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Don't Forget Your Tickets

Carl-Erik Michalsen Moberg, Clare Kenny

Don' Forget Your Tickets is a podcast devoted to the unsung heroes of the spectator sports and events industries, the Ticketing Managers. We explore who they are, their well-guarded industry secrets, and how they entered the field. Beyond that, we delve into a broader ticketing realm, inviting experts from various fields to share their insights and stories. Our primary aim is to add value and highlight deserving individuals.

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  • 20 episodes
  • Avg 29 min
  • English

Episodes 20

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  • S9 · E4
    August 31 · 23 min

    Ticketing Manager of the Year Special: Fan Trust and Full Stadiums - with 2026 winners Natasha Fitzgerald of Woking FC and Scott Smyth of Coleraine FC

    Ticketing sits at the heart of every football club. But do the people who run it get the respect they deserve? In this episode of Don't Forget Your Tickets, host Carl-Erik Michalsen Moberg sits down with two of the five winners of the TicketCo Ticketing Manager of the Year Awards 2026, Natasha Fitzgerald of Woking FC, who won the National League award, and Scott Smyth of Coleraine FC, who won the NIFL award. This is a warm and honest conversation about what it actually takes to run ticketing at a football club. Natasha explains how she landed in ticketing almost by accident, after taking what she thought would be an easy admin role at Woking, and how she has since grown into a sales and events coordinator, working to turn Kingfield Stadium into a venue for concerts, festivals and a Christmas market. Scott talks about growing up around Coleraine Football Club from the age of four or five, and taking on ticketing alongside the retail shop as the club moved into digital sales and prepared for European football for the first time. Carl-Erik, Natasha and Scott talk about what it means to win an award voted for by fans, the trust built up over years of match days, and the small moments that matter most, such as sourcing a lost ticket for a fan two hours before kick off for an away match in Finland. They also discuss the balance between digital ticketing and cash, the challenge of serving older fans who still want a paper ticket or a phone call, and the ambition both clubs share to make their stadiums useful beyond ninety minutes on a Saturday. In this episode we cover the following topics. How they fell into ticketing. Natasha's move from an admin role into ticketing and retail at Woking, and Scott's path from ball boy and shop volunteer to running Coleraine's ticketing. Meet Woking and Coleraine. The history and ambitions of both clubs, including Woking's long history at Kingfield and Coleraine's approaching centenary at the Showgrounds. Playing in Europe. What it took for Coleraine to prepare for European football for the first time, under digital ticketing and UEFA rules. What winning feels like. How it felt for both Natasha and Scott to be voted Ticketing Manager of the Year by fans, and what it says about the relationships they have built. A ticketing emergency in Finland. Scott's story of sorting out a fan's lost ticket at the stadium gates in Helsinki, just before kick off. Digital ticketing for every fan. How both clubs balance digital sales with cash and phone bookings, so no fan is left behind. Turning stadiums into event spaces. Natasha's plans to bring concerts, festivals and a Christmas market to Kingfield Stadium, and Scott's growing calendar of summer camps and Halloween events at Coleraine. Funding stadium improvements. Scott on Coleraine's long wait for support from the Northern Ireland Football Fund, and the work already under way to improve the ground. If you want to hear what it really takes to keep fans happy on a match day, and how two clubs outside the top flight are finding new ways to use their stadiums, this episode is well worth your time. Tune in for an honest and often funny look at life as a ticketing manager. Make sure to subscribe. Guests. Natasha Fitzgerald, Sales and Events Coordinator at Woking FC, and Scott Smyth, Ticketing Manager at Coleraine Football Club. Host. Carl-Erik Michalsen Moberg, Don't Forget Your Tickets. Don't Forget Your Tickets is powered by TicketCo, hosted by TicketCo’s CEO and founder, Carl-Erik Michalsen Moberg, and co-hosted by TicketCo's CCO Clare Kenny. The podcast was originally launched under the name TicketingPodcast.com. To learn more about TicketCo, please check out our web page ticketco.io or visit https://www.linkedin.com/company/ticketco/

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  • S9 · E3
    August 10 · 41 min

    Jim McCarthy of Impresario Strategic Growth Service: Why Winning Comes Second to a Full House

    Every year, an estimated 40 million football seats across Europe go unsold. What would it take to turn that empty space into revenue, loyal fans, and a stronger club? In this episode of Don't Forget Your Tickets, host Carl-Erik Michalsen Moberg sits down with Jim McCarthy, founder of Impresario Strategic Growth Service in Pasadena, California. Jim's career stretches back to the earliest days of e-commerce, from managing Amazon's partnership at GeoCities in the 1990s to building Goldstar into one of the leading platforms for unsold live event inventory, helping more than 25,000 rights holders sell tickets to over 2 million events. This is a wide-ranging conversation about what it actually takes to fill a stadium. Jim traces his path from the dot-com boom through two decades running Goldstar, and explains why he decided, after selling the business in 2021, to found Impresario and focus specifically on the roughly 1,950 professional football clubs in the world that are not among the top 50. He speaks candidly about the scale of the problem across European football, and why filling the stadium matters more than winning. Carl-Erik and Jim also explore how ticketing technology has changed since the days before apps and APIs, why so many clubs have lost the art of personalisation they once practised, and why a ticket should be treated as raw material rather than a finished product. They discuss revenue per seat as the real measure of success, and why the conversation about unsold inventory needs to reach the owner's desk, not stay buried in the ticketing department. In this episode, we cover: From GeoCities to Goldstar: How Jim's early years managing Amazon's e-commerce partnership shaped a career that would later take him into live event ticketing. Building Goldstar Events: Using machine learning to match fans with events, working directly with major ticketing systems including Ticketmaster, and turning unsold inventory into a business that lasted nearly twenty years. Then versus now: What ticketing technology could and could not do before apps and APIs existed, and why some of the old lessons in personalisation have been forgotten. Why Impresario exists: What Jim learnt from a year of conversations with club owners, and why 40 million unsold seats a year in European football became the problem he wanted to solve. Revenue per seat: How Impresario's Match Day Multiplier programme measures success with clubs, and why filling the stadium is, in Jim's words, more important than winning. If you are interested in ticketing strategy, e-commerce history, or how football clubs outside the elite can build sustainable revenue, this episode is well worth your time. Tune in for a candid, detailed look at turning unsold inventory into full stadiums. Make sure to subscribe. Guest: Jim McCarthy – Founder, Impresario Strategic Growth Service – jim@impresariostrategic.com Host: Carl-Erik Michalsen Moberg – Don't Forget Your Tickets Don't Forget Your Tickets is powered by TicketCo, hosted by TicketCo’s CEO and founder, Carl-Erik Michalsen Moberg, and co-hosted by TicketCo's CCO Clare Kenny. The podcast was originally launched under the name TicketingPodcast.com. To learn more about TicketCo, please check out our web page ticketco.io or visit https://www.linkedin.com/company/ticketco/

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  • S9 · E2
    July 8 · 22 min

    The Business of Football: No Filter! - Part 2 - with Dr. Giambattista Rossi, Birkbeck University of London

    How did English football go from one of the most dangerous sporting environments in the world to the most commercially powerful league on the planet? The answer starts with tragedy, and with a government that told football it had to change or face closure. In part two of this special two-part episode of Don't Forget Your Ticket, host Carl-Erik Michalsen Moberg continues his conversation with Dr. Giambattista Rossi, Senior Lecturer at Birkbeck Business School, University of London. Where part one examined the economics of superstar signings and the structural decline of Italian football, part two widens the lens to England and beyond: the painful history that forced English football to rebuild itself, the wave of American ownership reshaping the Premier League, the Saudi Arabian experiment, and the question of where the global game goes from here. Giambattista is as direct in this episode as he was in the first. Why did Hillsborough and Bradford change everything about how English football is run? Why did the Glazers get it so wrong at Manchester United while Liverpool and Arsenal got it right? What does a conversation with the chief revenue officer of Ronaldo's Saudi club reveal about the limits of money without culture? And why does he see Multi-Club Ownership as becoming, in his own words, a bit of a curse for the sport? For a podcast rooted in the commercial and ticketing realities of sport, this episode is where the argument lands. The Premier League's dominance was built on a deliberate reinvention of the matchday experience: who it was for, what it cost, and what it felt like to be there. That transformation carried a price, and lower-league clubs and women's football are now absorbing the fans the top end has priced out. The connection between ownership strategy, community identity and what fans actually experience in the stadium has never been more important to understand. In this episode, we cover: How the Premier League was really built: The Hillsborough and Bradford disasters, the Taylor Report, and the deliberate repositioning of English football from a working-class product to a middle-class one, and why understanding that history is the only way to understand the present. American owners in England: Why the Glazers at Manchester United got it so wrong, why Liverpool and Arsenal got it right, and why Chelsea's new ownership was a total disaster on the pitch, despite deep pockets. The Saudi Arabia experiment: Why Giambattista calls it a chimera, what a conversation with the chief revenue officer of Ronaldo's club revealed about contracts, culture, and the limits of money without infrastructure, and why empty stands at an Italian Cup Final in Riyadh said everything. The real England: Why local clubs are the oldest monuments in their communities, why fans are increasingly turning to women's football for the atmosphere the Premier League has priced out, and what English football risks losing if it does not protect that connection. The future of the global game: Why the MLS is on track to enter the top five, why collective bargaining agreements are coming to football, and why Multi-Club Ownership, for all its financial logic, is becoming, in Giambattista's words, a bit of a curse for the sport. Whether you follow the Premier League, work in sports business, or are fascinated by how commercial forces and community identity collide inside football clubs, this episode gives you a clear framework for what is actually happening and where it is heading. If you have not listened to part one yet, start there. *** Guest: Dr. Giambattista Rossi, Senior Lecturer, Birkbeck Business School, University of London Host: Carl-Erik Michalsen Moberg, Don't Forget Your Ticket Don't Forget Your Tickets is powered by TicketCo, hosted by TicketCo’s CEO and founder, Carl-Erik Michalsen Moberg, and co-hosted by TicketCo's CCO Clare Kenny. The podcast was originally launched under the name TicketingPodcast.com. To learn more about TicketCo, please check out our web page ticketco.io or visit https://www.linkedin.com/company/ticketco/

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  • S9 · E1
    July 1 · 35 min

    The Business of Football: No Filter! - Part 1 - with Dr. Giambattista Rossi, Birkbeck University of London

    What does a football club actually buy when it signs a global superstar? Is it results, a bigger brand, or both? And when that calculation goes wrong, what does it cost the club for years to come? In this special two-part episode of Don’t Forget Your Ticket, host Carl-Erik Michalsen Moberg sits down with Dr. Giambattista Rossi, Senior Lecturer at Birkbeck Business School, University of London and one of the most candid voices in football economics today. Part one opens with the economics of signing superstars, drawing on lessons from American sport, before turning to Italian football: its structural decline, its identity crisis, and the stories of clubs that invested heavily in star power and paid a far higher price than expected. Giambattista brings an economist’s rigour and an insider’s directness to questions the football world often prefers to leave unanswered. Why is Italian football increasingly irrelevant on the global stage? How did the signing of Cristiano Ronaldo set Juventus on a path from the epitome of stability to the epitome of instability? Why do Inter Milan and AC Milan (two of the most recognised brands in world football) still lack proper owners? And is Como’s rise a genuine model for others to follow, or a story that only works as long as the money keeps flowing? For a podcast rooted in the commercial and ticketing realities of sport, this conversation addresses something every club must eventually face: the relationship between what happens on the pitch, who owns the club, and what that means for the fans in the seats. When financial decisions are driven by real estate ambitions, capital gains targets, and ownership structures that treat football as a secondary concern, the matchday experience (and the commercial ecosystem around it) pays the price. In this episode, we cover: The superstar economics question: What clubs are really buying when they sign a global name, why football’s collective nature makes individual productivity harder to measure than in American sport, and how clubs like Borussia Dortmund and Real Madrid have built entirely different strategies around it. Italian football’s arrogance problem: How decades of assumed superiority, shifting demographics, and a financial model built on media money that no longer exists have combined to leave Italian football in a deepening crisis. The Juventus and Ronaldo story: Why the signing was a complete outlier in Juventus’s recruitment culture, why their sporting director walked out over it, and how the chain of events that followed brought one of Europe’s most stable clubs to the epitome of instability. Investment funds as owners: Why Inter Milan and AC Milan are still controlled by financial institutions rather than genuine football owners, and what that signals about the real depth of the crisis in Italian club football. Como: fairy tale or illusion? Why Giambattista refuses to call it a model, and why the question of what happens when the owner leaves is the only one that really matters. If you work in sport, follow football, or are interested in the commercial and economic forces shaping how clubs operate and how fans engage with them, this episode is essential listening. Subscribe now so you don’t miss part two. * Guest: Dr. Giambattista Rossi, Senior Lecturer, Birkbeck Business School, University of London Host: Carl-Erik Michalsen Moberg, Don’t Forget Your Ticket Don't Forget Your Tickets is powered by TicketCo, hosted by TicketCo’s CEO and founder, Carl-Erik Michalsen Moberg, and co-hosted by TicketCo's CCO Clare Kenny. The podcast was originally launched under the name TicketingPodcast.com. To learn more about TicketCo, please check out our web page ticketco.io or visit https://www.linkedin.com/company/ticketco/

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  • S8 · E14
    May 26 · 32 min

    Ambition, Attendance and Community Growth - with Spencer Gore, Owner and CEO of Chelmsford City FC

    What does it take to buy your local football club, clear its debts, grow its fanbase, and aim for the Premier League by 2038? In this episode of Don't Forget Your Ticket, host Clare Kenny sits down with Spencer Gore, owner, chairman and group CEO of Chelmsford City Football Club. Spencer’s story is far from typical. After building a successful medical publishing business, he turned a long-held personal ambition into reality by buying his hometown club and committing himself to its future on and off the pitch. This is a fascinating conversation about what modern football ownership really looks like below the top tiers. Spencer shares how Chelmsford City went from being an unloved club carrying inherited debt to one with renewed momentum, stronger attendances, and bold long-term plans. He speaks candidly about the pressure, cost and unpredictability of running a football club, while keeping a clear focus on leaving it in a better place than he found it. Clare and Spencer also explore the bigger picture behind the headlines: what sustainable growth looks like in non-league football, why fan engagement matters as much as recruitment, and how data, community identity and matchday experience all play a role in building a club that can climb. Whether or not Chelmsford reaches the Premier League by its centenary year, this episode offers a sharp, honest look at ambition in action. In this episode, we cover: From business to football ownership: How Spencer went from building a global publishing business to buying his local club and turning a personal dream into a serious long-term project. Financial reset and club rebuild: Why clearing inherited debt was an early priority and how Chelmsford City has been put on a stronger footing financially. Premier League by 2038: The thinking behind Spencer’s bold centenary ambition, with milestones for reaching the National League and the Football League first. Fans, growth and community identity: How direct supporter engagement, affordable ticketing and a family-friendly atmosphere have helped drive a major rise in attendances. Recruitment, data and the next step: Why smarter player recruitment, stronger football structures and better fan data are central to Chelmsford’s future growth. If you’re interested in football, sports business, fan engagement, and how clubs grow from the ground up, this episode is well worth your time. Tune in for an honest and ambitious conversation about leadership, community, and the realities of building a football club for the long term. Make sure to subscribe. Guest: Spencer Gore – Owner, Chairman and Group CEO, Chelmsford City Football Club Host: Clare Kenny – Don't Forget Your Ticket Don't Forget Your Tickets is powered by TicketCo, hosted by TicketCo’s CEO and founder, Carl-Erik Michalsen Moberg, and co-hosted by TicketCo's CCO Clare Kenny. The podcast was originally launched under the name TicketingPodcast.com. To learn more about TicketCo, please check out our web page ticketco.io or visit https://www.linkedin.com/company/ticketco/

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  • S8 · E13
    May 15 · 34 min

    Ticketing Manager of the Year Special: Inside Matchday with the 2025 winners Andy Gate of Oxford City FC, Ollie Gout of Dorking Wanderers FC, and Sarah Rowntree of Hartlepool United FC

    What does great ticketing look like when you’re the person making matchday happen under pressure every single week? In this special edition of Don’t Forget Your Tickets, host Clare Kenny sits down with the three winners of the 2025 Ticketing Manager of the Year Awards: Andy Gate of Oxford City Football Club, Ollie Gout of Dorking Wanderers Football Club, and Sarah Rowntree of Hartlepool United Football Club. Together, they share an honest, funny, and insightful look at the realities of running ticketing operations at football clubs where no two matchdays are ever the same. Published on the same day that public voting opens for the 2026 Ticketing Manager of the Year shortlist, this episode shines a light on the people behind the turnstiles, the inbox, the data, and the fan journey. From last-minute headaches and player ticket requests to long-term strategy and supporter loyalty, Clare explores what it really takes to deliver a better experience for fans. This is a conversation about more than ticket sales. It’s about community, innovation, accessibility, women in football, and the legacy ticketing professionals can leave behind when they help make clubs more welcoming, more responsive, and more connected to their supporters. In this episode, we cover: Matchday Pressure: The early starts, last-minute changes, and unpredictable problems that ticketing managers handle before most fans even arrive. How They Fell Into Ticketing: The very different career journeys that brought Andy, Ollie, and Sarah into football operations and supporter experience. Fan Experience and Innovation: Why flexibility, affordability, subscriptions, and smarter systems matter for modern clubs and modern supporters. Supporter Data That Makes a Difference: How better data can help clubs understand loyalty, personalise offers, and improve matchday for different types of fans. Community Outreach and Club Identity: From grassroots engagement to youth initiatives and fan-first thinking, how clubs build lifelong connections beyond the ticket office. Women in Football: Sarah reflects on her journey in the game, the progress being made, and the importance of creating pathways for women and girls in football. Collaboration Between Clubs: How ticketing teams work together, especially around high-demand fixtures, away allocations, and supporter safety. The Legacy of This Era: What each guest hopes people will say they got right 10 years from now, from removing barriers to making football more accessible and community-led. Whether you work in sports ticketing, run fan operations, or want a closer look at the people shaping supporter experience behind the scenes, this episode offers practical insight and real perspective from three of the best in the business. Tune in to hear from the 2025 winners, and don’t forget to cast your vote as the 2026 Ticketing Manager of the Year public voting opens today. Make sure to subscribe. Guests: Andy Gate – Oxford City Football Club; Ollie Gout – Dorking Wanderers Football Club; Sarah Rowntree – Hartlepool United Football Club Host: Clare Kenny – Don’t Forget Your Tickets Don't Forget Your Tickets is powered by TicketCo, hosted by TicketCo’s CEO and founder, Carl-Erik Michalsen Moberg, and co-hosted by TicketCo's CCO Clare Kenny. The podcast was originally launched under the name TicketingPodcast.com. To learn more about TicketCo, please check out our web page ticketco.io or visit https://www.linkedin.com/company/ticketco/

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  • S8 · E12
    April 8 · 38 min

    Multi-Club Ownership and Community Roots, with Steve Curwood, CEO of Fleetwood Town FC and Waterford FC

    How do you run two distinct football clubs in different countries while keeping their local community heartbeat alive? We explore the realities of modern football management with Steve Curwood, Chief Executive of both Fleetwood Town FC (EFL League Two) and Waterford FC (League of Ireland). From navigating the English Football League to driving growth across the Irish Sea, Steve operates at a fascinating intersection of sport, strategy, and community impact. In this episode of Don't Forget Your Tickets, host Clare Kenny sits down with Steve to unpack how modern clubs evolve. Steve shares his journey from the banking sector to the football boardroom, offering a candid look at the challenges and opportunities of multi-club ownership. He explains how Brexit forced a shift in recruitment strategy, leading to a unique partnership that respects the fierce independence of both fanbases while sharing vital resources. In this episode, we cover: The Multi-Club Reality: How Brexit shaped Fleetwood’s expansion into Ireland and the delicate balance of running two independent, community-driven clubs. Rising Tides in Ireland: The current boom in the League of Ireland, the impact of European football, and the untapped goldmine of academy infrastructure. Sustainable Strategy: Navigating EFL salary protocols, the role of an independent regulator, and why developing talent internally beats chaotic spending. Community Identity: How to maintain a tight-knit, hardworking family culture as a football club scales. Modernising Matchday: The journey to update legacy ticketing systems, better understand supporter habits, and create a seamless fan experience. Whether you run a football club, work in sports business, or simply love the mechanics behind the beautiful game, this episode delivers deep insights into what makes a club thrive off the pitch. Tune in to discover how to build a resilient, community-first football network! Make sure to subscribe. Guest: Steve Curwood – CEO, Fleetwood Town FC & Waterford FC Host: Clare Kenny – Don't Forget Your Tickets Don't Forget Your Tickets is powered by TicketCo, hosted by TicketCo’s CEO and founder, Carl-Erik Michalsen Moberg, and co-hosted by TicketCo's CCO Clare Kenny. The podcast was originally launched under the name TicketingPodcast.com. To learn more about TicketCo, please check out our web page ticketco.io or visit https://www.linkedin.com/company/ticketco/

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  • S8 · E11
    March 27 · 31 min

    From Stockport County CEO to Academia: Ryan McKnight on the Future of Football Fandom

    Football fandom is much more than a weekend pastime—it is a lifelong, intergenerational commitment that shapes our identity. Yet, the modern sports industry often treats loyal supporters as simple consumers. In this episode of Don't Forget Your Tickets, host Carl-Erik Moberg sits down with Ryan McKnight, a former football club CEO turned academic researcher. Drawing from his frontline experience running Stockport County and his current PhD research, Ryan challenges our current understanding of fan engagement. He argues for a paradigm shift that redefines fandom as a "cradle to the grave" experience, rooted in community, tradition, and authentic connection. Ryan strips away the transactional nature of modern football to explore how clubs of all sizes can foster deeper, more meaningful bonds with their communities without relying purely on on-pitch success. In this episode, we cover: Redefining Fandom: Why being a supporter is an active, lifelong pursuit rather than a simple consumer choice. Rethinking the Season Ticket: The challenges of modern fan engagement and the shift toward long-term, intergenerational relationships. The Power of Storytelling: How clubs can leverage their unique history and local pride to create unbreakable bonds. Community and Identity: Real-world examples, like Bohemians FC, that showcase the impact of shared values and authentic narratives. The Future of Ticketing: How industry professionals can actively shape a better, more connected future for the sport. Whether you manage a club, work in sports ticketing, or simply love the beautiful game, this episode offers a fresh, thought-provoking perspective on what it truly means to be a supporter. Listen to the episode now and subscribe to Don't Forget Your Tickets for more expert industry insights! Don't Forget Your Tickets is powered by TicketCo, hosted by TicketCo’s CEO and founder, Carl-Erik Michalsen Moberg, and co-hosted by TicketCo's CCO Clare Kenny. The podcast was originally launched under the name TicketingPodcast.com. To learn more about TicketCo, please check out our web page ticketco.io or visit https://www.linkedin.com/company/ticketco/

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  • S8 · E10
    March 10 · 36 min

    From Likes to Lifelong Fans with Grant Russell, Arenametrix & Partick Thistle

    What transforms a football club from a simple team into the beating heart of a community? How can a club’s history, values, and local pride be harnessed to build a truly unbreakable bond with its supporters? We explore the art and science of modern fan engagement with a leading voice in the football industry, Grant Russell. With a rich background spanning broadcasting, top-flight club media at West Ham United and Motherwell, and now as a director at Partick Thistle and a key figure in Arenametrix’s UK expansion, Grant’s journey provides a masterclass in connecting with fans on a deeper level. In this episode of Don't Forget Your Tickets, host Carl-Erik Moberg sits down with Grant to unravel the strategic thinking behind authentic club storytelling. Grant shares powerful insights on moving beyond vanity metrics and using narrative to drive genuine, sustainable growth for clubs of any size. Grant is a proponent of building a club's identity from the ground up. He argues that in an era of fleeting social media trends, the most powerful content is rooted in a club's fundamental truths. His approach strips away the chase for viral moments, focusing instead on the stories that resonate in the hearts and minds of the fanbase. We explore his "Four Ps" framework for fan connection—Product, Place, People, and Principles—and discuss why these pillars are crucial for keeping supporters engaged, especially those who may have moved away but still hold the club dear. In this episode, we cover: The Strategy Gap: Why many club media departments operate without a clear strategic purpose and how to connect content directly to revenue. Quality Over Quantity: Grant’s argument for shifting focus from a constant stream of content to fewer, more impactful stories that truly represent the club’s identity. Beyond Vanity Metrics: The journey from a viral video hit at Motherwell to understanding what really constitutes successful engagement and long-term fan value. The Four Ps of Fan Connection: A breakdown of the core reasons fans support their clubs (Product, Place, People, Principles) and how to use them as a storytelling vehicle. Data as a Gold Mine: How clubs are sitting on a wealth of data and the untapped potential it holds for increasing attendance, revenue, and sponsor value. Authentic Storytelling: Why the best stories are often the ones already being told by fans, and how clubs like Como and Motherwell excel by tapping into local, human-centred narratives. Whether you're involved in running a football club, work in sports marketing, or are simply fascinated by what creates loyalty in the modern game, this episode is packed with actionable advice. Tune in to hear how to turn your club's unique identity into its greatest asset! Guest: Grant Russell – Director, Partick Thistle FC & Arenametrix Host: Carl-Erik Moberg – Don't Forget Your Tickets Don't Forget Your Tickets is powered by TicketCo, hosted by TicketCo’s CEO and founder, Carl-Erik Michalsen Moberg, and co-hosted by TicketCo's CCO Clare Kenny. The podcast was originally launched under the name TicketingPodcast.com. To learn more about TicketCo, please check out our web page ticketco.io or visit https://www.linkedin.com/company/ticketco/

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  • S8 · E9
    February 26 · 23 min

    Marc White, Dorking Wanderers FC: Dreaming Big and Building Success One Step at a Time

    What does it take to turn a kickabout in the park with friends into a professional football club knocking on the door of the Football League? We dive into one of the most extraordinary stories in British football with a true visionary, Marc White. From the 17th tier to the National League, Marc’s journey with Dorking Wanderers FC is a masterclass in ambition, grit, and the relentless pursuit of a dream. In this episode of Don't Forget Your Tickets, host Carl-Erik Moberg sits down with the man who is simultaneously the founder, chairman, and manager of Dorking Wanderers. Marc shares the incredible tale of how a £50 buy-in from his mates evolved into a club with its own stadium, a die-hard community, and a trajectory that defies all footballing logic. Marc isn’t just a football manager; he’s a phenomenon. Known for his brutal honesty and unfiltered passion, he has become a social media sensation, with the hit series Bunch of Amateurs garnering millions of views worldwide. His approach strips away the PR polish often found in modern sport, revealing the raw, human side of building a legacy from scratch. We explore the unique culture he has instilled at Meadowbank, how he balances the business of football with the pressures of the dugout, and why 12 promotions in 23 years is just the beginning. In this episode, we cover: From the Park to the Pros: How Marc founded the club in 1999 and navigated the lower echelons of the football pyramid to reach the National League South. The Power of Authenticity: Why Marc’s transparent, no-nonsense leadership style resonates with millions of fans globally. Building a Community Hub: The story behind regenerating Meadowbank Stadium and creating a commercial model that supports the club’s rapid growth. Viral Success: A look at Bunch of Amateurs and how digital storytelling propelled a non-league club onto the world stage. Chasing the Next Ace: Marc discusses his "one step at a time" philosophy and his ultimate ambition to lead Dorking into the Football League (League Two). Whether you’re a football romantic, a business leader looking for inspiration, or just love a proper underdog story, this episode is proof that with enough passion and hard work, no dream is too big. Tune in to hear from the most electrifying character in non-league football! Guest: Marc White – Founder, Chairman & Manager, Dorking Wanderers FC Host: Carl-Erik Moberg – Don't Forget Your Tickets Don't Forget Your Tickets is powered by TicketCo, hosted by TicketCo’s CEO and founder, Carl-Erik Michalsen Moberg, and co-hosted by TicketCo's CCO Clare Kenny. The podcast was originally launched under the name TicketingPodcast.com. To learn more about TicketCo, please check out our web page ticketco.io or visit https://www.linkedin.com/company/ticketco/

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  • S8 · E8
    February 18 · 36 min

    Building a National Sports League From Scratch, with Paul Beirne, Executive | Sports Business Strategist | Community Builder

    What does it take to build a national sports league from the ground up? We dive into the world of sports innovation with a true pioneer, Paul Beirne. From launching the Toronto Raptors in the NBA to founding the Canadian Premier League, Paul’s journey is a masterclass in building sporting institutions. In this episode of Don't Forget Your Tickets, host Clare Kenny sits down with Paul to uncover the story behind creating a professional football league in a country as vast as Canada. Recorded with Paul calling in from Toronto, this conversation offers unparalleled insight into league creation, transatlantic sports culture, and why the next big opportunities might lie outside the top tier. Paul isn’t just an executive; he's a builder who has operated on both sides of the Atlantic, with key roles at Toronto FC and Brighton & Hove Albion. He offers a unique perspective on the contrasts between the product-driven North American sports model and the deeply ingrained cultural traditions of European football. We explore the immense challenges of finding owners, venues, and media partners for a new league, the importance of grassroots community engagement, and how to develop a national football identity. In this episode, we cover: League Creation: Paul shares the story of founding the Canadian Premier League, from the initial idea to navigating Canada's unique geography and infrastructure challenges to build a sustainable football ecosystem. Transatlantic Cultures and the Brighton Experience: A deep dive into the differences between North American sports as entertainment and European football as culture, brought to life through Paul’s tenure at Brighton & Hove Albion. Player Development: How the CPL was designed to solve Canada's player development gap and create a pathway for homegrown talent to turn professional. The Business of Sport: Insights into building a commercial strategy for a new sports property, securing media partners, and the realities of running a club in a lower-tier league. The Future of Sports Business: Paul discusses his new career acceleration platform, The Call Up, and shares his thoughts on the role of AI in making sports operations more efficient. Career Advice: Paul offers invaluable advice for anyone looking to build a career in the commercial side of sports, emphasising the importance of being relentlessly useful, curious, and a master of relationships. Whether you're an aspiring sports executive, a football fan interested in the mechanics of league building, or a professional curious about the global sports landscape, this episode provides a blueprint for turning an ambitious vision into reality. Tune in to hear from one of the most innovative minds in modern sports management! Guest: Paul Beirne – Sports Executive and Founder of The Call Up Host: Clare Kenny – Don't Forget Your Tickets Don't Forget Your Tickets is powered by TicketCo, hosted by TicketCo’s CEO and founder, Carl-Erik Michalsen Moberg, and co-hosted by TicketCo's CCO Clare Kenny. The podcast was originally launched under the name TicketingPodcast.com. To learn more about TicketCo, please check out our web page ticketco.io or visit https://www.linkedin.com/company/ticketco/

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  • S8 · E7
    February 12 · 21 min

    Bohemian FC and the Rise of Irish Football with Jimmy Dignam, Chief Operating Officer at Bohs

    Are We Witnessing a Golden Era for the League of Ireland? As the 2026 League of Ireland season kicks off, we’re back at the heart of the action to explore the culture, commerce, and intense passion driving Irish football forward. In this episode of Don't Forget Your Tickets, host Clare Kenny continues the exploration of Irish football sparked in the previous conversation with James Callan, shifting the focus to the League of Ireland's present and future with Jimmy Dignam, Chief Operating Officer of Bohemian FC. Recorded live from the Aviva Stadium just hours before Bohs kicked off their 2026 campaign against Dublin rivals St. Patrick’s Athletic, this conversation captures the electric anticipation of a league on the rise. Jimmy isn't just an administrator; he is a lifelong fan turned key operator in one of Ireland's most culturally significant clubs. From the terraces of Dalymount Park to the boardroom, Jimmy offers an insider’s perspective on how Bohemian FC has transformed from a local football team into a globally recognised brand with a distinct social conscience. We explore the challenges of running a fan-owned club, the delicate balance between commercial growth and community values, and what the future holds for the League of Ireland as it enters a potential golden era. In this episode, we cover: The Bohs Identity: Jimmy discusses how Bohemian FC carved out a unique space in world football, leveraging political engagement, creative merchandising, and community values to build a cult following far beyond Phibsborough. Operational Excellence: A look behind the curtain at what it takes to run a top-tier Irish club, managing limited resources while striving for professional standards off the pitch. The Aviva Factor: The significance of kicking off the season at the national stadium and what big-stage games mean for the commercial and cultural growth of domestic football. Fan Culture & Experience: How the matchday experience is evolving in Ireland, the resurgence of local support, and the importance of modernising facilities to keep momentum going. 2026 Season Outlook: Jimmy shares his thoughts on the season ahead, the intensity of the Dublin derbies, and the broader landscape of Irish football as it battles for attention against other codes. Whether you’re a lifelong Bohs fan, a League of Ireland enthusiast, or a sports business professional interested in how culture drives commerce, this episode offers a front-row seat to the changing face of Irish football. Tune in now to get ready for kick-off! Guest: Jimmy Dignam – Chief Operating Officer at Bohemian FC Host: Clare Kenny – Don't Forget Your Tickets Don't Forget Your Tickets is powered by TicketCo, hosted by TicketCo’s CEO and founder, Carl-Erik Michalsen Moberg, and co-hosted by TicketCo's CCO Clare Kenny. The podcast was originally launched under the name TicketingPodcast.com. To learn more about TicketCo, please check out our web page ticketco.io or visit https://www.linkedin.com/company/ticketco/

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  • S8 · E6
    February 6 · 31 min

    James Callan: The Renaissance of Irish Football & The 2026 Season Kick-Off

    Are we witnessing a golden era for the League of Ireland? As the 2026 season kicks off this Friday, we’re diving deep into the culture, commerce, and passion driving Irish football forward. In this season premiere of Don't Forget Your Tickets, host Clare Kenny sits down with James Callan, one of the brightest young voices in sports journalism. At just 23, James has established himself as a key commentator on the intricacies of the game, writing for national and international outlets and contributing to Boardroom Ball. From his childhood memories at Oriel Park to his legal dissertation on multi-club ownership, James brings a unique blend of fan passion and business acumen to the conversation. We explore the historical struggles of the league, the current resurgence of local support, and what needs to happen off the pitch to match the ambition on it. In this episode, we cover: The Irish Football Renaissance: Why we are seeing more children in Shelbourne and Galway shirts than ever before, and the shift away from the traditional Premier League dominance. Politics & Identity: James breaks down the unique history of the league, including the story of Derry City and how clubs like Bohemians are building a cult following through political engagement and creative merchandising. The Fan Experience: A candid look at the state of Irish stadiums, the "rustic" charm of matchdays, and why modernising facilities is crucial for commercial growth. Competition Codes: The historical battle for attention against the GAA and Rugby, and how football is finally carving out its own space and securing vital funding. 2026 Season Preview: James gives his predictions for the season ahead, discussing who can challenge the dominance of Shamrock Rovers and which clubs are winning off the pitch. Whether you’re a die-hard League of Ireland supporter or a sports business professional looking for insight into an evolving market, this conversation offers a fascinating look at a league on the rise. Tune in now to get ready for kick-off! Guest: James Callan – Football Writer & Contributor at Boardroom Ball Host: Clare Kenny – Don't Forget Your Tickets Subscribe to Don't Forget Your Tickets on your favourite podcast platform so you never miss an episode. Don't Forget Your Tickets is powered by TicketCo, hosted by TicketCo’s CEO and founder, Carl-Erik Michalsen Moberg, and co-hosted by TicketCo's CCO Clare Kenny. The podcast was originally launched under the name TicketingPodcast.com. To learn more about TicketCo, please check out our web page ticketco.io or visit https://www.linkedin.com/company/ticketco/

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  • S8 · E5
    Dec 26, 2025 · 27 min

    Boxing Day Special: The Ultimate Football Fan Journey; Ashley Lambell on Ground-Hopping, Matchday Magic, and the 92 Stadiums Challenge

    This episode of Don’t Forget Your Tickets is a special one. It’s a heartwarming and inspiring conversation that celebrates the magic of football fandom through the eyes of a true supporter. For the first time, we’re joined by a fan who has achieved something extraordinary – visiting all 92 Premier League and EFL stadiums. Ashley Lambell, a lifelong Northampton Town supporter and ground-hopping enthusiast, shares his incredible 26-year journey to complete the “92.” In this feelgood Boxing Day special, Ashley sits down with our co-host Clare Kenny to reflect on the highs, the lows, and the unforgettable moments that have defined his football adventures. Highlights from the conversation: The 92 Stadiums Challenge: Ashley recounts how his love for football turned into a lifelong mission to visit every Premier League and EFL ground, from iconic venues like Anfield to quirky gems like Kenilworth Road. Matchday Magic: Hear Ashley’s thoughts on the best and worst matchday experiences, including standout clubs like Burton Albion, Exeter City, and Bolton Wanderers, who go the extra mile to make fans feel welcome. Football and Family: Discover how football has shaped Ashley’s life, from childhood away days with his family to working in media at Nottingham Forest. The Fan Journey: Ashley reflects on how ticketing has evolved over the years, from queuing outside stadiums to the seamless digital experiences offered by platforms like TicketCo. The Human Side of Football: From the camaraderie of fans to the unique culture of English football, Ashley shares why the sport holds such a special place in people’s hearts. Tune in for a feelgood Boxing Day special that celebrates the passion, loyalty, and community spirit of football fans everywhere. Don't Forget Your Tickets is powered by TicketCo, hosted by TicketCo’s CEO and founder, Carl-Erik Michalsen Moberg, and co-hosted by TicketCo's CCO Clare Kenny. The podcast was originally launched under the name TicketingPodcast.com. To learn more about TicketCo, please check out our web page ticketco.io or visit https://www.linkedin.com/company/ticketco/

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  • S8 · E4
    Dec 15, 2025 · 26 min

    First Female CEO: Ciara McCormack on Breaking Barriers in Irish Football

    This episode of Don't Forget Your Tickets is a special one. It’s a deeply personal and honest conversation that explores both the triumphs and tribulations of a truly extraordinary career in football. We're joined by the first guest on our podcast to have excelled at the highest level both on and off the pitch, earning caps for Ireland as a player and then taking on a club co-owner and CEO role off the pitch. Ciara McCormack, a former Republic of Ireland international, takes us on her unique journey from the pitch to the boardroom, where she became the first female CEO and co-owner of a men's and women's club in the League of Ireland, Treaty United FC. In her conversation with our co-host Clare Kenny she shares the raw, unfiltered story of what it’s like to transition from player to club leader, offering a rare look behind the curtain of professionalising a club. Highlights from the conversation: Player to CEO: Ciara discusses the transferable skills from her top-flight playing career that prepared her for the challenges of club leadership. A New Frontier: Hear about her experience as a pioneering female CEO in a male-dominated environment and the progress being made for women in Irish football. The One Club Model: Ciara explains why she championed equal resources and respect for both the men’s and women’s teams, and the backlash she faced for it. Volunteers vs. Professionalism: For the first time on the show, we tackle the dilemma of managing dedicated volunteers while striving to implement professional standards for match day operations and club management. The Fan Backlash: Ciara speaks candidly about facing a fan protest, the mental toll of online abuse, and the importance of humanising leaders in sport. Tune in for an inspiring and eye-opening account of resilience, leadership, and the passionate pursuit of building a football club from the ground up. Don't Forget Your Tickets is powered by TicketCo, hosted by TicketCo’s CEO and founder, Carl-Erik Michalsen Moberg, and co-hosted by TicketCo's CCO Clare Kenny. The podcast was originally launched under the name TicketingPodcast.com. To learn more about TicketCo, please check out our web page ticketco.io or visit https://www.linkedin.com/company/ticketco/

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  • S8 · E3
    Nov 26, 2025 · 25 min

    Why Smarter Segmentation Sells More Seats - with Lukas Mikkel Hansen, Co-founder of Playmakers

    How many sports industry professionals do you know who have subscribed to 800 different club newsletters to learn how clubs around the world communicate with their fans? Probably none, but Lukas Mikkel Hansen, a young talent making waves in the sports industry, has done exactly that. In this episode of Don't Forget Your Tickets, we sit down with the young co-founder of Playmakers to get a unique vantage point on the digital divide between European and American sports. Lukas, who recently moved from Copenhagen to New York to launch Playmakers in the US, shares insights from his deep dive into club communications, revealing why so many organisations struggle to connect with their fans effectively despite having the right tools. We explore the critical differences in ticketing, fan journeys, and commercial strategies on both sides of the Atlantic. Highlights from the conversation: The 800-Club Experiment: What thousands of club emails reveal about the state of fan engagement and personalisation worldwide. Europe vs. USA: A look at the pros and cons of different ticketing models, from single-source systems to the complex resale culture in the US. Data is Key: Why mastering fan data is the ultimate competitive edge for turning loyalty into revenue. Segmentation in Action: Practical advice on how to stop sending generic messages and start communicating with fans in a way that feels relevant and personal. A Club to Watch: Lukas highlights why soccer club Portland Hearts of Pine is a prime example of a team doing things differently, and getting it right. Tune in to learn how to bridge the gap between having data and actually using it, and discover the key lessons Lukas has learned from operating in two of the world's biggest sports markets. Don't Forget Your Tickets is powered by TicketCo, hosted by TicketCo’s CEO and founder, Carl-Erik Michalsen Moberg, and co-hosted by TicketCo's CCO Clare Kenny. The podcast was originally launched under the name TicketingPodcast.com. To learn more about TicketCo, please check out our web page ticketco.io or visit https://www.linkedin.com/company/ticketco/

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  • S8 · E2
    Nov 20, 2025 · 21 min

    Ian Dutton of Sporting Group International on Sponsorships, American Investment & Football's Future

    What is the real impact of American investment on English football, and how are clubs adapting to a changing sponsorship landscape? For answers, we turn to a man who has seen it all from the inside: Ian Dutton, UK Managing Director of Sporting Group International. In this episode, new co-host Clare Kenny sits down with the former Birmingham City FC Managing Director to discuss his 17-year journey at the club, the cultural shifts under new ownership, and his move to the global agency SGI. We dig into the long-term goals of US owners, the future of the independent regulator, and where the real commercial growth opportunities lie for UK and Irish sport. Highlights from the conversation: The American Wave: Why US investors are drawn to English football and what their long-term objectives are beyond the balance sheet. Cultural Shifts: A firsthand account of the monumental changes in communication, transparency, and fan relations that new ownership can bring. From Club to Agency: The transition from running a club to building global partnerships and what it takes to succeed on both sides of the table. The Power of Relationships: Why old-school, trust-based networking still delivers the biggest commercial wins in a digital-first world. Sponsorship & Storytelling: How to create authentic, meaningful partnerships by acting as a sales extension for rights holders, not just another agency. Ticketing & Fan Experience: The critical importance of the user journey and why simplifying the purchase process is key to engagement. The Independent Regulator: Will it scare off investment or create a more sustainable pyramid? An insider’s perspective on the pros and cons. Future Growth Areas: Identifying the emerging sectors, from AI to fintech, that will define the next wave of sports partnerships. Tune in for a masterclass in sports commercial strategy, leadership through adversity, and a look at the forces shaping the future of the beautiful game. Don't Forget Your Tickets is powered by TicketCo, hosted by TicketCo’s CEO and founder, Carl-Erik Michalsen Moberg, and co-hosted by TicketCo's CCO Clare Kenny. The podcast was originally launched under the name TicketingPodcast.com. To learn more about TicketCo, please check out our web page ticketco.io or visit https://www.linkedin.com/company/ticketco/

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  • S8 · E1
    Oct 28, 2025 · 25 min

    How club-branded Fan Apps sell more tickets and build loyal communities - with Adam Stighäll, CEO of Forza Clubs

    What can a club-owned fan app do that social media can’t? A lot, especially when it comes to ticket sales, first-party data, and shifting fan behavior at scale, says Forza Clubs' CEO Adam Stighäll. In this season-opening episode, Adam explains why clubs and leagues are moving beyond algorithms to build their own “digital living rooms,” how ticketing becomes the killer utility that drives adoption, and the best practices behind paywalled content that fans actually value. We dig into launches across Scandinavia, behavior shifts like increased home game attendance, and the real resourcing it takes to make an app work week after week. Highlights from the conversation: Own the journey, not the algorithm: why clubs are reclaiming communication and data with branded apps instead of renting reach on social platforms. Ticketing as the adoption engine: how digital tickets, transfers, and season card utilities drive monthly active users and repeat engagement. What to keep free vs. what to gate: the 80/20 model for premium content, early access windows, and avoiding fan backlash. Longer-form wins in apps: why the same interview that’s 2 minutes on social should be 8 minutes in your app—authentic, low-edit, and higher value. Who converts first (and why): younger hardcore fans download early; ticketing utility brings the laggards. Proven outcomes: how moving attention from social to a club-owned app correlates with more home game attendance and higher sales. Data that matters: building a fan database with demographics and preferences to power automation, merchandising, and smarter campaigns. Resource reality: how to shift 4–5 hours a week into app-first content, what to stop doing on social and what to do more of in your own channel. Say no to reinventing the wheel: why standardising best practices across launches beats bespoke one-offs that don’t scale. Adam’s core message: when clubs create a genuine, branded home for fans where utility and content live together, engagement grows, data compounds, and ticketing performance follows. Tune in for practical playbooks, real-world results, and a clear path to turning fan apps into your primary sales and engagement platform. Don't Forget Your Tickets is powered by TicketCo, hosted by TicketCo’s CEO and founder, Carl-Erik Michalsen Moberg, and co-hosted by TicketCo's CCO Clare Kenny. The podcast was originally launched under the name TicketingPodcast.com. To learn more about TicketCo, please check out our web page ticketco.io or visit https://www.linkedin.com/company/ticketco/

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  • S7 · E5
    Aug 27, 2025 · 34 min

    50th Episode Anniversary Podium Special: Mastering the Crowd: Safety, Trust, and AI in Modern Events - with Morten Therkildsen MSc

    Don’t Forget Your Tickets — Podium Special with Morten Therkildsen What can a Japanese tea ceremony teach us about running safe football matches? Quite a lot, according to operational safety expert Morten Therkildsen. In this special episode, one of our most downloaded guests returns to share lessons from his work across UEFA tournaments — from the Europa League and Champions League finals to stadium safety projects with clubs like Tottenham Hotspur — as well as Roskilde Festival and beyond. 🔑 Highlights from the conversation: The tea ceremony lesson: why even after 11 years as a “student,” you never stop learning — and why crowd managers should adopt the same mindset. Football vs. festival crowds: why competition changes everything — from how fans arrive, to how they act, to how risks develop. The Golem effect: how the way you think about your crowd shapes how they behave. The rise of AI in crowd safety: density monitoring, real-time decision support, and why tech should always complement, not replace, human expertise. Showstop procedures and prevention: what tragedies like Astroworld reminded the industry about acting before accidents happen. Morten reminds us that whether it’s 100,000 festival-goers in Denmark or a packed Champions League final in London, operational excellence comes from trust, mindset, and a willingness to always be a student. 👉 Tune in for football insights, remarkable stories, and practical lessons from one of Europe’s most trusted voices in safety and crowd dynamics. Don't Forget Your Tickets is powered by TicketCo, hosted by TicketCo’s CEO and founder, Carl-Erik Michalsen Moberg, and co-hosted by TicketCo's CCO Clare Kenny. The podcast was originally launched under the name TicketingPodcast.com. To learn more about TicketCo, please check out our web page ticketco.io or visit https://www.linkedin.com/company/ticketco/

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  • S7 · E4
    Jun 19, 2025 · 26 min

    Why your sponsorship strategy needs a human heartbeat: Insights from James Wynne, founder of Playbook Sponsorship

    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, hosted by TicketCo’s CEO and founder, Carl-Erik Michalsen Moberg, and co-hosted by TicketCo's CCO Clare Kenny. The podcast was originally launched under the name TicketingPodcast.com. To learn more about TicketCo, please check out our web page ticketco.io or visit https://www.linkedin.com/company/ticketco/

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