Highlight Reel: Opening Doors with Stormzy's Merky FC HQ ⬛️
Plus, London Sunday Challenge Cup Final highlights youth's appetite for grassroots sport, and Haaland scores Clash of Clans partnership...
Welcome to Sports Pundit, the sports business newsletter delivering insights from across the industry.
In today’s email;
Stormzy and Adidas unveil Merky FC HQ ⬛️
3,000 Attend London Sunday Challenge Cup Final 🏟️
Erling Haaland becomes Clash of Clans character 🛡️
Thanks to Carmen for coming on the Podcast - and thanks to everyone who has listened and shared feedback!
Happy Friday!
Andy 😊 🙏
P.S. Congrats to Betty, who becomes our first ‘Contributor of the Week’. This is an award given out to reward positive contributions to the WhatsApp Group. There were many other honourable mentions including Rich, Jo, Eric, Leanne, and David.
Not a member yet? Join using the link below 👇
BUILDING COMMUNITY
Opening Opportunity: Stormzy and adidas Launch Merky FC HQ ⬛️
Stormzy and adidas have this week unveiled Merky FC HQ, a physical state-of-the-art facility in London.
Located in Croydon, the hub offers a football pitch, recording studio, and gaming centre. It aims to empower youth in south London and beyond, providing spaces for sports, music, and esports exploration, as well as educational and fitness activities.
This initiative builds on the success of the Merky FC project, launched in 2022, which has already created work opportunities for young people from black heritage backgrounds, including at the likes of Arsenal, IMG, and Sky Sports.
Tobi Ogundipe, Founder & CEO of DIVERSE, an organisation which has supported Merky FC in creating these opportunities, sees this as another positive step forward.
What he said:
“[Merky FC HQ is] a physical representation of some of the work that’s been done already [by Stormzy] and a symbol of inspiration for young people for the future.
It’s a world class facility with a full-size football pitch, recording studio and gaming centre [but] above all, it’s a safe place for young people.
When you factor in that 2023 saw record levels of knife crime in London it’s clear to see why it’s so important we provide youth with support and opportunities.
[Through this launch,] Stormzy is doing his part to make a difference.
This is all on top of the financial support he gives to black students wanting to study at Cambridge University [as well as] how he’s helping underrepresented authors with publishing opportunities.
I couldn’t be happier about what he and Adidas have created here.”
P.S. Want to know more about Merky FC?
Not yet a subscriber? Join over 2,000 sports business leaders, from Formula 1 to the Premier League, that read Sports Pundit every week to get impactful industry insights.
HIGHLIGHTS
Premier League clubs voted for new spending rules from the 2025/26 season with clubs may only be able to spend a maximum of 70 to 85% of revenue and 'anchoring' rules to be put in place 💰
Ryan Reynolds reveals ambitious plans to expand AFC Wrexham’s stadium capacity up to an incredible 55,000 🏟️
ATP Tour partners with Saudi Arabia’s Public Investment Fund as country continues to invest in sport 🎾
StubHub announced its sales for WNBA games as of Wednesday were up 93% compared with last season due to the wave of incoming rookies such as Caitlin Clark, Angel Reese, and Kamilla Cardoso 🏀
FKA Twigs is developing a deepfake AI version of herself to engage with her fans, the singer revealed on Tuesday 🤖
Man City star Erling Haaland has been immortalised as a character in Supercell’s popular mobile game Clash of Clans 🛡️
PAY ATTENTION
Grassroots Sport Shines in London Sunday Challenge Cup Final 🏟️
Dubbed “The Streetz El Classico,” over 3,000 fans packed the London Sunday Challenge Cup Final between Baiteze TV and SE DØNS at AFC Wimbledon's Plough Lane last weekend.
Both teams hyped up the event with engaging social media content for their substantial online followings. Surprisingly, SE DØNS, despite being a Sunday League team, boasts a YouTube following (237k) larger than several Premier League clubs, including Nottingham Forrest (184k), Burnley (163k), AFC Bournemouth (159k), and Luton Town (128k).
For Chaj Arunasalam (Founder, GGm8), who attended, the impressive turnout proves that younger fans crave in-person experiences when combined with compelling storytelling and affordability (tickets were just £5).
What he said:
“The youth still want to attend live football. Despite the lazy narratives about them sitting on the metaverse/TikTok all day.
When I was working [at Southampton FC and Brentford FC] in The Premier League, there was a stat that said the average match attendee was a 41-year old male. And I can only see this age increasing year on year.
I was privileged to have access to free tickets through work. But if I had to fork out £45-60 (as reported by The Athletic) for an adult ticket on a weekly basis, would I go? Probably not. This excludes cost of food, travel etc.
Unless you have a plug or come from a privileged background, going to a Prem[ier League] game is looking peak.
The best brands know how to blend online and real-life experiences for people. Young fans don’t just want endless content all day. This London Cup Final proves it.
I don’t think clubs have a right to complain about not being able to engage young fans. Especially when you don’t give them a chance to experience your product in person.
I know clubs want profit. But [is] there’s a solution to give a small allocation of seats to younger fans at a discounted price[?]
Clubs could introduce a loyalty scheme. e.g. If young fans attend 5 women’s / academy games for a club then they get access to a Prem game for £10. It’s the same reason I’m at Nandos on the regs. I’m always chasing that Red Reward.
If someone enters the stadium 5 times to watch a women’s game, there’s a chance of them spending money on food [and] merch whilst they are in the stadium which can cover the loss of offering [them] a Prem[ier League] ticket for £10.
As young fans become disconnected from elite football. Grassroots clubs will carry on building hyper-engaged communities.”
FURTHER READING
What I learnt about business working a retail job at lululemon By Tara Viswanathan, X 🧘♀️
Podcast: Making Bucks in Credit and Sport with Marc Lasry By Patrick O'Shaughnessy, Invest Like the Best 💸
Women’s Sports Leagues Should Embrace Secondary Markets as Valuations Soar By Adam Grossman, Revenue Above Replacement 💁♀️
Podcast: What Taylor Swift's Return to TikTok Means for Universal Music Group By Dan Runcie and Tatiana Cirisano, Trapital 🎵
Too Much or Never Enough? Finding Balance in the Explosion of Sports Content By George Pyne, Channel Change 📺
Reflections on the Debut Edition of the African Football League: More Questions than Answers By Marco Ferri, Football Foundation Africa ⚽️
PODCAST
Want to hear more from my conversation with Carmen?
We discuss Carmen’s journey to founding Soulhub, recruiting and bringing people into your mission, getting the best out of ourselves and our teams, balancing morals and values with necessity, sitting with difference and much, much more.
Listen to the full podcast via the link below - and I’d love to hear what you think! 👇
SOCIAL CLUB
The Sports Pundit Social Club is a monthly series of industry Happy Hours happening in New York and London. This event aims to unite approx. 100 executives, founders, investors, and athletes in a relaxed and informal setting.
Whether you're a seasoned professional, an avid reader of the Sports Pundit newsletter, or a listener or guest on the Sports Pundit Podcast, this gathering promises to be an enriching experience for all.
JOB BOARD
Brand Experience Manager - Chelsea FC (London, UK)
Manager, Partnerships Strategy and Operations, YouTube - Google (London, UK)
2024 Internship, Summer - Strategy and Analytics - New York Red Bulls (New Jersey, US)
Director of Integrated Marketing - NY/NJ Gotham FC (New York, US)
Head of Sponsorship & Ticketing - Angel City (Los Angeles, US)
Want to see more jobs like these? Visit the Sports Pundit Job Board, hosted by Peak 72.
Do you have a job you’d like to promote to the amazing readers of this newsletter? Email me 📩
Getting insights and news via email is great, but there's so much untapped knowledge in our community. We want to open up the floor and hear from everyone.
It’s all part of moving from mass emails to meaningful, one-on-one conversations.
The Highlight Reel is brought to you by the Global Institute of Sport!
The Global Institute of Sport is the leading destination for Master's degrees, executive education and professional qualifications in sport around the world.
They count world-famous stadiums and surrounding venues among their state-of-the-art campus facilities across the globe, including London's Wembley Stadium, Miami's DRV PNK Stadium and Melbourne Cricket Ground.
Ready to master the global sports industry? Enquire today about their in-person and online courses.