Marketing sports events with deep historic ties

Marketing sports events with deep historic ties

In this episode, we take a look back at the recently concluded Cheltenham Festival, one of the biggest fixtures on the UK sports calendar. Our guests are Olaf Gueldner, chief marketing officer at The Jockey Club, Nick Goggans, CEO and founder of PumpJack Dataworks, and Tom Read, chief commercial officer at Spalk.

Host Yanni kicks things off this week by asking Olaf about the success of Cheltenham this year and how his team approach marketing a sporting event with deep historic roots. The panel then dives into the challenges faced by organisers of such events, why knowing your audience can help to improve the fan experience, and how data is crucial for developing successful marketing strategies.

Our guests also talk about the importance of broadcast and streaming for growing the sport and finding new fans, as well as the potential of audio and commentary in building relationships with fans and racegoers.

Finally, as ever, we ask our guests to share their favourite recent sporting moment. 3baa75c089bcedf8a675e5d070333d2db07288b2

Episoder(85)

How star signing drive fandom, and is short-form content king?

How star signing drive fandom, and is short-form content king?

This week on the podcast, Yanni is joined by a trio of industry experts, including Kristen Rodgers, the sports and media partnerships lead at Tagboard, Matt Gentry, 77 Sports Management’s managing dir...

13 Sep 202351min

West River Group: investing in the global innovation economy

West River Group: investing in the global innovation economy

In the fourth episode of this summer's Investor's View series, we welcome Anthony Bontrager, managing director of West River Group. Anthony's 25 years of experience spans founding his own businesses, ...

25 Aug 202344min

The new social media landscape, and the evolution of pre-season tours

The new social media landscape, and the evolution of pre-season tours

This week Yanni is joined by Nick Shaw, managing director of EMEA at Greenfly, and Keegan Pierce, managing director for the UK and Ireland at La Liga, as they dissect the dynamic world of sports socia...

15 Aug 202352min

Techstars: accelerating startups across sports and tech

Techstars: accelerating startups across sports and tech

This week Yanni welcomes Jordan Fliegel, managing director of Techstars NYC and Techstars Sports. Over the course of the conversation, Jordan details how Techstars identifies promising startups, and t...

9 Aug 202351min

The Women’s World Cup, and the ‘Netflixication’ of sport

The Women’s World Cup, and the ‘Netflixication’ of sport

In this week’s Sports Loft Podcast, we explore the broadcast and sponsorship landscape surrounding the 2023 FIFA Women’s World Cup, NWSL and Super League. To unpick it all, we’ve called upon Jenny Mit...

28 Jul 202342min

Where Sapphire Sport will invest its second fund

Where Sapphire Sport will invest its second fund

Our most recent episode of ‘An Investor’s View’ features Michael Spirito, a founding partner and lead investor of Sapphire Sport, the $300m venture firm that counts City Football Group, adidas and AEG...

19 Jul 202351min

Apex Capital: investing with the world’s best athletes

Apex Capital: investing with the world’s best athletes

In our new series of ‘An Investor’s View’ podcasts, host Yanni Andreopoulos sits down with Antonio Cacorino, founder and CEO of Apex Capital. In this episode, we explore the opportunities around inves...

6 Jul 202342min

How Covatic’s privacy-first approach to advertising can disrupt sport

How Covatic’s privacy-first approach to advertising can disrupt sport

Join Yanni as he chats with Nick Pinks, CEO and founder of Covatic, the Sports Loft member company that's revolutionising advertising through its private-by-design ad-tech. First up, the pair discuss ...

21 Jun 202344min

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