Highlight Reel: YouTube Fictional Golf Drama 'Shanked' is a Paradoxically Perfect Hit ⛳️
Plus, New Balance go all-in on Cooper Flagg and Misha Sher suggests fame is rented while influence is built...
Before anything else, I want to acknowledge the heartbreaking news about Diego Jota. My thoughts are with his family and everyone affected. It’s news that really puts everything else into perspective. RIP Diego and André 💔
On a more positive note, thank you to everyone who joined us at Summer Drinks in London last night. The socials will now take a short break until early September, where we’ll return with fresh energy and better than ever.
The main podcast will also ramp down (slightly) through July and August. I’ve got one final episode to share, a conversation with British rapper Avelino (which wasn’t something on my bingo card for 2025) meanwhile Leanne and Rich still have three episodes each to come on innovation and performance. There’s some brilliant conversations lined up there that I’m excited to bring you.
I’m also excited to say that we’ll also be expanding the podcast network with new shows on media and marketing come September. More on that to follow.
Now, on to this week’s stories:
YouTube Creator-Owned Series Hits Different 🏌️♂️
Why Fame is Rented While Influence is Built 👷
New Balance Go All in On Cooper Flagg 🏀
Let’s get into it:
HITS DIFFERENT
YouTube Fictional Golf Drama ‘Shanked’ is a Paradoxically Perfect Hit ⛳️
Scripted sports content is making a return to YouTube and this time, it’s coming from the creators themselves.
Shanked, a new workplace golf comedy from London Alley and a collective of internet-famous comedians (Laura Clery, Mitsy Sanderson, Blake Webber), has launched directly on YouTube as a creator-owned franchise.
Shot for roughly 10% of what a traditional streaming service might spend, the series combines low production overhead with high creator reach, short-form amplification (TikTok, Shorts, Reels), and in-series brand sponsorships (like Olipop).
So far, it’s working. Episode one has ~170k views, with 75% coming via YouTube recommendations on smart TVs which is timely, as YouTube strengthens its grip on the living room.
Why It Matters:
YouTube is fast becoming a home for long-form, scripted content (again) but, importantly, this time it’s bottom-up, not top-down (like it first tried to be with YouTube Originals).
The approach echoes recent conversations on the podcast with YouTube’s Rob Pilgrim as well as Present Ventures’ Vansa Chatikavanij (investor in TGL and Good Good Golf) who pointed out golf’s unique traction on the platform.
Like Good Good, Shanked is further proof that we’re moving beyond audience building toward IP development.
And given this is a model that is cost-efficient, instantly memeable, and primed for merchandising, I would expect to see even more creator-owned series like this appear across both popular and niche sports, with monetisation that blends together content, commerce, and community.
FAME ≠ INFLUENCE
🗣️ Misha Sher: “Fame is Rented. Influence is Built.” 👷
On this week's episode of the Sports Pundit Podcast, I was joined by Misha Sher, Global Head of Sport, Entertainment and Culture at WPP, and one of the most respected voices in the intersection of sport, creativity, and brand strategy.
He recently shared an idea to LinkedIn that consolidates a lot of his thinking from the episode which pulled on a body of work and lessons from working with the biggest brands as well as some of the most prominent athletes.
“We’re sitting on the biggest missed opportunity in modern marketing.
The paradox is clear: Talent has never been more powerful yet most brands still treat them like human billboards. Athletes and creators are building communities that rival traditional media. They’ve cracked the code (fame ≠ influence). The smart ones know a logo on your chest or a follower count means nothing without intentional brand building over time.
Audiences today know who talent are, what they value, [and] what they represent. They follow them for a reason. When brands ignore that and reduce talent to campaign output… they’re missing the whole story… Stop asking “who’s famous enough?” [and] start asking “Whose story genuinely intersects with ours?” The magic lives in that intersection.
In a world where attention is currency and the best story always wins, interchangeable talent creates forgettable content and interaction. The brands and athletes winning tomorrow are… co-authoring stories neither could tell alone.”
HIGHLIGHTS
Innovation
The Premier League has launched a revamped app and website as part of a global digital transformation to personalise fan experiences 📲
NBA Commissioner Adam Silver unveiled plans to use AI to analyse player data and develop personalised injury prevention strategies 🚑
The Premier League has signed a five-year deal with Microsoft as its official cloud and AI partner, modernising its digital platforms and operations 🖥️
Marketing
Admiral and the Spice Girls team up for a limited-edition lifestyle jersey celebrating women’s football, music, and culture this summer 🌈
Revolut has launched two NBA co-branded cards, expanding its partnership following activations around the Paris Games and NBA Paris Jam 🏀
Asahi Super Dry becomes Arsenal’s Official Beer Partner from 2025/26, with exclusive pouring rights at Emirates Stadium for men’s and women’s games 🍻
Media
Apple’s F1 Movie opened with $55.6M in North America and $144M globally, marking its biggest theatrical release and Brad Pitt’s top global opener 🎬
Lionsgate is selling a $34.99 "Ballerina" movie and merch bundle on TikTok Shop, including a ticket, poster, and collectible coin 🍿
Amazon Prime’s NASCAR broadcasts use real-time machine learning to visualise fuel consumption with a feature called ‘Burn the Bar’ ⛽️
Finance
The global sports market is projected to hit $602B by 2030, according to a new report from consultancy firm Kearney, with gaming and sports betting expected to drive the fastest growth 💰
Valencia secures €322M financing for its Nou Mestalla stadium, backed by Goldman Sachs and international capital markets 🏟️
Dyn Media raises investment from Schwarz Group and DFL at an €80M valuation, with plans to expand its streaming model to new markets 🎥
CAPTURE THE FLAGG
New Balance Plants its Flagg as it Aims to Take a Hold In Basketball 🏀
New Balance is going all-in on basketball with 18-year-old Cooper Flagg as the face of the brand’s next chapter as it strives to enter into the top-three athletic-wear brands globally.
Flagg, the No. 1 pick in this year’s NBA Draft, signed with New Balance before even playing a game at Duke.
The Boston-based brand, better known for its dad shoes and running heritage, beat out the likes of Nike and Adidas to lock in one of the most hyped American prospects in years.
His signing kicks off New Balance’s relaunch of its basketball division, with new products, NIL deals, and a renewed push into a sport it sees as key to becoming a global top-three athletic brand.
The launch is already in motion: a "Flagg Day" merch drop, promotional campaigns shot in L.A., and a limited-edition Canvas Series colourway designed by Flagg himself ahead of his Dallas Mavericks debut.
Why It Matters:
New Balance’s strategy is all about backing stars early and betting on them as brands. The strategy is quality over quantity, and it’s working so far with the likes of Coco Gauff, Shohei Ohtani, and Gabby Thomas.
As sports fashion analyst
(who writes the excellent SportsVerse) puts it:“Because of New Balance’s approach in signing fewer names than its rivals, it can offer these athletes a dedicated focus on investment in bespoke products and their personal brands that others can’t match.”
Flagg is already legendary with Gen Z and meme-friendly enough to move product and community. This deal follows the same blueprint New Balance used to rocket Gauff to superstardom.
If it works again, it signals a new path forward: fewer logos, deeper storytelling, and creator-level control of brand equity that starts even before getting in the pros.
GROUP CHAT
That’s a wrap for this week - huge thanks to everyone who’s part of our growing community.
A special shoutout to Alex Willis for her contributions this week, not only did she (and her team) launch the Premier League’s new personalised app and website this week, but she also jumped into the WhatsApp chat with valuable insight around the group’s conversation about Wimbledon. This earns her our title of Contributor of the Week 👑🙏
Welcome to all of our new members, too:
Jack Mohide (Bristol Sport)
Jack Milner (kwiff)
Tom Jarman (Wasserman)
Joel Frost (Re-minded)
Alfie North (Rugby Player)
Luke Jones (Guild Esports)
Prasham Sarmah (London Business School)
Marc Hatton (Fantasy Odds Squad)
William Martucci (TEAM Marketing)
Not part of the group yet? What are you waiting for? Apply to join us by filling out a simple form on the website. Feel free to share this link with (your favourite) colleagues.
P.S. You can see a full list of all the current members, here.
ON THE PODCAST
#59 Misha Sher: Lessons from 20 Years in Sports and Athlete Marketing from WPP's Global Head of Sport & Entertainment
On today’s episode, I’m joined by Misha Sher, Global Head of Sport, Entertainment and Culture at WPP, and one of the most respected voices in the intersection of sport, creativity, and brand strategy.
Misha has spent the last decade helping some of the world’s biggest brands, from Toyota to eBay, connect with culture through sport. He’s also worked directly with global icons like Pele and Mesut Özil, helping turn talent into brands that last far beyond the pitch.
In this conversation, recorded at the Johan Cryuff ArenA in Amsterdam during Soccerex Europe, we explore what great sponsorship really looks like in 2025, why it's no longer about exposure, but experience, and how WPP works with both talent and brands.
SPORTS BUSINESS CONFERENCES
What’s Coming up This Month? 🤔 And How to Get a Discount 🎟️
This month has plenty of major conferences, from MAD// Fest, to Athlete Investor Summit, and iGB…
We’ve created a calendar featuring over 125+ industry events across the year that you can access for free here 📆
Even better, we’ve agreed discounts with many of these leading conference organisers if you book via the Sports Pundit website.
JOBS BOARD
We're not a recruitment agent, but we have created a custom search on LinkedIn to help to you to find some the most exciting job opportunities within the sports industry a little bit more easily…`