Why the world's biggest brands are betting on F1?

The rapid commercial evolution of Formula 1 has been clear to see in recent years, but what makes the property so attractive to brands? At last month's BlackBook Motorsport Forum, representatives from LVMH, Lego, Revolut and Heineken appeared on stage to answer exactly that question. Moderated by the founder and CEO of Right Formula, Robin Fenwick, listen out for some best practice advice on how to bridge motorsport with fashion and culture, and also the big differences and opportunities between sponsoring a team and a series.Mics Out is your inside track to the business of motorsport - part of the SportsPro podcast network. If you’re enjoying the show, explore more episodes here: https://open.spotify.com/show/3rOlbQh95rVJ16ZtqGkVsG?si=d9847e664e1e4900

Kim Stone has spent most of her career in the NBA with the Miami Heat and Golden State Warriors, but when she got a call from Michele Kang offering the chance to become chief executive of the NWSL’s Washington Spirit, the opportunity was too good to pass up. In this episode of the SportsPro Podcast, Stone sits down with Head of Editorial Sam Carp to discuss the strategy underpinning the Spirit’s ongoing revenue growth, how the club thinks about profitability and where the franchise is investing for the future. Recorded at SportsPro New York, the conversation also covers Trinity Rodman’s record contract extension with the Spirit and how the organisation quantifies the commercial impact of one of women’s soccer’s most marketable talents. There was also time to discuss NWSL franchise valuations, the league's new High Impact Player rule and plenty more.  

In this special episode recorded at SportsInnovation 2026, SportsPro's George Breare returns to the hosting seat for a conversation with Steffen Merkel, chief executive of German soccer's DFL. Shortly after signing a contract extension until 2029, Merkel discusses what's driving the Bundesliga's record €6.33bn revenues and outlines the league's media rights strategy both at home and abroad.  There’s also a deep dive into how the DFL is approaching AI and emerging technologies, the impact of Harry Kane and other international stars, and why maintaining authenticity remains a key priority for the Bundesliga as the game evolves.We'd love to hear what you think. 📩 Got questions for future episodes?Email us at: [email protected]🎧 Don’t forget to check out SportsPro’s other podcasts: StreamTime Sports, Mics Out, and New Era.OUR SOCIALS:Newsletter: https://www.sportspro.com/account/registration/Spotify: https://open.spotify.com/show/4vDHloCVsAdKJusUtVRnCd?si=TX8jJO6dR7qyzALZfQv2bQInstagram: https://instagram.com/sportspro.mediaLinkedIn: https://www.linkedin.com/company/sportspro-media/TikTok: https://www.tiktok.com/@sportspromediaStreamTime Sports:  @SportsProNick  #SportsPro #Podcast #Bundesliga #DFL

With more than 2 billion daily users and 40 billion hours of sports content watched annually, YouTube has become a major destination for sports highlights, creator watchalongs and, increasingly, live sport.In this episode, we revisit an interview from the SportsPro Media Summit in Madrid, where SportsPro head of editorial Sam Carp sits down with Jonny Keogh, YouTube's head of UK sports, to discuss how leagues, teams and rights holders are using the platform to expand their reach and monetise audiences.Keogh outlines what a "good" YouTube strategy looks like today, how competitions like the Women's Super League have used the platform to build audiences and attract sponsors, and whether some properties should even use it as their primary distribution channel. 📩 Got questions for future episodes?Email us at: [email protected]🎧 Don’t forget to check out SportsPro’s other podcasts: StreamTime Sports, Mics Out, and New Era.OUR SOCIALS:Newsletter: https://www.sportspro.com/account/registration/YouTube: http://youtube.com/@wearesportsproInstagram: https://instagram.com/sportspro.mediaLinkedIn: https://www.linkedin.com/company/sportspro-mediaTikTok: https://www.tiktok.com/@sportspromedia

Recorded live during our recent Global SportsTech Report 2026 launch event held at Meta’s London HQ, this special episode hosted by SportsPro's Steve McCaskill brings together experts from Sportradar, the DP World Tour and Meta to explore how sports technology is moving from hype to measurable impact. Where is AI genuinely creating value? How are rights holders using data to drive fan engagement? Is immersive tech finally reaching its tipping point? And what does the next phase of transformation look like? From computer vision and predictive modelling to second-screen battles, generative AI and the rise of agentic systems, this conversation explores what’s working today and what still needs to prove itself.Access the full report: https://www.sportspro.com/projects/global-sportstech-report/

10 years ago, FIFA was on its knees following a corruption scandal that rocked the sport. Enter Gianni Infantino, who was elected president of soccer's governing body with a remit of restoring faith in the organisation. To mark the anniversary of Infantino's appointment, the SportsPro editorial team unpack the highs and lows of his presidency - from record revenues and tournament expansion to growing tensions over player welfare and the Swiss administrator's increasingly close ties to Donald Trump.  With this summer's World Cup in the US fast approaching, we ask whether Infantino has achieved what he set out to do and look ahead to what the next chapter of his tenure has in store.📩 Got questions for future episodes?Email us at: [email protected]🎧 Don’t forget to check out SportsPro’s other podcasts: StreamTime Sports, Mics Out, and New Era.OUR SOCIALS:Newsletter: https://www.sportspro.com/account/registration/YouTube: http://youtube.com/@wearesportsproInstagram: https://instagram.com/sportspro.mediaLinkedIn: https://www.linkedin.com/company/sportspro-mediaTikTok: https://www.tiktok.com/@sportspromedia

In one of his first interviews since joining Six Nations Rugby, chief executive Tom Harrison joins Sam Carp and Steve McCaskill on this week's episode for an in-depth conversation at a pivotal moment for rugby union. With this season's Six Nations underway, Harrison assesses the health of the competition, discusses whether the tournament going behind a paywall was ever a genuine possibility, and explains why in-game ads have been introduced for the first time. There's also time to look ahead to the inaugural edition of the new Nations Championship and explore the challenges of calendar reform, while Harrison also offers his view on what rugby needs to do to stay relevant and predicts what the sport could look like in ten years. 📩 Got questions for future episodes?Email us at: [email protected]🎧 Don’t forget to check out SportsPro’s other podcasts: StreamTime Sports, Mics Out, and New Era.OUR SOCIALS:Newsletter: https://www.sportspro.com/account/registration/YouTube: http://youtube.com/@wearesportsproInstagram: https://instagram.com/sportspro.mediaLinkedIn: https://www.linkedin.com/company/sportspro-mediaTikTok: https://www.tiktok.com/@sportspromedia

With one week to go until the Winter Olympics, the SportsPro Podcast dives into what Milan-Cortina 2026 means for the future of the Games and discusses whether the event will benefit from the glow of a successful Paris 2024.Hear from Ed Dixon, Sam Carp, Steve McCaskill and Josh Sim as they break down the business of the Winter Olympics and explore some of the biggest storylines approaching the Games, including Italy's hosting journey, the return of the NHL and the political backdrop to the event.There's also time to consider some of the more existential questions about the future of the Winter Olympics – and of course the quiz that no one asked for.#SportsPro #Podcast #WinterOlympics

The SportsPro team reveal their ten most influential figures for the year ahead spanning global sport, media, politics and athlete power before locking in a set of bold predictions on media rights, private equity, women’s sport and golf’s fractured future. Hear from Ed Dixon, Sam Carp, Steve McCaskill and Josh Sim as they focus on the people, power and decisions that will shape the industry over the next 12 months.

The SportsPro Podcast signs off for the year with its traditional dose of festive chaos, as Ed Dixon hosts the 2025 SportsPro Christmas Quiz with Josh Sim, Steve McCaskill and Sam Carp. From staggeringly slow quick-fire questions and an ill-conceived bidding round to confusing quotes and a nail-biting finale, the team test how much they actually remember from the past 12 months across the global sports industry. Will they cope under the pressure, which of them suffers the ignominy of the wooden spoon and who walks away with the title? Tune in to find out.