Leaders Worth Knowing Podcast

The annual Two Circles EMEA client summit took place in London this week; hundreds of the agency's partner organisations - drawn largely from across the world of sporting rights holders - convened to discuss aspects of the central theme of fandom. The concept of fandom in sports and entertainment - and different approaches to building it and monetizing it - is the thread that links a series of conversations James Emmett recorded across the course of the event. Those conversations feature: - Two Circles Executive Director Mel Chapman, who unpacks Brat Summer as a fan marketing case study; - Dallas Mavericks SVP Strategy Kyle Burkhardt, who details what long-term strategy looks like at an organisation that needs to sell hundreds of thousands of tickets every season; and what sport can learn from musical theatre business; - WSL CMO Ruth Hooper, who gave her thoughts on the start of a new season in women's football and her plans to kick-start growth again in attendance across the league after a plateau last year; - FA Chief Digital Officer Alex Willis, on her opening efforts after joining Team England from the Premier League - focusing particularly on the launch of a new app; - United Rugby Championship CMO Tom Lister, who delivers an eloquent pushback to the idea that rugby needs fundamental change - Two Circles EMEA MD Harry Hawkins, who opened up the event with a slick presentation outlining what Two Circles sees as a $1.94 trillion economy in sports and entertainment fandom; he shows his working and spells out the opportunity for sport from here. ----- Leaders Week London is less than a month away. To join 2,000 senior executives from 50+ countries, plus have access to three stages, private forums and unrivalled networking opportunities, at Stamford Bridge, visit leadersweeklondon.com

Fresh off the back of a whirlwind fact-finder to New York, James Emmett returns to the studio alongside David Cushnan with his observations from the US Open. As the tournament grows - physically and as a New York social and cultural occasion - they consider the impact of the $800 transformation project at Arthur Ashe Stadium, which will conclude next year, on the fan experience and corporate offering. The other big questions are pondered: As influencers continue to make their mark - for better or worse - on major sports events, how should organisers respond? And just how did the Honey Deuce become such an effective marketing asset? Elsewhere, the new NFL season begins with a four-year contract extension for Commissioner Roger Goodell, and the first regular season game in Melbourne this Friday, with the LA Rams and San Francisco 49ers taking opposite approaches to preparation. ---- Leaders Week London is less than a month away. To join 2,000 senior executives from 50+ countries, plus have access to three stages, private forums and unrivalled networking opportunities, at Stamford Bridge, visit leadersweeklondon.com

Just over a week out from the first Spanish Grand Prix at the new Madring circuit in Madrid, David Cushnan and James Emmett are back in the studio to discuss why it could become one of the most important - and commercially powerful - events on the F1 calendar. They also consider how to define DAZN in the wake of its acquisition of commercial distribution platform Everpass, and the closing of its deal to buy streaming platform technology firm Viewlift. Does this indicate a change of tack from the company once dubbed the 'Netflix of sport'. There's also time to reflect on this week's conversation with Everton Chief Revenue Officer Aaron Duckmanton, and his role bringing major sports and music events to the club's new Hill Dickinson Stadium. ----- The Summit at Leaders Week London takes place on Wednesday 7th and Thursday 8th October. Visit leadersinsport.com/leadersweek for more information on speakers, who's attending and networking experiences to suit every taste.

Aaron Duckmanton, Chief Revenue Officer at Everton, sits down with David Cushnan as the Premier League club begins its second season at Hill Dickinson Stadium. In a wide-ranging conversation recorded just before the start of the new season, Duckmanton explains the vision for building out the sports and entertainment events roster at the new stadium, including major concerts, and what he’s learnt about booking acts and the world of live touring. He also outlines how the club has taken fans and partners on the journey to the new stadium, and the undeniable step change in commercial performance it has unlocked; how Everton thinks about internationalisation and global fans; why constantly taking the temperature of fans is vital; the commercial leadership model in place at the club; the league’s response to the ban on front-of-shirt gambling partners; the changing skillsets of CROs in the Premier League; and what the future holds for Everton’s women’s team which has made Goodison Park its new home. ----- The final countdown is on to Leaders Week London. Secure your place amongst 2,000 senior sports industry executives at Stamford Bridge on Wednesday 7th and Thursday 8th October. Visit: leadersweeklondon.com

British Cycling Ventures is the new commercial offshoot of British Cycling, set up to give the national governing body more agility and ultimately increase revenues. Darren Henry, who has been with British Cycling since 2021, is heading up the entity as Managing Director, and he joins David Cushnan in the studio to explain the rationale and reality. Henry explains how British Cycling Ventures is looking to commercialise key IP, such as the Tour of Britain, and work with key partners like Lloyds. He also gives an update on the search for strategic investment into British Cycling Ventures. Looking ahead, he also considers what impact next year's Tour de France Grand Depart in the UK could have on cycling in the country; British Cycling's membership-building and nurturing; and the various challenges facing national governing bodies in 2026. ---- The Summit at Leaders Week London takes place on Wednesday 7th and Thursday 8th October - to secure your place and see what's happening on-stage and off-stage, visit https://bit.ly/3QJra1u

What exactly is a hospitality house, and why has it become a fixture at the world's biggest sporting events? This week on Leaders Worth Knowing, James Emmett sits down with Felicity Shankar, CEO of The iLUKA Collective, one of the sports industry's leading experiential agencies. Fresh from delivering FIFA House in New York during the 2026 FIFA World Cup, Felicity explores how hospitality houses have evolved from an Olympic concept into a powerful platform for brands, rights holders and event organisers. From the ingredients that make a hospitality house memorable to lessons learned from projects including Maison Deloitte at the Milano Cortina Winter Olympics, this conversation offers a behind-the-scenes look at the craft of creating experiences that leave a lasting impact. This episode follows our recent conversation with Lyvera CEO Charlie Buck. Earlier this year, iLUKA joined the Lyvera sports hospitality group following its acquisition by Levy. ----- You'll be able to continue the conversation at Leaders Week London on 7-8 October, where Felicity's colleagues from Lyvera will be joining industry leaders from across the global sports business. To see the agenda, visit https://bit.ly/3QJra1u

As the Leaders Week London agenda goes live, James Emmett and David Cushnan are in the studio to predict what might be the big talking points when global sport does business this October at Stamford Bridge. The prospect of a contested Fifa Presidential election makes the list, as Gianni Infantino battles on and three confederations - Uefa, CONCACAF and the AFC - seek a challenger. There’s time too to consider VPN sponsorships in football and the number of empty seats at some sports venues this summer - is it misjudged pricing and is the UK market starting to see the impact of less disposable income for households? And there’s chance to look back at how the business of MotoGP has evolved, building on this week’s interview with Carlos Ezpeleta, the motorcycling series’ Chief Sporting Officer and new team CEO and Co-owner Guenther Steiner, as US know-how meets Spanish roots under Liberty Media’s new ownership. ----- Gary Lineker, Alexis Ohanian and Lego CMO Julia Goldin lead the line-up for Leaders Week London, at Stamford Bridge on Wednesday 7th and Thursday 8th October. To see the agenda and book you pass, visit https://bit.ly/3QJra1u

MotoGP's Chief Sporting Officer Carlos Ezpeleta and Guenther Steiner, the new CEO and Co-Owner of the Tech3 MotoGP team, join David Cushnan to discuss how the world's leading motorcycling series in entering its new era, following F1 owner Liberty Media's acquisition last year. Ezpeleta explains how the changes made so far, some more visible than others, are designed to supercharge the championship's popularity and revenues, and how the new US influence on the series is beginning to manifest itself. Speaking in London before last Sunday's British round of the championship, the 12th of 22 scheduled races this year, he and Steiner also reflect on the painstaking governance work, which resulted in a fresh commercial framework binding the teams - including manufacturers Ducati, Honda, Yamaha, Aprilia and KTM - to the series and world motorcycling governing body the FIM until 2031, and how to build up the profile of the sport's superstars in markets beyond the current heartlands of Spain and Italy. And Steiner, who led the Haas F1 team from 2016 to 2024 and became the breakout star of Drive to Survive, explains why investors including IKON Capital and David Blitzer's Bolt Ventures paid $50 million to invest in the independent Tech3 MotoGP team, and how his experience of F1 is helping Ezpeleta chart a path forward under new ownership. ----- The Leaders Week London agenda is here. Visit https://bit.ly/3QJra1u and join 2,000 senior sports executives from over 50 countries at Stamford Bridge, home of Chelsea FC, for the Summit, on Wednesday 7th and Thursday 8th October.

As Gianni Infantino fights for his future as Fifa President, following a remarkable week in world football politics, James Emmett and David Cushnan reconvene to consider what’s happened and what may happen next. They review the model - setting up a new entity to house a governing body’s commercial activity - Infantino proposed, where and why it’s worked in other sports, and the missteps he’s made that have enraged much of the football world. There’s also time to reflect on the Hundred and its quest to build a family-friendly, commercially-attractive product, following James’ conversation this week with the competition’s Growth Director Belinda Moore. ----- The full Leaders Week London agenda is released next week, featuring high-level speakers from Lego, Chelsea, F1, Lululemon, Arsenal, Netflix, MLS, NWSL, Disney and many more. To book your pass visit: https://bit.ly/3QJra1u

The Hundred, the ECB's short-form cricket series, is into its sixth season, but it's being billed as another 'season one'. Fresh from selling off majority stakes in the eight competing franchises, the ECB is ushering in a new era for its unique - and uniquely positioned - summer tournament. The sell-off process raised more than £500 million for English cricket's governing body, and brought about a devolution of operational and commercial control from the centre to the teams themselves. With new investors - predominantly from India and the US - this is a very different proposition behind the scenes than the one that started life as something of a novelty six years ago.

As Andy Burnham takes up the reins in the UK, James Emmett and David Cushnan consider the raft of big jobs available in British sport - including successors to Juliet Slot and Sally Bolton at Arsenal and Wimbledon, and potential roles running NBA Europe and the 2035 Fifa Women's World Cup. Elsewhere, there's the final word on the World Cup - hydration breaks, Gianni Infantino - and a first look ahead to how different the 2030 edition might look, in Spain, Portugal, Morocco and South America. And with a scaled down, slimline Commonwealth Games getting underway in Glasgow, there's time to ponder the relevance of the Games and its future funding and commercial format, amid a dwindling group of potential host cities. ------ The Summit, part of Leaders Week London, takes place at Stamford Bridge, home of Chelsea FC, on Wednesday 7th and Thursday 8th October - for the latest speakers and attendees, and to book your place, visit leadersinsport.com/leadersweek

What are the most compelling hospitality experiences in sport? Who's buying what, when and why? And what can rights holders do to deliver more value to their premium clients. These were the key questions put to Charlie Buck on the latest Episode of Leaders Worth Knowing. Buck is the CEO of Lyvera, a collection of businesses focused on creating and marketing premium experiences to sports fans. It was created earlier this year by sports hospitality giant Levy as a holding company for a number of the businesses it owns: Keith Prowse, Gullivers Sports Travel, The Experience Golf, Lime Venue Portfolio, Events International, the Venues Collection and the recently acquired iLuka Collective. Lyvera plans to double turnover to £350m by 2028, and Buck, who has experience in senior sales and leadership roles across cricket, rugby, football, golf and triathlon, is the man tasked with delivering the growth. Charlie Buck will be speaking at Leaders Week London on 8th October. For more information, visit https://leadersinsport.com/sport-business/leaders-events/leaders-week-london/

The world of football administration, business leaders, celebrities and assorted VIPs are poised to descend on New York this weekend, ahead of the Fifa World Cup final. James Emmett and David Cushnan convene to discuss the who and why, and dig into the success of Michael Rubin’s Fanatics Fest, the four-day celebrity-studded collectibles festival, which is pitching up this week in the city. They also examine who was at the highly-exclusive Sun Valley media and tech gathering this year; who found their way into the Royal Box at Wimbledon; and who is heading to Royal Birkdale this week for what’s expected to be a record-breaking Open Championship. Elsewhere, there are reflections on recent Worth Knowing conversations with Bruin Capital’s George Pyne and PSG Chief Revenue Officer Richard Heaselgrave, and the latest intelligence from around Premier League commercial departments as several clubs finalise front of shirt partnerships in the new era of no betting sponsorship. --- Join us for The Summit, part of Leaders Week London at Stamford Bridge, home of Chelsea FC. For more information and to secure your pass: https://leadersinsport.com/sport-business/leaders-events/leaders-week-london/

Investor George Pyne, Founder of Bruin Capital, joins the show to share his thesis for sport and his rationale for targeting what he calls 'second level enablers' - the companies a layer below the headline-grabbing team and league properties. In a wide-ranging conversation, he reflects on 12 years of Bruin, the investment firm he set up following a career that including a stint as COO of NASCAR between 1995 and 2006, and then nine years as President of ING. Pyne discusses the particular challenges of raising money - he's done it four times with Bruin - and then deploying capital; his approach for working with the management teams of the organisations he's invested in; and the art of the elegant exit. He also reflects on some of Bruin's most memorable investments, including Deltatre, Two Circles and On Location, and a current portfolio that includes production company Box to Box and Matchroom Sport, where Bruin is now a minority investor working with Barry and Eddie Hearn. The conversation was recorded in early July, shortly before news broke of Bruin's sale of golf simulation company Full Swing to Versant for a reported $530 million. -------- Join us for The Summit, part of Leaders Week London at Stamford Bridge, home of Chelsea FC. For more information and to secure your pass: https://leadersinsport.com/sport-business/leaders-events/leaders-week-london/

PSG Chief Revenue Officer Richard Heaselgrave joins the show to lift the lid on how PSG have built value through an imaginative approach to brand identity and creative partnerships. Heaselgrave joined PSG in May 2025 after stints leading commercial teams at World Rugby, Tennis Australia, the EFL, the NBA, and Uefa. He joins co-hosts James Emmett and Alex Charkham, who runs strategy and consulting for global sports and entertainment marketing agency Fuse, for this third and final episode of the Cannes Debate. On the agenda: how Paris Saint-Germain built out its brand identity around Paris and everything the city stands for; the rationale and objectives behind the creative approach to activation in music, entertainment, and fashion; and a review of some of the best work and the most compelling trends at the Cannes Festival of Creativity this year.

As Sky confirms its £1.6 billion deal to acquire ITV, James Emmett and David Cushnan assemble to consider the possible ripple effect on the UK sports rights market. Are we poised for a new era of creative collaboration and shared production? Elsewhere, there's reflections on this week's conversation with Tony Godsick, Roger Federer's agent, and how working with superstar talent - and the building of stories around them - is changing. And in a troubled week for Fifa and Gianni Infantino, amid suggestions of political interference in the tournament, why sport and politics have always mixed, and what impact, if any, it will have on Infantino's future as President of the governing body.

Few know the business of tennis as well as Tony Godsick, the long-time agent of Roger Federer and one of the founding fathers of the Laver Cup. As preparations continue for the ninth edition of the North America versus Europe men's team event, at London's O2 Arena in September, he explains the rationale for creating the event, alongside Federer, and how its commercial performance is maturing. Godsick also reveals how his professional relationship with Federer has changed, since the 20-time Grand Slam champion retired in 2022, and offers his take on the role of an agent, and working with world-class talent. And, during period of significant change in tennis, he analyses the health of the sport, the business that surrounds it, and shares his perspective on the players' quest for a greater share of Grand Slam revenues, following protests - in the form of cutting short media duties - at Roland Garros and then temporarily, before a truce was called, at Wimbledon. --- The Summit, part of Leaders Week London takes place at Stamford Bridge, home of Chelsea FC, on Wednesday 7th and Thursday 8th October. For more information head to: https://leadersinsport.com/sport-business/leaders-events/leaders-week-london/

Two Circles CEO and Founder Gareth Balch joins James Emmett and David Cushnan, on location at Stamford Bridge, home of Chelsea FC, to cast an expert eye over the week in global sports business. Under discussion: the latest public uttering and industry chatter on NBA Europe - with work ongoing to sell the franchises, how realistic is the NBA’s suggested October 20207 start date? There’s reaction to the news that FIFA and European Football Clubs (EFC) are coming together to help shape the future of the Club World Cup. And, as Exeter Chiefs are sold, becoming the first Prem Rugby team to come under US control, what do such deals signal for English domestic club rugby? —- The Summit, part of Leaders Week London takes place at Stamford Bridge, home of Chelsea FC, on Wednesday 7th and Thursday 8th October. For more information head to: https://leadersinsport.com/sport-business/leaders-events/leaders-week-london/

Marina Logacheva is the Disability Sports Lead at the Matta sports marketing agency. A keen amateur athlete, Marina was training for an Ironman in 2020 when she became a tetraplegic wheelchair user following a traumatic fall. Here in the UK, July is Disability Pride Month, in which Visbility, intersectionality and disabled leadership are all celebrated. Those topics were on the agenda during my chat with Marina too, as well as the huge opportunity that sports participation spaces are missing through a lack of focus on and catering for a potential disabled customer base. Approximately 25% of the UK population reports having a disability. This equates to nearly 17 million people, yet the public discourse around disability, and the specific discourse around access to sport, remains minimal.

Fresh from a trip to Cannes, to take in the brands, celebrities and agencies this week at the Cannes Lions Festival of Creativity, James Emmett provides David Cushnan with a postcard of who was there and why. Elsewhere, what does Royal Ascot’s formal dresscode say about the event? And is Ascot’s grandstand facility one of the most underrated in all of sport? Plus as the area around the Leaders studio in Wimbledon gets decked out in its tennis finery, ahead of this year’s Championships, there’s the latest on the player protests around the Grand Slams, and snap reaction to the renewal of the BBC’s contract to broadcast the tournament in the UK until at least 2033.