The Game Plan: Inside the Business of Sport

Sport Industry Group
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The podcast for anyone that’s interested in the business of sport! Each week we will give you a quick overview of the business behind a major sporting event or trending topic from the world of sport. You can expect to see a few longer-form interviews and discussions thrown into the mix now and again too. Agree or disagree with anything? Any topics that we should be covering?? Send us your thoughts! Hosts: Dylan Pugh - Managing Director at Sport Industry Group. Radha Balani - Managing Partner at Think Beyond, the global sports consultancy that drives business through purpose. Producer: Anna-Rose GabbitassFollow us @sportindustry

  1. May 14

    Shane Whelan: Inside the Lions’ Most Successful Tour

    In this episode of The Game Plan, Anna‑Rose Gabbitass sits down with Shane Whelan, Chief Marketing Officer of The British & Irish Lions, to unpack the strategy behind one of the most successful Tours in Lions history. From record‑breaking commercial performance and global fan growth to digital innovation, AI and the landmark profit‑share model, Shane shares how an iconic sporting brand is evolving for the modern era and what’s next with the historic Lions Women’s Tour. Follow us on @sportindustry

    32 min

  2. May 8

    Harry Hesp: How Baller League is rewriting the rules of modern football

    This episode of The Game Plan features Harry Hesp, Marketing Director at Baller League. Dylan Pugh and Harry Hesp explore how the fast‑growing football league is blending sport, content and culture - from its innovative format and celebrity managers to its appeal with younger audiences and global brands.  Recorded as Baller League celebrates major momentum, including its first-ever Friday event, this is a sharp look at the future of football entertainment. Follow us on @sportindustry

    25 min

  3. Apr 14

    Jason Heard: Movember, Mental Health & NextGen 2026

    In this episode of The Game Plan, Anna-Rose Gabbitass is joined by Jason Heard, Young Men’s Health Implementation Manager at Movember Europe and a member of the 2026 NextGen cohort. From relocating from Australia to driving change across the UK, Jason shares his journey into one of sport’s most important conversations - mental health. Follow us on @sportindustry

    28 min

  4. Apr 2

    Canto on Sports Content: Managing Digital Content at Scale

    In this episode of The Game Plan, Dylan Pugh speaks to Andrew Hall, VP of Global Demand Generation at Canto, sponsor of the Sports Content Award at The 25th Sport Industry Awards. They discuss how sports organisations now operate like media companies, producing huge amounts of content across social, video, and digital platforms and the challenges that come with it. From organising assets and managing rights to collaborating across teams and using AI for efficiency, Andrew explains how Canto helps turn content into a strategic and commercial asset. If you want to understand the systems behind great sports content, this episode is for you. Follow us on @sportindustry

    30 min

  5. Mar 26

    Inside the Tech in Sport Award with Sportradar: What Sets the Best Apart

    As we build towards The 25th Sport Industry Awards, this episode of The Game Plan dives into the Tech in Sport Award, in association with Sportradar. Dylan Pugh is joined by Sportradar’s EVP Global Marketing, Adam Azor, to unpack this year’s shortlist - from AI-powered coaching tools and smart mouthguards improving player welfare, to innovations transforming fan experience and driving commercial growth. Together, they explore what separates good tech from great tech, why AI is now foundational in sport, and what it really takes to create technology that delivers measurable impact. Follow us on @sportindustry

    30 min

  6. Mar 16

    Inside MAD//Sports: Cementing Sport’s Home at MAD//Fest

    In this episode of The Game Plan, Anna-Rose Gabbitass is joined by Ben Phillips (SVP Global Partnerships at MAD//Fest) and Erika, Client Services Director at Sport Industry Group, to unpack the growth of MAD//Sports. They discuss why MAD//Sports was created, how the MAD//Sports Clubhouse – Powered by Sportradar made its debut at MAD//North in Manchester, and why the event is designed to bring sport closer to the wider marketing industry. From athlete-led conversations to immersive brand activations, the episode explores how MAD//Sports is positioning sport inside the broader cultural and marketing landscape — and what to expect as it returns to London in 2026. Follow us on @sportindustry

    35 min

  7. Mar 6

    Inside the Commercial Strategy Driving Aston Martin Aramco F1 with Jefferson Slack

    With the Formula One season about to begin in Australia, Dylan sits down with Jefferson Slack, Managing Director of Commercial at Aston Martin Aramco Formula One Team. The conversation explores how one of Formula 1’s most ambitious teams is building its commercial future, from partnership strategy and global growth to the opportunities created by the sport’s rapidly evolving business model and the major regulatory reset coming in 2026. Follow us on @sportindustry

    29 min

  8. Feb 23

    Yellow Panther: Building digital platforms that actually drive sport forward

    In this episode of The Game Plan, we’re joined by Stuart Cope, Co-Founder of Yellow Panther – the digital agency helping sports organisations turn their platforms into powerful engines for fan engagement and revenue growth. From working with rights holders like Welsh Fire and Premier Padel to rebuilding the Sport Industry Group website, Stuart shares insights on digital strategy, data infrastructure, monetisation without alienating fans, and the biggest opportunities in sport right now. A must-listen for anyone responsible for digital in sport. Follow us on @sportindustry

    31 min
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About

The podcast for anyone that’s interested in the business of sport! Each week we will give you a quick overview of the business behind a major sporting event or trending topic from the world of sport. You can expect to see a few longer-form interviews and discussions thrown into the mix now and again too. Agree or disagree with anything? Any topics that we should be covering?? Send us your thoughts! Hosts: Dylan Pugh - Managing Director at Sport Industry Group. Radha Balani - Managing Partner at Think Beyond, the global sports consultancy that drives business through purpose. Producer: Anna-Rose GabbitassFollow us @sportindustry

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