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  • How Choosing the Right Influencers for Brands to Maximise Marketing ROI with Ishveen Jolly

    How Choosing the Right Influencers for Brands to Maximise Marketing ROI with Ishveen Jolly
    2026/09/23
    In this episode of Berkida Ventures Podcast, host Massimo Marinelli speaks with Ishveen Jolly, Founder & CEO at OpenSponsorship, Non-Executive Director at British Wrestling and Board Member at Influence Mobile, a technology-enabled sponsorship platform transforming how brands connect with athletes, creators, and influencers.Ishveen shares how OpenSponsorship was created to modernise the sponsorship industry by replacing traditional relationship-based dealmaking with data, transparency, and strategic decision-making. The conversation explores the evolution from athlete sponsorship into the broader creator economy, why brands need to think beyond follower counts, and how successful campaigns combine authenticity, creativity, and measurable outcomes.Ishveen also discusses the role of AI in sponsorship, the rise of women’s sports, investment opportunities in sports infrastructure, and why athletes and creators will continue to become more valuable assets for brands.Key Takeaways:How Ishveen identified inefficiencies in the traditional sponsorship industry and built OpenSponsorship.Why sponsorship needed more transparency, data, and strategic decision-making.How the creator economy expanded OpenSponsorship beyond traditional athletes.Why brands should focus on authenticity, audience fit, and engagement rather than follower counts alone.How successful sponsorship campaigns integrate creators across marketing channels.Why creative execution and ROI measurement are critical in modern sponsorship.How AI can improve sponsorship discovery while highlighting the importance of human expertise.Why women’s sports and female athletes represent a growing opportunity for brands.What investors should understand about sports infrastructure and sponsorship businesses.Why athlete influence will become increasingly important in the future of sports marketing.Noteworthy Quotes:“Sponsorship was very archaic, kind of like who do you know and trying to get in front of them. There wasn't much strategy or data.” – Ishveen Jolly“The world is open. It’s like LinkedIn. I’m going to hire whoever’s available in the market, not just who’s in my network.” – Ishveen Jolly“Even if your deal is 5K, you should think about the creative, the post, the story, and the caption. All of it needs rigour.” – Ishveen Jolly“The perfect campaigns are a mix of personalities.” – Ishveen Jolly“AI can solve little bits, but it can also create more headaches in the whole process.” – Ishveen Jolly“The athlete and creator will become even more important.” – Ishveen JollyKey Timestamps:00:00 - Introduction to Ishveen Jolly and OpenSponsorship01:40 - Building OpenSponsorship and modernising the sponsorship industry03:41 - Recognising the rise of influencer marketing and creator economy05:48 - Lessons learned from joining the 500 Startups accelerator08:47 - The problems OpenSponsorship solves in sponsorship markets09:31 - Creating transparency in sponsorship selection and pricing11:33 - Improving creative strategy and measuring sponsorship ROI12:30 - How OpenSponsorship supports athletes and creators13:56 - Expanding from athlete sponsorship into the creator economy16:49 - Selecting creators based on authenticity, engagement, and audience fit19:02 - How successful brands integrate creators into marketing strategies21:56 - Measuring ROI through content performance, sales, and engagement25:07 - Using AI to improve sponsorship discovery and execution27:08 - The rise of women’s sports and female athlete opportunities29:20 - Investment opportunities in sports sponsorship and infrastructure31:07 - The future of sports ecosystem investments34:17 - Predictions for the future of sponsorship, creators, and athletes36:05 - Closing thoughts on OpenSponsorship’s journey and the creator economyDisclosure: Portions of this episode (such as the introduction or promotional segments) use AI-generated voice narration produced under human editorial review. Connect with the Guest, Ishveen Jolly:Ishveen Jolly LinkedIn: https://www.linkedin.com/in/ishveenjolly/ OpenSponsorship Website: https://opensponsorship.com/OpenSponsorship LinkedIn: https://www.linkedin.com/company/open-sponsorship/ British Wrestling LinkedIn: https://www.linkedin.com/company/british-wrestling-association/ Influence Mobile LinkedIn: https://www.linkedin.com/company/influencemobile/ Connect with the Host, Massimo Marinelli:LinkedIn: https://www.linkedin.com/in/massimo-marinelli-803274/Follow Halford Media Advisory:LinkedIn: https://www.linkedin.com/company/halford-media-advisory/Website: https://www.halfordmediaadvisory.com/More from Berkida Ventures:Website: https://sites.google.com/view/berkida-ventures/Substack: https://theberkidabrief.substack.com/LinkedIn: https://www.linkedin.com/company/berkida-ventures/Email: info@berkida-ventures.comFollow the Podcast:Apple Podcasts: https://podcasts.apple.com/us/podcast/berkida-podcast/id1877643221 Spotify: https://...
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    37 分
  • Football Leadership for Leaders to Win Games Using Institutional Thinking with Omar Chaudhuri

    Football Leadership for Leaders to Win Games Using Institutional Thinking with Omar Chaudhuri
    2026/09/09
    In this episode of Berkida Ventures Podcast, host Massimo Marinelli speaks with Omar Chaudhuri, Chief Intelligence Officer at Twenty First Group, one of football's leading intelligence and advisory firms. Omar shares how football analytics has evolved from the early Moneyball era into a broader discipline focused on strategy, organisational alignment, and long-term value creation.The conversation explores why data is no longer a competitive advantage on its own, how successful clubs build sustainable operating models, and why organisational culture matters more than individual managers. Omar also discusses the role of AI in football, the challenges facing investors entering European football, and the common misconceptions surrounding club ownership, sporting performance, and decision-making.Key Takeaways:Omar's journey from football blogger to helping build Twenty First Group.Why Moneyball was ultimately about organisational change rather than data alone.How successful football clubs align sporting, operational, and financial strategy.Why organisational discipline consistently outperforms short-term decision making.The importance of long-term planning in football ownership and investment.Why head coaches have less influence on long-term success than many believe.How AI will transform football intelligence, scouting, and club operations.The biggest misconceptions investors have when entering professional football.Noteworthy Quotes:“Moneyball wasn't really about data, it was about organisational change.” – Omar Chaudhuri“Quite often the focus isn't data. The focus is simply having a plan and the discipline to execute it.” – Omar Chaudhuri“Football has silver bullet syndrome—we believe one hire or one decision can transform a club.” – Omar Chaudhuri“Organisations matter more than managers.” – Omar Chaudhuri“The product itself is often more important than how you commercialise it.” – Omar Chaudhuri“People underestimate the role of luck, even over a 38-game season.” – Omar ChaudhuriKey Timestamps:00:00 - Introduction to Omar Chaudhuri and Twenty First Group01:41 - From football blogger to data strategist04:08 - Is data still a competitive advantage in football?06:42 - Building Twenty First Group and the evolution of football intelligence08:44 - What separates well-run football clubs from poorly run ones11:42 - Why organisational alignment matters more than data alone17:48 - The biggest misconceptions in football investing19:49 - Product quality versus commercialisation in modern sport21:42 - Luck, randomness, and why football remains unpredictable23:37 - How AI will change football decision-making25:03 - Building the football club of the future26:26 - Quick-fire insights: underrated organisations, smart clubs, and future predictionsDisclosure: Portions of this episode (such as the introduction or promotional segments) use AI-generated voice narration produced under human editorial review. Connect with the Guest, Omar Chaudhuri:Omar Chaudhuri LinkedIn: https://www.linkedin.com/in/omar-chaudhuri/Twenty First Group Website: https://www.twentyfirstgroup.com/Twenty First Group LinkedIn: https://www.linkedin.com/company/twenty-first-group/ Connect with the Host, Massimo Marinelli:LinkedIn: https://www.linkedin.com/in/massimo-marinelli-803274/Follow Halford Media Advisory:LinkedIn: https://www.linkedin.com/company/halford-media-advisory/Website: https://www.halfordmediaadvisory.com/More from Berkida Ventures:Website: https://sites.google.com/view/berkida-ventures/Substack: https://theberkidabrief.substack.com/LinkedIn: https://www.linkedin.com/company/berkida-ventures/Email: info@berkida-ventures.comFollow the Podcast:Apple Podcasts: https://podcasts.apple.com/us/podcast/berkida-podcast/id1877643221 Spotify: https://open.spotify.com/show/3PMcmovZzweazCDgXKzmpY?si=37f1773a8fd34e38&nd=1&dlsi=4f8c3665a8ba4448
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    29 分
  • How Jai-Alai Is Being Revived into a Global Sports League with Scott Savin

    How Jai-Alai Is Being Revived into a Global Sports League with Scott Savin
    2026/09/02
    In this episode of Berkida Ventures, host Massimo Marinelli sits down with Scott Savin, Chief Operating Officer of the World Jai-Alai League, Sports Challenge America & West Flagler Associates and Executive Producer at Magic City Hustle, to explore the history, evolution, and growth of one of the fastest ball sports in the world.Scott shares how his experience in sports, entertainment, and gaming led him to preserve and grow Jai-Alai in the United States. He explains how the league adapted the sport for professional play, created teams, recruited athletes, and leveraged sports wagering, media partnerships, and international talent pipelines to build an exciting, spectator-friendly league.Expect to Learn:The history and origins of Jai-Alai and its introduction to the U.S.How the sport was adapted for team play, betting, and media coverageStrategies for recruiting and developing athletes from diverse backgroundsThe structure of the league, seasonal format, and match dynamicsHow media distribution and sponsorships drive growth and fan engagementThe role of innovation, AI, and technology in promoting the sportEpisode Breakdown with Timestamps:[00:00] – Introduction to Scott Savin and his journey into sports, entertainment, and Jai Alai[03:01] – History of Jai Alai, its global reach, and its growth in the United States[05:04] – Adapting Jai Alai for sports betting and building a modern league format[07:37] – Recruiting athletes and creating a new pipeline of Jai Alai players[09:55] – League structure, seasons, matches, and championship format[13:57] – What makes the World Jai Alai League different from other emerging sports leagues[18:57] – Building audience awareness, educating fans, and growing the sport internationally[24:35] – Lessons from other sports leagues, influencer strategy, and improving fan experience[27:17] – AI’s role in production, content creation, and enhancing the live experience[28:10] – Closing reflections on the future growth and expansion of the World Jai Alai LeagueDisclosure: Portions of this episode (such as the introduction or promotional segments) use AI-generated voice narration produced under human editorial review. Connect with the Guest, Scott Savin:Scott Savin LinkedIn: https://www.linkedin.com/in/scott-savin-a102165/Company LinkedIn: https://www.linkedin.com/company/jai-alai-league/Company Website: https://jaialaiworld.com/Connect with the Host, Massimo Marinelli:LinkedIn: https://www.linkedin.com/in/massimo-marinelli-803274/Follow Halford Media Advisory:LinkedIn: https://www.linkedin.com/company/halford-media-advisory/Website: https://www.halfordmediaadvisory.com/More from Berkida Ventures:Website: https://sites.google.com/view/berkida-ventures/Substack: https://theberkidabrief.substack.com/LinkedIn: https://www.linkedin.com/company/berkida-ventures/Email: info@berkida-ventures.comFollow the Podcast:Apple Podcasts: https://podcasts.apple.com/us/podcast/berkida-podcast/id1877643221 Spotify: https://open.spotify.com/show/3PMcmovZzweazCDgXKzmpY?si=37f1773a8fd34e38&nd=1&dlsi=4f8c3665a8ba4448
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    29 分
  • How LAFC Built a Global Football Brand from Nothing using Community with Larry Freedman

    How LAFC Built a Global Football Brand from Nothing using Community with Larry Freedman
    2026/08/19
    In this episode of Berkida Ventures Podcast, host Massimo Marinelli sits down with Larry Freedman, Co-President of Los Angeles Football Club (LAFC) and Co-Chair of the Los Angeles FIFA World Cup 2026 Host Committee, to discuss building a modern sports organisation from the ground up. Larry shares his football journey, LAFC’s approach to creating a club rooted in community, and how the organisation has grown into a globally recognised brand.The conversation explores the importance of authenticity, ownership structures, venue control, fan engagement, and technology in professional sports. Larry explains how LAFC built a strong identity by learning from global football clubs, developing meaningful community connections, and creating experiences that extend beyond the stadium.Expect to Learn:How LAFC was built from an expansion team into a globally recognised football clubWhy creating a community is more important than simply building a sports franchiseHow ownership groups can add value beyond financial investmentWhy controlling the venue experience is critical for modern sports organisationsHow MLS has evolved through global football culture and international talentHow technology and media are changing fan engagement and the future of sportsEpisode Breakdown with Timestamps:[00:00] – Introduction to Larry Freedman and his journey into football and sports business[04:35] – Building LAFC from scratch and creating a club rooted in community[08:31] – Learning from global football clubs and developing a worldwide brand vision[13:40] – Looking beyond sports and building a world-class organisation[17:07] – Managing ownership groups and creating active investor involvement[22:35] – Why venue ownership and fan experience are critical for sports organisations[26:43] – The evolution of MLS and the impact of global football culture[32:49] – The role of the 2026 FIFA World Cup in growing football in North America[39:14] – Technology, media, and expanding sports communities beyond geography[43:16] – Closing reflections on football, leadership, and the future of sportsDisclosure: Portions of this episode (such as the introduction or promotional segments) use AI-generated voice narration produced under human editorial review. Connect with the Guest, Larry Freedman:Larry Freedman LinkedIn: https://www.linkedin.com/in/larry-freedman-284a8837/ Los Angeles Football Club (LAFC) Website: https://www.lafc.com/Los Angeles Football Club (LAFC) LinkedIn: https://www.linkedin.com/company/los-angeles-football-club/Connect with the Host, Massimo Marinelli:LinkedIn: https://www.linkedin.com/in/massimo-marinelli-803274/Follow Halford Media Advisory:LinkedIn: https://www.linkedin.com/company/halford-media-advisory/Website: https://www.halfordmediaadvisory.com/More from Berkida Ventures:Website: https://sites.google.com/view/berkida-ventures/Substack: https://theberkidabrief.substack.com/LinkedIn: https://www.linkedin.com/company/berkida-ventures/Email: info@berkida-ventures.comFollow the Podcast:Apple Podcasts: https://podcasts.apple.com/us/podcast/berkida-podcast/id1877643221 Spotify: https://open.spotify.com/show/3PMcmovZzweazCDgXKzmpY?si=37f1773a8fd34e38&nd=1&dlsi=4f8c3665a8ba4448
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    39 分
  • How to Build a Sports League for Leaders to Succeed in a Billion-Dollar Industry with Steve Gera

    How to Build a Sports League for Leaders to Succeed in a Billion-Dollar Industry with Steve Gera
    2026/08/05
    In this episode of the Berkida Ventures Podcast, host Massimo Marinelli sits down with Steve Gera, President at Grand Slam Track, Co-Founder & Chief Executive at Gains Group, Board Member & Senior Advisor (Co-Founder) at BreakAway Data, and US Ambassador at FC Barcelona. Steve shares his unconventional journey from serving as a U.S. Marine to becoming one of the leading voices in sports innovation, entrepreneurship, and technology.The conversation explores how sports organisations can create long-term value beyond media rights, why storytelling remains the industry's greatest competitive advantage, and how innovation, AI, athlete data, and emerging sports properties are transforming the global sports ecosystem. Steve also discusses his work with FC Barcelona's innovation strategy, BreakAway Data, Grand Slam Track, and the future of collectables as sports organisations evolve into platform businesses.Key Takeaways:How Steve's journey from the U.S. Marines to professional sports shaped his approach to solving complex business challenges.Why sports organisations should focus on building businesses instead of relying solely on licensing and media rights.How FC Barcelona created an innovation ecosystem by turning internal expertise into investable companies.The growing role of athlete-owned data, AI, and specialized technology in improving player development and performance.Why has storytelling become one of the biggest competitive advantages in modern sports?Lessons from building Grand Slam Track and why creating new sports leagues requires patience, capital, and long-term vision.How collectables and memorabilia are becoming valuable fan engagement and commercial opportunities for sports organisations.Noteworthy Quotes:"Easy things are for lazy people. I love working on hard problems." – Steve Gera"Sports is the most important of the least important things in the world." – Steve Gera"FC Barcelona isn't just a football club. It's a storytelling platform." – Steve Gera"The best innovations in sports are often the ones nobody ever hears about." – Steve Gera"AI will be incredibly valuable on the output side, but sports-specific data still requires sports-specific inputs." – Steve Gera"Storytelling is what creates fan joy, and fan joy creates better businesses." – Steve GeraKey Timestamps:[00:00] - Introduction to Steve Gera and his sports innovation career[01:51] - From the U.S. Marines to the NFL and sports business[08:28] - Why sports has become one of the world's biggest business opportunities[10:44] - Licensing versus value creation in modern sports organisations[13:32] - Inside FC Barcelona's innovation strategy and startup ecosystem[22:15] - BreakAway Data, athlete data ownership, and AI in sports[29:53] - Building Grand Slam Track and lessons from launching new sports leagues[36:53] - The future of sports memorabilia, collectables, and fan engagement[40:56] - Closing thoughts on innovation and the future of sports businessDisclosure: Portions of this episode (such as the introduction or promotional segments) use AI-generated voice narration produced under human editorial review. Connect with the Guest, Steve Gera:Steve Gera LinkedIn: https://www.linkedin.com/in/dan-jamieson-4309121/Grand Slam Track LinkedIn: https://www.linkedin.com/company/icons-dot-com/Gains Group LinkedIn: https://www.linkedin.com/company/gains-group/BreakAway Data LinkedIn: https://www.linkedin.com/company/breakaway-data/ FC Barcelona LinkedIn: https://www.linkedin.com/company/fc-barcelona/ Connect with the Host, Massimo Marinelli:LinkedIn: https://www.linkedin.com/in/massimo-marinelli-803274/Follow Halford Media Advisory:LinkedIn: https://www.linkedin.com/company/halford-media-advisory/Website: https://www.halfordmediaadvisory.com/More from Berkida Ventures:Website: https://sites.google.com/view/berkida-ventures/Substack: https://theberkidabrief.substack.com/LinkedIn: https://www.linkedin.com/company/berkida-ventures/Email: info@berkida-ventures.comFollow the Podcast:Apple Podcasts: https://podcasts.apple.com/us/podcast/berkida-podcast/id1877643221Spotify: https://open.spotify.com/show/3PMcmovZzweazCDgXKzmpY?si=37f1773a8fd34e38&nd=1&dlsi=4f8c3665a8ba4448
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    42 分
  • How Fan Engagement and Ecosystems Became More Valuable Than Owning Sports Teams with Nic Sulsky

    How Fan Engagement and Ecosystems Became More Valuable Than Owning Sports Teams with Nic Sulsky
    2026/07/29
    In this episode of Berkida Ventures Podcast, host Massimo Marinelli speaks with Nic Sulsky, Co-Founder and CEO of The Curling Group, an entrepreneur with deep experience across fantasy sports, sports betting, and sports media. After building successful businesses including Monkey Knife Fight and PointsBet Canada, Nic explains why he chose to invest in one of the world's most underappreciated Olympic sports and how he plans to transform curling into a year-round global entertainment property.The conversation explores how sports betting and fantasy sports have changed fan engagement, why underserved sports represent compelling investment opportunities, and how building media, data, and technology infrastructure can unlock long-term value. Nic also discusses the launch of Rock League, the importance of athlete storytelling, and why owning an entire sports ecosystem can create greater value than simply owning a team.Key Takeaways:Nic's journey from fantasy sports and sports betting to acquiring one of curling's biggest global properties.Why fan engagement, not betting, is the real currency of modern sports.How The Curling Group is building a year-round ecosystem around an Olympic sport.The importance of content, storytelling, and athlete personalities in growing sports audiences.Why The Curling Group launched its own OTT platform and global streaming service.How live sports betting, official data, and technology are increasing fan engagement.Why underserved sports can offer stronger investment opportunities than established leagues.The future of curling as a global professional sport beyond the Winter Olympics.Noteworthy Quotes:“The real currency in sports is engagement.” – Nic Sulsky“I don't think you modernise sports by changing what fans love. You modernise them by changing how fans experience what they love.” – Nic Sulsky“The best investments aren't always the best assets—they're the assets with the most room to improve.” – Nic Sulsky“Whoever owns the deeper fan relationship is ultimately going to win.” – Nic Sulsky“I'd rather build value than buy it.” – Nic Sulsky“I want the world to know the curlers.” – Nic SulskyKey Timestamps:00:00 - Introduction to Nic Sulsky and The Curling Group02:49 - From fantasy sports and sports betting to curling05:38 - What betting companies understand about fan engagement08:47 - Why Nic acquired The Curling Group13:50 - Building Rock Channel and global curling distribution18:40 - Launching Rock League and creating a professional ecosystem24:22 - Building year-round engagement through athlete storytelling31:13 - Building data infrastructure for live sports betting33:00 - What investors misunderstand about sports investing36:26 - The long-term vision for The Curling Group and global curling39:31 - Where to follow curling and its athletesConnect with the Guest, Nic Sulsky:Nic Sulsky LinkedIn: https://www.linkedin.com/in/nicsulsky/ The Curling Group Website: https://www.thecurlinggroup.com/ The Curling Group LinkedIn: https://www.linkedin.com/company/the-curling-group/ Connect with the Host, Massimo Marinelli:LinkedIn: https://www.linkedin.com/in/massimo-marinelli-803274/Follow Halford Media Advisory:LinkedIn: https://www.linkedin.com/company/halford-media-advisory/Website: https://www.halfordmediaadvisory.com/More from Berkida Ventures:Website: https://sites.google.com/view/berkida-ventures/Substack: https://theberkidabrief.substack.com/LinkedIn: https://www.linkedin.com/company/berkida-ventures/Email: info@berkida-ventures.comFollow the Podcast:Apple Podcasts: https://podcasts.apple.com/us/podcast/berkida-podcast/id1877643221 Spotify: https://open.spotify.com/show/3PMcmovZzweazCDgXKzmpY?si=37f1773a8fd34e38&nd=1&dlsi=4f8c3665a8ba4448
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    41 分
  • Why Lower League Football Is Becoming the Smartest Investment in Sport with Raphael Gellar

    Why Lower League Football Is Becoming the Smartest Investment in Sport with Raphael Gellar
    2026/07/22
    In this episode of Berkida Ventures Podcast, host Massimo Marinelli speaks with Raphael Gellar, Co-Founder & Executive Director at Forward Sports Group, an expert in football investment, club ownership, and sports advisory. Raphael shares his unconventional journey from investigative sports journalist to advising investors, operating football clubs, and building one of the leading agencies within the USL ecosystem.The conversation explores why lower-division football has become an increasingly attractive investment opportunity, the differences between European and North American football business models, and how successful club ownership requires balancing commercial returns with stewardship of community assets. Raphael also discusses multi-club ownership, promotion and relegation, the evolution of the USL, and what investors consistently misunderstand about the football industry.Key Takeaways:Raphael's transition from sports journalism into football investment and advisory.Why football clubs should be viewed as community assets rather than purely financial investments.How the growth of the USL is creating new opportunities in North American football.The business case for investing in lower-division football clubs across Europe.Why Denmark has become one of Europe's most attractive football investment markets.Lessons from Lincoln City's rise through the English football pyramid.The opportunities and challenges surrounding multi-club ownership models.Why long-term strategy, patience, and strong leadership are critical to football investment success.Noteworthy Quotes:“Football investment isn't just about making money, you're becoming the custodian of a community asset.” – Raphael Gellar“If your only reason for investing in football is to make money, I'm probably not the right person to help you.” – Raphael Gellar“The English football pyramid is the best football pyramid in the world.” – Raphael Gellar“You have to treat people well in football. If you do, good things will happen.” – Raphael Gellar“Investors often underestimate how different football is from every other business.” – Raphael Gellar“Football is life. That's why it's the greatest sport in the world.” – Raphael GellarKey Timestamps:00:00 - Introduction to Raphael Gellar and Forward Sports Group04:11 - From sports journalism to football investment06:59 - Why football clubs became investable assets09:28 - Building Forward Sports Group and entering the USL ecosystem12:34 - The economics of the USL versus European football16:50 - Promotion and relegation and the future of American football20:07 - Why investors are targeting lower-division football clubs23:15 - Lessons from Lincoln City's transformation28:30 - Why Denmark has become a football investment hotspot32:15 - Multi-club ownership: opportunities and risks36:30 - The biggest mistakes investors make in football42:23 - The future of football investment, private equity, and commercialisationConnect with the Guest, Raphael Gellar:Raphael Gellar LinkedIn: https://www.linkedin.com/in/raphael-gellar-3b773648/ Forward Sports Group Website: https://www.forwardsg.com/team Connect with the Host, Massimo Marinelli:LinkedIn: https://www.linkedin.com/in/massimo-marinelli-803274/Follow Halford Media Advisory:LinkedIn: https://www.linkedin.com/company/halford-media-advisory/Website: https://www.halfordmediaadvisory.com/More from Berkida Ventures:Website: https://sites.google.com/view/berkida-ventures/Substack: https://theberkidabrief.substack.com/LinkedIn: https://www.linkedin.com/company/berkida-ventures/Email: info@berkida-ventures.comFollow the Podcast:Apple Podcasts: https://podcasts.apple.com/us/podcast/berkida-podcast/id1877643221 Spotify: https://open.spotify.com/show/3PMcmovZzweazCDgXKzmpY?si=37f1773a8fd34e38&nd=1&dlsi=4f8c3665a8ba4448
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    44 分
  • Sports Industry Shift for Leaders to Monetise Participation Over Viewership with Michael Dhulst

    Sports Industry Shift for Leaders to Monetise Participation Over Viewership with Michael Dhulst
    2026/07/15
    In this episode of Berkida Ventures Podcast, host Massimo Marinelli speaks with Michael Dhulst, Co-Founder & CEO at Supertri and Chief Operating Officer at Bahrain Endurance, an expert in mass participation sports, endurance events, and sports business innovation. Michael shares how Supertri is reimagining triathlon by creating shorter, city-centre events that combine elite competition with mass participation experiences.The conversation explores the rapid growth of participation sports, how changing consumer behaviour is reshaping the sports industry, and why community, technology, and wellness trends are driving demand for endurance events. Michael discusses Supertri's business model, the evolution from a media-focused sports property to a participation-led platform, and how AI, wearable technology, and digital communities will shape the future of mass participation sports.Key Takeaways:Michael's journey from triathlon enthusiast to co-founding Supertri.Why Supertri reinvented traditional triathlon with shorter, spectator-friendly race formats.How participation, not media rights, is becoming the primary revenue driver for endurance sports.The impact of health, wellness, and community trends on the growth of mass participation events.How wearable technology and AI are creating year-round engagement for athletes.Why building local communities and regional event ecosystems is central to Supertri's growth strategy.The investment opportunity in endurance sports and why consolidation across participation brands is likely.Predictions for the future of mass participation sports, digital communities, and athlete engagement.Noteworthy Quotes:“We asked ourselves, how can we reinvent triathlon and build the triathlon of the future?” – Michael Dhulst“We realised we couldn't rely solely on media rights. Participation is where the long-term opportunity is.” – Michael Dhulst“People want real-life experiences again and want to connect through activity.” – Michael Dhulst“Technology allows us to build communities that exist all year round, not just on race day.” – Michael Dhulst“The real opportunity is bringing people together through shared experiences.” – Michael Dhulst“There is still enormous potential for consolidation across mass participation sports.” – Michael DhulstKey Timestamps:00:00 - Introduction to Michael Dhulst and the rise of Supertri01:45 - Michael's journey into triathlon and endurance sports03:22 - Why Supertri was created and is reinventing triathlon07:43 - Supertri's business model and how it differs from Ironman10:23 - Creating spectator-friendly race formats and media experiences11:43 - Growing participation and building North America's largest city triathlons14:46 - Scaling a global participation sports platform19:33 - Wearables, AI, and building year-round athlete communities24:28 - Investment trends and consolidation in mass participation sports26:11 - Closing thoughts on the future of Supertri and participation sportsConnect with the Guest, Michael Dhulst:Michael Dhulst LinkedIn: https://www.linkedin.com/in/mdhulst/ Supertri LinkedIn:https://www.linkedin.com/company/supertri/ Connect with the Host, Massimo Marinelli:LinkedIn: https://www.linkedin.com/in/massimo-marinelli-803274/Follow Halford Media Advisory:LinkedIn: https://www.linkedin.com/company/halford-media-advisory/Website: https://www.halfordmediaadvisory.com/More from Berkida Ventures:Website: https://sites.google.com/view/berkida-ventures/Substack: https://theberkidabrief.substack.com/LinkedIn: https://www.linkedin.com/company/berkida-ventures/Email: info@berkida-ventures.comFollow the Podcast:Apple Podcasts: https://podcasts.apple.com/us/podcast/berkida-podcast/id1877643221 Spotify: https://open.spotify.com/show/3PMcmovZzweazCDgXKzmpY?si=37f1773a8fd34e38&nd=1&dlsi=4f8c3665a8ba4448
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    28 分