Is the commercial value of talent shifting? Mark Middlemas, CEO of The Athlete Media Group spoke to Matt about the evolving role of athletes in branding.

In the past, brands saw talent as mere figures to endorse products. But now, it’s about weaving authentic stories that resonate. The world of creators, influencers and elite athletes has exploded, creating a blend that offers brands unique opportunities.

Athletes today are more than just faces; they’re relatable stories that connect deeply with audiences. This authenticity is what brands crave. It’s about finding the right athlete who can genuinely represent their values and mission.

As Mark points out, it’s crucial for brands to understand what they want out of these relationships. It's not just about transactions; it’s about building long-term partnerships that thrive on authenticity.

Chapters:

0:00 Intro: The commercial value of talent

0:34 How brands now view athletes, creators and influencers

2:54 Why authentic athlete stories matter to major brands

4:43 Moving beyond name value and PR announcements

5:39 How brands and athletes find the right commercial fit

6:39 What Athlete Media Group does for sporting talent

8:05 Why brands should think beyond social media posts

9:32 Budgets, briefs and building long-term partnerships

10:54 Protecting athletes from the wrong brand deals

12:44 Measuring success: sales, brand value and authenticity

14:32 What brands look for in long-term athlete relationships

17:21 Why in-person relationships still matter in marketing

19:45 AI, content creation and the future of athlete profiles

22:43 Quickfire: gold medallist or creator with millions of followers?

24:07 Do brands overpay for fame or underpay for influence?

25:52 Advice for people wanting to work in athlete management

27:32 Final thoughts and wrap-up

In this episode, Matt Wood sits down with Joe Pattison of EMW Global to unpack the evolving world of global sports marketing. From his journey through media and international markets to working at the intersection of brands, athletes and rights holders, Joe shares a behind-the-scenes look at how modern sports partnerships are built.

They dive into the balance between global reach and local relevance, why athletes are becoming powerful brands in their own right, and how cultural nuance shapes deals across regions like Asia, the Middle East and Latin America. Joe also breaks down EMW’s end-to-end process - from strategy to activation - and explains what separates successful partnerships from the ones that fall apart.

Looking ahead, the conversation explores emerging markets, the growing importance of fan data, and how the sports industry is adapting in an AI-driven world. Whether you’re a brand, athlete or someone looking to break into the industry, this episode offers practical insights into where sports marketing is heading next.

Chapters:

00:00 Joe Pattison’s background and EMW Global overview
02:29 Do global sports deals still make sense in local markets?
04:12 How brands in different regions approach partnerships
05:36 Why Western sports properties are further ahead
06:37 Athletes as brands and why that matters now
09:42 What makes an athlete attractive to sponsors
11:28 Big social followings vs rising stars
13:53 Global icons or local talent: what works best?
16:19 How EMW Global builds partnerships step by step
18:54 In-house talent vs sourcing the right athlete
20:00 Why sports deals break down
21:52 The most underestimated growth markets in sport
23:49 The future of fan data, AI and sports marketing
27:59 Why owning audience data changes everything
28:26 Advice for young people breaking into sports marketing

In this episode, Matt Wood sits down with Tom Gilding (HYROX, ex-Runna) to break down what separates great partnerships from the ones that fall flat.

From identifying untapped opportunities in the athlete journey, to why leading with value beats hard selling every time, Tom shares real-world insights from working with global brands, major race events and community-driven activations.

They dive into:

• How to build partnerships that genuinely enhance the athlete experience
• Why most partnerships fail by focusing on inventory over outcomes
• The power of community, ambassadors, and authentic brand alignment
• What brands like Tinder, Lululemon and Runna got right
• The growing importance of in-person experiences in a digital-first world
• How to approach partnerships from both the sponsor and rights-holder side

Whether you're in sport, marketing, or building a brand, this episode is packed with practical lessons on creating partnerships that actually work.

🎧 Listen now and rethink how you approach partnerships.