Ian Dutton of Sporting Group International on Sponsorships, American Investment & Football's Future

What is the real impact of American investment on English football, and how are clubs adapting to a changing sponsorship landscape? For answers, we turn to a man who has seen it all from the inside: Ian Dutton, UK Managing Director of Sporting Group International.

In this episode, new co-host Clare Kenny sits down with the former Birmingham City FC Managing Director to discuss his 17-year journey at the club, the cultural shifts under new ownership, and his move to the global agency SGI. We dig into the long-term goals of US owners, the future of the independent regulator, and where the real commercial growth opportunities lie for UK and Irish sport.

Highlights from the conversation:

• The American Wave: Why US investors are drawn to English football and what their long-term objectives are beyond the balance sheet.
• Cultural Shifts: A firsthand account of the monumental changes in communication, transparency, and fan relations that new ownership can bring.
• From Club to Agency: The transition from running a club to building global partnerships and what it takes to succeed on both sides of the table.
• The Power of Relationships: Why old-school, trust-based networking still delivers the biggest commercial wins in a digital-first world.
• Sponsorship & Storytelling: How to create authentic, meaningful partnerships by acting as a sales extension for rights holders, not just another agency.
• Ticketing & Fan Experience: The critical importance of the user journey and why simplifying the purchase process is key to engagement.
• The Independent Regulator: Will it scare off investment or create a more sustainable pyramid? An insider’s perspective on the pros and cons.
• Future Growth Areas: Identifying the emerging sectors, from AI to fintech, that will define the next wave of sports partnerships.