Are you not entertained?

From the boardroom to the locker rooms, sport catches imagination like little else. In this podcast we talk to the men and women, who make the big decisions and those who make the big plays to find where sport is; and, importantly, where it is going. We do so, for the only eyes that matter: those of the fan!

Season 8 Episode 11. In this episode of The Confessional, Roger Mitchell sits down with Giles Morgan to explore a lifetime at the sharp end of sports sponsorship — from wielding HSBC’s global checkbook to reinventing himself as the Sponsorship Doctor. Giles reflects on how his Hong Kong glory years brought lasting regret of choosing career over time with his children, and the humbling reset that followed. He also lays out a lifetime’s thoughts on sponsorship: why perimeter boards and AVE were always the wrong north star, how true value lies in “tribe-to-tribe” relationships between brands and fans, and why the Lions–Howden partnership should be seen as a playbook for data-led, emotionally honest activation rather than just logos on shirts.

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