Sports Pundit Podcast with Andy Marston Andy Marston

On today’s episode, I’m joined by Kahlen Macauley, Head of International Sports Media and Partnerships at Snapchat.

 

Having worked across the sports media landscape at the likes of TalkSport, ESPN and Pulselive, Kahlen then joined the International Olympic Committee in 2016, leading their digital partnerships team with a main focus on aiming to engage with younger audiences beyond broadcasts. 



It was here, among the other social platforms, that Kahlen started interacting and working with Snapchat, who he then joined in 2019 to lead their sports partnerships for EMEA - identifying the opportunity that the company had as an under appreciated platform for sports rightsholders who were all wishing to engage with that younger generation.



Bringing his 360 view of the sports media and marketing landscape, Kahlen has sought to help position the platform to better fit the marketing strategies of sports teams, leagues, and brands.



Timestamps: 

2:00 - Kahlen’s Journey to working at Snapchat

5:30 - Lessons Across Different Areas of Sports Media

9:00 - Working with Snapchat while at the IOC

10:30 - Addressing Misconceptions Around Snapchat 

13:00 - Snapchat’s Product Suite 

15:00 - How does Snapchat Enhance the Fan Experience? 

18:00 - How Athlete’s Engage Differently on Snapchat 

24:00 - Blurring the Lines Between Sport and Fashion

28:00 - Importance of Sport to Snapchat Strategy 

35:00 - What does a Snapchat Partnership Look Like? 

42:00 - Future Plans for Snapchat in Sport



Additional Links

The Snapchat Game On Lens

Gen-Z love 'blokette' fashion sparking boom in young sports fans

Research: Gen Z falling back in love with sport

Snapchat Statistics: Revenue and Usage Trends in 2024

Connect with Kahlen on LinkedIn - here

Connect with Andy on LinkedIn - here

On today’s episode, I’m joined by Cherry Beagles, the founder of The 400 Club, an all-female members club redefining what it means to be a sports fan and increasing culturally relevant brand deals in women’s sport.

Having studied law at the University of Manchester and gained experience at the likes of NBC Universal and Dentsu, Cherry founded The 400 Club as a side hustle to address an audience that was being underrepresented in traditional sports marketing - and an audience she herself fell in to. 

Since launching, she has brought on successful female founders, international athletes, and Olympians, as well as hosted events with the likes of Nike, and done brand campaigns with rightsholders such as Arsenal - all within her first year of starting the club - suggesting that Cherry is very much on to something big. 

We discuss her perspective on women’s sport, why this is not to be confused with a female-fan strategy, and the importance of engaging not just the biggest female brands, but those that hold the most cultural relevance.

Time Stamps

2:00 - What is The 400 Club and who are the members

4:00 - Recruiting New Members

8:00 - The Athlete x Brand Flywheel

13:00 - Creating a Female-Fan Strategy

17:00 - Culturally Relevant Brand Partnerships and Collaborations

20:00 - That Taylor Swift Jacket

28:00 - What Athletes can Learn from Social-First Brands

32:00 - Creating a Campaign with Arsenal FC

35:00 - Giving Rugby a 400 Club Twist

44:00 - Future of the 400 Club

Additional Links

The 400 Club x Nike for The FA Cup Final

Follow The 400 Club on Instagram

Connect with Cherry on LinkedIn - Here

Connect with Andy on LinkedIn - Here

On today’s episode, I’m joined by Giulia Zecchini, Commercial Partnerships Strategy Director at ESL FACEIT Group. 

Starting her career in data and analysis at Nielson, working first on FMCG brands such as Mars, before switching into sports, Giulia has retained a passion for transforming data into actionable, commercially focused insights.

This has shone through in her roles that have followed, at both Formula 1 and with ESL FACEIT Group, one of the leading companies in the worlds of both gaming and esports - where she works with global brands to help them to reach the sought-after Gen-Z and millennial gaming audience through exciting and cutting edge partnerships.

It’s not all about data though. Giulia is someone also with her finger firmly on the pulse of culture, something demonstrated through her presenting and hosting work for FIBA, sitting on the Equity Diversity & Inclusion committee at Basketball England, and through her co-founding of Sneaker Sisterhood, the largest female sneaker community in Europe.

We talk about the intersection of sport, gaming, music, fashion, and culture, as well as the need to balance data with emotion and feeling, in what is one of the widest ranging conversations that I’ve had to date on the podcast - a credit to Giulia’s breath of both expertise and interest.

Time Stamps

2:00 - Impact of COVID on Formula 1

4:00 - eSports vs. Gaming

13:00 - Athletes as Content Creators

18:00 - How DHL Authentically Activated in eSports

21:00 - Boosting Basketball's Popularity in the UK

29:00 - Founding Sneaker Sisterhood

32:00 - Exploring the Cultural Crossover of Sport and Streetwear

40:00 - The Opportunity for Digital Merchandise

45:00 - The Comic-Con of Gaming

Additional Links

Saudi-backed Savvy buys ESL and FACEIT for 'US$1.5bn'

DHL Case Study: Employer of Choice: Reaching and recruiting the unreachables with eSports

Connect with Giulia on LinkedIn - Here

Connect with Andy on LinkedIn - Here

Today’s episode, I’m joined by Faith Wheller, Vice President of Brand, Sports Partnerships & Integrated Marketing at TeamViewer.

Famous for their high-profile partnerships with Manchester United and Mercedes AMG Petronas F1 Team, TeamViewer is a  remote access and remote control computer software company focused mainly on enterprise clients.

With that in mind, we discuss the company’s decision to invest into sponsorship and how they are choosing to activate in order to get a return on their investments as well as how they go about balancing product-led storytelling with broader social purpose messaging - through something like their recent SheSportTech initiative.

From across her time working at Cisco and Intuit through to working at TeamViewer, Faith has always been incredibly passionate about getting more women into IT and technology. This is reflected in a recent post she shared for international women’s day as well as with SheSport Tech, an initiative which aims to inspire more women and girls to see the breadth of opportunity in the world of technology and sport.

Time Stamps 

2:00 - Getting More Women in IT  

4:00 - Faith’s Career Journey 

8:00 - Why Sponsor Manchester United? 

10:00 - Integrating the Product into the Partnership 

14:00 - Activating Specifically with Enterprise Customers

18:00 - The Importance of F1 and the U.S. Market 

19:00 - Opportunity to Engage Women with F1 Academy

23:00 - Speaking to Different Audiences and the Launch of SheSportTech

28:00 - Why More Women are Needed in Sports Tech

33:00 - Future Ambitions for TeamViewer 

Additional Links

Changing the game: Making space for women in sports and tech

Championing diversity: Introducing SheSportTech

Connect with Faith on LinkedIn - Here

Connect with Andy on LinkedIn - Here

Today’s Episode, I’m joined by Alex Ferrer Kristjansson, Senior Director of Marketing and Communications at EuroLeague Basketball.

Having joined almost 20 years ago, Alex began his career working on the ULEB Cup, now known as the EuroCup, developing and coordinating the marketing strategy across the teams and he has since held a number of different positions at the organisation, always related to marketing somehow, be it ticketing, brand management, or social media and digital.

Since 2012, Alex took on the role that he currently holds, focused on marketing communications, which means overseeing everything related to the promotion and distribution of the competition from PR and comms, to brand and business intelligence. He also looks after the EuroLeague’s long term partnership with IMG, which has had a huge impact on the league since beginning in 2016, from changes to the format, to the allocation of new licenses in markets like Germany and France. 

The league is a truly unique case study merging the worlds of European and North American sporting governance. Their startup attitude also provides many lessons for us to learn from. 

Time Stamps 

2:00 - Alex’s Career Journey

4:00 - The Impact of Partnering with IMG

6:00 - The Format of the EuroLeague

13:00 - Increasing Presence in Strategic Markets

16:00 - Harnessing the Brand Power of the likes of Real Madrid and Bayern Munich

19:00 - Retaining a Startup Culture and Launching Fan XP Innovation Challenge

31:00 - Leveraging Creators and Launching Hoop District

38:00 - Future Plans for EuroLeague Final Four

40:00 - Influence of the Adidas Next Gen Tournament

Additional Links

Future Gazing: EuroLeague was Early on OTT, Sees VR as Next Big Opportunity

Euroleague Basketball launches 3x3 content creators tournament 'Hoop District'

Overtime Elite to represent the USA in ANGT Finals

EuroLeague Basketball FanXP relaunches with exciting SPORTBIZ partnership

Connect with Alex on LinkedIn - Here

Connect with Andy on LinkedIn - Here

Today’s episode, I’m joined by Alex Gough, CEO of the Professional Squash Association.

With a career spanning 15 years on the professional circuit, Alex climbed the ranks to reach number 5 in the world. Along the way, he also secured 10 World Tour titles and a Bronze Medal at the 1998 Commonwealth Games in Kuala Lumpur.

His contributions to squash extend far beyond the court, however. His dedication to the sport led him to join the PSA as a Board Director in 2002, while still an active player. Following his retirement, he has transitioned seamlessly into leadership roles, first as Chief Operating Officer in 2008, and then taking the helm as CEO in 2009.

In our conversation today, we delve into Alex's role at the forefront of the PSA, the global governing body responsible for the administration of professional squash worldwide. He’s got a lot on his plate. With over 1,000 registered players and 600 events annually, the PSA World Tour, the PSA Challenger Tour, and the WSF & PSA Satellite Tour, the PSA aspire to showcase squash at its pinnacle. And they do so in some breathtaking locations around the globe.

Time Stamps

2:00 - Alex’s Journey into his current role as CEO of the PSA

3:30 - Transitioning from Player to a Governance/ Executive Role in Sport

6:30 - Overview of the Current Squash Calendar

12:00 - Communication with Current Players and Understanding their Needs

13:30 - Discussion on Managing both Men's and Women's Tours

15:00 - Implementing Equal Prize Money

19:00 - Insights into Commercial Deals, including Sponsors like JP Morgan

21:00 - Egypt's Dominance in Producing Top-Quality Squash Players

23:00 - Exploration of Outdoor Events and their Appeal

27:00 - Utilising Social Media to Attract New Audiences

31:00 - The Popularity of Pickleball and Padel, and the Opportunities for Squash

38:00 - Implications of squash being included in the Olympics

41:00 - Future aspirations and ambitions for the PSA leading up to LA 2028

Additional Links

Professional Squash Association celebrates 50th anniversary

Cricket, squash among six sports added to 2028 L.A. Olympics

Video: Playing Squash at the Olympics

Connect with Alex on LinkedIn - Here

Connect with Andy on LinkedIn - Here