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Sports Marketing & Communications Consultant

Best pitch presenter you’ve ever seen:

John Amaechi. Anyone who can silence 1500 rowdy people at the Sports Industry

Awards, with powerful prose about human integrity, gets my vote



Best sports marketing campaign (that wasn’t yours):

Close call between Sport England’s

This Girl Can

and Channel 4’s

The Incredibles.

Both reached the wider population to change both opinion and behaviour

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Best agency (that isn’t yours):

I love what Gary Dodds has built at Fearless. But Two Circles edge it for me, as

much for their culture as their product

Best young industry talent:

Rowland Jack. One of my best hires and certainly one of the smartest brains you

could ever work with. Smart enough to have launched his own sports governance

consultancy before the words ‘trust’ and

‘integrity’ became common industry vernacular

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Best sporting event attended:

Chelsea beating Bayern Munich 4-3 on penalties in 2012 to win the Champions

League... in Munich.

Best sporting event on TV:

Paralympics. Am left glassy eyed and totally inspired, every time.

Best brand ambassador:

Ian Botham + Duncan Fearnley. It was the first experience I remember of a

personal purchase being exclusively influenced by a ‘celebrity’.

Best industry event or conference:

Sports Podge. Small enough to network; big enough to attract the industry’s top


Best film containing a scene depicting the sports business:

Invictus. Mandela handing the Rugby World Cup to Francois Pienaar. A reminder

that we are blessed to be in an industry that can impact the world way beyond sport

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Best book recommendation:

Daniel Coyle, Culture Code. Feels even more relevant today than it was when first

published in 2017

Best bar or pub:

Toucan, Soho. The home of great Guinness and Teamship for many of the 17years I worked at H+K.

Best restaurant:

M on the Bund, Shanghai. Extraordinary food. Even better views.

Best holiday resort:

Marigot Bay, St Lucia. Magical. Film location of the original Dr Doolittle

Best box set:

Mad Men. The Guardian described it best:

“...a decade-long meditation on change”

Best influence on your career:

My first football manager, Chris Borrett (Kingfishers FC U7-12’s). Everything I

care about today in terms of discipline, positivity, good culture and collective

accountability started with him


Best dinner companions (min 4, max 6):

George Best, Jason Leonard, Ian Botham, John Daly. Plus a cameraman, because I

certainly won’t remember it!

Best job in the sports biz:

Wicket keeping to the Windies attack in the 1980’s. You could still sit in the stands whilst fielding!

Best professional regret:

Not pushing H+K harder to acquire Two Circles before they turned Sir Martin Sorrell’s head

Best skill you most covet:

Being a better, more humble loser.

Best trait you admire in others:

Positivity, integrity and resilience

Best overrated virtue:

Diplomacy, because sometimes you’ve just got to get shit done

Best ambition:

To have the continued love and respect of my family

Andy Sutherden

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