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Personal Best: Robbie Spargo

Director of Sport

Best pitch presenter you’ve ever seen:

Andy Taylor, co-founder of Little Dot Studios - he wasn’t ever pitching, only ever trying to develop exciting collaborations.

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

I thought the ECB’s Express Yourself campaign ahead of the 2019 ICC ODI World Cup was very strong.

Best agency (that isn’t yours):

Following on from that, I’ve always admired the creative campaigns that I’ve seen MATTA put together.

Best young industry talent :

Alex Mott, who leads production for us - so professional, collaborative and pastoral with such excellent leadership skills, you would hardly know he’s still relatively early in his career.

Best sporting event attended:

I used to go to various Rhineland football stadiums when I lived in Duesseldorf and Cologne. The atmosphere and German football supporter culture at Dortmund v Bremen at the Westfalenstadion was a highlight. In particular, the stadium chanting the song ‘Du Hast Die Haare Schoen’ (you’ve got nice hair). Abusively ironic? Genuine complement? Hard to say.

Best sporting event on TV:

The ODI Cricket World Cup final 2019

Best brand ambassador:

Nike’s collaborations have always been superb: Michael Jordan, Serena Williams, Lance Armstrong and Tiger Woods (the latter two until later controversies).

Best industry event or conference:

Edinburgh International TV Festival has produced (the two times I’ve been) the most candid and insightful panels. I also enjoyed getting the Caledonian Sleeper up there…

Best film containing a scene depicting the sports business:


Best book recommendation:

A Classless Society: Britain in the 1990s - a thought-provoking, funny and captivating retelling of the cultural and political movements that gave rise to many things we take as read today - not least, the Premier League.

Best bar or pub:

My unpopular opinion is that the idea of a pub is usually better than the reality.

Best restaurant:

I’m contractually obliged to say Tayyabs in Whitechapel

Best holiday resort:

Queenstown, New Zealand for skiing, mountain biking or hiking.

Best box set:

The Day Today

Best influence on your career:

Inevitably, my first manager - in my case Damien Marchi (now at Vivendi) when I was at FremantleMedia. He showed me how to be assertive while staying collaborative.

Best dinner companions (min 4, max 6):

Julia Louis-Dreyfus, Tim Key, Michael Atherton, Deborah Levy, Bob Mortimer and my mate Nye.

Best job in the sports biz:

Being Rob Key

Best professional regret:

Not playing more sport

Best skill you most covet:

Live production

Best trait you admire in others:


Best overrated virtue:

Being busy.

Best ambition:

Be better

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