The Footballco Business Podcast

Not all brands need to write massive cheques to get noticed at the World Cup, not even at one this size! Lee Price is a man who made it his calling card to get Paddy Power noticed at international tournaments and joins us on this episode to discuss the brand's Rainbow Russians campaign, getting into trouble sponsoring Nicklas Bendtner's pants and also 'painting' a St Georges Cross on a Polar bear.

This episode was first published in February 2021.

With the US hosting its 2nd World Cup, we spoke to US Soccer's Catherine Newman about the governing body's hopes for the tournament, what's changed in the US since 1994 and how kits and culture will play a role in making soccer America's favourite sport.

How do you sell Spanish football to an American audience?

In this episode, we sit down with Nicolás García Hemme, Managing Director for LALIGA North America. He breaks down how LALIGA and Relevent Sports are successfully growing fandom, culture, and commercial performance across the Atlantic.

Including...


The ESPN Deal: The strategy behind their unique broadcast partnership.


Beyond El Clásico: How to market the rest of the league to US fans.


The Idaho Connection: Why Athletic Club has a massive following in Boise.


Culture & Cuisine: Using food and lifestyle to drive soccer fandom.


Digital Dominance: Why LALIGA is the most-subscribed soccer league on YouTube.


The live experience: Will we see official LALIGA matches played on US soil?

On this episode, we welcome Paul Caine, president of On Location, the company in charge of hospitality for this Summer’s FIFA World Cup.

Paul joins us to discuss the business of premium hospitality experiences, On Locations' plans for the World Cup, comparisons with other sports and events in the company’s portfolio, and take us behind the scenes of hospitality at the biggest sports and entertainment event in the world. Including...

🏟️ Why the best seats in NY/NJ are actually on the pitch

🥂 The challenge of delivering premium experiences at more than 100 matches

✈️ What's behind the rise of sport tourism

🤩 The role of Rob Lowe and the Dallas Cowboys Cheerleaders

🚖 Travelling to matches

🎤 Is the World Cup bigger than Taylor Swift's Eras tour?

⚽️ Paul's Mount Rushmore +1 of must-see World Cup matches

This podcast is in partnership with LIONS Sport, taking place June 24th and 25th at Cannes Lions.

The new global forum celebrates the power of sports marketing and the business of competition. The programme is now live – featuring the world’s most competitive brands and the people behind them. ⁠ Find out more ⁠.

On the new Footballco Business Podcast, we're joined by Kenny Annan-Jonathan to discuss the role of creatives in sport and what can be expected this year from LIONS Sport - the latest edition to Cannes Lions International Festival of Creativity.

Including..

🎨 Should there be more in-house creatives at football clubs?

🇧🇷 Why Brazil is winning the World Cup of apparel

🏀 What football can learn about creativity from other sports

✈️ Advice for attending Cannes Lions

📅 What to expect from LIONS Sport

🇬🇭 Why all eyes should be on Ghana at the World Cup

This podcast is in partnership with LIONS Sport, taking place June 24th and 25th at Cannes Lions.

The new global forum celebrates the power of sports marketing and the business of competition. The programme is now live – featuring the world’s most competitive brands and the people behind them.  Find out more .