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Unofficial Partner Podcast

Unofficial Partner is the leading podcast for the business of sport. Our guests are a who's who of the international sports industry talking about the big issues.

UP452 Wedge Issues Live: The Golf Business in 2026

46 mins; March 31, 2026

UP541 Addicted To Fake Fan Numbers: When Sport Met The Dead Internet

44 mins; March 27, 2026

UP540 The Bundle: Premier League plus points; Apple's Meh Bundle; FIFA's 10 minute YouTube hook

57 mins; March 24, 2026

UP539 Spin Class: PR lessons from Kirsty Coventry, Sir Jim Ratcliffe and Igor Tudor

68 hours 54 mins; March 17, 2026

UP538 Ted Knutson on Brentford, Betting and Benham. And how AI will change football data

53 mins; March 10, 2026

UP537 The Buy Side: Inside Unilever's FIFA World Cup Strategy

42 mins; March 06, 2026

UP536 Other People's Money: Bex Smith's thesis for women's football multi club ownership

65 hours 32 mins; March 03, 2026

UP535 Inside Edge - T20's Product-Market fit is 'the biggest delta in global sport'

62 hours 25 mins; February 24, 2026

UP534 Barney Francis on Media Rights and Wrongs

55 mins; February 17, 2026

UP533 The Bundle: Super Bowl, cultural relevance v culture war; ITV's in-game ads; FIFA and TikTok

61 hours 42 mins; February 10, 2026

UP532 Inside Edge: County Cricket Beyond The Hundred

59 mins; February 06, 2026

UP531 Winter Olympic Special: Lottery funding, Medals, Rule 40 and Private Schools

56 mins; February 03, 2026

UP530 Spurs For Sale: Shirts, Gambling Bans and the Post-Levy Era

53 mins; January 27, 2026

UP529 ChatUP Live Pt2 - The Billion Dollar AI Race: 'Once you give away that level of knowledge, it's gone'

65 hours 20 mins; January 23, 2026

UP528 Chat_UP Live - The Race to Build SportsbizGPT Pt1

47 mins; January 20, 2026

UP527 The Bundle 2026 Preview: NFL, WBD, DAZN, F1, UEFA...WTAF?

64 hours 7 mins; January 16, 2026

UP526 Nikki Doucet has the most interesting job in British sport

54 mins; January 13, 2026

UP525 What Just Happened in 2025: The Story, Event and Person of the Sports Business Year

67 hours 46 mins; December 19, 2025

UP524 Sleepwalking to Irrelevance: Content and fandom in the age of the For You algorithm

46 mins; December 16, 2025

UP523 The Bundle: Paramount's Relevent entry; Sky's UEFA return; Apple's MLS exit; Netflix, TNT, WTF?

56 mins; December 09, 2025

UP522 Signed by Messi: What's the most valuable shirt in world football?

43 mins; December 05, 2025

UP521: Inside Edge - 'American money is IPL curious'

53 mins; December 03, 2025

UP520: Olympic Provocateur: Michael Payne on Sport Politics, from Dassler to Trump

47 mins; November 28, 2025

UP519 Live at Sportradar Connect: Soccer Edition, featuring Jamie Carragher

46 mins; November 25, 2025

UP518 Inside Edge: Harry Brook, George Pyne and the cricket agent business

53 mins; November 21, 2025

UP517 The Mark Oliver Heatmap: Global sport's investment hotspots

45 mins; November 18, 2025

UP516 Smart Recruitment: The Brentford Model, in partnership with Indeed

54 mins; November 14, 2025

UP515 Other People's Money @ EY: Why is Big Sport so hard to disrupt?

68 hours 1 min; November 11, 2025

UP514: Inside Edge x The Big Idea: Does the advertising industry understand cricket?

59 mins; November 04, 2025

UP513 The Bundle Live @ SPORTEL Monaco: F1 and Apple, Relevent's streamer pitch, D2C wtf?

44 mins; October 28, 2025

UP512 Other People's Money: APEX, the athlete investor trend, Red Bull Ventures, Baller and TGL

55 mins; October 23, 2025

UP511 What Just Happened: P/E for RFL; BBC, golf and Bill Murray; The Ashes of TNT

55 mins; October 17, 2025

UP510 Cause and Effect: The Sponsorship Effectiveness Revolution

58 mins; October 14, 2025

UP509 Gareth Balch on the State of the Sports Economy in 2025

38 mins; October 10, 2025

UP508 What's Sport Selling? Hollingsworth on the state of the nation's health, flags, needles, government and the free market

52 mins; October 07, 2025

UP507 The YouTube Arguments

72 hours 44 mins; October 03, 2025

UP506 Chat_UP: LiveScore, Grok and how AI will disrupt sports betting

54 mins; September 30, 2025

UP505 Inside Edge - T20 Women's World Cup

47 mins; September 24, 2025

UP504 What Just Happened: Inside IMG's farmhouse; Peter Thiel's Enhanced Games; Jamie Redknapp's new agency

60 hours 45 mins; September 19, 2025

UP503 The Bundle: New season, new YouTube strategy; UFC's PPV exit; Agency collusion; Ligue1's Opening weekend

66 hours 11 mins; September 16, 2025

UP502 What Just Happened: The IOC and Trump's America; PayPal and CEO branded content; UEFA's global decision

53 mins; September 12, 2025

UP501 What happens at Sportel, stays at Sportel

43 mins; September 09, 2025

UP500 What Just Happened: McLaren's valuation; New Newcastle CEO; Ryder Cup future

57 mins; September 05, 2025

UP499 TKO, On Location and the World Cup hospitality market

56 mins; September 02, 2025

UP498 Other People's Money: Does Debt have a Branding Problem?

46 mins; August 26, 2025

UP497 'Buy It or Build It': Simon Denyer on the Billion-Dollar Sports Media Playbook

74 hours 47 mins; August 19, 2025

Inside Edge - Peter Hutton on Cricket, India and the rights market

65 hours 44 mins; August 12, 2025

UP495 Joey D'Urso on how football shirts explain the world

45 mins; August 05, 2025

UP494 The Bundle - Women's Euromania; F1 and Apple, RTL and Sky Germany; Ligue1 contagion

51 mins; July 29, 2025

UP493 What's Sport Selling? Ridgeon on Ozempic, Ohanian and Athletic Ventures

45 mins; July 21, 2025

UP492 Wedge Issue Live @ The Open Championship

43 mins; July 18, 2025

UP491 'Don't use AI to replace thinking'

66 hours 10 mins; July 15, 2025

UP490 Inside Edge - Freddie Wilde on Cricket's Analytics Arms Race

59 mins; July 08, 2025

UP489 Expected Goals Live @ SOOO London

44 mins; July 04, 2025

UP488 The Business of Rugby: Lions Inc, R360, CVC calls on Allera, Women's World Cup

56 mins; July 01, 2025

UP487 The Big Idea: Cliches, Tumbleweed and the Cost of Boring

52 mins; June 27, 2025

UP486 The Buy Side: B2B + ROI = WTF?

47 mins; June 24, 2025

UP485 Other People's Money: Venture Studios and a European Sports Investment Fund

44 mins; June 17, 2025

UP484 Inside Edge: Alex Balfour on cricket and the Internet

65 hours 2 mins; June 13, 2025

UP483 Wedge Issues: Overthinking the Golf Business

55 mins; June 09, 2025

UP482 The Bundle: Disney and Women; Pirates and Sky; Rugby and YouTubers

65 hours 4 mins; June 04, 2025

UP481 Fussball Crazy: Bayern dominance, 50+1 and the free market

56 mins; June 03, 2025

480 Chat-UP: The Product-Algo Fit and how AI will attack the sports business

56 mins; May 27, 2025

UP479 Wedge Issues: The Most Interesting Golf Brand You've Never Heard Of

61 hours 54 mins; May 20, 2025

UP478 UP Live in Lausanne: How much entertainment can sport take?

60 hours 3 mins; May 16, 2025

UP477 The Bundle: 'The others are addicts, Apple just haven't been given the hard stuff yet'

67 hours 49 mins; May 13, 2025

UP476 The $170billion Question: Gareth Balch on Sports Most Valuable IP

55 mins; May 09, 2025

UP475 Inside Edge: 'India already had a monopoly, now they've got hotels on Park Lane and Mayfair'

73 hours 44 mins; May 06, 2025

UP474 Wedge Issues: The Jazzy Golfer Joins UP

35 mins; May 02, 2025

UP473 What was your Business Moment of the Year? UP goes inside the FEVO Sport Industry Awards judging room

74 hours 40 mins; April 29, 2025

UP472 The Business of Swimming

48 mins; April 25, 2025

UP471 UP Live at EBU: What the FIFA Club World Cup reveals about Free-to-Air in the YouTube era

48 mins; April 22, 2025

UP470 Other People's Money: How patient is patient capital when it comes to women's rugby?

66 hours 24 mins; April 15, 2025

UP469 Inside Edge: Overthinking the Business of Cricket

59 mins; April 08, 2025

UP468 States of Play: Miguel Delaney on Sportswashing

48 mins; April 04, 2025

UP467 The Man Who Signed Michael Jordan: The reality behind the Air Movie, Nike and Matt Damon

36 mins; April 01, 2025

UP466 Who's watching women's sport? New Sky Sports data challenges the industry's story on where the opportunity lies

69 hours 30 mins; March 25, 2025

UP465 The Bundle: The Relevent pitch deck; Bach's NBC farewell; Baller, Sidemen and the next streaming war

62 hours 52 mins; March 18, 2025

UP464 Other People's Money: How to pitch to a VC

47 mins; March 14, 2025

UP463 Ticketing is a terrible experience, so who's to blame?

40 mins; March 11, 2025

UP462 The Big Idea: Where we talk about the work

58 mins; March 07, 2025

UP461 Are You Advising or Selling? Conflict of Interest in the Sponsorship Industry

58 mins; March 04, 2025

UP460 Brian Moore For Prime Minister

58 mins; February 28, 2025

UP459 Cristiano Ronaldo at 40: The New Template for Sporting Celebrity?

54 mins; February 25, 2025

UP458 What's Sport Selling? Fitness, Toxicity and the Importance of the ASICS Message

45 mins; February 18, 2025

UP457 India's Decade of Sport: The Teneo Roundtable

77 hours 2 mins; February 14, 2025

UP456 The Bundle: Netflix F1? TNT Six Nations? What if, streaming is just a bad business?

68 hours 2 mins; February 11, 2025

UP455 The Buy Side: Why the financial sector spends so much on sport

58 mins; February 07, 2025

UP454 Other People's Money: Why P/E wants to be a football agent

50 mins; February 04, 2025

UP453 The Product: What IS the link between investment and performance in football?

57 mins; January 28, 2025

UP452 Gamechangers and Rainmakers: Who Created The Sports Business?

36 mins; January 24, 2025

UP451 Media Strategy Masterclass: The Art and Science of the Auction

73 hours 18 mins; January 21, 2025

UP450: WTF is Infinite Athlete?

67 hours 0 mins; January 17, 2025

UP449 The Bundle: What Next for Netflix, DAZN, Disney, News Corp, YouTube and Apple

60 hours 6 mins; January 14, 2025

UP448 The 2025 Predictions Episode: 17 Experts, 35 Trends, 25 minutes

25 mins; January 10, 2025

UP447 The 3: The 2024 Christmas Barrioke Wrap Episode

69 hours 44 mins; December 20, 2024

UP446 Wedge Issues: The Man Who Bought The Tour

68 hours 53 mins; December 17, 2024

UP445 'We invented the kit launch genre. It's like Christmas for football'

63 hours 8 mins; December 13, 2024

UP444 Unofficial Partner x HBS Live at BAFTA

63 hours 42 mins; December 10, 2024

UP443 What's Sport Selling? Ep1: Big Sugar, Big Pharma...Where's Big Sport?

63 hours 20 mins; December 06, 2024

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