In 2023, one-day cricket enjoyed its 60th birthday. David Tossell has written a book on the evolution of the format. He describes those early days as “nicely naïve”. But, at the same time, they were the foundation for every major innovation in cricket ever since. These days, the 50-over game is under an existential threat due to the rise of T20. Can it survive, is it worth saving and what would be its legacy? We discussed all this and more on this episode of Sports Content Strategy Topics Why one-day cricket first started? Its early evolution The formative years of the Gillette Cup The influence of television on the growth of the game The cultural importance of the Sunday League The way it has changed the game’s tactics The importance of Pakistan and India’s World Cup victories The game that led to the Duckworth Lewis Decline and the need for T20 How T20 has affected 50 over cricket Where the 50-over game fits into the future of cricket The legacy of one-day cricket

Ricardo Fort has led the sponsorship strategy for brands at World Cups and Olympics. After a long, successful career with the likes of Coca-Cola and Visa, he has set up his own consulting firm. In this podcast, Ricardo gives straight answers to key questions in sports sponsorship and outlines how content fits in. This is a sophisticated 101 for anyone interested in working in the commercial department at a major sports organisation. Is sponsorship just about "hanging out with the cool kids" Does there always have to be a positive financial return? "The brands want to be relevant, most brands are irrelevant in the lives of people" Are brand sponsorship decisions emotional? The best sports sponsorship deal he did at Coca-Cola - The case study of the FIFA World Cup trophy tour Measurable and immeasurable benefits What are the Key KPIs and the less important metrics for sponsors? How can brands be sure about the impact of a sponsorship? Sponsoring a tournament or event as opposed to a team. What are the differences? Moving from badging and advertisement to 'clever content' The value of creating a content strategy that stands out The comparison between NFL and European football in accommodating sponsors In NFL, the owner gets the trophy before the players - what does that tell us? Why the fans police any over-commercialisation in Europe "All sponsors say they want data, but very few know what to do it." How can you make a partnership scandal-proof? How to do your due diligence and protect against future problems The fans' voice in sponsorship Sponsorship in gaming and the Alex Hunter deal

Alex Phillips does not look or sound like a revolutionary but his ideas could shake up football. He spent 15 years at Uefa, including a couple as Head of Compliance and Governance. He was seconded to the Asian Football Confederation for three years and now leads the World Football Remission Fund, a FIFA body administrating how money "stolen from the game" should be returned for its overall benefit. Phillips has been described as "the most influential football administrator you have never heard of". Certainly, he has an analytical eye and passion for reform. In this podcast, we discuss good governance, the ramifications of the failed Super League project, educating owners and fans, setting examples and, of course, content TOPICS His views on the Super League between its collapse and now - "a great fragmentation" Uefa's mistake of not making co-efficient qualification 'a red line' Having the same people governing conflicting tasks Why regulatory bodies are "not up to the job" Linking financial control to regulation and its inherent problems Not restricting finances but restricting player numbers instead Changing payers and coach's behaviour Using broadcasters to educate players and fans "Leadership time is often spent chasing money rather than on sporting issues" How to change a football reputation - the example of German refereeing The differing concepts of "cheating" The values of football's myths and stories. And why owners need to be educated How television does football's marketing job The challenge to retain younger audiences whose frame of reference is different The concept of scarcity in creating sporting interest - 'hats off to the Champions League?" Working properly with partners and sponsors to grow a sport Alex's three recommendations to grow football

The challenges facing netball are different to other sports. While we have seen growth in women's football, tennis and boxing in recent years, it has always occurred through the lens (or perhaps in the shadow) of established male forebears. Netball does not have this baggage. Its story, product and message can be tailored specifically toward women and girls. Claire Nelson is CEO of Netball Scotland and the Strathclyde Sirens, the only pro team north of the border. Her focus is to capitalise on this advantage and carve out a unique niche for the sport north of the border. In this podcast, we discuss the key areas in which she is concentrating - sponsors, player development, marketing, messaging, media deals and, of course, content. TOPICS The overall landscape of netball Adapting netball's story and building a sport and lifestyle brand Working against established cultural habits Why women's sport is "not a nice-to-have but makes economic sense" How the storytelling focus changes for a 'female sport' The untapped audience of women The differences in the female fan - different message, spending patterns and the 'guilt factor' Not limiting their vision to competition and 'bums on seats'. "There's sportainment and lifestyle" The Fast Fives concept Creating player pathways Comparisons with women's football. "The men's game has decided to invest more into the women's game" Moving to the Women's Super League from the 'amateurish' of environment leisure centres and into arenas The influence of the Commonwealth Games this summer The one thing netball most needs

For the past two decades, cricket has been trying to cross new boundaries. Previously, its global footprint mirrored its past as the game of the British Empire but, in recent years, countries like the Netherlands, Namibia and Afghanistan have risen to prominence In the next 10 years, the game will try to cross its biggest and most important new frontier - the USA. They have been awarded co-hosting rights for the 2024 T20 World Cup and a buzz is building around the chances of inclusion in the Olympics in Los Angeles four years later. Minor League Cricket started last season and its Major League big brother begins in 2023. Tom Dunmore is VP of Marketing for both tournaments. In this podcast, we discuss the story so far, the challenges they face and the vision for success. TOPICS Where is the landscape of cricket in the US right now? The reliance on the south Asian audience Why Major League Cricket is the ‘tip of the spear’ but they are looking to grow a sport ‘It is a unique opportunity but the USA is not afraid to take a deep dive and make a big bet’ The ‘feel’ of a Minor League Cricket game and having 3,000 fans at the final The 35 professionals brought in as mentors to raise the standard The authenticity and integrity of the game in the wide variety of US climate conditions Learning from the development of Major League Soccer - stadium build, fan experience, getting priority dates for fixtures, ownership models “We’ll be able to have world-class players right away, up there with the CPL and BBL” The different investment models Content strategy for franchises Using a YouTube influencer and video games as tools Being one of many ‘Major League” sports trying to get a foothold in the US Whose audience are they going to take? Is the push for the 2028 Olympics realistic?

Brian Jacks was a household in the UK in the 1980s. The pinnacle of the judo player’s sporting success came when he won a bronze medal at the Munich Olympics in 1972. But a few years later he would become much more famous as the UK and European champion in Superstars, a popular television programme that saw the best athletes of the day compete in events outside their niche. The show grew throughout the world to become perhaps the first modern example of how sporting heroes could cross into mainstream media, with all its financial benefits, through light entertainment television. Now living in Thailand, Jacks talks about his motivations, how he leveraged his Superstars fame, his rivalry with Daley Thompson and why he’d love to be a grappling coach in UFC Podcast partner: Sports Tech Match - Simplifying Sports Tech Procurement  TOPICS Was his mental strength the key to his success, not his physical strength The importance of a challenge  Making sure you have the grit to make his career ‘gambles’ pay-off   Why Brian believes Team GB judo is ‘soft’ “You have to see what failure is to see what achievement is” Getting on to Superstars How he monetised his stardom  Did you he enjoy the fame? His approach to Superstars - breaking down the problem? How do you find his ability to rise to a challenge? Would he have fancied turning to UFC?  Coaching Neil Adams and punching him in the face as motivation before the biggest bout of his career The power of  community in his success Being from a Black Cabbie family The rivalry with Daley Thompson   Brian’s life now - his fitness, his hotel and charity work  Feeding over 32,000 people who were starving as a result of the pandemic Running his apartment block business  His ambitions now

Motherwell FC have lifted only one trophy in the past 30 years. However, off the pitch, they beat off competition from Manchester United, Everton and Leicester to win the Best Digital/Social Media category at the Football Business Awards this year. Grant Russell is the club’s Head of Brand, Digital and Communications. In this episode, he talks about the thinking, discipline and creativity that have gone into building a stand-out story for an otherwise overlooked Scottish team. This is a deep dive into content strategy and, like me, Russell believes in cutting through clutter with a strict, realistic yet progressive vision for storytelling.  TOPICS “We exist to improve people's lives” is Motherwell's Twitter bio. What does that really means? Addressing key societal issues in the locality like male suicide and child poverty Asking deep questions about what defines a supporter. "We are all purpose-driven whether we realise it or not" Identifying you purpose and supporter ‘triggers’ at your club    "Having done all this work the most important thing is never to deviate from your story" What stories did Motherwell leave out? Are the fans onboard? Are Motherwell ‘a club with a cause’ or ‘a cause with a club’? Building target audiences? And who did they decide not to target? Creating acquisition funnels and 'knowing when to pounce’? The advantages and disadvantages of combining the brand, communications and marketing functions The four narratives Motherwell focus on. ‘Hit one pillar and the guiding pillars underneath’. Handling the commercial imperatives and turning down the 'wrong' partners Calculating value per 1,000 followers The basis of the strategy - balancing data with feel/tone Defining a season narrative each year. "We know what we are. There is no point lying about it."  The approach of the outside media to the club-created story Taking players out into the community and finding a story that fits with them The effect of Covid on the community spirit within the club Do the hardcore Motherwell fans get it? Using the colours to their fullest  What is next on the agenda? The huge advantage of building trust The effect of winning a major award for content

Given its increasingly strategic importance within sports business, it is surprising how many rights-holders produce sub-standard apps. To try and solve this issue, I spoke to George Crabb, Managing Director at The Other Media. This well-established digital agency have a rich history in working with rights-holders to create mobile applications of the highest quality. We collaborated to refashion the Arsenal app a decade ago but usage, connectivity, monetisation and the art-of-the-possible have moved forward rapidly since then. In this extensive podcast, we delve into the most basic questions in the field, explore how rights-holder should approach the development of their offering and what could be coming in the future Why do you need a specific app? "The answer lies with the growth of mobile use and functionality." For the clubs, it is about fan engagement and revenue The benefit of keeping fans in your ecosystem and the data play Why the app is the centre of the ecosystem now "Yes clients still come demanding a replication of the website" The key tool of push notifications Has ticketing via an app made a big leap made in lockdown and will it persist? What strategic issues does an organisation need to have in mind when starting the app process The problem of connectivity in stadia Bugbears - linking social media with your app, apps as a set of webpages - and ways around them Free, data and sign-up models Personalisation and segmentation of content - what is the state of the art? Integration with CRM systems The importance of content Price George's examples of best practice Creating community

It is the content strategy problem we would all like to have. How do you create a story about a team that has won the league seven seasons in a row (and an eighth is expected to follow soon)? Johor Darul Ta'zim (or JDT) are a team on a mission. They were re-formed in 2013 with a new nickname, the Southern Tigers, under the guidance of the Crown Prince of Johor. They won their first title a year later and the AFC Cup (the Asian version of the Europa League) 12 months after that. They have gone on to dominate Malaysian football. But their tone on social media has brought them as much attention as their success. Now they are looking to internationalise their brand and grow their partnership portfolio with the likes of Aston Martin and Unicef. Vijhay Vick, the Head of Content, is leading their strategy. In this podcast, he discusses his approach to JDT's unique position. TOPICS The recent history of JDT How they have grown on social media Capitalising on the huge Indonesian market Being brazen about their success Why they are "the most hated team in Malaysia" What would signing a world-renowned player like Radamel Falcao do for the league and the club? Having a partnership with the likes of Aston Martin The Malaysian League in general - crowds, TV audience, etc The football audience is very split - some love foreign football, some love Malaysian football. They are very different groups. How JDT's PR strategy has started to bridge the gap JDT's social media strategy - "It's 80 per cent Facebook. The Twitter space is toxic." Dealing with that toxicity on social media The role of CSR in JDT’s strategy The link with Unicef His content and communications team at JDT The kit reveal video that received a million views in two days The crucial buy-in from the top Being realistic about what JDT can achieve

Alison Kervin is a pioneer in women's sports journalism. She was the first female editor of Rugby World and the first female sports editor of a UK national newspaper. Kervin's eight-year spell at the Mail on Sunday has just come to a close so he has started up a media agency for athletes. Oh, and she is a successful novelist too. If she was editing this piece, undoubtedly 'the line' would centre on her gender-based breakthroughs. After all, that is why she was awarded an OBE. But Kervin's spell at the Mail has coincided with huge disruption in the newspaper industry, sparked by digital transformation. She reveals the skills and knowledge she has had to acquire for the 'new' media age and the core abilities every storyteller still requires. TOPICS Writing a sports reporting book back in the 1990s What has changed and not changed in sport reporting The skill of a sports writer. Does it garner respect? The feature writer's evolution. What worked and what did not for her. Coping with the management of athletes in modern sport What qualities meant it was she who made the key breakthroughs as a female sports journalist Did the door slam behind her? Is the lack of female sports journalists down to confidence? The growth of digital in newspapers since she took over at the Mail on Sunday sports editor in 2013 Concerns of speed being much more important than quality in the digital age The problem of SEO-based 'churnalism' driven by clicks The shortening of feedback loops The difficulty of shareability How does Alison measure the success of female sports journalism these days? Writing novels under the pen name of Bernice Bloom - mimicking the box-set mentality Starting a media agency - knowing what a journalist would want This episode of Sports Content Strategy is brought to you by the Digital Marketing & Analytics for Sports Professionals - Your road to digital excellence in sports. Online course starts August 31

The use of data in the analysis of sporting performance is well-known but not yet universally employed. Many teams say they are going all ‘Moneyball’ but few truly follow it through. Often, decision-making is still emotional, made without evidence and based on the eye rather than the numbers. Poker has become viewed as a Petri-dish for strategic thinking based on probability which, if applied correctly, can provide long-term success. Dan Weston is a former professional gambler and poker player. He was also one of the UK’s top slot-machine players in his young days. Now, he is applying his shrewd statistical knowledge to cricket as recruitment analyst of Leicestershire CC and the Birmingham Phoenix.  In this podcast, he discusses his career, his current work and the move towards game theory.  TOPICS His role at Leicestershire  Dan’s Table of Justice Using poker as a ‘thinking process’ The trend for ex-pro gamblers to run Premier League football clubs… and run them well “Poker is a long-term skill game but short-term luck game.’ Proving the case for giving him a role at a cricket club How his content helped this process Taking the emotion out of decision-making The importance of accountability  The myth of ‘the eye’ How to build a squad Dealing with Drafts Why fans and the media need to fully understand an evidence-based strategy

Rob Moody runs a YouTube channel with over 900,000 subscribers and holds an important influence over the agenda in his sport but he has never made a penny. If you are a cricket fan with access to the internet, it is highly likely you have seen one of his videos. Robelinda2 is the ‘go to’ channel for the rare, unusual or controversial moments in the game. His archive has received over a billion views in its 10-year existence by curating niche cricketing content that is appetising to fans and acceptable to rights-holders. His one-man mission has been so successful that, these days, major players and executives offer their support whenever he suffers a copyright strike. Moody will say there is no strategy behind his channel, I disagree. His ideas are perfect for his niche, he looks at metrics and experiments constantly. One recent change saw a 10-year-old video move from 170 views to 80,000 in just 48 hours. However, the Australian expects his channel to be shut down soon.  This is an unusual digisport success story. Yet, there are many lessons to be learned.

Content strategy, the cookie apocalypse and other disasters Like a great drummer, a sports content strategy should be tight and consistent but happy to improvise when required. Many content leaders have been caught out by changes in Facebook's algorithms over the years and, in recent months, Google and Apple have introduced fundamental alterations that will have knock-on effects for almost everyone in the digital space, not just the sports industry. Recently, a blog by Johan Junker entitled the Cookie Apocalypse caught my eye. He is a deep thinker on content, sports business and the future. His company, Antourage are trying to solve some of the issues. But there are plenty more to discuss. This is a long theoretical discussion and we don't have all the answers. In fact, we are just trying to see if our questions are in the right areas. The main weakness in sports content strategy right now Why OTT platforms only worry about dwell time Our brains are not built to have more than 200 relationships in real life so how can we have a relationship with 10,000 brands? The 'Cookie Apocalypse' blog Losing the obsession with big numbers Why the sports industry is old-fashioned in harnessing the power of personality The advantage of a robot posting content - because it is talking to a robot initially. This allows you to reallocate 75 per cent of your content staff to jobs that matter Get the human content team to craft emotional stories Why sports marketing will change fundamentally in 2022 Why credibility will be crucial for personalities and influencers going forward Are sports rights-holders REALLY struggling for compelling content Definitions of ambassadors and the role they can perform Quality v speed (and what is quality anyway)? Share value vs pushing your product The opportunity created by the pandemic - where are you going to invest your time? Being the mayor of your village Johan's recommended products

Fiona Green’s book, Winning with Data, was an important step in the development of CRM in Sports. Now, three years later, she has updated it. Therefore it seemed a good time to discuss the way this area has developed in the intervening time. How it has evolved? If the principles have not changed, are they emphasized in different ways? And, what is coming in the next three years? NOTE: This podcast was recorded before the ESL plans were revealed

Sport in the UK is getting ready for the return of spectators. The sticking plasters that have held their business models can start to be whipped off. The question is what will we find underneath? Ben Wells has spent lockdown thinking deeply on these issues. The CCO of PTI Digital has wide experience from his time at Chelsea FC and Bath Rugby. He believes it WILL be different, behaviours WILL change and some aspects of sports will NEVER be the same again. However, there IS an opportunity to forge a different future. And, he believes, digital will be at its heart.

The development of "football groups" is a relatively recent and controversial phenomenon. The pioneer has been City Football Group, which started with the acquisition of Manchester City and has since bought significant stakes in clubs in the United States, Australia, India, Japan, Spain, Uruguay, China, Belgium and France. The Red Bull group has been constructed a different way, with the energy drink company taking over teams in Salzburg, New York, Brazil, Ghana and, most controversially, Leipzig between 2005 and 2010 after earlier forays into F1 and extreme sports. Both groups have been criticised for throwing money at footballing success but the Red Bull clubs are often dismissed as a marketing exercise and labelled with one of the most damning words in the supporters’ lexicon - plastic. Last year, Karan Tejwani published Wings of Change: How the World’s Biggest Energy Drink Manufacturer Made a Mark in Football. In this podcast, we discuss the business the meaning and the lessons behind Red Bull’s football story.

On Sports Content Strategy, I like to investigate those clubs, leagues and organisations which back their ambitious intentions with a clear, determined strategy. The J.League was formed as recently as 1992 but has developed into a tournament of world renown and, as discussed in episode 37, is looking to dominate its continent. Vissel Kobe joined the top Japanese football league in 1997 and have been out of it for only two seasons ever since. In recent years they have signed a host of famous players including Andreas Iniesta, Lukas Podolski, David Villa and Thomas Vermaelen, some of whom helped them lift their first major trophy in 2019. Ken Lambert works in the PR and digital department at Vissel. In this episode we discuss communication strategy, the differences between Europe and Japan, why the club are among the leaders on social media in the J.League, dealing with high-profile foreign players, Covid-19 and competing in the AFC Champions League.