Before she was building brands, Fiona Morgan wanted to be Chris Evert. In this episode of The SponsorshipX Podcast, Fiona, Chief Brand Officer at Whisper Group and the former Chief Purpose Officer at SailGP, joins us for a career-spanning conversation that runs from a junior tennis dream, a law degree, her Jerry Maguire moment, all the way to steering one of the most talked-about ideas in modern sport.
Fiona walks us through building The Bigger Picture at Sky and making corporate purpose make sense to ordinary consumers, then takes us inside her five and a half years at SailGP, where she became the sport and entertainment industry’s first-ever Chief Purpose Officer and built the Impact League: a second podium that judges teams on sustainability and social impact alongside the racing results. She explains why elite athletes, already judged on everything else, deserved a leaderboard for this too, and how the model has since caught the attention of other sports and the Olympic movement.
We also get into her current chapter at Whisper, the production company behind some of the biggest events in world sport, why she leaped, and what she means when she talks about a “social contract” with the people she works with. Fiona closes with a candid take on why sport still doesn’t have enough women CEOs, and why she’s on a mission to change that.
In this episode:
• The tennis dream, the law degree, and the Jerry Maguire moment that changed her path
• Why Chris Evert’s example inspired her promise always to give back
• Making CSR make sense to consumers, and building The Bigger Picture at Sky
• Marketing with the science behind it: how real behaviour change campaigns get built
• Becoming sport’s first Chief Purpose Officer, and the legacy question that started it all
• Building the Impact League and getting hyper-competitive athletes to buy in
• Whisper’s global reach and going to places others won’t
• Her social contract approach to starting a new role
• Why sport needs more women CEOs, and how she’s using her seat to help get there
Links mentioned in this episode:
• SailGP: sailgp.com
• Second Nature Sisters: secondnaturesisters.com
• Fiona Morgan on LinkedIn: linkedin.com/in/fi-morgan-5a512634
• More from The SponsorshipX Podcast: sponsorshipx.com/podcast
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