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Why your sponsorship strategy needs a human heartbeat: Insights from James Wynne, founder of Playbook Sponsorship
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In this episode of Don’t Forget Your Tickets, we’re joined by James Wynne—founder of Playbook Sponsorship and a sponsorship leader whose work has spanned the Caribbean Premier League, Digicel, Guinness under Diageo, and powerhouse football brands like Chelsea and Manchester United.
James shares his personal journey from working with global giants to launching his own consultancy—and along the way, he unpacks the biggest opportunities and challenges in sports sponsorship today.
Key themes you’ll hear about:
✅ The importance of authenticity: Why authentic stories and shared values—not flashy logos—create lasting sponsorship success.
✅ The power of B2H (Business to Human): How smart clubs and brands are moving beyond B2B and B2C mindsets to forge real, emotional connections with fans.
✅ Middle Eastern sponsorship trends: Why legacy and grassroots investment—not just visibility—are driving long-term success in emerging markets.
✅ The role of storytelling: From “Drive to Survive” to small club success stories, hear how narrative can transform your commercial approach and build communities around your club.
Near the end, James offers powerful takeaways for club commercial teams: start with who you are, avoid the short-term money trap, and build sponsorships that last for years. He also shares a real-world example of Bohemians FC’s success—an inspiring case for every club that wants to stand out and win the long game.
If you’re a ticketing manager, commercial manager, or fan engagement leader, this episode is for you.
🎧 Listen now—and get inspired to rethink how your club’s story can become its strongest commercial asset.
Don't Forget Your Tickets is powered by TicketCo and hosted by TicketCo’s CEO, Carl-Erik Michalsen Moberg. The podcast was originally named TicketingPodcast.com
Chapters
1. Meeting James Wynn: Global Sponsorship Expert (00:00:00)
2. Athlete Authenticity: Becoming a Global Icon (00:05:15)
3. B2H: Beyond B2B and B2C (00:12:25)
4. Storytelling as a Commercial Tool (00:16:14)
5. Club Sponsorship Strategy: Finding Your Identity (00:22:40)
63 episodes
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