In this episode of Don’t Forget Your Tickets, we’re joined by James Wynne—founder of Playbook Sponsorship and a sponsorship leader whose work has spanned the Caribbean Premier League, Digicel, Guinness under Diageo, and powerhouse football brands like Chelsea and Manchester United.

James shares his personal journey from working with global giants to launching his own consultancy—and along the way, he unpacks the biggest opportunities and challenges in sports sponsorship today.

Key themes you’ll hear about:

✅ The importance of authenticity: Why authentic stories and shared values—not flashy logos—create lasting sponsorship success.
✅ The power of B2H (Business to Human): How smart clubs and brands are moving beyond B2B and B2C mindsets to forge real, emotional connections with fans.
✅ Middle Eastern sponsorship trends: Why legacy and grassroots investment—not just visibility—are driving long-term success in emerging markets.
✅ The role of storytelling: From “Drive to Survive” to small club success stories, hear how narrative can transform your commercial approach and build communities around your club.

Near the end, James offers powerful takeaways for club commercial teams: start with who you are, avoid the short-term money trap, and build sponsorships that last for years. He also shares a real-world example of Bohemians FC’s success—an inspiring case for every club that wants to stand out and win the long game.

If you’re a ticketing manager, commercial manager, or fan engagement leader, this episode is for you.

🎧 Listen now—and get inspired to rethink how your club’s story can become its strongest commercial asset.

Don't Forget Your Tickets is powered by TicketCo and hosted by TicketCo’s CEO, Carl-Erik Michalsen Moberg. The podcast was originally named TicketingPodcast.com

To celebrate the 50-episode milestone of Don’t Forget Your Tickets, we’re revisiting our most downloaded guests in a special mini-series: the Podium Specials.

First up is Brooke Arthur—a ticketing expert whose journey spans from her early days at Vancouver 2010 to her role in hospitality ticketing at Paris 2024. Throughout her career, Brooke has worked at some of the most high-profile global events, shaping exceptional fan experiences in environments where precision and passion meet.

In this episode, Brooke shares:
✅ What it means to work in ticketing for the world’s biggest sporting events
✅ How digital transformation is changing the game for fans and clubs—through real-world, human-focused strategies
✅ The power of empathy in leadership and in supporting fans
✅ Why storytelling is an essential part of ticketing, not just a “nice to have”

Brooke also opens up about the adrenaline of live events, her thoughts on the future of ticketing, and how her ongoing MBA studies are helping her see ticketing as a dynamic blend of strategy, operations, and human connection.

If you’re in sports ticketing and want a real-world look at how top professionals are rethinking the matchday experience, this episode is a must-listen.

🎧 Tune in to the first of our three Podium Specials—celebrating the magic of ticketing and the people who bring it to life.

Don't Forget Your Tickets is powered by TicketCo and hosted by TicketCo’s CEO, Carl-Erik Michalsen Moberg. The podcast was originally named TicketingPodcast.com

What does it take to go from zero experience in ticketing to leading one of Europe’s largest stadium operations?

In this live rooftop conversation from Manchester, we catch up with Daniel Cook, newly appointed Head of Ticketing at Principality Stadium and Welsh Rugby Union (WRU). One year after his first appearance on the podcast, Daniel shares how he worked his way up, the challenges of balancing rugby and global concert operations, and what it means to own and leverage data in a digitally driven stadium environment.

From preparing for the Oasis world tour to achieving over 99.98% digital ticketing for Six Nations fixtures, Daniel offers real-world insight into operational leadership at the highest level — and why ticketing is the unsung hero of live events.

If you work in ticketing, fan experience, or stadium ops, this episode will leave you energised, inspired, and just a little envious of Daniel’s view from the top.

Don't Forget Your Tickets is powered by TicketCo and hosted by TicketCo’s CEO, Carl-Erik Michalsen Moberg. The podcast was originally named TicketingPodcast.com