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CEO & Founder, The Athlete Media Group

Best restaurant:

La Relais de Venise, Marylebone

Best influence on your career:

My hero & late father, Colonel RG Middlemas (Royal Artillery, Parachute Regiment 7RHA, Royal Marine Commando, NATO)


Best dinner companions (min 4, max 6):

Sir Winston Chruchill

Jurgen Klopp

Daley Thompson

Joanna Lumley

My late Gran, Margaret Middlemas

Salma Hayek


Best job in the sports biz:

Marketing @Liverpool Football Club


Best professional regret:

Turning down a business invite to the 2005 Champions League Final!


Best skill you most covet:

Strong leadership


Best trait you admire in others:



Best overrated virtue:

Working long hours


Best ambition:

Not coming last in a 30-team charity go-kart race as our team did last month!

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Best brand ambassador:

Usain Bolt – entertaining, passionate, funny


Best industry event or conference:

The Marketing Society Annual Conference – learning for all, always

Best film containing a scene depicting the sports business:

Katie – Netflix documentary on the awesome female boxing World Champion Katie Taylor

Best holiday resort:

Driftwood Club, Malindi, Kenya


Best box set: 24

Best book recommendation:

Legacy, What the All Blacks Can teach Us About The Business of Life (James Kerr)

Best bar or pub:

The Rock Inn, Chiddingstone Hoath, Kent – the best community pub you are likely to find anywhere in the world!

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Best pitch presenter you’ve ever seen:

Rory Sutherland, Ogilvy








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

Carling Black Label, NoExcuse Soccer Songs of Change, South Africa – the 2018 Cannes Grand Prix Winner, Radio and Audio the most astonishingly powerful, emotional and effective campaign I’ve ever seen!


Best agency (that isn’t yours):

DECEMBER19 – an independent media agency with heart, transparency and a passion for its staff like no other


Best young industry talent:

Harry Adams, my Head of Content at AMG!

Best sporting event attended:

Attended (and participated in) the first ever ForRangers Ultra 2018 – 203km’s through the top 5 game reserves in northern Kenya. 

And world record marathon holder, Kenya’s Eliud Kipchoge, gave us our medals at the end!

Best sporting event on TV:

Rugby World Cup 2019 – the world in union!

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