The Game Plan: Inside the Business of Sport

In this episode of The Game Plan , Anna‑Rose Gabbitass sits down with Shane Whelan, Chief Marketing Officer of The British & Irish Lions, to unpack the strategy behind one of the most successful Tours in Lions history. From record‑breaking commercial performance and global fan growth to digital innovation, AI and the landmark profit‑share model, Shane shares how an iconic sporting brand is evo...

This episode of The Game Plan features Harry Hesp, Marketing Director at Baller League. Dylan Pugh and Harry Hesp explore how the fast‑growing football league is blending sport, content and culture - from its innovative format and celebrity managers to its appeal with younger audiences and global brands.  Recorded as Baller League celebrates major momentum, including its first-ever Friday event, t...

In this episode of The Game Plan , Anna-Rose Gabbitass is joined by Jason Heard, Young Men’s Health Implementation Manager at Movember Europe and a member of the 2026 NextGen cohort. From relocating from Australia to driving change across the UK, Jason shares his journey into one of sport’s most important conversations - mental health. Follow us on @sportindustry

In this episode of The Game Plan , Dylan Pugh speaks to Andrew Hall, VP of Global Demand Generation at Canto, sponsor of the Sports Content Award at The 25th Sport Industry Awards. They discuss how sports organisations now operate like media companies, producing huge amounts of content across social, video, and digital platforms and the challenges that come with it. From organising assets and mana...

As we build towards The 25th Sport Industry Awards, this episode of The Game Plan dives into the Tech in Sport Award, in association with Sportradar. Dylan Pugh is joined by Sportradar’s EVP Global Marketing, Adam Azor, to unpack this year’s shortlist - from AI-powered coaching tools and smart mouthguards improving player welfare, to innovations transforming fan experience and driving commercial g...

In this episode of The Game Plan , Anna-Rose Gabbitass is joined by Ben Phillips (SVP Global Partnerships at MAD//Fest) and Erika, Client Services Director at Sport Industry Group, to unpack the growth of MAD//Sports. They discuss why MAD//Sports was created, how the MAD//Sports Clubhouse – Powered by Sportradar made its debut at MAD//North in Manchester, and why the event is designed to bring spo...

With the Formula One season about to begin in Australia, Dylan sits down with Jefferson Slack, Managing Director of Commercial at Aston Martin Aramco Formula One Team. The conversation explores how one of Formula 1’s most ambitious teams is building its commercial future, from partnership strategy and global growth to the opportunities created by the sport’s rapidly evolving business model and the...

In this episode of The Game Plan , we’re joined by Stuart Cope, Co-Founder of Yellow Panther – the digital agency helping sports organisations turn their platforms into powerful engines for fan engagement and revenue growth. From working with rights holders like Welsh Fire and Premier Padel to rebuilding the Sport Industry Group website, Stuart shares insights on digital strategy, data infrastruct...

In this episode of The Game Plan , Dylan Pugh is joined by Sarah Swanson, Chief Brand Officer at WTA Ventures - the commercial engine driving a new era for women’s tennis. They explore why WTA Ventures was created, how the structure works day-to-day between the WTA, tournaments and players, and what Sarah’s role looks like across a global season. The conversation dives into the WTA’s major rebrand...

RB is joined in the studio this week by Rishi Jain, Director of Impact at Liverpool FC, and their Commercial Director, Kate Theobald to discuss the amazing work the club is doing in the social impact and sustainability space, and the commercial impact this is delivering for them as a business To see the video content referenced in the episode, click here: https://youtu.be/-vKsM5Qs-ms?si=NQYiXGQMpP...

In this episode RB is joined by Sydney Moore and Leeann Passaro for an honest conversation about mental wellbeing in sport. Sydney is a professional volleyball player, sports advocate, and Billie Jean King Youth Leadership Award honouree. Leeann is the COO of The Hidden Opponent, leading one of the most influential organisations in athlete mental health advocacy. Their perspectives highlight the c...

Thinking about entering the 25th Sport Industry Awards?  Dylan sits down with last year’s winners, Polly Barnes from Homeground, who took home Agency of the Year, and Charlie Dundas from GSIQ, winners of Best Newcomer, to unpack what made their entries stand out and how winning has shaped their trajectory since.  It’s a straight-talking guide for anyone looking to put together a strong submission...

In the final NextGen episode of 2025, host Anna-Rose Gabbitass chats with Edie Kelly, Senior Content Manager at the WSL, about a defining moment for women’s football. From new broadcast and tech deals to the ripple effect of the Lionesses’ success, Edie shares how the WSL is growing on and off the pitch. She also reflects on her creative career path and what she’s learned through the Sport Industr...

Anna-Rose Gabbitass sits down with Tommy Field, Head of Sports Investment at Republic and Sport Industry NextGen 2025 member. From co-founding and selling two companies to investing in the future of sport, Tommy shares his journey, lessons from entrepreneurship, and insights from the NextGen programme - plus a few stories (and a beer fridge) along the way! Follow us on @sportindustry

In this episode of The Game Plan , Dylan Pugh heads into the world of padel with Ben Nichols, founder of Padel22 and the Anglo American Padel Cup — a brand-new transatlantic competition that saw Great Britain take on the USA in London. They discuss how the event came together, its commercial ambitions, and what it means for the sport’s future. Plus, we hear from GB captain Ellie Tait fresh off cou...

Ahead of Sport Industry Group’s Mental Wellbeing event on Thursday 9th October, Anna-Rose Gabbitass is joined by Rob Shotton , co-founder of LooseHeadz - the charity using rugby as a platform to normalise conversations around mental health. As a member of the Sport Industry NextGen programme, Rob also reflects on his experience in the 2025 cohort. Applications for the 2026 NextGen class are now op...

Matchroom Boxing CEO Frank Smith joins Dylan Pugh to share his journey from teenage work experience to leading a near-billion-pound sports empire. He lifts the lid on Matchroom’s new Netflix series The Greatest Showmen , the company’s global expansion, and what the future holds for boxing. Follow us on @sportindustry

Ahead of the Women’s Rugby World Cup, RB is joined by Ellie Moss and James Masters (Havas Play UK) and F1 Academy driver Chloe Chong to discuss Vision 2035: A Decade To Reimagine Women’s Sport , a forward-looking report from Havas Play UK. Follow us on @sportindustry

This week, Dylan is joined by James Dunkley and Ollie Banks, Team Principal and co-Team Principal at Majesticks GC, to dive into the world of LIV Golf. They explore the unique team-based model, the evolving business behind the Majesticks, and what the future holds for LIV Golf and its growing global presence. Follow us on @sportindustry

This week, Dylan and RB dive into all things Sport Industry Awards 2025. From why this year’s winners stood out, to the stories behind the highly commended entries, and all the behind-the-scenes buzz from the biggest night in the sport industry calendar. Follow us on @sportindustry

This week on The Game Plan, RB and Dylan Pugh are joined by Susie Tomson, Global Head of Insight & Impact at Think Beyond, to dive into two important Sport Industry Awards categories: the Tessa Jowell Community Award and the Purpose-Driven Sponsorship Award. Follow us on @sportindustry

This week, Dylan is joined by Adam Azor, EVP Global Marketing at Sportradar, to explore the Tech in Sport Award. They discuss standout themes from this year’s shortlist and reflect on the evolving role of innovation in sport. Follow us on @sportindustry

This week, RB is joined by Andy Walton, Group Account Director at Sport Unlimited, to discuss their recent report on women's sport, its fandom, and the untapped opportunities within it. https://www.unlimitedgroup.com/womens-sport-fandom-the-untapped-opportunity/ Follow us on @sportindustry

This week, Dylan is joined by Will Roberts, CEO of British Universities and Colleges Sport, to discuss the new Educational Institute category, standout shortlist entries and what to expect ahead of Big BUCS Wednesday. Follow us on @sportindustry

Ahead of Ilona Maher's debut for the Bristol Bears, our host Rory Jones caught up with SIG's in-house rugby specialist, Anna-Rose Gabbitass, to reflect on her potential impact on Premiership Women's Rugby. Follow us on @sportindustry