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Personal Best: Anthony Scammell

Communications Director

Best pitch presenter you’ve ever seen:

Depends on the setting. Josh Connell tells a brilliant story to sell an idea. But Stephen Reid (below) is unmatched in the Middle East, knowing all the buttons to press.

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

I’m biased, but after 137 outings and counting, it’s got to be parkrun. Fitness served up free, friendly and fun.

Best agency (that isn’t yours):

Two Circles, for what they’ve achieved in double quick time.

Best young industry talent:

Matt Barrett, Founder of Goal Click, a global football storytelling platform which aims to inspire understanding through the universal language of photographs. He and Ed Jones had a vision and have delivered it.

Best sporting event attended:

The Open Championship at St Andrew’s in 1990, when Nick Faldo won by five shots.

Best sporting event on TV:

The back nine of The Masters.

Best brand ambassador:

Arsene Wenger and Castrol for its Euro 2008 ‘ The more you know, the better you perform’ campaign. Le Professor gave the oil brand a different, analytical lens for their sponsorship, switching away from the traditional player route and building a more relevant and impactful connection with their audiences – many of them B2B. The fact Castrol still maintain a partnership with the League Managers Association (LMA) today is testament to how well it worked.

Best industry event or conference:

The Sport Industry Awards circa 2010. When the event had the scale to impress, but the intimacy to still enable people & tables to mix.

Best film containing a scene depicting the sports business:

Winning Time: The Rise of the Lakers Dynasty. When CEO Jerry Buss was standing on the table in the LA Lakers office rallying his marketing & commercial team.

Best book recommendation:

Fever Pitch by Nick Hornby.

Best bar or pub:

The Toucan, a small pub off Soho Square which serves a good pint of Guinness.

Best restaurant:

Marini’s fish and chips in Hampton. Friday night wouldn’t be the same without it.

Best holiday resort:

Camping just outside Salcombe.

Best box set:


Best influence on your career:

Andy Sutherden. A boss (twice), teammate, motivator, mentor and friend - all rolled into one.

Best dinner companions (min 4, max 6):

Pat Jennings, Tony Adams, David Rocastle & Bukayo Saka. You get the ‘red and white’ idea...

Best job in the sports biz:

Anything linked with England cricket team at the moment. They are brilliant to watch. In any format of the game.

Best professional regret:

Not working on more sides of the sports industry fence. Which is why I’m enjoying the current ride at the athlete-owned Professional Triathlete’s Organisation (PTO).

Best skill you most covet:


Best trait you admire in others:


Best overrated virtue:

Temperance. Sometimes you’ve just got to go for it.

Best ambition:

To win. In my current role, helping the PTO establish a new global professional triathlon tour, which showcases the world’s ultimate endurance athletes

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