Matt Gentry has worked with some of the biggest names in sport including Lewis Hamilton and David Beckham. But he is most closely associated with Sir Andy Murray.

They set up 77 Sports Management together back in 2013, when Andy was world #1 and had won his first Wimbledon title, after successfully working together at Simon Fuller's agency, 19.

Now he can be found working with the top names still, this time with Authentic Brands Group. A company whose portfolio includes include Reebok, David Beckham, Ted Baker, Shaquille O'Neal, Sports Illustrated and recently bought Champion in a $1.2bn deal.

Dan and Matt's conversation delves into the meaning of creativity in sports, the transition from agency work to talent management, and the dynamics of building brands for established athletes.

Matt also discusses the entrepreneurial spirit at Authentic Brands Group and explores the impact of new media trends on athlete branding and engagement.

So much to dig into - give it a listen and let us know what you think! Enjoy.

"Draw a venn diagram of football, marketing and fandom, and Amar Singh would be smack bang in the intersection!”

In this episode of Running on Coffee, host Daniel McLaren speaks with Amar, SVP Content & Creative at sports marketing agency MKTG.

They discuss the essence of creativity in marketing, the importance of strategic thinking, and the role of diversity in the industry.

Amar shares insights from his career, including his experiences working on all sides of the industry - brand, media, club and now agency.

The conversation also touches on the current state of creativity in sports marketing, the impact of disruption, and the importance of storytelling in engaging audiences.

Make sure you listen to Amar's own podcast, the fantastic 'Sports Marketeer Podcast"

In this conversation, Shergul Arshad, Head of North America at the Aston Martin Formula One Team, joined Dan to discusses the role of creativity in sports marketing and the growth of Formula One in the North American market.

As always, it's a fascinating and fun conversation with Shergul. His time at AS Roma as Head of Digital, which led to numerous great activations and football firsts, as well as within his current role in F1 are ones we discuss in depth. And bring to the fore how having the right culture and management can allow creativity to flourish.

Shergul on LinkedIn

Book mentioned: Getting to Yes by Roger Fisher & William Ury

Chapters

00:00 Introduction and Definition of Creativity

01:00 Sheik's Role as Head of North America with Aston Martin Aramco F1

03:15 The Importance of Partnerships in Formula One

11:14 The James Bond Link and its Impact on the American Market

14:32 Standing Out in a Competitive Environment

20:18 The Partnership with TikTok and its Success

23:37 The Success and Significance of Drive to Survive

25:31 Driving to Surpass Expectations in Formula One

29:17 The Growth of Formula One in North America

33:07 Collaboration Among F1 Teams to Attract Viewers and Sponsors

36:28 The Unique Selling Points of Formula One

39:18 The Fan Experience at Formula One Races

44:27 The Importance of Celebrity Involvement and Brand Partnerships