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ASHES SPECIAL | Barmy Army Head Down Under: Behind the Scenes with Sport’s Greatest Community | Chris Millard (Ep94)
IT’S ASHES WEEK. One of the biggest occasions of the sporting year is here, and with it we have a special show unlike any other we’ve done before. The Barmy Army is so influential it has made it into the Oxford Dictionary: to quote…it is a term for a group of passionate, noisy, and dedicated fans who support the English national cricket team, especially during overseas tours. For over 30 years, they’ve built incredible atmospheres by leveraging trumpets, original songs and bucket hats so fashionable they’re found all over Glastonbury. But did you know behind this infamous group sits a hugely successful business, with a responsibility to bring the best experiences to the thousands of touring fans under their banner. Chris Millard is the man in charge of the Barmy Army, and in a 6 week period that will no doubt have them front and centre of sports news as 40,000 England fans descend on Australia, we thought it was the perfect time to take a look at the organisation that defines fandom and community. This is a side of the Barmy Army you will not have seen before.It’s time to build the hype for as we enter the ultimate cricketing Christmas. We’re delighted to welcome Chris to the Business of SportTimestamps:00:00 Intro03:22 What the Barmy Army Has Planned for the Ashes09:20 What the Barmy Army Is Today12:15 The Revenue Streams14:41 How Bazball Has Boosted Test Cricket Demand16:39 How Touring Groups Collaborate in Cricket23:39 Did Commercial Growth Threaten the Barmy Army’s Values?27:07 How Barmy Army Merch & Licensing Works31:14 How Fan Culture Can Help Strengthen County Cricket34:20 Why Test Cricket Survives Only in a Few Nations37:52 How Packed Calendars Impact Player Welfare43:08 How Iconic Grounds Were Left Off the Ashes List46:03 Predicting the Ashes Outcome51:43 The Long-Term Vision for the Barmy Army BusinessOn today’s show we discuss: The Business Behind the Barmy Army:How a grassroots fan group founded in 1994 has grown into a multimillion-pound sports business.Why the Barmy Army now operates with full-time staff, global partnerships, and a sophisticated travel, merchandise, and events model.The operational challenge of managing over 3,500 official tourists, and more than 40,000 fans, on a single Ashes tour.How it evolved from a group of England fans into a global movement with over two million social followers.Partnerships & Governance in Cricket:Inside the economics of a modern fan brand. From travel packages to apparel, partnerships, and social media monetisation.How collaborations with TNT Sports, retro kit lines, and bespoke tour collections have turned the Barmy Army into a fashion and lifestyle label as much as a supporters’ group.The Barmy Army’s evolving relationship with the ECB, from being seen as a rival to becoming an ally and trusted partner.How the group now collaborates with governing bodies across the world to influence tour schedules, ticketing, and fan logistics.Test Cricket, Tourism & the Global Game:Why the Barmy Army believes Test cricket is still the sport’s heartbeat and how their tours generate up to $750 million in host-country impact.The critical link between tourism, culture, and cricket’s survival, from Barbados to the Ashes.The fight to preserve the long-form game amid scheduling chaos and private league dominance.The obstacles of perception, access, and tradition when expanding into new territories.Why the future of fandom will be driven by authenticity, emotion, and the fans who live the game, not the corporations who sell it.
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Dan Biggar: The Fight For the Future of Rugby, Wales’s Golden Generation, & The Power of Henry Pollock (Ep.95)
Rugby is facing a massive few years. A battle to demonstrate financial sustainability, the need for players to build brands that can compete with sport’s biggest stars, a threat to established systems from challenger leagues; it’s sink or swim time, if that’s not being too dramatic.Dan Biggar is one of the game’s great fly-halves (though he’d never admit it himself): over 100 caps for Wales including 3 World Cups and a 6 Nations Grand Slam, and a 2-time British & Irish Lion. While it pains me to recognise much of this success with any genuine words of congratulations, what we are seeing from him now in his work behind the scenes in the media and wider business world is much easier to support. It’s a great example of the real value an athlete can bring beyond the field. As you’ve just heard, a quite brilliant segment of this chat is Dan opening up on life after retirement and how to adjust as an athlete to a new reality. Yes this is about the state of Welsh rugby, but it’s also a look at the broader game and what needs to happen to ensure rugby can compete for the attention of fans increasingly being pulled in different directions by new and shiny entertainment offerings.Timestamps:00:00 Intro05:49 The Current State of Welsh Rugby10:13 Why Wales’ Rugby Results Have Declined12:17 Inside the WRU’s Unique Funding Model17:26 What Steve Tandy Brings to Wales20:14 Why Gatland Worked Then30:26 Inside the 2015 Rugby World Cup ‘Group of Death’34:31 Life After a Defining World Cup Moment46:37How Dan Biggar Views the PREM Rugby Today50:53 How Competitive Are Welsh Teams Right Now?54:54 Moving Into a New Environment After Rugby01:00:52 How Personal Brands Shape Today’s Athletes01:03:37 The Scheduling Problem Facing Club & Country01:07:37 After Rugby & Media: What Comes Next?On today’s show we discuss: The State of Welsh Rugby:Why Welsh rugby finds itself at a crossroads. From funding issues to failed reform and player development.The controversial “One Wales” plan, the fallout from the WRU’s regional restructuring proposals, and why leadership and clarity remain missing.Inside the WRU’s unique funding model.Why this structure has created dependency, stagnation, and political tension between clubs and the national setup.Why new head coach Steve Tandy represents a complete cultural reset for the national team.The Biggar Years & Playing at the Top:What went right during Wales’s recent golden generation and what went wrong since.The evolution from Warren Gatland’s hard-edged discipline to Tandy’s empathetic, relationship-driven leadership.The psychological toll of success and expectation, and what it really takes to stay at the top for nearly two decades.How contract negotiations, club moves, and personal ambition shaped his career.The Future of Rugby & Athlete Branding:Why players like Henry Pollock are the future of rugby, as entertainers and cultural icons as much as athletes.The value of player branding in driving ticket sales, sponsorship, and engagement in a sport fighting for relevance.Why rugby must embrace individuality, storytelling, and innovation to compete with football, Formula One, and the NFL.A huge thank you to our amazing partners on the show: StrydeBringing sports investment opportunities to your door. Visit http://www.gostryde.com to become part of the movement!SBS: Follow in Dan’s footsteps & join the community powering connectivity in sport https://www.sportsbusinesssyndicate.com/
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1:14:28
Tim Bezbatchenko: How Bournemouth Became A Destination For The Best Young Talent (Ep94)
Multi-club ownership groups have had a tough year in the eyes of many, with high profile cases around Crystal Palace & Lyon as well as Forest & Olympiacos showing the competitive risk of one owner or group having too much control over multiple entities. But, and it is a big but, this model can be a hugely valuable business and performance structure to apply to football.Tim Bezbatchenko is the President of Black Knight Football, the group who owns or has minority ownership in multiple clubs including Bournemouth, Hibernian, and Lorient in France to name a few. It’s an amazing time to be having this chat with Tim due the success Bournemouth are achieving this season, miraculously after another summer of selling some of their best players. This is an insight into how they have built a player trading model to offset the financial challenges of having an 11,000 seater stadium, the plans to develop infrastructure, the value of shared intelligence and analytics across multiple clubs, and most importantly how you protect the badge of each team so they do not just become feeders to the premium asset in the group.This is a proper look at the MCO model from someone who firmly believes that collective value can breed the best business in football. We’re delighted to welcome Tim to the Business of Sport.Timestamps:00:00 Intro04:26 What Black Knight is really about12:07 The business edge of owning multiple clubs17:02 Inside Bournemouth's rise under Andoni Iraola25:45 Bill Foley's mantra: "Always Advance, Never Retreat"31:24 How Bournemouth sells stars yet keeps getting better44:52 Building a sustainable club: revenue, academy & player trading01:01:14 Why Bill Foley chose Bournemouth over an MLS teamOn today’s show we discuss: The Rise of Black Knight Football Group:What it takes to build a multi-club ownership group across five countries and why Bill Foley’s “Always Advance, Never Retreat” mantra is shaping everything from the Premier League to Portugal.How AFC Bournemouth became the flagship club for a growing global network that includes Hibernian, Lorient, and Moreirense.Why multi-club ownership is football’s next frontier and how to build it sustainablyInside the Business Model:The economics behind owning multiple clubs from shared scouting, player development, and data systems to group-wide sponsorship deals.Why player trading drives profitability, and how clubs like Lorient and Moreirense fuel Bournemouth’s long-term success.The art of finding value: buying clubs with strong DNA and fan culture, not just financial upsideHow Black Knight is using its network to develop talent like Junior Kroupi and accelerate their pathway to the Premier League.Why football’s next phase will be defined by structure, not just spending.Building a Sustainable Premier League Club:Inside Bournemouth’s transformation from League Two survival story to Premier League mainstay.How a £45m training ground and planned stadium expansion are reshaping the club’s future.The economics of player trading, matchday revenue, and sponsorships and what it really costs to compete with England’s eliteA huge thank you to our amazing partners on the show: David:Go and check out the amazing products revolutionising the protein bar at https://davidprotein.comStryde:Bringing sports investment opportunities to your door. Visit ⁠http://www.gostryde.com⁠ to become part of the movement!
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1:29:38
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1:29:38
Tom Gorringe, Swansea City CEO: ‘Why Did Snoop Dogg & Luka Modric Invest in Swansea?’ (Ep93)
The celebrity investor coming into football as part of an ownership group is nothing new these days, but there were more than a few eyebrows raised when it was announced that Snoop Dogg, alongside footballing legend Luka Modric, had become a minority investor in Swansea. There must be something in the Welsh water. Swansea is storied club with a hugely passionate fanbase and a recent history of Premier League football and both elite player and manager development. Getting to the bottom of what facilitated this high profile involvement is one thing, but CEO Tom Gorringe is facing all the usual challenges of creating an elite playing environment delivering results on the pitch while trying to ensure the business is exceeding expectations to allow the club to spend money and challenge for promotion. There are some statistics in here that shocked us, some conditions that have to be taken into account that are unique to this club, but when reflecting on this conversation, this is a team absolutely moving in the right direction. It’s maximisation of financial opportunity without losing your values alongside how we’re still gunning for a Snoop Dogg, Just Eat, Rossi’s collaboration to take place pre game (one for Swansea fans/if you’re not go and google the iconic fish and chip establishment). Let’s get on with it. We’re delighted to welcome Tom to Business of Sport.Timestamps:00:00 Intro03:24 On Staying Open and Connected with Fans06:53 What Tom’s Job Actually Involves09:14 How Modric and Snoop Joined the Club14:54 Death Row Records Deal18:11 The Power of Celebrity in Football20:38 The Revenue Drivers23:01 Content Strategy25:13 How Communication Works with Multiple Owners29:56 Lessons from Bristol to Swansea31:05 Budgeting35:07 How Loan Deals Are Structured37:17 How Swansea Supports Players Beyond the Pitch38:22 Inside the Decision to Appoint Manager42:09 Ranking Why People Join Swansea44:41 The Role of Football Regulation Today47:10 Tom’s Opinion on Parachute Payments48:24 Is Owning a Club Serious Business or Just Fun?53:07 Quick-Fire RoundOn today’s show we discuss: Snoop Dogg, Luka Modric & a New Era for Swansea:How one of the most unexpected ownership stories in football came together.Why Snoop Dogg and Luka Modric invested in Swansea and how it’s changing the club’s global profile overnight.How the club is using celebrity partnerships to drive sponsorship, retail, and brand awareness including a Death Row Records x Swansea collaboration that broke sales recordsAuthenticity, Community & the Fans:Why Swansea’s local identity remains at the heart of everything and why openness with fans is one of Tom’s core principles.The balance between commercial growth and staying true to the club’s roots as a working-class, one-club city.How fan engagement and local pride are helping rebuild trust and unity across the clubFinancial Discipline & Sustainability:The economics of a Championship club in 2025. £21.5m turnover, £15m losses, and the battle for sustainability.How Tom cut £3.9m in annual costs without harming performance including the famous “dirty windows” moment.What running a Championship club actually costs, from stadium leases and catering royalties to travel and academy budgets.How the incoming football regulator could transform sustainability and fairness across the EFL.A huge thank you to our amazing partners on the show: StrydeBringing sports investment opportunities to your door. Visit ⁠http://www.gostryde.com to become part of the movement!
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Bex Smith: ‘Women’s Football Should Be BIGGER Than Men’s…And This Is Why’ (Ep92)
What does women’s football need to do to match men’s? Could it be even bigger? What is currently holding it back? Every so often, we have a chat on this show which pushes beyond the surface of sport. The potential, growth and popularity of women’s football has become a feature of macro conversation for years, but finding someone with the credibility and willingness to say it how it is is not easy.Meet Bex Smith, former New Zealand Captain, treble winner with Wolfsburg, FIFA Women’s World Cup executive, and now club owner. Having founded Crux Football, a MCO Group looking to build collective value across core assets in the women’s game, she is on a mission to be a key part of unlocking the business and performance success she believes is inevitable in the sport if the right structures are in place to support it. With the recent purchase of their first club Montpellier, the vision is about to become reality; it is not just an ability to affect an individual club but the change that needs to happen across the league and broader ecosystem that will determine true success.If anyone is going to do it, you’re about to meet her. No statements for the sake of it, no positioning without considered justification. It’s the women’s football show we’ve been waiting for. Timestamps:00:00 Intro05:38 Why Montpellier Was the Perfect Start14:04 Building the Right Financial Structure18:04 The Valuation Problem in Women’s Football23:35 Why Women’s Football Need To Stop Copying the Men’s Game34:37 The Challenge of Managing Multiple Clubs36:47 The Path from Pitch to Boardroom41:12 Balancing Independence with System Constraints44:17 What Makes the Women’s Game So Investable48:20 Would Bex Buy a Club in England Today?49:14 How Players Drive Engagement and Value55:41 Why Equal Pay Isn’t the Whole Story58:22 Managing the Female Athlete’s Body01:03:53 Quick-Fire Round On today’s show we discuss: Rebuilding the Foundations of Women’s Football:Why the European women’s game “doesn’t work” under its current structure Why independence from men’s clubs is essential for real sustainability.How governance, league rules, and commercial structures need to evolve to match the women’s game’s unique audience and values.Why Bex believes women’s football can and should be bigger than the men’s game.Building Crux Football & Buying Montpellier:Inside the acquisition process of Montpellier and what made it the perfect first club.Why the French league is becoming one of Europe’s most investable women’s football markets.The operational blueprint behind Crux Football’s multi-club model.The Power of Storytelling & Icons:Why visibility and narrative are key to driving fandom and revenue.How the rise of icons like Lucy Bronze, Chloe Kelly, and Megan Rapinoe has reshaped global perceptions of women’s football.How Crux Football plans to use storytelling, content, and player-led media to grow audience and commercial valueAthlete Welfare, Data & Performance:How to build medical, technical, and performance systems designed for women, not men.Why data, analytics, and research are crucial to reducing ACL injuries and improving long-term player development.How Crux Football’s performance infrastructure and recruitment strategy will help close the gap in player care and analyticsA huge thank you to our amazing partners on the show: David Go and check out the amazing products revolutionising the protein bar at https://davidprotein.comStrydeBringing sports investment opportunities to your door. Visit http://www.gostryde.com to become part of the movement!
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1:19:19