In this episode of Don’t Forget Your Tickets, we’re joined by James Wynne—founder of Playbook Sponsorship and a sponsorship leader whose work has spanned the Caribbean Premier League, Digicel, Guinness under Diageo, and powerhouse football brands like Chelsea and Manchester United.

James shares his personal journey from working with global giants to launching his own consultancy—and along the way, he unpacks the biggest opportunities and challenges in sports sponsorship today.

Key themes you’ll hear about:

✅ The importance of authenticity: Why authentic stories and shared values—not flashy logos—create lasting sponsorship success.
✅ The power of B2H (Business to Human): How smart clubs and brands are moving beyond B2B and B2C mindsets to forge real, emotional connections with fans.
✅ Middle Eastern sponsorship trends: Why legacy and grassroots investment—not just visibility—are driving long-term success in emerging markets.
✅ The role of storytelling: From “Drive to Survive” to small club success stories, hear how narrative can transform your commercial approach and build communities around your club.

Near the end, James offers powerful takeaways for club commercial teams: start with who you are, avoid the short-term money trap, and build sponsorships that last for years. He also shares a real-world example of Bohemians FC’s success—an inspiring case for every club that wants to stand out and win the long game.

If you’re a ticketing manager, commercial manager, or fan engagement leader, this episode is for you.

🎧 Listen now—and get inspired to rethink how your club’s story can become its strongest commercial asset.

Don't Forget Your Tickets is powered by TicketCo and hosted by TicketCo’s CEO, Carl-Erik Michalsen Moberg. The podcast was originally named TicketingPodcast.com

To celebrate the 50-episode milestone of Don’t Forget Your Tickets, we’re revisiting our most downloaded guests in a special mini-series: the Podium Specials.

First up is Brooke Arthur—a ticketing expert whose journey spans from her early days at Vancouver 2010 to her role in hospitality ticketing at Paris 2024. Throughout her career, Brooke has worked at some of the most high-profile global events, shaping exceptional fan experiences in environments where precision and passion meet.

In this episode, Brooke shares:
✅ What it means to work in ticketing for the world’s biggest sporting events
✅ How digital transformation is changing the game for fans and clubs—through real-world, human-focused strategies
✅ The power of empathy in leadership and in supporting fans
✅ Why storytelling is an essential part of ticketing, not just a “nice to have”

Brooke also opens up about the adrenaline of live events, her thoughts on the future of ticketing, and how her ongoing MBA studies are helping her see ticketing as a dynamic blend of strategy, operations, and human connection.

If you’re in sports ticketing and want a real-world look at how top professionals are rethinking the matchday experience, this episode is a must-listen.

🎧 Tune in to the first of our three Podium Specials—celebrating the magic of ticketing and the people who bring it to life.

Don't Forget Your Tickets is powered by TicketCo and hosted by TicketCo’s CEO, Carl-Erik Michalsen Moberg. The podcast was originally named TicketingPodcast.com

What does it take to go from zero experience in ticketing to leading one of Europe’s largest stadium operations?

In this live rooftop conversation from Manchester, we catch up with Daniel Cook, newly appointed Head of Ticketing at Principality Stadium and Welsh Rugby Union (WRU). One year after his first appearance on the podcast, Daniel shares how he worked his way up, the challenges of balancing rugby and global concert operations, and what it means to own and leverage data in a digitally driven stadium environment.

From preparing for the Oasis world tour to achieving over 99.98% digital ticketing for Six Nations fixtures, Daniel offers real-world insight into operational leadership at the highest level — and why ticketing is the unsung hero of live events.

If you work in ticketing, fan experience, or stadium ops, this episode will leave you energised, inspired, and just a little envious of Daniel’s view from the top.

Don't Forget Your Tickets is powered by TicketCo and hosted by TicketCo’s CEO, Carl-Erik Michalsen Moberg. The podcast was originally named TicketingPodcast.com

What does it take to land a top job in Sports?

We're live with a new season of Don't Forget Your Tickets, and in this opening episode of season seven, James Gershfield, Head of Sports & Entertainment at Forsyth Barnes, reveals the key traits that separate candidates who apply from those who get hired.

With experience recruiting for Manchester United, Real Madrid, ATP Tour, and the PGA, Gershfield identifies three must-have qualities for Premier League clubs: deep industry experience, a revenue-driven mindset, and leadership that drives progress. Clubs ahead of the curve now prioritize AI-driven analytics, dynamic pricing strategies, and data-led fan experiences—a shift that’s creating a clear divide between progressive and stagnant organizations.

Tottenham Hotspur stands out as a case study in maximizing matchday revenue, leveraging pre-game entertainment and affordable concessions to drive higher per-head spending.

For professionals looking to break into or advance in the industry, Gershfield’s advice is clear: network relentlessly, bring innovation to your role, and “ABL: Always Be Learning.” Most importantly, if you find yourself pushing ideas your organization isn't ready for, it may be time to move on.

Don't Forget Your Tickets is powered by TicketCo and hosted by TicketCo’s CEO, Carl-Erik Michalsen Moberg. The podcast was originally named TicketingPodcast.com

What Will Buying a Match Ticket Look Like in the Future?

As ticketing technology evolves and fan behaviors shift, how will clubs adapt to keep stadiums full and fans engaged?

For the final episode from Don’t Forget Your Tickets at Emirates Stadium, Professor Dominik Schreyer from WHU – Otto Beisheim School of Management sat down with Thom Airs to explore the future of ticketing, spectator behavior, and the role of data and psychology in shaping matchday experiences.

In this episode, they discuss:

• The evolving landscape of ticket sales—has the market peaked, or is there room for further growth?
• The rise of no-shows and how clubs can use behavioral insights to bring fans back to stadiums.
• Why younger audiences engage differently—and what that means for the future of ticketing.
• The role of AI, automation, and new technologies in shaping the fan journey.
• How smaller clubs can drive innovation and set the pace for industry-wide change.

This conversation provides a fascinating look into the trends shaping football ticketing in the coming years—and what clubs can do today to stay ahead of the curve.

Sit back and enjoy the final conversation from Don’t Forget Your Tickets at Emirates Stadium.

This Live Special episode of Don't Forget Your Tickets was recorded at the Don't Forget Your Tickets conference at Emirates Stadium, January 23rd 2025, as the last of 12 on-stage interviews that day. Dominik Schreyer was interviewed by Thom Airs.

Don't Forget Your Tickets is powered by TicketCo and hosted by TicketCo’s CEO, Carl-Erik Michalsen Moberg. The podcast was originally named TicketingPodcast.com

How Can EFL Clubs Build a Sustainable Financial Future?

Tight margins, rising costs, and unpredictable revenue streams can make or break a football club’s future. So how can EFL clubs create a financial model that balances ambition with long-term stability?

At Don’t Forget Your Tickets at Emirates Stadium, Steve Kavanagh, former Millwall CEO and Non-Executive Director of the EFL, sat down with Greig Box Turnbull to explore the financial realities of running a football club in the English Football League.

In this episode, they discuss:

• The biggest financial pressures facing EFL clubs today.
• How clubs can balance on-pitch success with long-term financial health.
• The importance of strategic leadership in building sustainable clubs.
• Why the role of the independent regulator is shaping the future of the football pyramid.

With over two decades of leadership experience at Millwall, Charlton, and Southend, Steve shares first-hand insights on financial sustainability—and why clubs must take control of their own future.

Sit back and enjoy the conversation.

This Live Special episode of Don't Forget Your Tickets was recorded at the Don't Forget Your Tickets conference at Emirates Stadium, January 23rd 2025, as the eleventh out of 12 on-stage interviews that day. Steve Kavanagh was interviewed by Greig Box Turnbull.

Don't Forget Your Tickets is powered by TicketCo and hosted by TicketCo’s CEO, Carl-Erik Michalsen Moberg. The podcast was originally named TicketingPodcast.com

How Are Mobile Apps Transforming Fan Engagement in Football?

In an era where fans expect a constant connection with their clubs, mobile apps have become more than just digital hubs—they're powerful tools for engagement, loyalty, and revenue generation. But how can clubs make the most of them?

At Don’t Forget Your Tickets at Emirates Stadium, Martin Dunford, CTO at Urban Zoo, sat down with Alex Eagle to discuss how football clubs are leveraging digital innovation to build deeper relationships with their supporters.

In this episode, they explore:

• How club apps have evolved from simple information platforms to fully interactive fan experiences.
• The role of ticketing, gamification, and personalization in boosting fan loyalty.
• How data-driven insights help clubs strengthen their marketing and engagement strategies.
• Why even smaller clubs can benefit from embracing mobile-first solutions.

With more clubs investing in digital transformation, now is the time to rethink how technology can enhance the fan experience.

Sit back and enjoy the conversation.

This Live Special episode of Don't Forget Your Tickets was recorded at the Don't Forget Your Tickets conference at Emirates Stadium, January 23rd 2025, as the tenth out of 12 on-stage interviews that day. Martin Dunford was interviewed by Alex Eagle.

Don't Forget Your Tickets is powered by TicketCo and hosted by TicketCo’s CEO, Carl-Erik Michalsen Moberg. The podcast was originally named TicketingPodcast.com

How Can Clubs and Tech Providers Shape the Future of Ticketing—Together?

The best innovations in football rarely happen in isolation—they thrive when clubs and technology providers work hand in hand. But what does that kind of partnership actually look like in practice?

At Don’t Forget Your Tickets at Emirates Stadium, Mads Liabø, Marketing Manager at SK Brann, and Carl-Erik Michalsen Moberg, CEO of TicketCo, sat down with Clare Kenny to discuss how Brann and TicketCo are working side by side to push the boundaries of ticketing and fan engagement.

In this episode, they explore:

• How SK Brann became TicketCo’s innovation lab, helping develop next-generation ticketing solutions.
• Why real-time feedback from clubs is crucial for building fan-first technology.
• How data, automation, and AI will reshape the future ticketing experience.
• The value of understanding fans—whether it’s driving season ticket demand or reducing matchday queues.

This is the story of a football club and a ticketing provider working shoulder to shoulder—and a look into how close collaboration can drive lasting change.

Sit back and enjoy the conversation.

This Live Special episode of Don't Forget Your Tickets was recorded at the Don't Forget Your Tickets conference at Emirates Stadium, January 23rd 2025, as the ninth out of 12 on-stage interviews that day. Mads Liabø and Carl-Erik Moberg was interviewed by Clare Kenny.

Don't Forget Your Tickets is powered by TicketCo and hosted by TicketCo’s CEO, Carl-Erik Michalsen Moberg. The podcast was originally named TicketingPodcast.com