There's a new award category at this year's FEVO Sport Industry Awards - Business Moment of the Year.

And for the first time, the judging process is revealed, as we chair the conversation ahead of the big reveal on the night of May 15th at Battersea Evolution in London.

Our illustrious judging panel is Richard Scudamore, Lucy Wray, Allan Noble and Nick Keller himself, the founder of the FEVO Sport Industry Awards.

The award shortlist can be found here.

Click here to buy a table for the awards.

And include the code UP2025 to receive a free bottle of champagne for your table.

This episode of the Unofficial Partner podcast is brought to you by Sid Lee Sport.

Sid Lee Sport is a new breed of agency that combines world class creativity with deep sponsorship expertise, flawless operational delivery, and a culture of marketing effectiveness.

We’ve really enjoyed getting to know their team over the last couple of months. They’re an impressive bunch, who believe that sports marketing can and should be done better.

They have a creative philosophy of producing famous campaigns and activations that build buzz and conversation in a category that too often looks and sounds the same.

And they're pioneering a new standard of effectiveness in sports marketing, using econometrics and attribution models to go beyond traditional media ROI.

So if you're looking for an agency to take your brand to the top, get in touch with the team at Sid Lee Sport, where brands become champions.

Unofficial Partner is the leading podcast for the business of sport. A mix of entertaining and thought provoking conversations with a who's who of the global industry.
To join our community of listeners, sign up to the weekly UP Newsletter and follow us on Twitter and TikTok at @UnofficialPartner

We publish two podcasts each week, on Tuesday and Friday.

These are deep conversations with smart people from inside and outside sport.

Our entire back catalogue of 400 sports business conversations are available free of charge here.

Each pod is available by searching for ‘Unofficial Partner’ on Apple, Spotify, Google, Stitcher and every podcast app.

If you’re interested in collaborating with Unofficial Partner to create one-off podcasts or series, you can reach us via the website.

Today we're talking about swimming. and so we went to the London Aquatics Center in Stratford, located in the Queen Elizabeth Olympic Park. Obviously the venue for the London 2012 Olympics and Paralympic games, but also the Aquatics GB Swimming Championships, which were on while we were there.

It was an opportunity to talk about the sport in detail from lots of different angles with Aquatics GB Chief Executive Drew Barron and Simon Rowe, whose role is Senior Vice President at Pendulum Brands, which includes things like Mitre, Canterbury, but also Speedo, who are an official partner of Aquatics GB.

You are hear because it's a swimming competition. You'll hear a load of noise in the background, but ignore that. The conversation was really good.

Unofficial Partner is the leading podcast for the business of sport. A mix of entertaining and thought provoking conversations with a who's who of the global industry.
To join our community of listeners, sign up to the weekly UP Newsletter and follow us on Twitter and TikTok at @UnofficialPartner

We publish two podcasts each week, on Tuesday and Friday.

These are deep conversations with smart people from inside and outside sport.

Our entire back catalogue of 400 sports business conversations are available free of charge here.

Each pod is available by searching for ‘Unofficial Partner’ on Apple, Spotify, Google, Stitcher and every podcast app.

If you’re interested in collaborating with Unofficial Partner to create one-off podcasts or series, you can reach us via the website.

Guests:

Mark Oliver, Oliver and Ohlbaum

Amy Lee, TV2 Denmark, EBU Member

Tomos Grace - YouTube

Context:

A live podcast recorded at the European Broadcast Union's Annual Assembly in Bratislava.

DAZN has paid $1billion for the rights to the 2025 FIFA Club World Cup.

FIFA has sold the rights to DAZN for $1billion. DAZN is sub-licensing the rights, with a brief to build as big an audience as possible.

Many people in the room are the targets, as DAZN seeks to recoup some of their billion dollar outlay.

Session Provocation:

So, a good time to ask the panel and the EBU audience: if you were DAZN/FIFA, what would you do?

How does FIFA view the role of Europe's premier publicly funded television platforms in building value for their new product?

What is the role of YouTube in their thinking?

What are the lessons of the 2023 FIFA Women's World Cup process?

What is the value exchange between major sports properties and the EBU's membership?

We use this framework to talk more generally about the themes of sport's relationship with free to air television in Europe in the platform era.

This episode of the Unofficial Partner podcast is brought to you by Sid Lee Sport.

Sid Lee Sport is a new breed of agency that combines world class creativity with deep sponsorship expertise, flawless operational delivery, and a culture of marketing effectiveness.

We’ve really enjoyed getting to know their team over the last couple of months. They’re an impressive bunch, who believe that sports marketing can and should be done better.

They have a creative philosophy of producing famous campaigns and activations that build buzz and conversation in a category that too often looks and sounds the same.

And they're pioneering a new standard of effectiveness in sports marketing, using econometrics and attribution models to go beyond traditional media ROI.

So if you're looking for an agency to take your brand to the top, get in touch with the team at Sid Lee Sport, where brands become champions.

Unofficial Partner is the leading podcast for the business of sport. A mix of entertaining and thought provoking conversations with a who's who of the global industry.
To join our community of listeners, sign up to the weekly UP Newsletter and follow us on Twitter and TikTok at @UnofficialPartner

We publish two podcasts each week, on Tuesday and Friday.

These are deep conversations with smart people from inside and outside sport.

Our entire back catalogue of 400 sports business conversations are available free of charge here.

Each pod is available by searching for ‘Unofficial Partner’ on Apple, Spotify, Google, Stitcher and every podcast app.

If you’re interested in collaborating with Unofficial Partner to create one-off podcasts or series, you can reach us via the website.

Other People's Money is our regular series on sports investment, with Matt Rogan, co-founder of Two Circles.

The Women’s Rugby World Cup kicks off in August, hosted in here in England. The tournament is a critical moment in the game's development.

But what is the financial state of women’s professional club rugby in this country.

We talk to Genevieve Shore, herself a former England World Cup winner in 1994, who is now the Executive Chair of Premiership Women’s Rugby (PWR), the league that is part owned by the RFU.

This episode of the Unofficial Partner podcast is brought to you by Sid Lee Sport.

Sid Lee Sport is a new breed of agency that combines world class creativity with deep sponsorship expertise, flawless operational delivery, and a culture of marketing effectiveness.

We’ve really enjoyed getting to know their team over the last couple of months. They’re an impressive bunch, who believe that sports marketing can and should be done better.

They have a creative philosophy of producing famous campaigns and activations that build buzz and conversation in a category that too often looks and sounds the same.

And they're pioneering a new standard of effectiveness in sports marketing, using econometrics and attribution models to go beyond traditional media ROI.

So if you're looking for an agency to take your brand to the top, get in touch with the team at Sid Lee Sport, where brands become champions.

Unofficial Partner is the leading podcast for the business of sport. A mix of entertaining and thought provoking conversations with a who's who of the global industry.
To join our community of listeners, sign up to the weekly UP Newsletter and follow us on Twitter and TikTok at @UnofficialPartner

We publish two podcasts each week, on Tuesday and Friday.

These are deep conversations with smart people from inside and outside sport.

Our entire back catalogue of 400 sports business conversations are available free of charge here.

Each pod is available by searching for ‘Unofficial Partner’ on Apple, Spotify, Google, Stitcher and every podcast app.

If you’re interested in collaborating with Unofficial Partner to create one-off podcasts or series, you can reach us via the website.

This is the first episode in a new series in which we take the Unofficial Partner sports business conversation and point it at cricket.

Richard is joined by co-host Mike Jakeman, who writes about sport for The Economist and worked within The Economist Intelligence Unit, and has written for titles such as The New York Times, Wired magazine and the Times Literary Supplement, and wrote a very good book on the future of cricket, called Saving the Test.

You can keep in touch with Inside Edge via the Unofficial Partner Substack newsletter that goes out to tens of thousands of subscribers from across the global sports industry every Thursday.

This episode of the Unofficial Partner podcast is brought to you by Sid Lee Sport.

Sid Lee Sport is a new breed of agency that combines world class creativity with deep sponsorship expertise, flawless operational delivery, and a culture of marketing effectiveness.

We’ve really enjoyed getting to know their team over the last couple of months. They’re an impressive bunch, who believe that sports marketing can and should be done better.

They have a creative philosophy of producing famous campaigns and activations that build buzz and conversation in a category that too often looks and sounds the same.

And they're pioneering a new standard of effectiveness in sports marketing, using econometrics and attribution models to go beyond traditional media ROI.

So if you're looking for an agency to take your brand to the top, get in touch with the team at Sid Lee Sport, where brands become champions.

Unofficial Partner is the leading podcast for the business of sport. A mix of entertaining and thought provoking conversations with a who's who of the global industry.
To join our community of listeners, sign up to the weekly UP Newsletter and follow us on Twitter and TikTok at @UnofficialPartner

We publish two podcasts each week, on Tuesday and Friday.

These are deep conversations with smart people from inside and outside sport.

Our entire back catalogue of 400 sports business conversations are available free of charge here.

Each pod is available by searching for ‘Unofficial Partner’ on Apple, Spotify, Google, Stitcher and every podcast app.

If you’re interested in collaborating with Unofficial Partner to create one-off podcasts or series, you can reach us via the website.

Today's guest is Miguel Delaney, Chief Football Writer for The Independent who talks about his book States of Play: How Sports Washing Took Over Football.

It's described as a scorching account of how football's very popularity threatens to destroy it, a brave forensic and utterly gripping book' by Tom Holland (The Rest Is History host, not Spider Man).

This episode of the Unofficial Partner podcast is brought to you by Sid Lee Sport; a new breed of agency that combines world class creativity with deep sponsorship expertise, flawless operational delivery and a culture of marketing effectiveness.

The team at Sid Lee Sport is driven by the belief that sports marketing can and should be done better, and are determined to push things forward.

They're pioneering a new standard of effectiveness in sports marketing, going far beyond media ROI, using econometric and attribution modelling to demonstrate the impact of their work on their clients' bottom line. And it's that focus on effectiveness that informs their creative philosophy of creating famous campaigns and experiences for rights holders, sponsors and sports brands - because they know famous campaigns outperform others on all business metrics.

You can see this through Sid Lee Sport’s groundbreaking work with global clients, including UEFA, Visa, Lidl, Tommy Hilfiger, Descente and Oppo–to name just a few of their biggest signings.

So if you're looking for an agency to take your brand to the top, head to sidleesport.com

Unofficial Partner is the leading podcast for the business of sport. A mix of entertaining and thought provoking conversations with a who's who of the global industry.
To join our community of listeners, sign up to the weekly UP Newsletter and follow us on Twitter and TikTok at @UnofficialPartner

We publish two podcasts each week, on Tuesday and Friday.

These are deep conversations with smart people from inside and outside sport.

Our entire back catalogue of 400 sports business conversations are available free of charge here.

Each pod is available by searching for ‘Unofficial Partner’ on Apple, Spotify, Google, Stitcher and every podcast app.

If you’re interested in collaborating with Unofficial Partner to create one-off podcasts or series, you can reach us via the website.

Sonny Vaccaro was the pivotal figure behind Michael Jordan's groundbreaking deal with Nike, which remains one of the most storied contracts in sports business history. So good they made a movie about it, "Air", in which Vaccaro was played by Matt Damon, with Ben Affleck in the Phil Knight role.

Vaccaro's book Legends & Soles: Business, Creativity and Basketball – A Memoir of an Improbable Life is the long-awaited memoir from one of the great American sports business insiders, telling the reality behind the film and shining a light in to the culture of Nike then and now.

Unofficial Partner is the leading podcast for the business of sport. A mix of entertaining and thought provoking conversations with a who's who of the global industry.
To join our community of listeners, sign up to the weekly UP Newsletter and follow us on Twitter and TikTok at @UnofficialPartner

We publish two podcasts each week, on Tuesday and Friday.

These are deep conversations with smart people from inside and outside sport.

Our entire back catalogue of 400 sports business conversations are available free of charge here.

Each pod is available by searching for ‘Unofficial Partner’ on Apple, Spotify, Google, Stitcher and every podcast app.

If you’re interested in collaborating with Unofficial Partner to create one-off podcasts or series, you can reach us via the website.

The commercial growth of women’s sport is dependent on the audience question: Who is watching?

To help frame the answer, we been given an exclusive preview of major new research in to women's sport fandom by Sky Sports which is due to be published in the coming weeks.

Sky’s rights portfolio of women’s only sport is unmatched in the media industry, running across football, rugby, cricket, golf, tennis, netball and more.

And as you'll hear in the conversation, the new findings run against some of the received narratives that have grown around the audience for women's sport across the sports and marketing industries.

Our guests are Jo Osborne, Head of Women's Sport at Sky Sports and Claire Kelly, Managing Director of Gemba Europe and Middle East, the strategy and fan insight agency commissioned to carry out the research.

Unofficial Partner is the leading podcast for the business of sport. A mix of entertaining and thought provoking conversations with a who's who of the global industry.
To join our community of listeners, sign up to the weekly UP Newsletter and follow us on Twitter and TikTok at @UnofficialPartner

We publish two podcasts each week, on Tuesday and Friday.

These are deep conversations with smart people from inside and outside sport.

Our entire back catalogue of 400 sports business conversations are available free of charge here.

Each pod is available by searching for ‘Unofficial Partner’ on Apple, Spotify, Google, Stitcher and every podcast app.

If you’re interested in collaborating with Unofficial Partner to create one-off podcasts or series, you can reach us via the website.