The Sports Entrepreneurs Podcast by Marcus Luer Marcus Luer

Alan Pascoe, former Great Britain Olympian and founding father of Sports marketing in the UK, shares his amazing stories on how he got started, the Athletics events he created, the agencies he build and sold, and many more…
 
Key Highlights
Early days, how o he got his start as a hurdler in school which lead him to win Medals for Great Britain in the European Championships, Commonwealth Games and Olympics and become one of the most recognized athletes in the UK at the time
Discovering his passion for the events business – while being a lecturer – his very first event at Cystal Palace grounds for 150 pounds and getting on the BBC live (20 min prime time) in 1971
Using his College “office” to organize events at the beginning – while winning a few more Medals for Great Britain and building his own brand name – “are you the Alan Pascoe”….
From Athletics to Sunday Times Bridge Championship and how to leverage the power of an “influencer” Omar Sharif, Egyptian Actor at the time    
Other early projects, Sunday Times Fun Run in Hyde Park (before London Marathon existed) – in late 70s
Start as an Entrepreneur – Alan Pascoe Associates (APA) – 1983 – taking over an existing agency, owner retiring – with partner Edward Leask
Childhood Asthma story and how to think out of the box – ask questions, don’t pitch at client
Sold APA to WCRS Ad agency for One Million pound in cash – bought it back later
Other projects, Broadcast sponsorship of NFL, Fantasy Football with Daily Telegraph and more
Different focus to other agencies. Consultancy work for brand owners, amplification of sponsorship, events management and sponsorship sales
Bought Personality Management company, representing TV Presenters and inventory management for A-boards of English Football Club before the Premier League
Sold it again to Interpublic in 1999 – believe being part of a larger Advertising Group was the way to go to expand the business
Deal with Interpublic didn’t work out well personally, left company and set up a new company around British/UK Athletics (Fast Track later CSM – Chime Sports Marketing), early 2000
Ran CSM till he stepped down ten years ago (2013/14) – build up both API and CSM into top 3 agencies in the world
The partnership dilemma between Advertising agencies and Sports Marketing agencies
Lessons from buying other agencies worldwide - CSM buying Zak Browns agency – JMI
George Soros partnership with DC United, MLS team
At the time he left in 2014, 20 offices, 750 staff growing to 1,000 people around the world -  CSM recently acquired by Wasserman  
Management style over the decades and how to train people
Helping to win the London Olympic bid, insider stories (Seb Coe, Keith Mills, Buckingham Palace, etc)
Legacy of the London Olympics, no white Elephants around London, helped transform parts of the city
Wrapping up with what keeps him busy now, some consultancy work – Commonwealth Games, Moneycorp and final story
 
About
In 2014 Alan stepped down as President of the CSM Group, the Group he founded, now part of Chime Communications, having put in place the second generation of management to take CSM and its clients onto even greater heights, including Lord Coe who took over his role as Executive Chairman. Alan continues to work as a consultant, offering strategic support with his wealth of experience across the sports and events. CSM is the second world top 3 Sport’s & Events companies that Alan has built, whilst leading the creation of major events and programmes for sports, sponsors and television. Outside of sport he also devised, managed and promoted a medical programme that significantly improved the management of childhood asthma in the UK.
A 3-time Olympian, winning Olympic Silver, triple European Gold, and Commonwealth Gold, Silver & Bronze medals, represented the Commonwealth, Europe and was British Team Captain. Alan started organising and promoting international track and field ath

Paul Barber, OBE, the CEO of Brighton & Hove Albion FC – from a childhood dream of being a pro-player to a highly successful career across Football from the FA of England, Tottenham (his childhood club) to becoming the CEO of the Year in the Premier League, driving Brighton to new heights (including European Football action) in the most competitive Football League in the world.  
 
Key Highlights
Football his first love from age of 7, dream to be a pro player but didn’t have the talent.  Love being involved in the game
From working with blue chip financial organizations (Barclays) to the world of Football with the FA as Director of Marketing in 2000
Great time to be in the FA, first director of marketing, David Beckham era and other major changes – 2002 Japan/Korea World Cup new team marketingLarge portfolio of companies and sponsors, taking England team on the road across the country

Applied for CEO of FA, didn’t happen at the time and moved to Ogilvy & Mather as CEO of Europe/Middle East for a short sting
Next Football stop, Tottenham Hotspurs as Executive Director – childhood dream working with the club he grew up supportingOwner Daniel Levy and working with him
One of the first teams signing a big Betting company as Jersey sponsor and how to deal with the sensitivity
Peace Cup in Korea

Next stop, CEO of Vancouver Whitecaps FC – two years in the MLS – great learnings
Taking the role of CEO at Brighton, when they were still in the Championship in 2012 – a hundred year old “start up”Vision of Tony Bloom convinced him to join
Missed out on Premier League promotion before finally making it up to the top division
Big American Express deal as Venue sponsor

Overnight success, 7-8 years in the making – the journey and stories along the wayAll starts with a great owner – clear vision, value
Best infrastructure, top training facilities, stadium
Make changes and upgrade along the way, including people
A bit of luck important too
Ignore the “noise” by media/fans and stay focused on vision/mission

How do you compete with the huge foreign capital other big clubs have at their disposal – 8-10 clubs now pushing to play in Europe in the Premier League
Competing in European Football (UEFA Europa League) and keeping sight of top half in League – constant learning – competing in four competitions
Tony Bloom – Moneyball in Football -  data driven recruitment (resources and data from David’s core analytics business)Also creating opportunities to sell players with good margins
Very engaged Non-Executive Chairman, stability is key

Target to be a top 10 club in Premier league and top 4 team in Women’s Super League -  still work in progressKeep improving and not standing still

Women’s Team discussion – development of women’s football – investment in the game for long-run and the changes a club needs to make to cater the players and fans
 
About
Paul Barber joined the board of Brighton & Hove Albion FC as chief executive in June 2012. In his first season with Brighton, the club secured its highest league position for over 30 years, made the Championship play-offs, enjoyed the highest average attendances in its division, and signed its largest-ever shirt sponsorship agreement, a multi-year deal with American Express.
Paul was named Overall CEO of the Year for England and Scotland, as well as Championship CEO of the Year, at the Football Industry Awards 2013, and won the Sports Executive of the Year at the 2016 International Stadium Business Awards.
Having taken part in three EFL Championship play-offs in four seasons, Brighton narrowly missed out on automatic promotion to the Premier League, by virtue of goal difference, in 2016. A year later, the club achieved automatic promotion to the Premier League and subsequently finished 15th in its first season.
Paul’s career in professional football has spanned close to 25 years, during which time he has held senior positions at Vancouver Whitec

Peter Draper, a true Yorkshireman with an incredible career in UK sports from UMBRO to Manchester United and many more.  We are going all the way back to 1977 and how it all started with the English Basketball Association.  Join us for an incredible journey through English sports history.     
 
Key Highlights
How it all started, from Rugby to Basketball – 1977 -1986 , from school and amateur player to administrator in the English Basketball Association in Leeds – sports history
UMBRO – big move (40 miles across the country 😊) as marketing executive in 1986 (his wife asking “what did you apply that for” 😊)
UMBRO, a sports apparel and equipment manufacturer was formed in Wilmslow, England, in 1924 and was the distributor of adidas shoes initiallyEvolution of the brand across Football and Peter’s roles in B2B
Sponsor and kit supplier of the English National Team and Brazil (when they won the World Cup in 1994) and a mix of top players
Ajax, Inter Milan, AC, Rugby British Lions,

Next stop, Manchester United, with Peter Kenyon – in 1999 (had just won the triple – flying high on the field), first proper Marketing Director in the clubLess is more approach – Champions League model
Switching from Sharp (a long term partner) to Vodafone (before Mobile was a big category) as Shirt sponsor, the stories behind it and the money involved
No real data points available yet, first research done and how Peter used it to renew Vodafone (ROI & ROO)

Big Name players, from Beckham, Giggs to Cristiano Ronaldo – how to work with them - Alex Ferguson and his philosophy
Big  overseas Tours, first proper execution – Asia Tour in 2001 (Malaysia, Singapore, Thailand) and USA in 2003 – massive response
Loose Lips Ltd (the meaning behind it) – brand marketing, strategy and sponsorship consulting past 18 yearsPeter sharing insights on a big project that hasn’t seen the light yet (Premier League)
Other projects, including Harry Potter digital

CAA Sports – mismatched expectations
Peter Lim, Manchester United F&B and Valencia CF owner (Singaporean Billionaire)Valencia CF stories

FIFA World Cup 2030 – final discussion and debate
 
About
Passionate and knowledgeable about sport and the marketing that drives the industry, Peter Draper’s knowledge of the marketing of international football positions him as an expert and sought-after keynote speaker on branding, marketing and customer experiences.
Starting out with basketball early in his career, Peter turned a hobby into a job when he accepted a position with the English Basketball Association in 1977. Promoting major basketball events at international venues including Wembley Arena and The Royal Albert Hall, he soon became adept at knowing how to deliver exactly what sponsors want.
Joining sportswear company Umbro in 1986, Peter was instrumental in building the brand into an international contender and as European Marketing Director, he drove the business to major success until it was sold in 1999. Peter secured contracts with the England and Brazil national teams, Euro 96, Manchester United, Celtic, Inter Milan and Ajax, as well as personal agreements with Pele and Alan Shearer.
After Umbro Peter joined Manchester United as the club’s first Group Marketing Director. He was in charge of the development and implementation of their international sponsor-partner programme, partnership relations and oversaw communications throughout the business.
Non-Executive Director of international creative communications agency IRIS Nation, Peter has also founded his own ‘passion brands’ strategic consulting business Time & Tide.
He works closely with many organisations including The National Trust, Cancer Research UK, The Football Association, The FA Premier League, Haymarket Publishing, Chelsea Football Club and brands such as Smirnoff, Sony Ericsson, Typhoo, Starwood Hotels and Duchy Originals.
Peter is a member of the Advisory Board for various diverse bus

Zack Sugarman, deep dive into his 17 years with the Wasserman Group to his current role as Chief Strategy Officer at Demand Sports – an AI powered top-of-funnel lead generation tool for the sports industry.
If you are in sales you need to listen to this.  
 
Key Highlights
From college to first role at Sportnet (Wasserman Media Group), doing business development – finance of action sports films in 2005 (skateboard.com, etc)
Deep dive into Wasserman group - from 70 people when he joined to 1,700 by the time he left recently (15 offices around the world)
Global Sports Marketing & Entertainment company
Helping client spend their marketing dollars wisely, negotiate, execute
Maximizing revenue for teams/leagues (properties)
Talent manage side – Jerry Maguire style (NFL to action sports)

Growth by acquisition – music talent, celebrity influencers, creating IP & content (UK based CSM, etc)
Acquisition of Brillstein – coming full circle (family history, Lew Wasserman)
Casey Wasserman – a bit about the man himself – Chairman of LA 2028 Olympics – his leadership style
His roles over the 17 years (2005-2022)
Start of digital and social media era and developing a digital division to help monetize content
Early days of live streaming – World Surf League – live webcast
Properties – teams, leagues, federations, conferences, Esports teams,
Develop products to offer these property owners – pre-sale and post-sale services
NBA Jersey Patch, later NHL, MLB – one of the big projects – discussing deal sizes  

Demand Sports – his role as Chief Strategy Officer
How it works, background,
Helping property rights holders – top-of-funnel lead generation, using AI to verify contacts, personalized emails
Coordinate follow up and meeting times for the Property owner (all the upfront work to create warm leads)
Demand Inc – tech companies, B2B business – Lasso tool tweaked to use for sports
Bounce test to check emails are correct – in real time, etc
Using AI to personalize emails, search web to create subject lines and hocks for a personalized touch to email
Tool operates globally – language specific outreach examples
40 clients around in the US and around the world
Fee structure and flexible model for Property owners
Contact:  zack@demandsports.co  - www.demandsports.co

US market – huge events coming the next few years from FIFA World Cup 2026 to Olympics 2028 and more… opportunities for brands and property owners
Final message on Artificial Intelligence (AI) – be curious
 
About
Zack has a proven sports executive with over ~20 years of experience in commercial strategy and revenue creation – focusing on business development, partnership creation, digital strategy, new tech integration, valuation, packaging, and execution of award winning campaigns and initiatives. Sugarman’s skills include business development (identifying, negotiating, securing new clients), strategy and analytics (fan insights, commercial valuation and packaging, opportunity targeting, partnership creation, and measurement), and relationships (understand the value of connections and have enjoyed consistent networking and having multiple long-term and repeat clients). Zack likes to connect the dots between partners and bring new perspectives together in an effort to generate new value, drive innovation and facilitate new connections across the sports and entertainment business.
Before joining Demand Sports, Sugarman spent 16 years in agency leadership positions at Wasserman, most notably leading the Global Properties division worldwide to help venues/teams/leagues maximize commercial revenue. At Wasserman, Sugarman helped drive millions of dollars in commercial revenue for clients including NBA, NFL, NHL, MLS, FIFA, USGA, UFC, NASCAR, Golden State Warriors, Los Angeles Lakers, Seattle Seahawks, San Francisco 49ers, LAFC, New York Islanders, Vegas Golden Knights, CrossFit, Drone Racing League and Salesforce.  Sugarman was also

Jason Masherah, President of The Upper Deck Company, living his childhood dream, from a young boy trading cards at school to running one of the biggest Trading cards, Memorabilia and Collectibles company in the world – enjoy our deep dive into the world of The Upper Deck Company, the industry and where the business is going.
 
Key Highlights
How it all started, selling trading cards in middle school and attending card shows at the age of 13/14, working in trading card shop
Starting his first shop at the age of 16 before going back to school
From Electric Supply company coming back into sports, getting an MBA to get back into sports
Via short stops at the Arena Football League (Chicago Rush) to Atlanta Braves and Cincinnati Bengals, finally landing at The Upper Deck company as Brand Manager for MLB & NBA
Overview of the Trading Card industry, from the first cards in the 1800 as promotion for cigarettes and chewing gums, sold as Wax packs.
In 1987/88 The Upper Deck Company was founded to create a different and much better product – big growth to mid 90s when strikes in sports Leagues created issues
Tough period in early 2000 to 2015 before growth came back, with Hockey, Baseball and Football
Primary market, big players Upper Deck, Topps and Panini and secondary trading market
Different business models by Sports Leagues in the US vs European Football leagues
Global growth vs the traditional core US sports, Europe and Asia
Business model with Rights holders and bidding processes
Sports trading cards, Entertainment trading cards and Trading card games and the differences
Three parts of the business for Upper Deck, Trading Cards, Games (Board games and trading card games) and authenticated Memorabilia
Premium product focus, big names from Michael Jordan, Tiger Woods, Wayne Gretzky
Digital products and the evolution of it – in 2011 first tokenization of cards, Upper Deck e-pack – digital to physical hybrid
NFTs, blockchain – Upper Deck’s Evolution platform – trading digital with physical products  
Issues and challenges for primary market manufacturer playing in the secondary market (especially in NFTs)
Most NFT releases were never done with collectors in mind, it mostly was a quick money grab
Moving images, videos and animations open up a new opportunity to own a piece of history
Upper Deck’s Collect Forever – authentic third party collectibles, from Comics to Toys
Upper Deck’s Premise to provide the best and widest services for collectors globally
Fanatics purchase of Topps – changing the game
Jason’s own career path in Upper Deck over the past 17 years  
 
About

Mr. Masherah oversees all day-to-day operations as President of Upper Deck, the premier worldwide sports, gaming and entertainment company. As part of his day to day duties, he is personally responsible for exclusive agreements with Upper Deck’s lineup of corporate partners, licensors and superstar athletes, including Michael Jordan, Tiger Woods, LeBron James, Wayne Gretzky, Marvel, Tim Hortons, CIBC, NHL, NHL Players’ Association and more. Mr. Masherah is also responsible for revitalizing Upper Deck’s memorabilia division, as well as Upper Deck’s gaming division and the launch of Legendary, the award-winning deck building game.
Prior to his appointment as President in 2013, Mr. Masherah served as Vice President of Marketing and Business Development at Upper Deck. Mr. Masherah has been personally credited for several core programs at Upper Deck, ranging from the Yankee Stadium Legacy program in 2008 to the Evolution video cards in 2011 to, most recently, the Upper Deck e-Pack platform in 2016, which plays a significant role in the launch of Upper Deck’s Grandeur Hockey Collector Coins.
Before his involvement with Upper Deck, Mr. Masherah worked for professional sports teams in various roles, including the Cincinnati Bengals and Atlanta Braves. He earned his Master of Business Administration degree from the Kelley School of Business

Andrew Ryan, corporate lawyer turned sports executive, currently Managing Director of FIBA Media, from a small town in Australia to the big wide world of sports including Perform, IOC to FIBA.  We are taking a close look into Andrew’s career and the ongoing FIBA World Cup 2023 in Asia.
 
Key Highlights
Growing up in a small town near Brisbane, with lots of access to sports in his youth and Brisbane clubs making their mark. Impact of Sydney Olympics in 2000 on him
Corporate law taking him to London and New York in 2006, after Lehmann collapse joined a radio station (Absolute Radio), sports commentary, unlikely and unexpected forays into sports broadcasting with the 2011 ICC Cricket World Cup and BBC Sport for the 2005 Ashes series.  First contact with Perform.
Group Head of Legal at Perform for four years – buying media rights, WTA deal and the growth of the business from his view
Betting rights key to Perform’s competing with traditional agencies in the content distribution business
Getting DAZN off the ground and the work behind the scene and spinning off Perform
Next stop Head of Media - Legal and Business Affairs, IOC TV and Marketing services – business strategy and more commercial role
Media rights, tender processes, Olympic channel, sponsorship deals, etc
Olympic Channel, what happened to it?

FIBA Media – what it is and how it works – JV with DAZN (compared to FIBA Marketing, JV with Infront)
FIBA Asia (ABC) my experience in Basketball in mid 90s
FIBA’s direct to consumer approach vs traditional broadcast rights sales globally
FIBA Courtside 1891 platform www.courside1891.basketball - Courtside 1891 is a live and highlights platform for FIBA games and a lot of other leagues around the world
FIBA’s unique global set up – managing regional events and rights from HQ
FIBA Eurobasket 2022, etc
FIBA Club competitions

FIBA World Cup 2023 – across Philippines, Indonesia and Japan
What to expect from production and new innovations for the event
FIBA and NBA relationship and players at the World Cup

FIBA Women’s World Cup – importance and looking back at last year’s event in Australia
 
About
As Managing Director of FIBA Media, Andrew leads the 17-year joint venture between FIBA and DAZN which encompasses all production and rights commercialisation (broadcast, OTT D2C and data) for FIBA’s premium events. This includes FIBA’s World Cups and Continental championships (and their qualifiers), global junior events and the Olympic Qualifying Tournaments. FIBA Media has around 25 dedicated staff but collaborates extensively with sales and production teams within DAZN and scales up for events, managing 800+ personnel at the FIBA World Cup 2019. In addition to its core production and commercial activity, FIBA Media houses its own third party marketing division and established the Courtside 1891 digital brand and joint venture with Two Circles.
Andrew was previously the Head of Media Legal and Business Affairs for the International Olympic Committee TMS and was part of the Leaders Under 40 Class of 2020.
 
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