This is the fourth and final episode of our series What's Sport Selling?

Created in collaboration with the Redtorch research and creative agency.

Today's guest is Tim Hollingsworth, who led Sport England for eight years, managing the £300m annual budget derived from government and national lottery funding. His tenure spanned COVID, energy crisis, and fundamental strategy reset via "Uniting the Movement."

 Over the past three episodes, we've explored how sport can drive meaningful social impact, tackle the global physical inactivity crisis, and unlock powerful business opportunities for the industry.

This conversation brings all of those themes together.

If you'd like to learn more about Redtorch, the independent research and creative agency dedicated to making sport more relevant, visit Redtorch.Sport. We thank them for their support. Much appreciated and what has been a really interesting and broad series.

Unofficial Partner is the leading podcast for the business of sport. A mix of entertaining and thought provoking conversations with a who's who of the global industry.
To join our community of listeners, sign up to the weekly UP Newsletter and follow us on Twitter and TikTok at @UnofficialPartner

We publish two podcasts each week, on Tuesday and Friday.

These are deep conversations with smart people from inside and outside sport.

Our entire back catalogue of 400 sports business conversations are available free of charge here.

Each pod is available by searching for ‘Unofficial Partner’ on Apple, Spotify, Google, Stitcher and every podcast app.

If you’re interested in collaborating with Unofficial Partner to create one-off podcasts or series, you can reach us via the website.

Jen Topping and Jo Redfern are our guests critique the arguments around sport’s relationship with the creator economy, the control v chaos philosophy divide inherent in digital IP monetisation and audience building, and the PR battles being waged for premium advertising among the big platforms. Plus, the Beano.

Jen Topping’s Business of YouTube Substack newsletter is great, as is Jo’s Kids Media Club podcast. Both are broader than sport and all the better for it.

Plus:

The "Taylor Swift Data Fallacy" - This explores how top-tier creator success (like MrBeast's) is mistaken for average outcomes when creators transition to streaming, leading to unrealistic expectations.

The Data Reliability Crisis - Addressing the fundamental problem that much online engagement isn't authentic, with nearly half of internet traffic coming from bots.

Generation Z's "Creative Maximalism" - Examining how younger audiences have developed entirely new creative frameworks that challenge traditional media production.

The D2C Imperative - Why direct-to-consumer strategies are becoming essential rather than optional for traditional producers.

Creator-Led Sports as a Microcosm - Using sports leagues as an example of broader shifts in entertainment consumption and production.

Unofficial Partner is the leading podcast for the business of sport. A mix of entertaining and thought provoking conversations with a who's who of the global industry.
To join our community of listeners, sign up to the weekly UP Newsletter and follow us on Twitter and TikTok at @UnofficialPartner

We publish two podcasts each week, on Tuesday and Friday.

These are deep conversations with smart people from inside and outside sport.

Our entire back catalogue of 400 sports business conversations are available free of charge here.

Each pod is available by searching for ‘Unofficial Partner’ on Apple, Spotify, Google, Stitcher and every podcast app.

If you’re interested in collaborating with Unofficial Partner to create one-off podcasts or series, you can reach us via the website.

Our guest is Sam Sadi, CEO of LiveScore Group, and a regular visitor on Unofficial Partner.

Last week he announced a groundbreaking new partnership between the LiveScore sports content and betting platform and xAI, the Elon Musk owned social media platform's artificial intelligence company.

This gives LiveScore access to X's data/content APIs and xAI's technology for real-time sports conversations, sentiment analysis, and AI-powered engagement tools.

What happens next will tell us much about some of the big words we use a lot on the podcasts: personalisation, content, audience sentiment and engagement.

Don't miss it.

Unofficial Partner is the leading podcast for the business of sport. A mix of entertaining and thought provoking conversations with a who's who of the global industry.
To join our community of listeners, sign up to the weekly UP Newsletter and follow us on Twitter and TikTok at @UnofficialPartner

We publish two podcasts each week, on Tuesday and Friday.

These are deep conversations with smart people from inside and outside sport.

Our entire back catalogue of 400 sports business conversations are available free of charge here.

Each pod is available by searching for ‘Unofficial Partner’ on Apple, Spotify, Google, Stitcher and every podcast app.

If you’re interested in collaborating with Unofficial Partner to create one-off podcasts or series, you can reach us via the website.

 This is Inside Edge, which is our cricket business podcast.

Regular co-host Mike Jakeman is away this week, but our guests are Beth Barrett-Wild and Jen Vile from the ECB.

Beth is the Tournament Director at ICC Women's T20 World Cup 2026 & Director of Women's Professional Game at ECB, and Jen Vile is Marketing Director at (ECB)

So we are talking women's cricket, the T20 World Cup in England next year, and the hundred, the impact of the new money flooding into the hundred on women's cricket. There's a lot there and we hope you enjoy it.

Leaders in Sport connects the most influential people and the most powerful ideas in global sport to catalyse discussion, and drive the industry forward. The Summit, part of Leaders Week London (their flagship event), is taking place next week on Wednesday 1 and Thursday 2 October at the Allianz Stadium and this is a final call to secure your place.

This is your opportunity to be in the room with the who's who of our industry, it's the most significant gathering of the entire ecosystem of global sport - we're there every year and can testify to that.

We will be there, so please come and say hello to us in the Partners Village.

Visit leadersinsport.com/UP for more information and use UP15 for a 15% discount on your Summit passes.

Unofficial Partner is the leading podcast for the business of sport. A mix of entertaining and thought provoking conversations with a who's who of the global industry.
To join our community of listeners, sign up to the weekly UP Newsletter and follow us on Twitter and TikTok at @UnofficialPartner

We publish two podcasts each week, on Tuesday and Friday.

These are deep conversations with smart people from inside and outside sport.

Our entire back catalogue of 400 sports business conversations are available free of charge here.

Each pod is available by searching for ‘Unofficial Partner’ on Apple, Spotify, Google, Stitcher and every podcast app.

If you’re interested in collaborating with Unofficial Partner to create one-off podcasts or series, you can reach us via the website.

Three stories from a week in the sports business.

James Emmett comes fresh from the IMG-Redbird Summit.

David Cushnan on what and who lurks behind The Enhanced Games.

Richard on Jamie Redknapp and Richard Thompson's new football agency.

Unofficial Partner is the leading podcast for the business of sport. A mix of entertaining and thought provoking conversations with a who's who of the global industry.
To join our community of listeners, sign up to the weekly UP Newsletter and follow us on Twitter and TikTok at @UnofficialPartner

We publish two podcasts each week, on Tuesday and Friday.

These are deep conversations with smart people from inside and outside sport.

Our entire back catalogue of 400 sports business conversations are available free of charge here.

Each pod is available by searching for ‘Unofficial Partner’ on Apple, Spotify, Google, Stitcher and every podcast app.

If you’re interested in collaborating with Unofficial Partner to create one-off podcasts or series, you can reach us via the website.

Welcome to The Bundle, our regular series on the sports media and streaming marketplace with co-hosts Yannick Ramcke, General Manager of OTT at the streaming service OneFootball and Murray Barnett, founder of 26West Consulting and formerly of F1, World Rugby and ESPN International.

Leaders Summit: 2 Weeks To Go

Leaders in Sport connects the most influential people and the most powerful ideas in global sport to catalyse discussion, and drive the industry forward. For the past 15 years, Leaders has been the organiser of the most prestigious conferences in global sports business with annual editions North America, Europe, Asia and the Middle East.

The Summit, part of Leaders Week London, is now just 2 weeks away, taking place at The Allianz Stadium in Twickenham on 1st and 2nd October. With forums, think tanks, multiple events, award ceremonies, masterclasses and new experiential get-togethers across the week, this is your opportunity to understand the global trends impacting the sport business landscape and how to commercialise them. http://leadersinsport.com/UP Visit leadersinsport.com/UP for more information and use UP15 for a 15% discount on your Summit passes.

Unofficial Partner is the leading podcast for the business of sport. A mix of entertaining and thought provoking conversations with a who's who of the global industry.
To join our community of listeners, sign up to the weekly UP Newsletter and follow us on Twitter and TikTok at @UnofficialPartner

We publish two podcasts each week, on Tuesday and Friday.

These are deep conversations with smart people from inside and outside sport.

Our entire back catalogue of 400 sports business conversations are available free of charge here.

Each pod is available by searching for ‘Unofficial Partner’ on Apple, Spotify, Google, Stitcher and every podcast app.

If you’re interested in collaborating with Unofficial Partner to create one-off podcasts or series, you can reach us via the website.

The perfect weekend warm up.

Richard is joined by Dave Cushnan and James Emmett from Leaders in Sport. Each picks a story of the week and asks, what just happened?

Sponsored by:

Women’s sport at Leaders Week

Leaders in Sport connects the most influential people and the most powerful ideas in global sport to catalyse discussion, and drive the industry forward.

For over a decade, Leaders has created consistent spaces to support and accelerate the growth of women’s sport – while championing the people driving it forward. At Leaders Week London this year, now just 2 weeks away, the commercial growth opportunity for women's sport will be front and centre. From the headline stage to curated spaces – Leaders Week continues to offer the access, conversations and connections that move the industry forward.

If women’s sport is part of your growth strategy, this is where you’ll find the people who can help make it happen.

Visit leadersinsport.com/UP for more information and use UP15 for a 15% discount on your Summit passes.

Unofficial Partner is the leading podcast for the business of sport. A mix of entertaining and thought provoking conversations with a who's who of the global industry.
To join our community of listeners, sign up to the weekly UP Newsletter and follow us on Twitter and TikTok at @UnofficialPartner

We publish two podcasts each week, on Tuesday and Friday.

These are deep conversations with smart people from inside and outside sport.

Our entire back catalogue of 400 sports business conversations are available free of charge here.

Each pod is available by searching for ‘Unofficial Partner’ on Apple, Spotify, Google, Stitcher and every podcast app.

If you’re interested in collaborating with Unofficial Partner to create one-off podcasts or series, you can reach us via the website.

SPORTEL Monaco takes place at the Grimaldi Forum in Monaco October 20th to 22nd. It's been the world's leading sports content media rights and technology convention for more than 30 years.

This episode asks, what will people be talking about as they network and do deals that will shape the sports business in 2026?

Joining Richard are:

Imran Yusuf - Editor of Sport Business Media (attending his fifth Sportel)

Ken Kerschbaumer - Editorial Director for Sports Video Group US and SVG Europe (17-year Sportel veteran)

Nick Volante - Sportel commercial consultant (15 years with the event)

NOTE - Regular ticket price period ends on September 11th, so to take advantage of the lower price, go to the SPORTEL Monaco website via this link now .

Unofficial Partner is the leading podcast for the business of sport. A mix of entertaining and thought provoking conversations with a who's who of the global industry.
To join our community of listeners, sign up to the weekly UP Newsletter and follow us on Twitter and TikTok at @UnofficialPartner

We publish two podcasts each week, on Tuesday and Friday.

These are deep conversations with smart people from inside and outside sport.

Our entire back catalogue of 400 sports business conversations are available free of charge here.

Each pod is available by searching for ‘Unofficial Partner’ on Apple, Spotify, Google, Stitcher and every podcast app.

If you’re interested in collaborating with Unofficial Partner to create one-off podcasts or series, you can reach us via the website.