Football shirts are front page news in England and Germany in the last week, so this is a timely conversation about our relationship with sports jerseys, and the nature of their commercial value.

Guests are Mike Fordham and Kylie Bishop.

Mike has worked for IMG and the ECB and played pivotal roles in the set up of both the IPL and The Hundred, and was more recently CEO of Rajasthan Royals.

Kylie is Head of Sponsorship Valuation at Turnstile, having previously worked at The Boston Consulting Group.

A new InTel report from Turnstile puts an independent dollar valuation to three of sports most iconic shirts - Manchester United, Dallas Cowboys, and the Chennai Super Kings. You can download the report here.

The conversation also explores the role of winning streaks, star players, and international fan bases in influencing valuation. Additionally, they forecast the changing landscape of sports sponsorship, including the rising significance of women's sports and the strategic implications for new and evolving leagues.

What are the lessons for newer sports properties, where team brands are key to the business model and the success of properties such as WSL, LIV Golf, Saudi Premier League and The Hundred.

00:34 The Intricacies of IPL and Global Sports Sponsorship

01:03 Unveiling the Most Valuable Shirts in Sports

01:18 Exploring the Components of Sponsorship Value

03:32 The Intellectual Property Value in Sponsorship

08:03 The Global Fan Base: Loyalty and Fluctuations

12:31 Comparing Sponsorship Values Across Major Leagues

19:04 The Evolution and Future of Sports Sponsorship

26:45 Exploring the IPL's Business Model and Sponsorship Dynamics

27:41 The Dominance of Media Rights in Sports Revenue

28:21 Predicting the Future of Major Sports Leagues

30:35 The Impact of Star Players on Sports Franchises

33:46 Evolving Player Acquisition Strategies in the IPL

35:52 Building Value and Fan Engagement in New Sports Franchises

38:53 The Role of Women's Sports in Expanding Brand Value

47:07 Unique Challenges and Opportunities in Establishing New Leagues

47:53 Reflecting on the IPL's Unique Success and Future Valuations

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 300 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...

Episode #125. The Burnout Miniseries ep2 – Continuing our focus on burnout, this episode discusses the experience of a high-achieving marketer who went through burnout and their reflections on preventing it again - for themselves and others in the future.

Abby’s guest is Alan Trice, an experienced and passionate senior marketer, having held Head of and Director-level roles within retail, entertainment, sports, lifestyle and fashion organisations such as Puma, Diesel, Coach, IMG, Screwfix and Clarks. Alan currently holds a NED position at the prestigious Mount Kelly school and is a Marketing Society member.

In this episode, Alan shares his analogy of burnout, his experience of how burnout manifested, the lead up over 18months, spotting the signs and how he looks after his wellbeing to prevent in the future.

Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

Guest: Alan Trice | LinkedIn

This episode is sponsored by Tracksuit

This episode is brought to you by Tracksuit, the beautiful, affordable, and always-on-brand tracking dashboard that helps marketers answer - is what we're doing working?

Making brand tracking accessible and easy to understand, Tracksuit data gives you full visibility on your brand health metrics.

Visit gotracksuit.com to start your always-on brand tracking journey.

The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com

On this episode of the Shiny New Object Podcast, Chobani's Brett Richardson discusses leveraging retailer data sources like Kroger's Stratum to gain audience insights and inform targeted campaigns. He also explores the growth of retail media, especially in off-site advertising, and how CPG brands can partner with retailers to reach valuable shopper segments.

The Shiny New Object podcast is a production of Automated Creative, a creative effectiveness platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

Episode #124. The Burnout Miniseries ep1 – Understanding burnout through a scientific lens is the focus of this episode, shining a light on the signs of burnout and how it physically and mentally manifests, as we see a rise in unsustainable stress amongst our profession.

Burnout is a topic that Abby is passionate about addressing and a fundamental part of burnout prevention is linked to the ‘personal understanding’ pillar or the whole marketer philosophy – the greater we know and understand ourselves, the better we can spot the signs in ourselves and others when we’re starting to burnout.

Discussing the science behind burnout is Abby’s guest expert Dr Fiona Crichton, VP of behavioural science at Groov, the workplace science platform on a mission to help 100 million people feel and perform better.

In this episode, Dr Fiona shares her definition of true burnout, measuring burnout through cortisol, predictors of burnout, 5 Bs for burnout prevention, burnout vs depression and how leaders can support teams.

Plus her career highs and lows and advice for marketers of tomorrow.

Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

Guest: Dr Fiona Crichton | LinkedIn

This episode is sponsored by Tracksuit

This episode is brought to you by Tracksuit, the beautiful, affordable, and always-on-brand tracking dashboard that helps marketers answer - is what we're doing working?

Making brand tracking accessible and easy to understand, Tracksuit data gives you full visibility on your brand health metrics.

Visit gotracksuit.com to start your always-on brand tracking journey.

The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com

We’re only consciously aware of 0.0004% of everything around us at once…read that again!

Fake news, real news, social media, pickup artists. With all the messages we see and decisions we make every day, have you ever thought about how we are constantly being nudged towards one thing or another? In this episode we explore behavioural science with Patrick Fagan and whilst all communications are design to influence and manipulate in some way, how can we (marketers / communicators) use skill, creativity and influence for good?

When it comes to marketing, our role is to understand needs and desires, tune in to what people want and then talk to them about how our products and services benefit them, meeting those needs and desires and helping them to feel a particular way to purchase or engage. But, as we’ve talked about many times on our podcast series, we need to rethink the role of marketing, we need to evolve our stories, drive awareness, educate, shape new behaviours and get people to care enough to want to make different choices, or change behaviours. There is SO much for Marketers to take away from this conversation with Patrick - from frameworks, steps and examples to connecting the dots. It’s a must listen. Tune in as we talk to Patrick about:

• The nuances of language and how they are ordered
• Nudge theory and Cialdini's 6 Principles of Influence
• Types of nudges - the most used and the most powerful
• What we can do as communicators to change behaviours through choice architecture
• Fear messaging
• Creating campaigns which cut through the noise
• Finding out about brain’s ‘memory bouncer’

For more information about Patrick Fagan, the books he’s written, and the work he does - you can follow him on LinkedIn or visit https://www.patrickfagan.co.uk/

Enjoy…

The Buy Side is our regular series where we talk to brand side marketers about sport and sponsorship.

Today's guest is Anneliese Mesilati, Head of Brand Activation and Sponsorships, Americas at UBS, the private banking group and wealth management business.

We talk about the brand's extensive sport portfolio and its role within the marketing of the company, which includes the Mercedes Formula One team.

Last year, UBS took over Credit Suisse Bank, posing the question as to the future of many big name contracts with sports stars, teams and tournaments, including Roger Federer and the Swiss National Football Team.

The Buy Side is sponsored by KORE Software the global leader in engagement marketing solutions. More than 900 brands, venues, and sports organisations trust KORE’s tools and platforms as a source of truth to manage partnerships, assets and measure impact, with real-time insights. Through Sponsorship Management and Evaluation, Ticketing, Fan Engagement, Data Management and Analytics, KORE unites corporate sponsors, properties, and their fans with solutions that help enhance the fan experience, drive smarter decisions, and enable marketing and operations teams to spend time where it matters.

Learn more at KORESoftware.com or follow them LinkedIn or Twitter.

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 300 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 episode is the second in our series on entrepreneurial thinking, or channelling the best of start up energy, that can benefit any brand, whatever the size. In our first episode we looked at the benefits of entrepreneurial thinking and identified 6 principles that can benefit any brand. Today, we’re looking at how one brand has used entrepreneurial thinking to scale and get ahead- The Marketing Society’s Brand Of The Year 2023, Lucky Saint.

Ruth Fittock interviews Lucky Saint’s Marketing Director Kerttu Inkeroinen who lifts the lid on her approach to marketing and how Lucky Saint became the UK’s most loved alcohol-free brand.

About Ruth

Ruth has almost 20 years experience building brands- from start-up to scale up, launch to acquisition. She’s helped U.S brands (vitaminwater, popchips) launch and scale in the UK and grown brands from scratch here too (Simply Roasted Crisps). Ruth has recently started a new consultancy- Tomorrow Brands, to help the purpose-driven global brands of tomorrow launch in the UK.

About Kerttu

Kerttu has worked in consumer goods for over 18 years, starting her career working in both sales and marketing roles with household-name brands of Kimberly-Clark (Kleenex, Andres and Huggies) before moving on to journey through drinks sector: from The Coca-Cola Company leaping into the world of scale up at Union Hand-Roasted Coffee, UK’s leading ethical speciality coffee roaster, leading the brand’s repositioning and launch into consumer markets and going through scale-up journey with the business, before joining Lucky Saint in 2022. She was selected as one of Marketing Week’s Top 100 most Effective Marketeers in 2023 and is a judge for Marketing Week, The Drum and IPA Effectiveness Awards.

Find out about the latest The Marketing Society events here and if you're not a member yet, what are you waiting for? Find out about how to join here.

On the latest Shiny New Object podcast, we explore how data-driven B2B marketers can quantify both the tangible financial impact of marketing as well as intangible brand growth through the lens of return on marketing investment. Mikko Vesterinent, Senior Manager, Digital & Data-Driven Marketing at Valmet, advocates understanding customer needs through networking and behavioural science to inform strategic and tactical measurement.

The Shiny New Object podcast is a production of Automated Creative, a creative effectiveness platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net