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Unofficial Partner Podcast

Unofficial Partner
Rugby Union
Fan Engagement
Concussion Protocols
Private Equity
Behavioral Science
Club Viability
Two Circles
Football
Marketing
CVC Capital Partners
Grassroots Sports
Junior Rugby
Luke Littler
Psychological Biases
Consumer Behavior
Social Proof
NFL
Climbing
Darts
Misogyny In Sports

Unofficial Partner is the leading podcast for the business of sport. Our guests are a who's who of the international sports industry talking about the big issues.

PublishesTwice weeklyEpisodes544Founded7 years ago
Number of ListenersCategories
ManagementSportsBusiness

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Artwork for Unofficial Partner Podcast

Latest Episodes

Craig Hepburn sits at the intersection of enterprise technology and cultural institutions. He spent years as UEFA’s Chief Digital Transformation Officer, overseeing its digital ecosystem, OTT platform build, and Innovation Hub. He moved to Art Basel ... more

This week we go behind the curtain of the 25th Sport Industry Awards, ahead of the big night at Battersea Evolution on Thursday 30th April. 

With an illustrious group of people from across the industry, Richard and Sean went to EY’s London Bridge of... more

A live podcast recorded at MSQ Sport and Entertainment HQ in London for the launch of Callaway Golf's new brand film 'At Last'. 

You can see the film by clicking this link. 

As the golfing world looks to Augusta for The Masters, the first major eve... more

Digital advertising has a dirty secret: most of what you're paying for never reaches a human being. Dr. Augustine Fou is a world leading expert in digital ad fraud and has spent 20 years watching the internet fill up with bots, fake impressions, and ... more

Key Facts

Accepts Guests
Accepts Sponsors
Contact Information
Podcast Host
Number of Listeners
Find out how many people listen to this podcast per episode and each month.

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Recent Guests

Craig Hepburn
Strategist and builder, Perplexity Fellow and former Chief Digital Officer at Art Basel and at UEFA
Perplexity; Art Basel; UEFA
Episode: UP544 ChatUP: Craig Hepburn on how Agentic AI changes sports consultancy
Jason Wessely
Director of Golf for Sky Sports
Sky Sports
Episode: UP542 Wedge Issues Live: The Golf Business in 2026
Georgia Ball
Golf creator and PGA professional
Self-employed/Content Creator
Episode: UP542 Wedge Issues Live: The Golf Business in 2026
Rob Spedding
Content Director of Future Publishing (Golf Monthly)
Future Publishing
Episode: UP542 Wedge Issues Live: The Golf Business in 2026
Ben Sharpe
Chief Executive Officer of Callaway Golf in EMEA
Callaway Golf
Episode: UP542 Wedge Issues Live: The Golf Business in 2026
Augustine Fou
Dr. Augustine Fou, expert in digital ad fraud
Foo Analytics (guest platform)
Episode: UP541 Addicted To Fake Fan Numbers: When Sport Met The Dead Internet
Ted Knutson
Leader in football analytics, former head of Premier League trading at Pinnacle, founder of StatsBomb
StatsBomb / Pinnacle
Episode: UP538 Ted Knutson on Brentford, Betting and Benham. And how AI will change football data
Ben Curtis
Global Brand Vice President for Rexona (Unilever)
Unilever - Rexona/Degree/Shure brand family
Episode: UP537 The Buy Side: Inside Unilever's FIFA World Cup Strategy
Bex Smith
Former New Zealand women's football captain; founder of Crux Football
Crux Football
Episode: UP536 Other People's Money: Bex Smith's thesis for women's football multi club ownership

Host

Richard Gillis
Host and presenter discussing the business of sports with various industry figures, focusing on key trends and issues in the sports landscape.

Reviews

4.8 out of 5 stars from 360 ratings
  • Really good sports podcast

    Started listening to this podcast and it’s very interesting.

    Definitely worth a listen.

    Apple Podcasts
    5
    Userz12345
    United Kingdoma month ago
  • Great podcast for sports business insights

    Really enjoying Unofficial Partner.

    Great listen if you’re interested in what goes on behind the scenes in sport.

    Apple Podcasts
    5
    Vicks0303
    United Kingdoma month ago
  • Amazing podcast

    Love listening to regular episodes, UP cover everything in good detail with an bring excellent entertainment👍

    Apple Podcasts
    5
    George Haynes .
    United Kingdoma month ago
  • It’s like a Sports MBA in your pocket

    I thoroughly enjoy listening to this podcast because it dives into detail on many topical issues in the business of sport. If you’ve listened to enough episodes, you have a sports MBA in effect.

    Apple Podcasts
    5
    Makalima
    South Africaa year ago
  • Relevant and insightful

    Big fan of the unofficial partner. Insightful conversations around shifts in the industry, reflections on the past and predictions for the future. Always a good to listen!

    Apple Podcasts
    5
    LMOR33
    United Kingdoma year ago

Listeners Say

Key themes from listener reviews, highlighting what works and what could be improved about the show.

The podcast is regarded as a valuable resource for professionals in the sports industry looking for insights and market intelligence.
Listeners appreciate the engaging and informative conversations on sports business trends.
Affords listeners a blend of entertainment and essential industry knowledge, making it a frequently recommended choice among peers.
Many find the discussions relevant and insightful, often citing specific episodes for their depth and practical applicability.

Talking Points

Recent interactions between the hosts and their guests.

UP541 Addicted To Fake Fan Numbers: When Sport Met The Dead Internet
Q: Can you quantify the scale of bot and IVT fraud in digital advertising today?
The scale is enormous and growing; bots can generate billions of impressions, far exceeding human traffic, while verification vendors often miss the vast majority of fraud due to tech limitations and verification stripping.
UP542 Wedge Issues Live: The Golf Business in 2026
Q: What is the state of the golf business today in 2026?
Panelists describe a thriving participation and engagement landscape, with record TV narratives, strong sponsorship activations, and growing interest in women's golf, alongside ongoing challenges like balancing formats and ensuring access for new audiences.
UP536 Other People's Money: Bex Smith's thesis for women's football multi club ownership
Q: How does Crux plan to handle governance and investor incentives across multiple clubs?
Crux structures ownership with minority voting rights and consent-based governance to protect clubs' independence while maintaining strategic alignment, ensuring operational control remains with Crux and incentives are aligned through equity arrangements.
UP536 Other People's Money: Bex Smith's thesis for women's football multi club ownership
Q: What is the core premise of Crux Football's investment strategy in women's football?
Crux aims to acquire and operate multiple women's clubs across Europe as independent entities with strong brand identities, dedicated fan bases, and data-driven operations to drive growth and profitability, rather than folding them into the men's clubs.
UP530 Spurs For Sale: Shirts, Gambling Bans and the Post-Levy Era
Q: What's the link between on the field performance and commercial performance?
The commercial side aims to drive revenue to reinvest in the team, but there are inherent challenges in controlling on-pitch performance. Building value where possible is key during difficult times.

Audience Metrics

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

Listeners per Episode
Gender Skew
Location
Interests
Professions
Age Range
Household Income
Social Media Reach

Frequently Asked Questions About Unofficial Partner Podcast

What is Unofficial Partner Podcast about and what kind of topics does it cover?

The content focuses on the intersecting worlds of sports and business, featuring discussions that cover a wide range of topics from the financial aspects of the sports industry, media rights negotiations, and the impact of digital engagement, to the challenges specific to various sports sectors like women's football and county cricket. Guests include prominent figures from diverse areas such as sports agencies, marketing firms, and team management, offering insights on trends, innovative strategies, and the evolving landscape of fan engagement. The emphasis on actionable intelligence and industry trends makes it appealing to sports professionals looking to deepen their understanding and navigate the complexities of the sports business lands... more

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How many listeners does Unofficial Partner Podcast get?

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Which podcasts are similar to Unofficial Partner Podcast?

These podcasts share a similar audience with Unofficial Partner Podcast:

1. Business of Sport
2. Leaders Worth Knowing Podcast
3. SportsPro Podcast
4. Are You Not Entertained?
5. The Price of Football

How many episodes of Unofficial Partner Podcast are there?

Unofficial Partner Podcast launched 7 years ago and published 544 episodes to date. You can find more information about this podcast including rankings, audience demographics and engagement in our podcast database.

How do I contact Unofficial Partner Podcast?

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What guests have appeared on Unofficial Partner Podcast?

Recent guests on Unofficial Partner Podcast include:

1. Craig Hepburn
2. Jason Wessely
3. Georgia Ball
4. Rob Spedding
5. Ben Sharpe
6. Augustine Fou
7. Ted Knutson
8. Ben Curtis

To view more recent guests and their details, simply upgrade your Rephonic account. You'll also get access to a typical guest profile to help you decide if the show is worth pitching.

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