Sports Loft Podcast

Athlete brands: why authenticity is key from social media to the metaverse

In this episode, Yanni is joined by Simon Oliveira, managing director and founder of KIN Partners, Daniel Kirschner, co-founder, CEO and president at Greenfly, and Ant Ganjou, co-founder of Move.ai and sports entrepreneur.

It's an all-star panel to discuss the evolution of athlete brand-building: Simon managed the image of David Beckham at the height of his fame and recently worked on bringing Neymar Jr into the Fortnite and Call of Duty games. Greenfly, run by Daniel, allows athletes and their teams and agents to share and distribute short form social media content quickly and efficiently. And Ant's Move.ai is able to accurately capture and digitise human movement using basic cameras, smart software and AI, opening up a raft of applications – from licensing athletes' signature moves to embedding them in films, video games and more.

Throughout the course of the episode, the panel explores the value of authenticity, the impact of social media – how it's changed the relationship athletes and celebrities have with the media and their fans – and the ways in which public figures will use the 'metaverse' to further extend their brands.

Marketing sports events with deep historic ties

In this episode, we take a look back at the recently concluded Cheltenham Festival, one of the biggest fixtures on the UK sports calendar. Our guests are Olaf Gueldner, chief marketing officer at The Jockey Club, Nick Goggans, CEO and founder of PumpJack Dataworks, and Tom Read, chief commercial officer at Spalk.

Host Yanni kicks things off this week by asking Olaf about the success of Cheltenham this year and how his team approach marketing a sporting event with deep historic roots. The panel then dives into the challenges faced by organisers of such events, why knowing your audience can help to improve the fan experience, and how data is crucial for developing successful marketing strategies.

Our guests also talk about the importance of broadcast and streaming for growing the sport and finding new fans, as well as the potential of audio and commentary in building relationships with fans and racegoers.

Finally, as ever, we ask our guests to share their favourite recent sporting moment.

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Turning a crowd into a fanbase

In this week's edition of the Sports Loft podcast, host Yanni Andreopoulos is joined by three expert guests to discuss how sports teams and leagues can use a range of tactics to grow their fanbases and audiences.

Adrian Wells, chief marketing officer at Harlequins F.C, Don White, CEO and co-founder of Satisfi Labs, and Josh Rose, chief revenue officer at Fevo, explore the ways sports teams and rights-holders can attract new fans, including big one-off events, sports and sponsorship crossovers and live overseas activations.

They also discuss the imperative for sports and teams to attract a younger and more diverse audience, as well as the challenges that come with selling to broader audiences in addition to superfans. The guests draw on their personal experiences, including the recent Harlequins Big Game 14 at Twickenham versus Exeter Chiefs.

The NFL’s plan to develop global football fandom

For the second year running, this year’s Super Bowl was streamed in Japanese via NFL Game Pass – the league’s direct-to-consumer (DTC) platform. The goal? To bring new fans to the sport and serve existing fans better. It worked, with viewership increasing year-on-year by triple-figure percentages.   

Japan isn’t the only country on the radar of Samson Mayall, the NFL’s senior manager of direct-to-consumer. Game Pass delivers year-round NFL content to fans across Latin America in a range of local languages. Germany, a hotbed of American football fandom, has also been trialled. In total, fans can access NFL content in 200 countries around the world.

Behind each of the local language streams is Spalk – the remote commentary platform that makes broadcasting multi-language sportscasts simple. In this episode, Yanni is joined by Samson and Tom Read, chief commercial officer at Spalk, to discuss the partnership, the NFL’s approach to developing global fandom and how direct-to-consumer plays a pivotal role in the league’s goal of taking football to the world.

Going global: localising sports for millions of fans

This week Yanni is joined by Ben Reynolds, CEO and co-founder of Spalk, the remote commentary platform that enables sports from around the world to be localised for different audiences through language, dialect and even team allegiance. 

Spalk combines its Virtual Commentary Studio with a Talent Marketplace. This means broadcasters and right-holders have the software to put out broadcast-quality commentary from anywhere with an internet connection, and have access to a vast array of sportscasters spanning tens of sports, languages and regions.

Today Spalk boasts more than 2,500 commentators across some 50 countries, covering 30+ sports, including some of the biggest events on the global calendar.

We catch up with Ben to hear about the successes of 2022 (including the football World Cup), the potential of remote commentary for providing niche audiences with unprecedented levels of personalisation, and how Spalk customers are turning what was previously a cost centre into a revenue stream.

In this episode we reference:

• Sports Loft – Want to take a sport to new markets? Speak their language
  

Bouncing back: the resilience of live sports events

Across Europe and the United States, sports events are selling out. If venues seem packed, it’s because they are: the UK cumulative attendance record was broken last year with 76.2 million people attending sport in 2022. This prompted us to ask two questions. Firstly, has sport bounced back from the difficulties of the pandemic era? And, secondly, what can rights holders and venues do to capitalise on this in the face of a shifting economic landscape?

To discuss all this, we welcome to the podcast Ari Daie, CEO and founder of Sports Loft member company FEVO, and Nathan Homer, chief commercial officer of the Queen Elizabeth Olympic Park. Nathan and Ari are the perfect guests to discuss these trends, with perspectives that cover making the ticket buying process easier and more social, and ensuring the live event is enticing and exciting as possible.

As Nathan explains, demographics are shifting and fans expect more from their ticket than just 90 minutes of sporting action – from selfie spots and shopping, to quality food and halftime shows. This is forcing venues to evolve, shifting to a “ticket plus” model, built on a premium economy experience.

In this episode we reference:

• Sports Pro Media – Study: Women’s sports attendance growth helps set new annual UK crowd record
• Evening Standard – Is the party over for hospitality? The rise of ‘premium economy’ in the match day box 

US soccer post-World Cup, ChatGPT and the growth of DTC

This year's World Cup might be about to reach its crescendo, but at Sports Loft we're already looking ahead. In this week's roundtable podcast, with an eye on the 2026 World Cup, we ask whether the US can realise its potential of becoming a soccer, ahem, football superpower and debate what's helping and what's hindering its national and domestic teams on their respective journeys.

Our panel also discuss whether the launch of ChatGPT marks the true beginning of the Age of AI with respect to, and even find time to dig into why the sports sector is seeing a proliferation of new direct to consumer (DTC) products from rights holders, such as FIFA, Manchester United and others.

In this edition of the Sports Loft Podcast, host Yanni Andreopoulos is joined by Daniel Kirschner, the president, CEO and co-founder of Greenfly, and Nick Goggans, co-founder and CEO of Pumpjack Dataworks. Making his debut on the pod is Pete Burns, VP of Commercial Strategy at Deltatre, who works with leading rights holders to develop their strategies for growing their own DTC business.

In this episode we reference:

• Hypnotoad and its adoption by the TCU Horned Frogs as their mascot. All glory to the Hypnotoad.

Reviewing our 2022 predictions and forecasting 2023

Each winter our head of strategy, Andy Selby, sits down with his crystal ball, a highlights video of Hull City’s 13/14 season and a hefty body of research, to predict the major trends that will impact the world of sports, media and tech in the coming year.

This also gives us the annual opportunity to look back at the previous year’s predictions and see what came true and what didn’t. In this week’s podcast we do just that, with host Yanni Andreopoulos and Sports Loft CEO and founder, Charlie Greenwood, joining Andy in assessing the 2022 forecast, as well as casting an eye ahead to 2023 and what the year has in store.

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The pros and cons of hiring talent from big tech

Kicking off a new series on the podcast, we brought in two of our members' CEOs, plus a bonafide industry expert, to discuss some of the key topics to have hit their in-tray this week.

Regular host Yanni Andreopoulos was joined by Don White and Nathan Peterson, CEOs of Satisfi Labs and Tagboard, respectively, as well as sports sponsorship and comms guru Andy Sutherden. Andy has counselled major brands such as HSBC, Procter & Gamble and Adidas, led the sponsorship planning and activation for six of the major sponsors at London 2012 (and subsequent Olympics), and today advises companies from startups to FTSE 100s on partnership strategy.

First up for dissection was the pros and cons of growing startups hiring talented people out of the big tech companies. We then turned our attention to the idea that many Silicon Valley VC firms are seeking returns so vast that they're overlooking viable investment opportunities in order to discover the next 'super unicorn'. 

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Kiki Mills Johnston: supporting female founders, athletes and investors

Kiki Mills Johnston is full of admiration for founders. "They just see through blockades," she says. "They see how to cross mountains and figure out how to get things done. That's why we do this job – it's just so inspiring to speak with founders every day." 

Kiki is our podcast guest this week, and in a wide-ranging conversation, we learn what drew her to the industry, the sectors that are exciting her right now and how she's working to improve the representation of women across the VC space, the startup world and the sports industry. We also dive into the founding story of Drive by DraftKings, its investment thesis and what the team looks for in the founders behind potential investment opportunities.

Drive is an early-stage VC firm led by CEO and managing partner Meredith McPherron. It focuses wherever sports meets tech and media, counting Sports Loft member FEVO, fitness wearable scale-up Whoop and publishing platform Just Women's Sports among its portfolio. Its founding partners include sports betting company DraftKings and VC firms General Catalyst, Accomplice and Boston Seed Capital.