The SportBusiness Podcast26 Syys 2025

Splitting the G: How Guinness' Premier League sponsorship has shaken market dynamics

Welcome to The SportBusiness Podcast, getting you informed on the biggest stories in the global sports industry.

This week, sponsorship experts Matthew Glendinning and Ben Cronin join the pod to talk about beer – and specifically how Guinness’ central sponsorship of the Premier League has changed market dynamics.

Martin Ross and Jonathan Rest then discuss the biggest-ever change in skiing media rights sales, as FIS achieves centralisation at last and Infront secures global rights to the World Championships.

Looking ahead, we tease the launch of the SportBusiness On The Money finance in sport newsletter – and take a look at guided meditation offered by ESPN Brasil to quell fan anxiety in the leadup to the Libertadores quarter-finals. Also, just how much live preview content did Sky UK actually show in the build-up to the Ryder Cup?

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Host: Catherine Davies

Contributors Matthew Glendinning, Ben Cronin, Martin Ross, Jonathan Rest

Editor: Lumi Lehmuskallio

Sources:

1. Guinness shakes up beer portfolios at Arsenal, Spurs

2. Guinness to replace Budweiser in Premier League portfolio

3. The Global Sponsorshp Report 2025

4. Infront to sell full FIS rights package as OSV relents

5. Top ski nations finally sign up to FIS centralisation

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