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Jen Coleman

Jen Coleman

UK Director


Best pitch presenter you’ve ever seen:

Alejandro Agag (Founder of Formula E, Extreme E, E1) on his vision for electric motorsport, its implications for other industries and potential to drive broader societal impact on climate action.

Alejandro Agag

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

I love brands who react and interact with what’s going on in the industry, which Heineken do brilliantly. It isn’t easy for a big corporate to be so nimble and quick-witted, but it creates such an authentic conversation with fans and scores Heineken a whole load of earned media. Two examples below (ref European Super League & ‘Beckham’ doco).

 Heineken sports marketing campaigns

Best agency (that isn’t yours):

I really like some of the work WeAreFearless have produced recently, they have pretty brave and unique ideas, and are long-standing supporters of women’s sport.

Best young industry talent:

Lani Johnson. I met Lani as an elite teenage footballer in Sydney through a talent camp I was running, she’s now graduated Uni and already carving a name for herself in the business side of Women’s football. I really think she’ll do good things in the industry (not just in Australia). Pic below.

Lani Johnson.

Best sporting event attended:

Winding back the clock here but it must be the London Olympics! I went to loads of events and the atmosphere in London at the time was electric, it really brought people together.

Best sporting event on TV:

The Tour de France. If I could, I’d watch it live all day every day for the whole 3 wee

Best brand ambassador:

Daniel Ricciardo. He’s charismatic, authentic and super professional, and he can nail a script or a marketing brief better than anyone I know.

Best industry event or conference:

Having just recently been at Leaders, I’d have to say that. I’m always pleasantly surprised by who I bump into, and the new connections I make there.

Best film containing a scene depicting the sports business

King Richard and Air were both great films recently, and I’m excited for the new F1 film that’s been in production this season. But an old favourite of mine is the documentary film “McConkey” about the life and death of one of the great pioneers of freeskiing.

Best book recommendation:

Simon Sinek - Start With Why

Best bar or pub:

The Ram’s Head in Disley (in between Manchester and the Peak District, where I grew up). Traditional low-key British country pub. Feels like home.

Best restaurant:

Pilu on Freshwater Beach, Sydney (which was also home for many years). A bit of a fine dining institution and an unbeatable view!

Best holiday resort:

As new parents we’re actually on the hunt right now for a kitesurfing resort with a good kids club – any recommendations from readers are very welcome! Otherwise I’m all about the South Island of New Zealand or West Coast of Canada.

Best box set:

Ted Lasso

Best influence on your career:

Mel Hopkins (Vodafone, Optus, Channel 7). An inspiring CMO who challenged and championed me in equal measure. Barney Francis (Sky Sports, IMG) has also been a supporter since my Sky Sports days, and importantly he’s a real advocate for diversity in the industry.

Mel Hopkins

Best dinner companions (min 4, max 6):

David Attenborough, Michelle Obama, Gunther Steiner, Will Smith, Alyson Felix

Best job in the sports biz:

Professional golfer.

Best professional regret:

We’ve all had the accidental “reply all” moment.. (right?). No regrets but a couple of lessons to my younger self would be 1) invest in building your own self-belief, and 2) don’t underestimate the power of mentors and allies.

Best skill you most covet:

Ability to remember people’s names

Best trait you admire in others :

Ability to remember people’s names!

Best overrated virtue

Patience. Life is short.

Best ambition:

To be the best role model I can for my little girl, to be happy and to harness the power of sport to do some good in this world!

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