Amar spent time at data-football specialists, Squawka. He worked in-house at Budweiser as Head of global football content and then at West Ham United where, as Head of Content, he helped the club grow its audience to a global level across multiple platforms.

Now at MKTG as Vice President of content and communications, Amar and has team are experts at understanding fans on a deeper level and often 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 talk about the rise in sports professionals and football players specifically being more influential in 'cause awareness' and therefore brand's activity around them.

We look at what generation of 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

Follow Amar's sports marketing newsletter and on Twitter:
https://thesportsmarketeer.substack.com/
https://twitter.com/amarjourno

Special Guest: Amar Singh.

This year is very different. Nearly all lead-up stories have been negative; covering the human rights issues, corruption, timing and infrastructure problems.

So what does this mean to the huge World Cup audience? How does this affect the associated brand sponsors? Are there the same news-jacking opportunities for non-official partners?

I interview one the world’s leading experts in sports marketing and brand partnerships; Andy Sutherden to find out.

The former head of International Brand Consulting at CAA (Creative artists agency) and ex global head of sport partnerships and marketing at H&K Strategies, helps us navigate the change in comms strategy, reputation, activation and measurement of one of the most controversial worlds cups in history.

Our interview covers;

• The benefits and pitfalls of the £50billion Sponsorship industry
• How you should prepare for crisis around this & future World Cups
• The Danish sponsor Hummel’s shirt launch & the conflicting stories that have been buried around it Plus
• Andy share his prediction on why several coincidences around this tournament may have set a new template for all future World Cups.

Whether you’re working on a World Cup campaign now, thinking of using it as a hook OR into the game, brands and fans this episode is for you!

Special Guest: Andy Sutherden .