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The Sports Marketeer by Amar Singh

Amar Singh
World Cup
FIFA
Kylian Mbappé
Marketing
Corruption
Tim Vickery
France National Football Team
Brazil
United States
Saudi Arabia
Zinedine Zidane
Didier Deschamps

I'm Amar, SVP for Content & Comms at sports marketing agency MKTG and Professor in Football Content & Marketing at the Football Business Academy. Join me and a series of special guests as I explore some of the trends around sports marketing, content and culture.

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Latest Episodes

France goes into the 2026 World Cup as one of the favourites — defending finalists, 2018 world champions, qualified with a near-perfect record. They're also a country in which the National Rally is now the largest single party in the National Assembl... more

Brazil hasn't won a World Cup in 24 years. There is now a generation of Brazilians who have never, in a footballing sense, known what their parents knew - and this summer, under a foreign coach for the first time in their history, they have to do som... more

Across the UK, the US, and beyond, anti-immigration rhetoric and far-right ideologies have marched into the mainstream.

Just weeks ago, more than 100,000 people filled London’s streets in a rally organised by white supremacists, underscoring the sca... more

The World Cup has always been about far more than football.

From Mussolini’s Italy in 1934 to Qatar in 2022, the tournament has provided a global stage where politics, power, and image collide.

In the latest episode of The Sports Marketeer podcast... more

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Recent Guests

Julien Laurens
Football journalist and author of Kylian Mbappé: The Definitive Biography
Various outlets (TNT, BBC, ESPN, ESPN Books)
Episode: Julien Laurens on Mbappé, Zidane, and the political weight of Les Bleus 2026
Tim Vickery
Brazilian football journalist and author
BBC, ESPN Brazil, Brazilian shirt name podcast
Episode: Tim Vickery: Brazil, the World Cup, and a birthright taken away
Sanjay Bhandari
Chair of Kick It Out; involved in Super League Basketball and Athletics
Kick It Out, UK sport leadership
Episode: Confronting the Far Right: The role of sport in troubled times
Javan Odegah
Programming and impact strategy manager at Leaders in Sport
Leaders in Sport
Episode: Confronting the Far Right: The role of sport in troubled times
Jonathan Wilson
Football journalist, author of Inverting the Pyramid and The Power and the Glory
The Guardian, The Blizzard (founder)
Episode: Power, politics and the rise of the FIFA World Cup with Jonathan Wilson

Reviews

5.0 out of 5 stars from 16 ratings
  • Food for thought!

    Interesting discussion on using music as a mechanism to market!

    What was one a tool to express frustration and counter-culture is now a tool for capitalism! Genuine food for thought on how to market to the majority by focussing on those on the margins!

    Looking forward to putting some of this discussion into action!

    Apple Podcasts
    5
    Pr. Law
    United Kingdom3 years ago

Chart Rankings

How this podcast ranks in the Apple Podcasts, Spotify and YouTube charts.

Apple Podcasts
#161
Russia/Business/Marketing

Talking Points

Recent interactions between the hosts and their guests.

Tim Vickery: Brazil, the World Cup, and a birthright taken away
Q: What would a Brazil World Cup victory or failure mean for the country, especially for fans who have waited 24 years?
A title would provide a huge self-esteem boost and reaffirm Brazil's place in football history, while failure could widen the perceived gap between the brand image and on-pitch reality, influencing national mood and fan engagement for years.
Tim Vickery: Brazil, the World Cup, and a birthright taken away
Q: Tim, tell us about Mundiales and what you and Mark Biram set out to explore in the book.
We aimed to map the World Cup's South American origins and its evolution through Brazil's dominant yet paradoxical relationship with the trophy, exploring cultural memory, branding, and the international expansion of the game, while balancing voices from Brazil and the Spanish-speaking world.
Power, politics and the rise of the FIFA World Cup with Jonathan Wilson
Q: What is the role of sponsorship and commercialization in shaping FIFA and the World Cup's evolution?
The guest discusses how sponsorships became central in the 1970s, with brands like Adidas and Coca-Cola integrating with FIFA, and notes that this shift helped fuel broader conflicts around governance, influence, and integrity within FIFA, setting the stage for ongoing debates about money and power in football.
Power, politics and the rise of the FIFA World Cup with Jonathan Wilson
Q: How does hosting the World Cup serve a nation beyond football, and what historical examples illustrate this?
Wilson outlines multiple eras where hosts used the World Cup to project national image—from Uruguay in 1930 to Mussolini's Italy in 1934—showing that hosting acts as soft power and branding, often entwined with political narratives.
Power, politics and the rise of the FIFA World Cup with Jonathan Wilson
Q: Was it always the plan to release the book close to the World Cup draw, and how did that timing influence your approach?
The guest explains that timing was deliberate—shipping the book around the World Cup cycle makes sense commercially and contextually, with a paperback release just before the tournament to maximize reach and allow for an additional chapter if needed. This structure supports ongoing relevance as the event unfolds.

Audience Metrics

Listeners, social reach, demographics and more for this podcast.

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Recent guests on The Sports Marketeer by Amar Singh include:

1. Julien Laurens
2. Tim Vickery
3. Sanjay Bhandari
4. Javan Odegah
5. Jonathan Wilson

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