Sports Marketing Summit: Marketers, keep your eyes on the ball – ‘Fans don’t stop being fans when the game ends’

Marketing is at the heart of what you do. What are the key brand and marketing principles that you follow in your role?

I’ve always been a salesman at heart, but with SHOUT, I’ve fully embraced marketing. Building a brand from scratch has been a huge challenge, but also an absolute blast. I’m learning as I go, and I’ve had the freedom to put bold ideas into action immediately.
Where I’ve landed is with a carefully crafted brand strategy for SHOUT that ensures every touchpoint leaves a lasting impression. When people experience SHOUT, I want them to feel the energy, creativity, and authenticity in everything we do. I want them to instantly recognise that we’re not just a podcast business – we’re a full-fledged content powerhouse, focused on creating bold, innovative campaigns that audiences love and that drive epic results for advertisers.

At SHOUT, it’s all about being consistent, clear, and authentic in everything we do. But above all, it’s about the product: we work closely with our podcast partners to craft compelling, high-quality content that large audiences love, while seamlessly integrating advertisers’ messages. The closeness of our relationships with partners, combined with our specialisation in this rapidly evolving subspace, sets us apart from much larger, multi-product competitors.

What lessons from Sports Marketing do you think are applicable to brands outside sports?
If brands want to tap into deep emotional triggers, sports is the perfect place to look. Fandom is driven by passion and loyalty, and when brands align themselves with that energy, the impact can be immense.