The Sports Marketeer by Amar Singh

France goes into the 2026 World Cup as one of the favourites — defending finalists, 2018 world champions, qualified with a near-perfect record. They're also a country in which the National Rally is now the largest single party in the National Assembly, and which is being represented this summer by a team that is, in its overwhelming majority, of African and North African heritage. This week I...

Brazil hasn't won a World Cup in 24 years. There is now a generation of Brazilians who have never, in a footballing sense, known what their parents knew - and this summer, under a foreign coach for the first time in their history, they have to do something about it. This week I sit down for an hour with Tim Vickery - the BBC's voice on South American football, Rio resident of more than 30...

Across the UK, the US, and beyond, anti-immigration rhetoric and far-right ideologies have marched into the mainstream. Just weeks ago, more than 100,000 people filled London’s streets in a rally organised by white supremacists, underscoring the scale of this shift. With some polls showing that 30 per cent of the public would back the nationalist Reform party at the next election, ethnic minority...

The World Cup has always been about far more than football. From Mussolini’s Italy in 1934 to Qatar in 2022, the tournament has provided a global stage where politics, power, and image collide. In the latest episode of The Sports Marketeer podcast, I’m joined by Jonathan Wilson - one of the most influential voices in football journalism and the author of The Power and the Glory: A New History of t...

For this episode of The Sports Marketeer, I caught up with Louise Bach, Global Sponsorship Director at Carlsberg, about the brand’s iconic 30+ year partnership with Liverpool FC. Louise is one of the most accomplished sponsorship professionals I have come across in the business and it was fascinating to understand more about what makes her tick and the strategy behind a collaboration that has been...

I got together with Mundo NFL presenter Martin del Palacio and digital marketing director James Hamlin to explore the cultural impact of America's biggest sporting event and global growth of the NFL.

This special episode features a session I ran at MKTG Sports + Entertainment’s London office recently, with the former professional cricketer and anti-racism campaigner Azeem Rafiq.  We had around 70 guests including leaders at the ECB and counties including Surrey, Middlesex and Somerset, as well representatives from some of the sponsors of the game including Vitality and Sage. Utilising data and...

What makes Simone Biles the world's most marketable athlete? How is Real Madrid's Vinicius Jr the most appealing footballer to brands ahead of Lionel Messi and Cristiano Ronaldo? What will happen to the global appeal of Formula One when Lewis Hamilton retires? I got together with Michael Long, editorial director of SportsPro and Subomi Odanye, CEO Divrse Media to explore what it takes to become a...

How are fans engaging with Euro 2024 online? I got together with two brilliant industry experts at hotel MUNDIAL in Hackney to discuss all things content and marketing around the Euros... Daniyal Khan is a presenter and content creator. He has worked with clubs including Arsenal, he’s also often on Sky’s Saturday Social and now has own show on BBC1 - Gameday Gourmet, where he explores the best mat...

For brands and rights holders in sport interested in future-proofing themselves and unlocking new revenue streams, understanding how to connect and engage with Gen-Z audiences is vital. Content creators are at the vanguard of connecting with younger fans, taking a data-driven approach and serving up authenticity on the social platforms which resonate with a new generation of fans. I recently got t...

From World Cups to Olympics, the Daily Mail's Shekhar Bhatia and former BBC Sports Editor Mihir Bose have covered some of the biggest stories and events in sport and beyond. As they release their respective memoirs, I caught up with two of Fleet Street's finest to explore how to break through barriers, overcome prejudice and make your name in journalism.

Cadbury have successfully utilised partnerships in football to deliver on values such as generosity and kindness. No more so was this evident, than with the brand's partnership with Grenfell Athletic FC, which has led to 14 different clubs across the UK helping to create a common ground for the community organisation. Purpose-driven marketing requires shared values, authentic connections and a...

For close to two decades, Robert Earnshaw was the fleet-footed striker with an eye for goal who delighted fans with his instinctive finishing and acrobatic celebrations. Earning 59 caps for Wales along the way, Rob had a far reaching and fulfilling career, with spells at clubs including Norwich City, Nottingham Forest, Toronto FC and Cardiff City, where he came through the ranks from youth level....

Football content is evolving all the time and the last two decades has seen a huge shift in how fans are able to access information about the club they support and engage with other supporters online. Through mastering digital platforms including YouTube, Instagram and TikTok a whole new generation of voices have emerged around the game, giving fans the impassioned and entertaining content they wa...

How do you grow soccer in the USA where the NFL, NBA, MLB and College Football still dominate? That's the challenge embraced by my guest Dee Kundra, who as Bayern Munich's Managing Director, Americas,  is at the forefront of growing audiences and unlocking new fanbases, for Germany’s most successful football club, in the USA and beyond. Dee's career back catalogue includes launching th...

Welcome to the very first episode of The Sports Marketeer podcast.  My name is Amar Singh and I am in the business of sports marketing. I work for an agency called MKTG Sports + Entertainment as SVP for Content and Comms, helping some of the world’s biggest brands activate their partnerships in sport. I’m also professor for the Football Business Academy, teaching masters students principles of mar...