chair of West Ham United.----------The first speakers have been announced for Leaders Week London, taking place on Wednesday 7th and Thursday 8th October at Stamford Bridge - for more information and to secure your place, visit leadersinsport.com/leadersweek.
- 3 weeks ago45 min
Mark Darbon: the R&A CEO navigating golf’s disrupted ecosystem
The R&A is one of golf's governing bodies, guardian of the rulebook, and the organiser of the world's oldest Major, The Open Championship. As CEO for the past 18 months, Mark Darbon has been busy reframing the organisation's vision to grow the game around the world, and diving into the disrupted, sometimes fractured, world of professional golf.In this extended conversation, David Cushnan chats to Darbon about preparations for this year's Open Championship and AIG Women's Open; the relationship between professional golf and the amateur, participation side of the sport; and the changing face of the professional game, amid a swirl of speculation about LIV Golf's future and with changes coming at the PGA Tour under Brian Rolapp's new leadership.Darbon also reflects on disruption in another sport, rugby union, following his stint as CEO of Northampton Saints; explains what the R&A looks for in brand and agency partners; and shares the leadership advice he received from former London 2012 CEO Paul Deighton.------- The first speakers have been announced for Leaders Week London, taking place on Wednesday 7th and Thursday 8th October - for more information and to secure your place, visit leadersinsport.com/leadersweek
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About Leaders Worth Knowing Podcast
The biggest names in the global business of sport sit down with Leaders Editorial Director, James Emmett, and Content Director, David Cushnan.
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