The Sports Entrepreneurs Podcast by Marcus Luer Marcus Luer

David gives us a fascinating look into his amazing career from being an intern at the Washington Capitals to leading IMG's global Consulting Business to now being a founding Partner of Bruins Sports Capital and sitting on USD 700 million in Capital to invest. Enjoy the journey.  Key HighlightsEarly days, from internship at the Washington Capitals to the Sports Business DailyLearning the business, how to sell, cold calling, building a network leads to the next opportunities at the NHL and then IMGIMG – over 15 years building a new Consulting practise on the back of IMG’s global resources and knowledge in sportsEducating Brands on how to leverage sports assets and the power of sportsHow to navigate potential conflict of interest, ie not being seen as just selling IMG propertiesInsights into Mark McCormack’s, legendary founder of IMG, leadership style  IMG 2.0 under Ted Forstmann, how Private Equity changed the business discipline and made IMG an even a better company, leading to a huge exit 10 years laterBruins Sports Capital (BSC) – big picture and funding powerFocus on Media, Lifestyle and Marketing services in sportsBSC – smart money, not just money but huge experiencesBSC 1st Fund, US$ 300 million committed capital and BSC 2nd Fund, additional US$ 600 million (US$ 700 million of dry powder)Focus of 1st Fund – companies with US$ 10 million of earnings, investing several rounds (tug in rounds)On Location Experiences (OLE), partnership with NFL and sale of business for US$ 660 millionFocus on building businesses, growing companies, long term vision – not focused on exit strategiesCourtside Ventures (separate VC fund, managed by 3rd party) to invest in sports tech startupsHow to foster collaboration between portfolio companiesCurrent climate for existing portfolio companiesFocus on platform businesses, OTT, Digital, Marketing – not focuses on distressed assets (broken businesses), focus on great businesses and great peopleBiggest learning from his career (find Mentors & develop communication skills, build network)No real regrets, learn from lossesTSA’s new mission in the region. Bring US$ 1 billion of new revenue and capital to the sports ecosystem in the next 10 years AboutDavid Abrutyn is a top strategist and innovative leader who has transformed sports and entertainment businesses for nearly 30 years. He specializes in helping global brands, sports leagues, rights holders, and marketing agencies on the ways to capitalize on emerging growth trends, disruption, and evolving consumer behaviors.For Bruin, he sources and evaluates investment opportunities and is responsible for the company’s interests in the marketing services sector, including its ownership of award-winning agencies Engine Shop and Soulsight. His work establishing On Locations Experiences – a Bruin joint venture with the NFL – set the stage for OLE’s rapid growth and sale for $660M four years after launch. He has also been instrumental in the U.S. expansion of Deltatre, a Bruin media technology company, based in Turin, Italy, which now serves the most prestigious U.S. sports companies and leagues, among its global roster of clients.David joined Bruin in 2015 after 15 years at IMG, where as Senior Vice President & Global Managing Director of its Consulting, and led one of the industry’s most successful practices. During his tenure the business grew from less than ten people to nearly 200 people operating in 13 countries and 50+ clients. He diversified the core capabilities of the business to include activation, communications, public relations, property consulting, public sector, and tourism. IMG’s practice was also US and UK Agency of the Year multiple times and its clients achieve across-the-board accolades from the industry’s most respected trade publications.David’s career began in sales and marketing with the Washington C

John has been the voice and face of Football and in particular of the English Premier League for over a decade across Asia and the world.  In this episode, we go in front of the camera and have a look at how John’s career took him from being a face/voice to becoming a “brand” himself. Great storytelling by the man with the smooth voice and of course great insights and learning for anyone who has an aspiration in this space and/or likes to learn what it takes to be in front of cameras.   Key HighlightsEarly days as a journalist at the South China Morning Post and host on TVB (Hong Kong)Making the decision to be in Sports full time and concentrateDos and Don’ts of broadcasting as a presenter/anchorPremier League, from ESPN/Star Sports to Premier League Content serviceHis most interesting interviews (from Thierry Henry to Michel Platini)The John Dykes Show – how it started and story behind it (how to create an engaging show without ‘live’ content)It’s more than just a TV program, it’s a multi-cross-platform productionHow to create engaging content even during Covid when there is no live sportsFootball talk – Premier LeagueHow new technology will change the viewing experience and VAR – the debate goes onAboutAsia’s best-known sports broadcast anchor. Host of “The John Dykes Show” on Fox Sports.Twitter: @johndykesfcInstagram: johnmdykes“The John Dykes Show” on Fox Sports Asia drives a global football debate, with particular focus on the Premier League, across linear and digital platforms, engaging with fans across a 20-country Asian footprint and beyond.John previously worked on the Premier League’s international broadcasts from 2010 to 2017,fronting live, predominantly studio-based coverage. He also commentated on "Goal Rush" -- calling one game and crossing to goals and incidents from other matches as they happened.Before that, 13 years broadcasting across Asia with ESPN STAR Sports, also to 50 African countries on SuperSport's FIFA World Cup 2014 and UEFA Euro2016 coverage. John has hosted Indian Super League content for STAR Sports in India.As well as ESPN Star Sports' Premier League broadcasts to Asia, he has hosted a broad range of sports: cricket World Cups and tours, golf's Masters, Grand Slam tennis at Wimbledon and Flushing Meadows, F1 (five years as host of the Raceday show on STAR Sports), rugby World Cups and Six Nations, Moto GP, Superbikes, UEFA Champions League finals.John's network of professional collaborators ranges from football legends such as Ryan Giggs, Peter Schmeichel and Alan Shearer to other major stars from various sports.As an event host, he has compered the Asian Football Confederation awards shows, corporate dinners and sporting occasions. In December 2014 John was on stage in front of more than 30,000 fans at the BPL Live fan park event in Mumbai, the following year it was in Cape Town. In April 2014 he hosted an event at Chelsea's Stamford Bridge for visiting members of the China Entrepreneurs Club. John speaks conversational Cantonese and Mandarin.  -----------------------------------------------If you are enjoying the Sports Entrepreneurs Podcast (SEP) series, check out our Sports Entrepreneurs Mastermind (SEM) sessions too.The SEM sessions are an extension of the SEP series, where we bring experts from around the world together for 1.5-2 hours of brainstorming, learning, discussion and connecting.  It’s a live online round table format, moderated by Marcus Luer which includes a short presentation by him to set up the topic of the session and then the members will discuss, share their thoughts, ask questions and debate the topic.  The direction of the discussion is truly influenced by the participants of the given session.  It’s a fascinating learning experience for everyone involved. Come join us for future sessions by getting on our mailing list. 

 This time, I am sharing some of my stories of 27 years in the trenches of Sports Marketing, how I got into the industry and my 23 year journey as a Sports Marketing Entrepreneur in Asia. Hope you enjoy some of the stories and insights into TSA and our evolution as a company. Key HighlightsHow I got started, from tennis in Cologne, Germany to University at TCU in the USAmerican Airlines experience,  Official Airline of the FIFA World Cup 1994 (Concacaf Gold Cup)First real job in Hong Kong with Asia Sports (World Sports Group – now Lagardere Sports)Start of TSA in 1997 during the Asian Financial CrisisTSA 1.0 to 5.0TSA 1.0 -  WWE agent in Asia story – US$ 170 million laterTSA 2.0 -  Media agent, representing US Open tennis, BWF, ITTF, PSM and other premium contentTSA 3.0 – started with a painful experience, internally created and launch of GLORY Kickboxing, new revenue streams, Branded Real EstateTSA 4.0 – Digital experience, OTT – Sportsfix launch, Blockchain experience (ICO), E-Sports, Football DivisionTSA 5.0 -  TSA post Covid-19 – focus on Consulting, Beat Covid-19 products for the Live Sports industry, new revenue streams for Sports & Esports, Sports FundBHAG:  Generated US$ 500 million in the past 20 years for the industry – NEW GOAL is to generate US$ 1 billion in next 10 years AboutMarcus Luer is Asia’s #1 Sports Marketing Entrepreneur and the Group CEO of TSA (Total Sports Asia), Asia’s global sports marketing agency which he founded 23 years ago in Kuala Lumpur, Malaysia. Marcus is a thought after industry expert and speaker and has been featured on CNBC, BBC News, Bloomberg Asia, regularly presents at major global sports conferences and has contributed to many international newspapers and industry magazines articles.He recently launched his own Sports Entrepreneurs Podcast Series featuring top sports executives and entrepreneurs from around the world. Sports Business International (SBI) magazine voted him into the “SBI 200 Team”, comprising of the most influential leaders in the industry over the past 18 years. He is also the Co-Founder of GLORY Sports International (GSI), the #1 Kickboxing League in the world. Marcus also created the Branded Real Estate (BRE) concept, a brand consulting business to the Real Estate industry. BRE has developed a very unique set of skills which matches the power of Superbrands with Residential Real Estate projects in the region. From the Michael Schumacher World Tower to two Armani Residences in India and China, TSA BRE has developed projects with a combined GDV value of over US$ 1 billion and is the leading agency globally in this space.Living and working in the sports industry in Asia for over 25 years, Marcus is considered one of the Founding fathers of Sports Marketing in Asia and continues to follow his passion to develop the Asian and global sports industry.At the end of 1997, at the age of 29 and after three years in Asia working for World Sports Group (WSG), Marcus founded TSA. Marcus’ drive and leadership has guided the company to what it is today, Asia’s global leader in sports content and branding solutions. TSA has created over US$ 500 million worth of new revenue for rights holders globally over the past 20 years and targets to generate US$ 1 billion over the next 10 years for Asian sports and Esports properties.TSA represents and/or has worked with major global sports brands from Premier League Football Clubs, Formula One teams, WWE, US Open Tennis and a host of Olympic Sports Federations (BWF, ITTF, AIBA, IAAF, FINA, UCI, etc) over the last 23 years. TSA also partnered with the SPARTAN RACE series in 2015 to develop the first events in Asia.TSA’s role is always focused on developing new commercial opportunities and build larger platforms for rights holders, events, Venues and brands in the region or worldwide. TS

Unmish talks us thru his 20 years of experiences and learning sitting on different sides of the table, from his time at agencies, rights holders and broadcasters.Starting his career with TWI in the production space, great learningEarly days of New Media 1998-2000BBC Days,  developing new media platforms, more learning experiencesESPN/Star Sports – developing new media platforms and services for broadcast clientsNew Media turns DigitalICC (Cricket), monetizing non-linear, short form contentThe different forms in Cricket, T10, T20 and the difference to other sportsCurrent services and projects of his own agencyWhat changes are we seeing in digital from Covid-19 AboutUnmish brings a rare mix of competencies that includes multi-media content creation, video-based product development, strategy & sales coupled with a deep understanding of partnership development and cross-cultural collaboration in Asia & Europe. Unmish's international profile and contact networks are the result of 20 years in a leadership role at blue-chip firms such as IMG Media (Endeavour), BBC Technology, ESPN STAR Sports, Fox International Channels (FIC), News Corp., Scripps Interactive Networks (now owned by Discovery) and the International Cricket Council.   Educated at St. Stephen's College (Delhi), Cambridge University (UK) and London Business School, Unmish promotes entrepreneurship via institutional collaborations with Jungle Ventures (as Venture Partner) and TiE Singapore (Charter Member) and also mentors startups (in MediaTech, VideoTech & SportsTech) in a personal capacity.

 Jim is taking us on a great journey through the commercial world of motorsports from his humble beginnings in UK motorsports to his career in Formula 1 to Formula E now. He is one of the most creative and talented commercial guys in Motorsports I know. His thinking and approach for how to create stories and sponsorship programs works for any sports. As a “commercial guy”, I love this talk.  Anyone can sell a hot property, like the FIFA World Cup, the Team or athlete that just won a big Championship. In that space, it’s less about creativity but about managing the demand and getting top value for the client/property.  When you sell a back/mid-table team or a new franchise, you have to be a whole lot more creative and come up with new angles. Jim is a master of that.  Enjoy the lessons and give us your feedback. Key HighlightsHis passion for motorsports from his teens and how he got into it step by stepHis knack for the commercial side of the businessHis Williams F1 racing days under Sir Frank Williams, incredible learningBMW and Williams F1 team deal, the learning and stories around itHundreds of Millions of Dollars of deals but even the little deals countLearning how people treat other peoplePower of B2B part in sponsorshipSwitch to Formula E, difficult start but as usual staying focused on the end goal always worksDifference in budgets between F1 and Formula EHow to sell Formula E, the story book, do your home work on the clientAndretti Autosport, going beyond traditional motorsports revenueThe difference between selling commercial rights for a Winning team vs others (Mahindra Formula E story)How to sell sponsorships in the new world after Covid-19Current plans to get Formula E back on the track  AboutA marketing professional with a proven and quantifiable track record for sponsorship sales, particularly in motorsport, Jim Wright is a sports fan with a finely honed talent for creating mutually beneficial opportunities and making partnerships happen using strategic vision techniques. Having started his career upon completion of a Business Studies degree, Wright moved from team management and logistics in to the commercial side of motor sport working for the fledgling ATS F1 team in 1980/81 before accepting an offer from Eddie Jordan to help grow his eponymous team. Through the acquisition of team sponsorship and trade partnerships, Jordan was able to hire race winning drivers and move his team to the forefront of international racing below Formula 1. Wright was the driving force behind this strategy and he also worked with the ebullient Irishman on driver management, starting the Eddie Jordan Management business. After five years with Eddie Jordan, Jim was recruited by Cellnet, then Britain’s fastest growing mobile phone network to set up and manage a strategic motor sport division of their marketing department aimed at creating awareness and commercial opportunity for Cellnet as the mobile phone market emerged in the UK. Alongside this commitment, Wright developed his own agency to service other motor sport clients including drivers, championship promoters and car constructors. This business was a great success, particularly in Japan where Wright delivered the single biggest sponsorship of the booming Japanese F3000 championship with the Promise financial services company and Reynard Racing Cars. Wright’s exploits were noticed by Frank Williams and in 1994 Jim Wright was offered an opportunity to head up sponsorship sales for the Rothmans Williams Renault F1 team, an opportunity that he could not turn down. Having landed his first deal within 10 days of joining Frank’s team, Wright quickly emerged as a real force and within 14 months of joining Williams he was asked by Frank Williams to be the Head of Marketing & Sponsorship, a position that Wright held for the next 11 years. During this term, William

 Sam takes us into a deep dive tour of the fascinating world of SINA Sports, part of Sina- Weibo Group, China’s largest Social Media group (the Facebook, Twitter, Instagram of China, all rolled into one). Key HighlightsChina perspective on Covid-19, Sina Sports planningEarly eye on sports thru law Degree – well established routeGo back to his roots – NBA China first role in sportsChina Sports Social Media 101 – Sina – Weibo (Micro Blog)Weibo – the Twitter, Facebook, Instagram blend of China (biggest open Social Media platform in China)Wechat – closed social media in comparison plus other functions (Whatsapp on steroids)Business model – advertising driven, driven by large trafficSina Sports – how it started and where it is nowThe Crazy years of Chinese Sports Media rightsMonetization of Content, Chinese learning & the same challenge everywhere Sina Sports three pillars :Digital MediaSocial MediaOffline EventsOffline events – owning events, IP and content (3-on-3 Basketball, Futsal and Skiing) – massive numbersLarge logistics across the whole country, over 100 stops for most of the sports, including Skiing, venturing overseasFocus on “Mobile friendly” sports, core audience of WeiboEvents are very sponsor friendly and driven, fully integrated with their Social Media platformsFrom Amateur to Elite LeagueHis advisory roles for various groups, entrepreneurship, learning AboutSam Li is the Head of International Business Strategy for Sina Sports where he is responsible for domestic and international sports rights acquisition; strategic partnerships with rights holders, teams and individual athletes; and international sponsorships and marketing.He was previously an Associate Vice President with the National Basketball Association. Sam has a Juris Doctor degree from University of Michigan Law School and dual bachelor degrees from University of California, Los Angeles.