"Sport first": F1's Liam Parker on growth, partners and the limits of entertainment

F1 has gone from 13 commercial partners a decade ago to around 33 today, from a paddock that barred drivers from posting on social media to an always-on content operation, and from a linear US broadcast deal with ESPN to a streaming partnership with Apple. Liam Parker, chief communications and corporate relations officer at F1, has a simple framing for all of it: none of it works unless the racing does. In this episode of the SportsPro Podcast, produced in collaboration with Mics Out from BlackBook Motorsport, Parker joins motorsport editor Cian Brittle to discuss what "redefining reach" means in the Apple era, how F1 decides when its global partner roster is full, and why he would swap the word Americanisation for modernisation. Recorded ahead of the Hungarian Grand Prix, the conversation also covers the collaborative fix to this season's new power unit regulations, fan activation work with Heineken and Lego, the markets F1 believes are underserved — India chief among them — and how the sport is contingency-planning the end of its season amid geopolitical uncertainty.

SportsPro speaks to Paceteq chief executive Alexander Bodo to learn how decades of data analytics and AI experience in motorsport can be harnessed by soccer to drive performance, aid recruitment, and drive further efficiencies on and off the pitch.Bodo explains why culture and technology has held back soccer in recent years, with a lack of unified data platforms and in-house skills among the barriers to adoption.However, there are signs that things are changing, with a generation of data-savvy coaches and players and game changing AI technologies ready to deliver a revolution in soccer analysis. 

Former England cricketer and national team selector Ed Smith talks to SportsPro about the changing nature of leadership.He explains how leaders must balance data driven decision making with human judgement and the need for human centric AI strategies.He also discusses the importance of building strong teams and the value of formal education in leadership.Ed Smith is the co-founder and director of the Institute of Sports Humanities.

The Commonwealth Games have faced one of the most turbulent periods in their history. After Victoria pulled out as host in 2023, uncertainty loomed over the event’s future, its relevance, and whether the traditional model could survive.Now, with Glasgow hosting the 2026 Commonwealth Games on a significantly reduced budget and a condensed planning timeline, Commonwealth Sport is positioning the event as the beginning of a new era, built around a leaner, more sustainable model designed to attract more host cities in the years ahead.In this episode of the SportsPro Podcast, SportsPro reporter Josh Sim is joined by Commonwealth Sport chief executive Katie Sadleir. She discusses the lessons learned from Victoria's withdrawal, Glasgow's rapid turnaround, the Games' evolving commercial and broadcast strategy, and why she feels the reset will secure the Commonwealth Games' future well beyond 2026.

Former New Zealand captain Bex Smith spent much of her football career playing in Europe and came away convinced that the structures underpinning the women's game were holding it back. Now, as the founder and chief executive of the Crux Football multi-club group, the former Fifa executive is implementing an ownership model built on carving women's teams out of the men's structure to run them as standalone businesses. In this episode of the SportsPro Podcast, Smith joins Head of Editorial Sam Carp to discuss the launch of Crux, the criteria shaping acquisitions of clubs like Montpellier and FC Rosengård,and where she sees the biggest opportunities for revenue growth. Recorded at SportsPro London in April, the conversation also explores the growing role of MCOs in women’s football, how Fifa and Uefa could incentivise more investment in the game and Crux’s ambition to scale to five teams. 

Prem Rugby CEO Simon Massie-Taylor talks SportsPro through plans to make league more financially sustainable, grow the audience and take advantage of sport’s rise as an asset class.

Brad Ross worked on four Fifa World Cups during more than a decade with Coca-Cola, but he likens the expanded 2026 edition to having 104 Super Bowls in five to six weeks. Now, as managing director of global marketing partnerships at Bank of America, he is overseeing the financial services giant’s first-ever sponsorship of soccer’s flagship international tournament. In this episode of the SportsPro Podcast, Ross sits down with Head of Editorial Sam Carp to discuss the strategy underpinning Bank of America’s World Cup debut and what opportunities and challenges the expansion of the tournament creates for sponsors. Recorded at SportsPro London, the conversation also explores how the bank will activate the partnership across its 100 US markets, what it takes to cut through in a noisy tournament environment, and how it is tracking ROI. There’s also time for Ross to reveal what it’s really like to work on a World Cup and share his key piece of advice for sponsors.

Beth Barrett-Wild has fond memories of the 2017 ICC Women’s World Cup final, which England won on home soil. Nine years later, as the tournament director of the upcoming ICC Women’s T20 World Cup, she is leading the ECB’s efforts to ensure the event accelerates the long-term growth of women’s cricket in England and Wales.In this episode of the SportsPro Podcast, Barrett-Wild sits down with Reporter Josh Sim to discuss the tournament’s revenue goals, the preparation work that's gone into the event and how the T20 Women’s World Cup can leave a lasting legacy.Recorded at SportsPro London, the conversation also coversthe tournament’s broadcast and digital content strategies, and the audience insights emerging from the competition’s ticket sales.

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.