How Concacaf is turning World Cup momentum into year-round relevance

Welcome to Inside Track, SportBusiness’ new podcast series giving organisations the opportunity to tell their story in their own words.

Each episode takes the form of an in-depth 1:1 conversation between a guest and the SportBusiness editorial team, going beyond the headlines to explore the thinking, strategy, and vision behind an organisation or a landmark deal.

Whether it's unpacking a major partnership, examining an innovative new approach, or sharing a perspective on where the industry is heading, listeners will get a unique window into the people and organisations shaping the future of sport.

In this first episode, Executive Editor, Imran Yusuf, speaks with Heidi Pellerano, Chief Commercial Officer at Concacaf, the governing body for football across North America, Central America and the Caribbean, representing 41 member associations.

A decade on from the organisation's much-documented low point, Pellerano reflects on a transformed commercial landscape. She discusses how Concacaf is converting 2026 Fifa World Cup momentum into year-round regional interest, navigating markets that span mature and emerging economies, and its media rights approach. She also explores evolving brand expectations, the rise of the women's game, and the regional 2031 Women's World Cup bid.

Listen now on Apple Podcasts, Spotify, Amazon Music and YouTube.

Enter SBPODCAST30 at the checkout for monthly and annual SportBusiness.com subscriptions for a 30-per-cent discount here.

Host: Imran Yusuf

Guest: Heidi Pellerano

Editor: Lumi Lehmuskallio

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