Amar Singh is a highly experienced media professional specialising in content strategy and digital marketing in sport. After working as a newspaper journalist, he moved to Goal.com in 2009, later to daily newspaper London Evening Standard and as a Chief Content Officer to Squawka, data-football specialists.
Amar then joined Premier League club West Ham United, where, as Head of Content, helped the club grow its global audience and achieve record audience metrics across a range of platforms. After two years at West Ham, Amar joined AB-InBev, the world’s largest brewer. As Head of global football content for Budweiser, Amar led the content strategy with the Premier League, LaLiga, England and the FA Cup plus working with footballers including Lionel Messi. After joining Dentsu-owned MKTG Sport + Entertainment in 2022 as Senior Vice President, Head of Content & Comms, Amar now advises some of the biggest brands in the world on sponsorship, marketing, and content strategy. He works with organisations including Mondelez, FedEx and Vodafone on bringing their partnerships to life. A mentor for organisations including Kick It Out and One Million Mentors, Amar is passionate about helping give opportunities to others, using his experience and knowledge to develop talent and help diversify the sector.
December 12th, 2022 | 42 mins 33 secs
amar singh, brand partners, brand sponsorship, content strategy, entertainment, mktg, pr, public relations, sport & entertainment, sports marketing, sports pr, sports sponsorship
In this episode I interview Amar Singh, ex-Evening Standard journalist turned content and digital marketing expert in sport and entertainment. Former Head of global football content at Budweiser and Head of Content at West Ham United, Amar has helped grow audiences across multiple platforms by understanding fans and creating content strategies that resonate.
Now at MKTG as Vice President of content and communications, Amar and his team are experts at understanding fans on a deeper level and on a large global scale.
In our chat we explore the latest MKTG research ‘modern fan decoded’ and how a change in fan behaviour in the last few years has changed the sport and entertainment industry.
We look at what fans are more receptive to brand engagement and why the younger generation are demanding more, not just in their experience but how they expect the brand to operate and do better in the world.
This interview is full of wisdom and practical tips on collecting insight and behaviour measurement too.
You can watch the video of this interview on YouTube: https://youtu.be/RqaB_uF1jZU