Purpose-Led Sponsorship Isn't Fluffy: The Business Case for Partnerships That Matter

In this Sports Geek Throwback episode, Sean Callanan interviews Mya Doelling from the International Olympic Committee (IOC). They discuss how purpose-led partnerships can drive real business impact—through measurable outcomes like audience engagement, employee pride, and stronger customer loyalty. Full episode 398 - https://sportsgeekhq.com/398

Chris Mater shares insights on turning surfing into a team-based TV league, landing a Tier-1 broadcast deal, and building a commercial model from scratch. Show notes at sportsgeekhq.com/461

Karen Clydesdale shares insights on embedding customer experience at Tennis Australia, designing the Australian Open fan experience, and building fan loyalty that sticks. Show notes at sportsgeekhq.com/460

Sean King from Veritone shares insights on turning sports archives into revenue, metadata as the backbone of live broadcasting, and where the ROI of AI shows up. Show notes at sportsgeekhq.com/459

Jonas Gundersen shares insights on the esports business model, the Astralis turnaround, and what sports can learn from gaming culture. Show notes at sportsgeekhq.com/458

Destiny Castro shares insights on building fan CRM from scratch, preparing for the data shift at Etihad Park, and balancing personalisation with fan privacy. Show notes available at sportsgeekhq.com/457

George Hanna shares insights on building Intuit Dome, knowing your fan, and turning crowd data into home court advantage. Show notes at sportsgeekhq.com/456

Verity Edgell shares insights on selecting and activating major sports partnerships, turning fan passion into commercial outcomes, and advice for rights holders pitching sponsorship. Show notes at sportsgeekhq.com/455

Episode 454 features Bec Haagsma, EGM of Customer, Commercial and Technology at the AFL, and it's packed with cross-industry lessons on fans, data and technology. Learn more - sportsgeekhq.com/454

Ellie Norman shares insights on the inside story of Drive to Survive, the F1 transformation under Liberty Media, and how Formula E is building fan strategy for the future of motorsport. Show notes available at sportsgeekhq.com/453