Having worked with teams, leagues and rights holders over the last few years on developing their international audiences, this was a fun chat to have.

Sabrina has been working for the last decade with the likes of FC Barcelona, Bayern Munich and La Liga. Helping them develop huge fan bases over a sustained period of time and seeing great success.

So what does it take? How should you measure success? Can anyone succeed there? How can you make the most of the football world watching the US over the next two years?

It's a fun topic that we could speak for many hours about.

Chapters...

00:00 Introduction to the US Market for Football

03:12 The Power of Storytelling in Sports

06:07 Defining Creativity and Self-Expression

08:54 The Journey of Entrepreneurship

12:11 Transitioning from Tech to Sports PR

14:52 Strategic Approaches to US Market Engagement

17:45 Challenges of European Clubs in the US

21:01 Understanding Success in the US Market

30:43 Strategic Partnerships in Sports

37:44 The Growth of Soccer in the U.S.

45:40 Emerging Sports and Market Trends

52:06 Celebrating Women's Sports

58:21 Lessons from the Journey

To find out more about developing international strategies in sports, drop me a message at daniel@runningoncoffee.co.uk

Matt Gentry has worked with some of the biggest names in sport including Lewis Hamilton and David Beckham. But he is most closely associated with Sir Andy Murray.

They set up 77 Sports Management together back in 2013, when Andy was world #1 and had won his first Wimbledon title, after successfully working together at Simon Fuller's agency, 19.

Now he can be found working with the top names still, this time with Authentic Brands Group. A company whose portfolio includes include Reebok, David Beckham, Ted Baker, Shaquille O'Neal, Sports Illustrated and recently bought Champion in a $1.2bn deal.

Dan and Matt's conversation delves into the meaning of creativity in sports, the transition from agency work to talent management, and the dynamics of building brands for established athletes.

Matt also discusses the entrepreneurial spirit at Authentic Brands Group and explores the impact of new media trends on athlete branding and engagement.

So much to dig into - give it a listen and let us know what you think! Enjoy.

"Draw a venn diagram of football, marketing and fandom, and Amar Singh would be smack bang in the intersection!”

In this episode of Running on Coffee, host Daniel McLaren speaks with Amar, SVP Content & Creative at sports marketing agency MKTG.

They discuss the essence of creativity in marketing, the importance of strategic thinking, and the role of diversity in the industry.

Amar shares insights from his career, including his experiences working on all sides of the industry - brand, media, club and now agency.

The conversation also touches on the current state of creativity in sports marketing, the impact of disruption, and the importance of storytelling in engaging audiences.

Make sure you listen to Amar's own podcast, the fantastic 'Sports Marketeer Podcast"