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Preeti Shetty

Head of Upshot

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Best pitch presenter you’ve ever seen   Leon Mann – his passion shines through every time I’ve heard him speak.

Best sports marketing campaign (that wasn’t yours) 

Nike – Dream Crazy. Was

good for their business while generating a sense of community and deepening

cultural conversations

Best agency (that isn’t yours)

Don’t do much work with agencies but big fan of InCrowd Sports and WePlay – both run by good friends so I might be a little


Best young industry talent 

Alex Willis at AELTC – innovative, inspirational and very inclusive. Every thing she touches is gold!

Best sporting event attended

Dortmund v Bayern at the 2013 Champions League

Final at Wembley. The atmosphere was insane. The ground was shaking.


Best sporting event on TV

The Olympics and Paralympics is always special. They have a wonderful ability to suck you in and keep you hooked – watching sports you have never even thought about before.

Best brand ambassador

Not a brand in the traditional sense but Juan Mata and

Common Goal are doing such great work.

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Best Industry Event or Conference

Sport Industry Awards is always a fun night.

I’m usually a bigger fan of the after parties though.

Best film containing a scene depicting the sports 

The Peace by Inches

speech in Any Given Sunday. It’s the obvious choice but that doesn’t take away

from it’s greatness.


Best book recommendation

Black Box Thinking by Matthew Syed. It was a real eye opener for me when thinking about failure and how important it is that we

embrace it and learn from it. Not often second nature in sport.

Best restaurant

Leo in Bogota was an exceptional experience. But can’t go wrong

with a Flat Iron in London.

Best holiday resort

Cuba. Take me back now please.

Best box set

Fleabag. So funny, so relatable, so damn good.

Best influence on your career

Alexandra Chalat from Beyond Sport.  Unassumingly inspiring, unendingly supportive and always at the end of the phone 

– no matter what timezone. She shows me time and time again that incredible

things happen when women support each other.

Best dinner companions (min 4, max 6)

Michelle Obama, Malala Yusufzai,

Rihanna and Jacinda Ardern. #Who runs the world?

Best job in the sports biz 

Mine comes close on a good day. Gabby Logan’s comes

close every day.

Best professional regret

Have plenty. Don’t dwell on any.

Best skill you most covet

Attention to detail. I’m often so focused on the big

picture that I miss the beauty in the small stuff.

Best trait you admire in others

Blind faith. I’m way too cynical for that

Best overrated virtue 

Stoicism. Life and sport is all about the emotion – so why

not show it?

Best ambition 

Travel to every country in the world to support a sport for

development project

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