UP549 Priced Out: FIFA’s Big Ticket Gamble

UP556 'Serviette Maths': Sky Sports Boss On The Premflix Threat

Jonathan Licht, Chief Sports Officer at Sky Sports, discusses Sky's dominant position in UK sports broadcasting, strategic partnerships, and the future of sports media. Key topics: * Sky's portfolio dominance: 225 Premier League matches, 1,000+ EFL games, 118 WSL matches, Formula 1, cricket, golf, NFL, tennis, darts, netball * The growth paradox: How building sports audiences creates competitive tension at rights renewal time * Sky Labs & The Hundred: Co-creation process that helped develop franchise cricket format and broaden appeal * Money & certainty: Why "our money is good" matters to rights holders vs. global streamers * National champion positioning: Local expertise, bespoke market strategies, and talent relationships as competitive advantages * On-air talent strategy: Gary Neville, Jamie Carragher, and the blurring lines between Sky platforms and independent creator channels like The Overlap * YouTube & highlights distribution: Free-to-view content as funnel vs. risk of training audiences not to pay; cricket highlights on YouTube * Women's sport investment: Business rationale + "higher purpose"; WSL growth (20% audience increase), ICC T20 World Cup, position as UK's biggest investor in women's sports * Streaming vs. linear: Resilience of traditional broadcasters; Sky Sports+ adoption; why global scale doesn't equal market-specific value * Competitive landscape: Paramount (Champions League), Netflix, Amazon, DAZN; lessons from Ligue 1 direct-to-consumer failure * Premier League production transition: In-housing away from IMG; operational implications for Sky's hosting role This podcast is sponsored by The Institute of Sports Humanities (ISH)  ISH educates sport’s current and future leaders around the world, as the leading independent provider of sports leadership education and insight. Their Strategic Sport Leadership Masters (MA) is for sports industry executives to study alongside their careers – designed for professionals who want to build on their experience, strengthen strategic thinking, and connect with a global network of peers working across sport. Applications for the next intake on the 2026 Strategic Sport Leadership MA, starting September, are open. Visit sportshumanities.org [https://www.sportshumanities.org/] for more information 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 [https://linktr.ee/unofficialpartner]and TikTok at @UnofficialPartner We publish two podcasts each week, on Tuesday and Friday [https://podcasts.apple.com/gb/podcast/unofficial-partner-podcast/id1459630823].  These are deep conversations with smart people from inside and outside sport.  Our entire back catalogue of 500 sports business conversations are available free of charge here [https://www.unofficialpartner.com/podcast].  Each pod is available by searching for ‘Unofficial Partner’ on Apple, Spotify and every podcast app.  If you’re interested in collaborating with Unofficial Partner to create one-off podcasts or series and live events, you can reach us via the website.

UP555 The Lord's Question: What Does The MCC Brand Stand For?

The £295million sale of London Spirit franchise was one of the big sports business stories of the last year. Some of Silicon Valley's most successful and famous leaders buying 49% of The Hundred's Lord's based franchise, in partnership with The MCC, one of the most storied names in cricket. So what is the MCC today, and how is that changing in one of the most important years in the great ground's history?  In this episode, Richard Gillis is joined by Katie Maier, Chief Marketing Officer at MCC, and Ellie Roach, Senior Consultant at InCrowd, to ask that question directly.  The conversation moves through the central tension of the brand — a 200-year-old members' club, still 97% male, now sitting alongside a 51% stake in The Hundred, a property built on the language of inclusion.  Who is an MCC digital follower? What does the MCC look like from India? What's the thesis behind the Silicon Valley investment We go in to, the data-led case for not chasing vanity metrics in overseas markets, and a content strategy built on six pillars that runs well beyond the cricket itself.  The episode lands just weeks before the most significant summer in the ground's history for women's cricket: the first ever women's Test at Lord's, alongside the Women's T20 World Cup final, fifty years after the first women's international was played there. 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 [https://linktr.ee/unofficialpartner]and TikTok at @UnofficialPartner We publish two podcasts each week, on Tuesday and Friday [https://podcasts.apple.com/gb/podcast/unofficial-partner-podcast/id1459630823].  These are deep conversations with smart people from inside and outside sport.  Our entire back catalogue of 500 sports business conversations are available free of charge here [https://www.unofficialpartner.com/podcast].  Each pod is available by searching for ‘Unofficial Partner’ on Apple, Spotify and every podcast app.  If you’re interested in collaborating with Unofficial Partner to create one-off podcasts or series and live events, you can reach us via the website.

UP554 The Bundle World Cup Special

Richard, Murray Barnett and Yannick Ramcke convene for a World Cup special, using the 2026 tournament as a lens on how sports broadcasting is shifting beneath the surface. The conversation moves from Qatar-to-2026 comparisons (more accelerated change, more fragmentation, but a still-basic mainstream default) through the "AI slop mountain" that the expanded tournament and unfriendly European kickoff times will generate, into the rise of creator- and personality-led shoulder programming — anchored by Goalhanger's Netflix deal for The Rest Is Football. The panel pushes back on the easy consensus. Yannick's central argument: free-to-air, creator-led distribution cannot sustain the economics FIFA needs, and the real risk isn't broadcasters losing matches — it's the complement becoming a substitute. The trio then dissect FIFA's failed India and China deals, separating intrinsic value from negotiating theatre (the "aspirational vs delusional" exchange), and the structural mismatch between billions of eyeballs and uncertain monetization in "numbers markets" rather than "willingness-to-pay markets." They close on FIFA's designation of YouTube as a "Preferred Platform" — which Yannick reads not as value creation for broadcasters but as a short-term revenue-maximizing tax on platforms that hadn't paid before, a net new nine-figure sum with little practical change to the ecosystem. Throughout, the recurring tension is reach versus revenue, and whether risk-averse broadcasters will actually use the first-10-minutes rights they've been handed. This episode is sponsored by The Institute of Sports Humanities (ISH)  ISH educates sport’s current and future leaders around the world, as the leading independent provider of sports leadership education and insight. Their Strategic Sport Leadership Masters (MA) is for sports industry executives to study alongside their careers – designed for professionals who want to build on their experience, strengthen strategic thinking, and connect with a global network of peers working across sport. Applications for the next intake on the 2026 Strategic Sport Leadership MA, starting September, are open. Visit sportshumanities.org [https://www.sportshumanities.org/] for more information 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 [https://linktr.ee/unofficialpartner]and TikTok at @UnofficialPartner We publish two podcasts each week, on Tuesday and Friday [https://podcasts.apple.com/gb/podcast/unofficial-partner-podcast/id1459630823].  These are deep conversations with smart people from inside and outside sport.  Our entire back catalogue of 500 sports business conversations are available free of charge here [https://www.unofficialpartner.com/podcast].  Each pod is available by searching for ‘Unofficial Partner’ on Apple, Spotify and every podcast app.  If you’re interested in collaborating with Unofficial Partner to create one-off podcasts or series and live events, you can reach us via the website.

UP553 Live: The Business of Horse Racing

A first for Unofficial Partner: six years and 550+ episodes covering every sport going, we'd somehow never devoted an episode to the sport of horse racing. So we fixed that — live, in front of an audience at The Big Belly Comedy Club, London.  We had as a starting point Spotlight Sports Group's new report, The Horse Racing Audience Opportunity. [https://www.racingpost.com/news/britain/new-report-reveals-an-untapped-global-audience-of-200-million-for-racing-apNu31n7Pieh/] Compiled by the Racing Post's parent company, a deep dive in to the commercial future of the sport. Panel 1: Charlie Boss (Bristol City CEO, formerly CEO of The Jockey Club), Josh Apiafi (ex-Betfair, founder of Rewards4Racing), Tom Kerr (Editor of The Racing Post / SSG). Panel 2: Brant Dunshea (CEO of the British Horseracing Authority), Sharon O'Regan (CEO, Weatherbys), Sam Houlding (SSG). Where's the money coming from beyond betting? Does the product fit the audience? How do investors look at racing today? All that and more.  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 [https://linktr.ee/unofficialpartner]and TikTok at @UnofficialPartner We publish two podcasts each week, on Tuesday and Friday [https://podcasts.apple.com/gb/podcast/unofficial-partner-podcast/id1459630823].  These are deep conversations with smart people from inside and outside sport.  Our entire back catalogue of 500 sports business conversations are available free of charge here [https://www.unofficialpartner.com/podcast].  Each pod is available by searching for ‘Unofficial Partner’ on Apple, Spotify and every podcast app.  If you’re interested in collaborating with Unofficial Partner to create one-off podcasts or series and live events, you can reach us via the website.

UP552 Chat_UP: Google's AI pivot and the end of the subsidised era

Chat_UP is Unofficial Partner's AI series created in collaboration with TFG Labs. The brief: cut through the AI firehose, work out what matters, and bring it back to the business of sport. Three stories this week. Story One — Google I/O 2026 Google used its developer conference to reposition from "a search company that does AI" to an AI infrastructure company. Headlines: Gemini 3.5, Gemini Omni (real-time processing) and Gemini Spark, a proactive always-on agent that brings agents to search. Plus "Ask YouTube" — pulling answers out of videos rather than watching them. Why it matters for sport: if fans send agents to fetch scores and highlights rather than searching themselves, the SEO-built internet shifts under everyone's feet. It raises hard questions for the sponsorship measurement economy (it's an agent engaging, not a fan) and for anyone building on someone else's land — Google can devote a team to your idea and eat your company. Andy's takeaway: get your house in order, own and structure your own data so you can switch foundation models at will. Story Two — The End of the AI Subsidy Era? A cluster of cost stories: Microsoft cancelled internal Claude Code licenses over token-based billing, Uber reportedly burned through its 2026 AI budget in four months, and US AI software prices jumped 20–37% in six months. Is the bill finally landing? Why it matters: SaaS-era seat pricing is breaking down as agentic systems do the work of many. The in-housing dream — replacing agencies with "two smart people and a model" — looks shakier once you absorb the price volatility the vendor used to carry. For low-margin, high-volume businesses (betting being the obvious one), a few percentage points on cost-per-inference is existential, not a line-item. Andy's counter: much of this can run locally on open-source models, and Chinese models are catching up fast at a tenth of the price. Story Three — Bryson DeChambeau & the Athlete Creator The golfer-turned-YouTuber, in contract talks with LIV, is a proxy for the athlete-creator question. He's been on the AI train for years — using and then leading an eight-figure acquisition of AI coaching start-up Sportsbox AI. Why it matters: the collapse of production cost liberates the wannabe Brysons, but the real change is top-line — launching clothing lines, apps and realistic content without occupying an athlete's training time. The deeper thread is disintermediation: leagues being routed around by their own star athletes, and the old rights-holder puzzle of making space for personalities while selling exclusive TV deals. About the co-host Andy Shora leads TFG Labs. His background is QuantumBlack, McKinsey and BCG Gamma — a wealth of experience from outside sport, brought to bear on the sector. About TFG Labs TFG Labs is the innovation engine of TFG, a business evolving from data-and-insights into an "augmented intelligence" company serving sports organisations. Labs was set up to get ahead of AI and build practical agentic systems that solve real problems in sport — deliberately not chasing the hype cycle. Got questions or voice notes? Send them to Richard via the Unofficial Partner Substack newsletter. 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 [https://linktr.ee/unofficialpartner]and TikTok at @UnofficialPartner We publish two podcasts each week, on Tuesday and Friday [https://podcasts.apple.com/gb/podcast/unofficial-partner-podcast/id1459630823].  These are deep conversations with smart people from inside and outside sport.  Our entire back catalogue of 500 sports business conversations are available free of charge here [https://www.unofficialpartner.com/podcast].  Each pod is available by searching for ‘Unofficial Partner’ on Apple, Spotify and every podcast app.  If you’re interested in collaborating with Unofficial Partner to create one-off podcasts or series and live events, you can reach us via the website.