Best pitch presenter you’ve ever seen
Jonathan Vaughters, the Team Manager at EF- Education First Cycling. The passion he has for the sport, his team and for ‘winning the right
way’ is incredible.
Best sports marketing campaign (that wasn’t yours)
I won’t be the first or the last to say ‘This Girl Can.’ As well as being genuinely meaningful, it was cool, had swagger and was
authentic. It’s definitely had an impact in terms of participation and the perception of women in
Best agency (that isn’t yours)
Dark Horses are mighty impressive. At the large end of the
scale, Saatchi produce great work. I like agencies that are genuinely imaginative, both those
come from a creative starting point.
Best young industry talent
Cathy Bettinson, who signed for DAZN at the start of the year. I
was fortunate enough to work with her at Ball Street and she’s the safest pair of hands in the
Best sporting event attended
Wales beating England at Twickenham.
Best sporting event on TV
This is so tough. Since 1992, my life has revolved around televised
sport and I’ve seen so many great things. 2012 was the most remarkable sporting year, Bradley
Wiggins, Jess Ennis, Man City and Andy Murray were all incredible moments but the Ryder Cup at Medinah was the kind of jaw-dropping comeback that makes sport so special.
Best brand ambassador
Usain Bolt is one of the greatest characters to have graced any
sport. The best sportspeople don’t usually have the kind of charisma he does. PUMA has done nice stuff with him but he’s been an ambassador for a troubled sport for over a decade too.
Best Industry Event or Conference
Sheridan’s Sports Masterclass.
Best film containing a scene depicting the sports
Hoop Dreams. There seems to be something about basketball that makes compelling films.
Best book recommendation
The Dirtiest Race in History by Richard Moore. It’s about the Men’s 100m final at the Seoul Olympics and the doping that surrounds it. But it reads like a political thriller.
Best pub or bar
This is almost as tough as the question about the best sporting event on TV!
I’m writing this during lockdown, so I’d kill for a pint in any pub but I do love The Harp in Charing
Le Relais de Venise. There’s quite a few in London but I love the Marylebone
one. No menu, no choice, just a knock-out steak frites, great red wine and...they bring you
Best holiday resort
Mallorca. Having an ice cold beer with the family after cycling (very slowly)
around the island is one of life’s great pleasures.
Best box set
The Sopranos. I overheard the ending in a pub once, so knew what was going to
happen and despite this, it still flawed me.
Best influence on your career
My wife. She told me to do my own thing and I’d have never
done it without those words.
Best dinner companions (min 4, max 6)
As my business is inspired by underdog stories, I’d
like to share it with some of the best. Brian Clough, Graeme Obree, Muhammad Ali, Mary Cain. All of these, and Springsteen, because he’s Springsteen.
Best job in the sports biz
Athlete. They’re the stars of the show at the end of the day.
Best professional regret
Not setting up my own thing earlier. Answer to yourself, make your
own mistakes, learn from them, get better, enjoy the wins, they taste sweeter when it’s your
Best skill you most covet
Good swing bowling
Best trait you admire in others
Best overrated virtue
Chastity doesn’t feel very relevant in 2020!
Create a world where fans love sponsors.