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Off-Field - Sports Marketing

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33 - Chris Knights on the silver lining in injuries, AFL to SEO, pursuing excellence

Not many AFL footballers would've been learning about the nuances of search engine optimisation and online marketing as this field was exploding in the mid 2000s. But this is exactly what Chris Knights was doing, when he founded Zib Media seven years ago while still building his AFL career. The former Adelaide Crows and Richmond Tigers midfielder has grown his company to 40 staff across three offices. He says footy was never all consuming. Chris was motivated by the high performance and...

Duration: 00:45:16

32 - Leigh Russell on the costs and rewards of breaking ground in the Australian sports industry

Leigh Russell was a pioneer in the field of people and culture within Australian elite sport. She was the first person to take on such a role in the AFL, as General Manager of People and Culture at Essendon in 2006. While it was a ground breaking position, some of her new thinking around psychology and high performance was not embraced by everyone, including coach and club legend Kevin Sheedy. Leigh later took on the role of CEO at Netball Victoria, which again tested her philosophies and...

Duration: 00:52:16

31 - The remarkable rise, fall and rebuild of former AFL Club President Rod Butterss

Rod Butterss is the former high flying businessman and AFL club President who’s life spiralled out of control through alcoholism and substance abuse. Rod started and sold three companies, for a total of around $240 million, and he enjoyed the spoils of success in a cycle of boozy lunches, gambling and partying. Despite being filthy rich, Rod says he was emotionally bankrupt. Becoming President of the St Kilda Football Club kept him on the rails (just) but it wasn’t long before his high...

Duration: 00:39:21

30 - The ‘uncomfortable’ rise of Daisy Pearce to AFLW footy star, media presenter and midwife

Daisy Pearce is the face of women’s football in Australia, an All-Australian captain in the inaugural 2017 season, and a true star on and off the field. She has been viewed as a pioneer for the league brand, but says she doesn’t see her self that way. Footy has been part of Daisy’s life as long as she can remember. Playing kids footy in country Victoria with the boys, not everyone embraced the only girl on the team. Daisy's Dad fought to keep her on the team, as angry parents complained...

Duration: 00:58:03

29 - Darren Kwan goes beyond the buzz of the E-Sports revolution

In the last year or so, e-sports has been at the centre of hype and buzz in the sports industry. Big numbers have been thrown around, in terms of the size of market and commercial opportunity. Even mainstream Australian sports have taken notice, with AFL club, the Adelaide Crows, buying a team. But according to Darren Kwan, founder of the Australian E-Sports Association, e-sports has always been a big deal. Interest has been massive globally, particularly in Asia, and gamers have been...

Duration: 00:27:25

28 - Stuart Moseley and Simon Gerring on the tech that’s powering Sportsbet

Sportsbet is Australia’s biggest corporate bookmaker but is a tech company before anything else, according to our guests Stuart Moseley and Simon Gerring. Stuart heads up operational analytics, while Simon oversees commercial analytics at Sportsbet. We caught up with the guys at Sports Analytics Conference in Melbourne, attended by over 1000 people from the sports tech industry from around Australia and the world. Technology has given Sportsbet an extraordinary advantage in the Australian...

Duration: 00:39:11

27 - Zac Zavos on how a simple blog became the voice of Australian sports fans

It all started in with a simple blog. Zac Zavos and his brother, Zolton, wanted to set up a platform for their father, Spiro, a prominent Rugby writer. A little more than a decade later, that blog has become the voice of Australian sports fans. The Roar now features thousands of top quality fan articles along with world class content from over 50 renowned journalists, commentators and athletes. Engagement is huge, with over 120,000 article comments posted by fans each month. The Roar sits...

Duration: 00:56:55

26 - Fergus Watts' journey from footy failure to a $25 million business

Fergus Watts was a first round AFL draft pick, and seemed destined to be a star. But careers don’t always go to plan and after struggling for five years with the Crows and then the Saints, Watts was delisted and his AFL dream dashed. But that failure not only taught Fergus valuable lessons, it set him on a path where traditional systems would be reimagined .. and risk would be embraced. Fergus founded Bastion, aged just 23 with no staff or office. Now Bastion Collective is a group of...

Duration: 00:43:56

25 - Sports marketing insights from elite athletes (Live: Mumbrella Sports Marketing Summit)

Australian sports stars shared their sports marketing perspectives, insights and experiences in a live panel discussion at Mumbrella Sports Marketing Summit 2017. Panel moderator and Off-Field host James Begley was joined by a couple of gold medallists, Australia’s men’s hockey captain Mark Knowles and Rugby Sevens star Emma Tonegato, along with Australian Diamonds' Caitlin Bassett, who was fresh from winning the netball premiership with the Sunshine Coast Lightning, and Robbie...

Duration: 00:48:33

24 - Matthew Pavlich on the $1.84 billion AFL players deal (Live: Mumbrella Sports Marketing Summit)

Just a day after the $1.84 billion, six-year deal between the AFL players and the league was signed off, AFL Players Association President Matthew Pavlich was able to cover the key facts and talking points in a fireside chat at Mumbrella Sports Marketing Summit 2017. In this discussion with Mumbrella’s Alex Hayes, Pavlich also talked about the challenge of balancing the needs of rightsholders, leagues, clubs and individual players .. and much more. We’re sharing a number of interviews and...

Duration: 00:35:38

23 - Lynne Anderson on why the Paralympics offers much more than a feel good story

Lynne Anderson, CEO of the Australian Paralympic Committee, has played a key role in the growing recognition of paralympic sports and its athletes, on the back of important commercial and media partnerships … and amazing personal stories. Lynne talks about the influence of the paralympics, which extends well beyond the sporting arena into the community and corporate sectors. But Lynne talks about the challenges remain, and why there’s still a long way to go for Paralympians to gain wider...

Duration: 00:20:30

22 - Simon Farrant and Declan Gallagher from Perform Group on how data is revolutionising sport

The hunger for data in live sport, in real time, is insatiable. And the demand is not just from top sports clubs looking to extract insights about their elite athletes, but also from broadcasters and fans. At Mumbrella Sports Marketing Summit 2017, we sat down with Simon Farrant and Declan Gallagher from Perform Group. Perform Group, a global sports content and media company, extract incredible data insights sought after by the world’s biggest sports clubs, media organisations and...

Duration: 00:27:45

21 - Kenton Olson from Seattle Seahawks on the social engagement myth, digital lessons from the NFL

The NFL’s Seattle Seahawks have about 9 million followers on social media, and a fan engagement strategy that’s the envy of sporting clubs around the world. Kenton Olson is the Director of Digital and Emerging Media at the Seahawks, and Off-Field caught up with him at Mumbrella Sports Marketing Summit 2017, where he was the event’s keynote speaker. We talked to Kenton about why he doesn’t care much for engagement on social media, optimising for outcomes, the keys to content strategy,...

Duration: 00:23:43

20 - What champion jockey Damien Oliver has learned from triumph and tragedy

Champion jockey Damien Oliver is a legend of Australian horse racing with a fascinating story. ‘Oli' is a three time winner of the Melbourne Cup, along with multiple Caulfield Cup and Cox Plate victories. He’s am eight-time Scobie Breasley Medal winner, a 10-time winner of the Victorian premiership and was inducted into the racing Hall of Fame in 2008. Total prize money for horses ridden by Oliver exceeds $118 million. But it hasn’t been an easy ride. When Damien was three his father died...

Duration: 00:55:07

19 - Jess Trengove on the mind of the marathon runner, the complex world of the 'part-time' athlete

Marathon runner Jess Trengove represented Australia at the London and Rio Olympics, and took out a bronze medal at the 2014 Commonwealth Games. The 29 year old talks about the psychology of marathon running, and reveals how she breaks down mental barriers and overcomes pain. The physical toll is perhaps more obvious, but Jess has the advantage of being a practicing physiotherapist. She juggles sport with work like most Olympians, who don’t get the funding to pursue their craft full time....

Duration: 00:51:23

18 - Anthony Minichiello on the evolution of NRL and tackling life after sport

Sydney Roosters legend Anthony Minichiello saw the end of his playing career coming, and planned accordingly. Many of his footy mates didn’t, with tragic results. Anthony says the come down from the highs of a sports star life can be hard. Many athletes struggle to find a new purpose, and structure, for their new life. It was different for ‘Mini' who was raised by hard working Italian parents who made him get a trade in the early years of his NRL career. He maintained a life of balance,...

Duration: 00:21:49

17 - How Dennis Cometti became a legend of Australian sports broadcasting

Over more than 40 years, the voice of legendary sports commentator Dennis Cometti has become instantly recognisable; the dulcet tones, humour and famous one-liners a trademark. An only child, Dennis grew up broadcasting his own make-believe games and watching local footy with his father, who passed away when Dennis was just 18 years old. He then forged a career as a radio DJ, and was given a chance to help out with some football coverage, which sent him on the sports broadcast path. In...

Duration: 01:11:17

15 - How a patient and resilient Adam Gilchrist pioneered a new brand of cricket

Adam Gilchrist was one of the world’s greatest cricketers across all forms of the game, redefining the role of the wicketkeeper batsman over 96 test matches, 287 one-dayers and 120 Twenty20s. He was one of the most exciting players of all time. Gilly holds the record for the fourth fastest Test match century and was the first player in Test cricket history to hit 100 sixes. He was a key part of Australia’s all conquering Test team in the early 2000s, and talks about the fascinating dynamic...

Duration: 01:17:37

15 - Building the marketplace for sports stars

Growing an online marketplace is complex at the best of times, and PickStar’s ecosystem is particularly tricky. Off-Field co-host James Begley is the founder of PickStar (, the best place to book sports stars for any kind of event, campaign or experience .. which you would’ve already heard of, if you’re a regular listener. This episode is a little different - James is grilled by his co-host Andrew Montesi about the makings of the PickStar marketplace. James has...

Duration: 00:32:16

14 - Booking Roger Federer, managing mega sports stars & tennis business with Paul Kilderry

Paul Kilderry has worked alongside the world’s biggest names in tennis as a player, coach, athlete manager and tournament director. He is an influential name in Australian tennis, currently overseeing the Hopman Cup and managing a number of high profile athletes for Tennis Australia. It is unique for a sport’s governing body to have a player management arm. Paul explains why and also talks about the marketability of tennis stars, what separates the big names from the rest and the...

Duration: 00:55:41

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