High Performance Business

Why are brands willing to pay £60 million to put their name on a football shirt?

Colin Murray and Natalie Pirks explore what makes sports sponsorship so valuable. From a financial services company using a Premier League star to reach new markets to Crystal Palace's unexpected FA Cup sponsorship return, they unpack how brands measure the value of being part of the game.

They also look at the Premier League's gambling sponsorship restrictions, why basketball generates less than 1% of Europe's sports revenue, and the billions the NBA is prepared to invest in building its presence across the continent.

High Performance Business are also privileged to be joined by sports journalist & special guest Stuart Hodge.

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We'd love to answer your questions! Send them to @highperformance.business on Instagram.
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Colin Murray and Natalie Pirks are joined by football finance expert Kieran Maguire to unpack a week that shook the game. FIFA President Gianni Infantino's proposal to sell stakes in the FIFA World Cup to private investors has met fierce opposition from UEFA and football associations around the world. So what happens next, and what could it mean for the future of the tournament?

Plus, the Premier League is quietly building its own direct-to-consumer streaming service. Colin and Natalie debate how soon it could change the way fans watch football, while Kieran breaks down the financial realities behind broadcast rights, club revenues and what's really at stake for the future of the game.

We'd love to answer your questions! Send them to @highperformance.business on Instagram.

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First episode out Tuesday 4th August!

Behind every transfer, takeover, sponsorship and sporting controversy is a business story.

High Performance Business takes you beyond the headlines and inside the boardrooms, negotiations and decisions shaping the world's biggest sports.

Every week, sports host Colin Murray and award-winning journalist Natalie Pirks explore the money, power and strategy driving football, Formula 1 and the global sports industry. Through expert insight, in-depth analysis and conversations with the people closest to the action, they uncover the stories behind the biggest headlines, from club ownership and player contracts to media rights, sponsorships and the business empires built by sport's biggest names.

Because the sport is only half the story.
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A special episode where Jake sits with the show’s Producer to discuss some of the most impactful moments and guests from the show so far, before revealing some big news on what is coming soon.

XTB 👉 To find out more and make your money work, use code RWIH at: https://highpfrmc.com/xtb-rwih-au

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What if the biggest breakthroughs in business don’t come from logic, but from noticing what others overlook?

In this episode, Rory Sutherland unpacks the moment a late-night scroll through economics blogs led him to Nudge, sparking a fascination with behavioral science that would quietly transform global brands. From saving a snack brand with a single word to helping an airline generate millions through a subtle design change, Rory shares the twists, experiments, and happy accidents that redefined how companies speak to their customers.

It’s a masterclass in innovation, risk, and the power of seeing things differently, straight from the man who helped transform marketing with his unconventional insights.

XTB 👉 To find out more and make your money work, use code RWIH at: https://highpfrmc.com/xtb-rwih-au

IFS - award-winning Asset & Service Management software 👉 Reimagine your operations at: https://highpfrmc.com/ifs-au
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