Football as a Vehicle for Change: Using Football Stories for Social Impact with Kely Nascimento

This week's podcast guest is Kely Nascimento – founder and CEO of The Impact Game, President of the Nascimento Foundation, global sport and narrative strategist, and daughter of Brazilian legend Pelé.

Kely's career has travelled through art school, graphic design, photography, theatre, and content creation, before converging on purpose-driven storytelling in football, particularly in women's sport and social impact. Drawing on a life lived between Brazil, the United States, and Paris, she has developed a unique lens on how art, culture, and human behaviour intersect with football.

In this conversation, we go deep into storytelling as a tool for social change, why football is such a powerful vehicle for humanity's stories, and how better listening, empathy, and diversity in decision-making can unlock the "untapped power" of women's narratives in sport.

During the podcast chat we spoke about:

1. Football is the vehicle, not the destination
   Kely's real subject is people, not sport. Football is simply a powerful global stage to explore human behaviour, identity, culture, and social issues. If you love something outside sport (art, music, law, education), you can still bring that into football as your vehicle.

2. The best storytelling starts with understanding yourself
   Every story passes through your personal "filter" of experiences, beliefs and biases. Effective storytellers keep doing inner work: understanding who they are, what they value, and how that shapes the way they see and retell stories.

3. Listening and asking are more important than talking
   Kely emphasises active listening: asking questions, letting people finish, and then clarifying instead of assuming. Great storytelling often comes from hearing what people struggle to say and helping them express it—without putting your own meaning on top.

4. Who tells the story matters as much as the story itself
   There's a big difference between:

   • A group of powerful people telling women's or marginalised communities' stories for them, versus
   • Creating space, resources, and platforms for those communities to tell their own stories.
     Brands, federations, and media need to move from "consulting women" to letting women lead narrative creation.

5. Context and culture are non‑negotiable in social impact
   Real impact requires understanding what people actually want in their own context. The Zanzibar example shows this: changing school schedules, working with imams, and respecting religious and cultural norms did more for girls' sport than any top‑down "liberation" message could.

6. Feminism is about choice, not one 'correct' path
   Whether it's wearing a hijab, changing your surname, or how you present your identity, Kely stresses that feminism means women deciding for themselves—not swapping one set of prescriptions (patriarchal) for another (a narrow version of "modern freedom").

7. Joy is fuel for sustainable storytelling work
   Kely separates joy from constant happiness. Joy is the deep sense of meaning you get from the work, even when parts of it are hard (like editing, travel, or friction with institutions). To last in this space, you must find and protect the joy in the process, not only in outcomes.

Connect with Kely & Resourses:

LinkedIn: https://www.linkedin.com/in/kelynascimento/

Instagram: https://www.instagram.com/iamkelynascimento/

Kely's Ted Talk: https://www.youtube.com/watch?v=9B1d7AvZ1CI&t=368s

Ted Talk: Ernesto Sirolli: Want to help someone? Shut up and listen!

Women in Soccer: https://womeninsoccer.org/

Raising a Student-Athlete: Work Ethic, Wellbeing & Family Values with Gosia Betancourt

This week's podcast guest is Gosia Betancourt, a Senior Healthcare Leader in the Pharmaceuticals Industry and a deeply engaged sports parent supporting her sons' athletic journeys, particularly her son Joshua's pathway as a student-athlete in diving.

Gosia has over 20 years' experience in pharmaceuticals and sales, working across global markets including Poland, the UK, the US, and Africa (e.g., Swaziland). Alongside her corporate leadership career, she has been intentionally building a high-performance yet values-driven family environment, integrating travel, education, sport, and character development for her two sons.

In this conversation, we go behind the scenes of what it really takes to be a sports parent. We explore how family values, work ethic, and communication shape both elite sport performance and healthy human development.

During the podcast chat we spoke about:

• Gosia's global journey and career foundation: How exposure to different cultures shaped her empathy, communication, and parenting style
• Family values as the base for sport: Building core values at home before worrying about medals or results
• Sales, pharma and parenting crossover: How "putting yourself in someone else's shoes" helps with coaches, teachers and children
• Failure, emotional control and mental toughness: Why managing emotions after success is just as important as after failure
• The pivotal moment: leaving elite gymnastics: Joshua's decision to walk away from high-level gymnastics despite success
• Transitioning from gymnastics to diving: The importance of a kind, supportive environment and what that revealed about his past experiences
• Balancing elite training with education: Why they chose Crimson Global Academy (CGA) for flexible, high-level online education

Connect with Gosia Here:

LinkedIn: https://www.linkedin.com/in/gosia-betancourt-ma-pacs-1516b430/

Connect Gosia through Crimson Global Academy Link Here

How To Pursue A Career In Football Team Operations & Player Services

This week's podcast guest is Natalia Jirala – Football Operations and Player Care Services Professional working across Saudi Arabia and AFC Football Environments, including the AFC Asian Cup Saudi Arabia 2027 LOC, SAFF, SPL Player Care, and Al Ittihad/PIF club structures.

Natalia is a football operations and player services professional with over eight years of experience delivering high-performance environments across elite competitions. Her background includes player care and operational support around elite international player environments, working with players including Karim Benzema, N'Golo Kanté, Fabinho, Moussa Diaby and Steven Bergwijn, mainly on the relocation, family support, cultural integration and team services side.

During the podcast chat we spoke about:

• How her football career started, and what inspired her to pursue the industry
• How the UEFA Certificate in Football Management (UEFA CFM) shaped her career development
• What drew her to specialise in Player Care & Football Operations
• What it takes to support elite players and their families through relocation and cultural integration into a new country
• Her experience working across major competitions and club structures, including SPL Player Care, Al Ittihad/PIF, and AFC Asian Cup Saudi Arabia 2027, and much more!

Connect with Natalia Here:

LinkedIn: https://www.linkedin.com/in/natalia-jirala/

Email: jiralanatalia@gmail.com

Redefining Football Business: Commercial Strategy, Motherhood & Leadership with Aslı Koç Tiryak

This week's podcast special guest is Aslı Koç Tiryak – Football Industry Executive, former Head of Commercial & Sustainability at Istanbul Başakşehir FK, member of the European Club Association / European Football Clubs committees, and founder of LOBA a consultancy focused on strategy, marketing, communications, and sustainability in football.

From falling in love with the Premier League as a young girl in Turkey to helping Istanbul Başakşehir become Turkish champions and regulars in European competitions, Aslı's journey shows what happens when you combine curiosity, analytical thinking, and courage to "think differently" in a traditionally male‑dominated industry. She now works with clubs and organisations on redefining commercial strategy with sustainability and social impact at the core.

In this conversation, Aslı shares how a non‑linear path (starting in chemistry, moving into events, media, and club football) shaped her unique way of solving problems, why sustainability became the brand positioning for Başakşehir, how she navigates motherhood and leadership in football, and why she believes football is one of the most powerful tools for social and environmental change.

What You'll Discover:

• From chemistry lab to a Football Club : How Aslı intentionally chose chemistry because of her obsession with asking "why?", and how that scientific, puzzle‑solving mindset now shapes her work in commercial strategy and sponsorship.
• Redefining a club branding through sustainability: The story behind questioning a "grey kit", why there was no strategic answer, and how that simple "why?" led to Başakşehir positioning sustainability at the heart of its brand, turning alternative kits into a playground for environmental messages and award‑winning campaigns.
• Becoming Turkish champions and entering Europe: What it meant to join Başakşehir in its fourth year, win the Turkish Super League, qualify for the Champions League, reach a Europa League quarterfinal, and suddenly be responsible for organising matches against European giants – including meeting childhood heroes like Sir Alex Ferguson.
• Looking ahead to EURO 2032 and Turkish football's transformation: Why co‑hosting EURO 2032 with Italy is a once‑in‑a‑generation opportunity for Turkey, and how governance, structure, and entertainment‑driven experiences must evolve to unlock football's full potential.
• Motherhood as the ultimate leadership programme: How becoming a mother has changed her leadership – from empathy and vulnerability to sharper focus on where she spends time and energy – and why she wants her daughter (and other girls) to know they do not have to choose between family and an ambitious career.
• Founding Loba and serving the wider ecosystem: The story behind planning LOBA 18 months before leaving Başakşehir, what Loba actually does for clubs, leagues, brands, and investors, and how it aims to prepare Turkish and European football for a more strategic and sustainable future.
• Aslı shares how Curiosity, relationships, and authenticity as career cornerstones and much more.

Connect with Aslı Here:

LinkedIn:

https://www.linkedin.com/in/asl%C4%B1-e-ko%C3%A7-tiryaki-b4194629/

Instagram:

https://laloba.tr/

Website:

https://www.instagram.com/asasinoykusu/

Rethinking Leadership in Sport & Business: How Ed Smith Uses Humanities & AI to Shape Future Leaders

This week's podcast special guest is Ed Smith – former professional cricketer, author, broadcaster, ex-Chief Selector for England Cricket (2018–2021), President of Marylebone Cricket Club (MCC), and Director of the Institute for Sport and Humanites (ISH).

From opening the batting for Kent as a teenager to helping England win the Cricket World Cup and now shaping leaders through education and AI, Ed's career spans elite performance, leadership, and deep thinking about what sport can teach us about life. He's uniquely placed at the intersection of high-performance sport, humanities, and emerging technologies like AI.

In this conversation, Ed shares how his experiences in professional cricket, writing, and academic leadership have shaped his philosophy on amateur vs professional mindsets, balance vs obsession, and how education and AI can help us rethink leadership in both sport and business.

What You'll Discover:

1. Ed's unexpected leap into professional cricket: How he went from Kent U19s to opening the batting in the County Championship almost overnight – and why loving the game and being a good learner matters more than being "ahead" when you're young.

2. Amateur vs professional mindset – and why we need both: The core ideas from his book What Sport Tells Us About Life – why "amateur" shouldn't mean sloppy, how to protect the joy that got you into sport in the first place, and how to carry that into a professional environment.

3. The real meaning of balance in high performance: Why Ed's best seasons (1997 and 2003) came when he was stretched off the field – studying for university exams and writing a book – and what this teaches athletes and leaders about not sacrificing everything for performance.

4. Using your 'extra' time as an athlete wisely: Ed's candid view that many professional athletes have more time than they think – and how using that time for education, reflection, or a second discipline can actually improve on-field performance.

5. The Institute for Sport and Humanities (ISH) and leadership development: How Ed founded ISH while serving as England's Chief Selector, the type of leaders they're developing (from players like Matt Fisher and Heather Knight to professionals across sports), and why critical thinking, humanities, and AI now sit at the heart of modern leadership.

6. Flow state, form, and the 'absence of irrelevant thought': Ed's practical take on flow – how to focus on enjoying concentration rather than runs or results, how to handle bad form, and why being fully present (and not thinking about anything else) is a powerful competitive advantage.

7. Lessons for business leaders from elite sport: How ideas like balance, deep focus, love of the work, and intelligent use of technology (including AI) translate directly from the dressing room to the boardroom – and what leaders in any industry can borrow from Ed's playbook.

Beyond the Job Board: Inside Sports Recruitment with Janine Mostyn

This week's podcast special guest is Janine Mostyn, Managing Director of Huckleberry Sport and one of the most respected specialist recruiters in the sports and entertainment industry.

With 20 years in recruitment (and nearly a decade running Huckleberry Sport), Janine has helped rights holders, clubs, agencies and brands build high-performing teams, and supported hundreds of candidates into dream roles across football, motorsport, entertainment, and beyond.

In this conversation, Janine lifts the lid on what really happens in sports recruitment: how clients should work with headhunters, what candidates must do (and stop doing) to stand out, and how great recruiters operate with integrity in a competitive industry. She also shares powerful advice on networking and becoming a genuine connector in sport.

1.Janine's journey into recruitment and sport: The moment she realised generic sectors weren't exciting enough – and why sport and football felt like "the best feeling ever."

2. From public sector to sports & entertainment: How working at a creative agency, bringing in clients across sectors, led her to naturally gravitate to sports clients.

3. Transferable skills and the "blueprint" for recruitment: The non-negotiables: being thorough, not shortcutting shortlists, and genuinely considering every candidate.

4. Quality over quantity in the sports recruitment space: Why Janine prioritises long-term, high-quality relationships over chasing volume.

5. Do's and Don'ts for clients working with recruiters: How to set realistic expectations (no "unicorn hunting" for 6 months) and define what the essential 80% really is.

6. Do's and Don'ts for candidates in the sports industry: The problem with "apply, apply, apply" and why mass applications (300+ roles) rarely work.

7. The recruiter's perspective: standards, ethics & feedback: What great recruiters actually do behind the scenes: mapping markets, longlisting, referencing, coaching, and much more.

Connect with Janine:

LinkedIn: https://www.linkedin.com/in/janinemostyn/

Website: http://www.huckleberrysport.com

How to Get More Women Coaching in Football with FA EDI Lead Sharon Muxworthy

This week's podcast special guest is Sharon Muxworthy, Educational Inequality, Diversity & Inclusion Lead for the Female Game at The FA and Head Coach of the University of Brighton Women's First Team.

A former PE teacher turned coach, coach developer, and national EDI lead, Sharon has spent over a decade at The FA designing and delivering programmes that open doors for more women – and more diverse voices – in coaching. From grassroots to the top of the women's game, she focuses on inclusion, confidence, and building a sustainable, diverse coaching workforce.

In this conversation, Sharon shares her journey from playing street football in 1970s Wales to leading national coach development, and breaks down what it really takes to create environments where women can thrive as coaches.

• Sharon's journey into football and coaching
  From playing in the street and being excluded from school teams, to rediscovering football at university, teaching PE, and coaching at academy and university level.

• Teaching as the foundation for great coaching
  How classroom skills—questioning, communication, and assessment for learning—shaped her approach to coaching and coach development.

• Creating inclusive environments that keep girls in sport
  Practical examples of welcoming girls into teams, making sport fun, and why belonging and joy must come before performance.

• Trust, challenge, resilience and team values
  Why challenge only works when trust is in place, how sport naturally teaches resilience, and how clear "above the line" behaviours guide team culture.

• Her current FA role and key programmes
  What Sharon does as EDI Lead for the female game: growing a more diverse coaching workforce through club placements, mentee development, and targeted support.

• Digital learning and accessibility for new coaches
  How courses like EE Playmaker and Introduction to Coaching Football lower barriers, especially for women who might not feel ready to walk into a course in person.

• Practical advice for aspiring women's football coaches
  The importance of knowing your why, volunteering to gain experience, being your authentic self, and surrounding yourself with mentors and supportive

Connect with Sharon:

LinkedIn: https://www.linkedin.com/in/sharon-muxworthy-06b26b44/

FA Website: https://www.thefa.com/womens-girls-football

The Powerhouse Project Website: https://www.thepowerhouseproject.co.uk/

What It Takes to Lead Sports Host Broadcasting: Inside ISB with CEO Ursula Romero

This week's podcast special guest is Ursula Romero, CEO and Managing Director of International Sports Broadcasting (ISB), a global leader in host broadcasting operations for the world's biggest sporting events.

With over two decades of experience shaping modern broadcast standards, Ursula has worked on every Olympic and Paralympic Games since 1996, as well as major global events including the FIFA World Cup and the Invictus Games. An award-winning producer and director, she is also a passionate filmmaker with a Master's in Cinematography from the London Film Academy. Today, she leads ISB into a new era of technological innovation, diversifying global sports coverage and driving the future of live sports production.

In this conversation, Ursula opens up about what it really takes to build a career in sports broadcasting from the ground up, how she navigated the transition from producer to CEO, and why storytelling still sits at the heart of great sports coverage—despite all the technological change.

What You'll Discover:

• How Ursula built a 30-year career in global sports broadcasting
  From summer jobs as a liaison officer and driver at World Cups and World Championships to directing live sport and leading host broadcasting for Global Sporting Events

• What it actually takes to be a CEO in sports broadcasting
  Ursula unpacks the shift from head of production to running ISB, taking over during the pandemic, handling bids, clients, pressure, and the emotional reality of stepping into her late father's role.

• Why storytelling will always beat technology
  How Ursula thinks about live sport as storytelling, what's changed (and what hasn't) from the 1980s to the age of TikTok, and how to use new platforms without losing narrative quality.

• The future of live production, social media, and AI in sport
  Ursula shares how vertical video, second-screen experiences, fan engagement tools, and AI are reshaping coverage—and how to use these tools without diluting the human side of sport.

• Practical career advice for aspiring sports broadcasters
  Why work experience beats classroom theory, how to get your foot in the door, the importance of saying "yes" to unglamorous roles, and why exploring non-mainstream sports can be your edge—and much more.

Connect with Ursula:

LinkedIn: https://www.linkedin.com/in/ursula-romero-1b938810/

Instagram: https://www.instagram.com/ualecrim/

SBI Website: https://isbtv.es/

SBI Instagram: https://www.instagram.com/isbc_live