The SponsorshipX Podcast

TranscriptIn this episode, we sit down with Justin Mountstephens, founder of MSM Global Group and a true changemaker in the world of partnership marketing and commercial rights.Justin shares how his career accelerated in the high-octane world of Formula 1, where he learned the actual value of commercial rights, brand partnerships, and the business behind the spectacle. From the F1 paddock to launching his own agency, he opens up about the leap into entrepreneurship and what it took to start a business just before the world shut down during the COVID-19 pandemic.We dive into the challenges of launching MSM Global, how he’s built a team, and what he’s learned about resilience, leadership, and finding the right clients. He also pulls back the curtain on where MSM is headed next and how he’s thinking about the future of partnership marketing.Oh, and training for a marathon? Not just a fitness goal. Justin explains how the mindset, discipline, and endurance from marathon training have shaped the way he builds and leads a business.This episode is packed with insights for anyone in the partnerships, sports, or brand space, especially those Changemakers in our industry looking to connect with people who are moving the needle.🔗 One to watch. One to connect with.

Season 2 of the SponsorshipX Changemakers podcast keeps pushing boundaries, and in this episode, we’re joined by someone doing just that in women’s sports: Marianne Brooks of the Northern Super League.Marianne’s journey from competitive golf to the boardrooms of sports marketing isn’t just a career pivot. It’s a lesson in how discipline, humility, and values-driven leadership can reshape an entire league.In this episode, listeners will learn how the Northern Super League isn’t just talking about values; they’re living them. From every meeting to every handshake, their approach is built on authenticity, inclusion, and accountability. Marianne breaks down how those values aren’t just corporate buzzwords but guiding principles that shape real behaviour and decisions.We also delve into why calling herself a “boring golfer” was never a put-down, but rather a quiet flex. It’s a glimpse into the mindset of someone who traded personal trophies for collective wins and found her drive amplified, not dimmed, in the process.One of the most powerful moments? Marianne’s take on leadership and belonging. She opens up about the deep connection that forms when you’re in rooms with others who’ve faced the same walls, fought the same fights, and found ways through. There’s a shared strength in that, and Marianne captures it with rare clarity.And if you’re looking for inspiration, you’ll find it here as Marianne shines a light on the trailblazing women in marketing who are rewriting the rules and the ones to watch as the next wave of changemakers.This isn’t just a podcast episode. It’s a must-listen for anyone serious about the intersection of sports, leadership, and values.*

🎙️ The SponsorshipX Podcast Season 2: The Changemakers JourneyIn this episode, Mark Harrison takes listeners inside the SponsorshipX Changemakers Summit, unveiling the sessions, speakers, and experiences that will ignite Toronto this NovemberFrom Impact Tracks and Spotlight Sessions to Challenge Labs and Mission Studios, Mark shares how every moment is designed to turn purpose into performance and connection into action. Expect bold ideas, honest conversations, and powerful community energy.The journey begins with an exclusive screening of The Pitch at Hot Docs Ted Rogers Cinema, a behind-the-scenes look at the creation of Canada’s first professional women’s soccer league. Then, step into The Changemakers Experience on Thursday: a full day of learning, networking, and activation at the stunning Waterworks Food Hall, complete with a dedicated networking space and an exclusive VIP Lounge for SPX Global members, speakers, and sponsors.Your Summit pass also includes a ticket to the Northern Super League Final at BMO Field, where inspiration meets celebration on the biggest stage. This isn’t just an event, it’s your invitation to embark on your Changemaker’s Journey. 🎧 Listen now to get inspired and ready for the Changemakers Summit, November 13–15, in Toronto.

TranscriptIn this episode of the SponsorshipX Changemakers Podcast, Ashima Chopra, Founder and CEO of FanVerse, joins Mark Harrison to explore how she’s redefining the future of fandom.A lifelong big-picture thinker, Ashima brings a rare blend of experiences in law, human rights, and venture capital to her entrepreneurial mission. That combination fuels her bold approach to changing ecosystems, building businesses, and rebuilding how communities connect, belong, and grow.At its core, FanVerse is about creating belonging. For Ashima, that means designing a platform where solo fans become social fans and where feedback from the community isn’t an afterthought; it’s the foundation. Together, she and Mark unpack how FanVerse is tackling the “default fan” problem, ensuring women and underrepresented voices are no longer sidelined in sports culture.They also explore what brands can learn from this model: that investing in women’s sports isn’t a side initiative; it’s a growth strategy. Beyond sports, Ashima shares lessons any tech, retail, or health leader can use to build inclusivity and engagement into their business DNA.🎧 Listen now to hear how Ashima Chopra proves that real change follows when ventures listen to their communities.

TranscriptMark Harrison, Founder of SponsorshipX, sits down with Jay Downton (Co-Founder & CEO, The Nation Network) and Adam Seaborn (VP Global Ad Sales, Better Collective) for a candid conversation on building a challenger brand in Canadian sports media.From the origins of Oilers Nation to 17,000+ pieces of monthly content, they explore how fan-first communities scale, why rejecting the status quo fuels growth, and what it takes to keep the “pulse of the fan” in a shifting media landscape.Expect insights on sponsorship, talent, culture, and the next wave of platforms—from YouTube-first podcasts to WhatsApp and Discord communities.

TranscriptRecorded outdoors in Whistler — complete with a soundtrack of mountain wind and laughter — this conversation brings Mark Harrison together with Eliot Jackson: Red Bull commentator, content creator, founder of the Grow Cycling Foundation, and curator of Aspire, the Whistler event that champions cycling culture and community.Eliot shares stories from his mother’s entrepreneurial journey to his partnership approach in building sustainable change through Grow Cycling. Along the way, he opens up about his creative content work for Red Bull, the unique way he balances sport, storytelling, and social impact, and what it takes to curate community-driven events that actually leave a legacy.Listeners will walk away with a mix of sharp business insights, authentic life lessons, and more than a few laughs. This is Eliot's best: candid, inspiring, and relentlessly curious.About Eliot JacksonEliot Jackson is a former professional downhill mountain bike racer who has become one of the most dynamic voices in cycling. As a commentator for Red Bull and co-host of some of the sport’s biggest broadcasts, he’s known for his energy, insight, and ability to connect fans to the action. Beyond the mic, Eliot founded the Grow Cycling Foundation, dedicated to expanding diversity and access in cycling. He is also the curator of Aspire, a cultural event in Whistler for an inspiring evening dedicated to building authentic partnerships with BIPOC organizations in cycling and the outdoors.

Changemaker on the Mountain: Chris King of Outdoor ResearchJoin us for a dynamic conversation between Mark Harrison and Chris King, VP of Brand at Outdoor Research, recorded live at Crankworx Whistler during its momentous 20th anniversary. In this episode, we explore how Outdoor Research approaches sponsorship as a platform for authentic engagement and community-driven impact in mountain biking through innovative activations, meaningful partnerships, and immersive experiences. Chris unpacks the brand’s “Changemaker” philosophy in action, including their new Trick Showdown event, athlete collaborations, and dual focus on global visibility and grassroots connection.Meet Chris KingChris King, Vice President of Brand at Outdoor Research, has a rich background in creative storytelling and brand strategy and a steadfast passion for sustainability and outdoor culture. Before OR, he held roles in innovative leadership and content production—including at Rover.com and Bamboo—and earned his BA in International Business and Marketing from Carroll College. Based in Seattle, Chris blends his commitment to environmental stewardship and innovation into Outdoor Research’s brand narrative.Key Conversation HighlightsCrankworx Sponsorship & Mountain Bike StrategyOutdoor Research marks its third consecutive year as a principal sponsor of Crankworx Whistler, aligning with the festival’s milestone 20th anniversary. Chris explains why the event’s global reach and authentic mountain bike atmosphere make it a strategic fit for the brand.Reflects on the success of 2024 activations—including sponsoring the Speed & Style event and launching the Freewheel MTB Collection onsite—and how those informed their elevated approach for 2025.It emphasizes OR’s commitment to meaningfully engaging with all levels of the MTB community—from grassroots enthusiasts to professional riders—through genuine experiences, not just visibility.The Outdoor Research Trick ShowdownFor the first time in 2025, OR launched the Trick Showdown—an immersive, head-to-head “NBA Slam Dunk”-style MTB jam. Chris shares the creative intent behind the format and why the name encapsulates OR’s bold, playful spirit.Describes the role of athlete ambassadors in the event—as competitors, judges, or influencers—and how their involvement elevates authenticity and storytelling.Sponsorships Done DifferentlyChris articulates how OR prioritizes deep engagement over transactional brand deals. Their sponsorships involve immersive storytelling, athlete collaboration, and long-term community relationships.They assess success not just with traditional metrics, but through community sentiment, athlete trust, and cultural resonance—emphasizing sustainability and inclusivity as indicators of real impact.Global & Community-Focused ApproachBeyond Crankworx, Chris highlights Outdoor Research’s involvement in global and grassroots initiatives, including partnerships with the Access Fund, Leave No Trace, The Conservation Alliance, Evergreen Mountain Bike Alliance, PeopleForBikes, and events like the women-focused Sturdy Dirty Enduro.Discusses how OR navigates the balance between high-profile festival presence and long-term investments in trail advocacy, education, and access—demonstrating their Changemaker ethos at scale.Why Listen?This episode is a compelling case study in redefining sports sponsorship by centring community impact, purpose-driven activations, and authenticity. Chris King’s perspective offers a fresh blueprint for brands aiming to be Changemakers—not just sponsors—in the sport and culture they engage with.

Key Takeaways | TranscriptFrom the Croisette to the Metrics: A Cannes Conversation on the Future of SponsorshipWhat happens when two sponsorship minds connect on the Riviera? You get a candid, forward-looking podcast straight from the Cannes Advertising Festival.In this latest episode, SponsorshipX founder Mark Harrison sits down with Jay Prasad, CEO of Relo Metrics, to reflect on how Cannes has evolved from rosé-fueled parties to real, business-building conversations. One of the most notable shifts? The rising profile of sports marketing. From headline panels to high-profile activations, sport is no longer on the sidelines—it commands the main stage.Recorded live at the Festival, the duo dives into the evolution of sponsorship measurement, the growing demand for accountability, and the role of innovation in shaping modern partnerships. Prasad also shares the inside story of Total Sports Performance, Relo’s powerful new collaboration with VideoAmp, designed to give brands a smarter, more comprehensive view of sponsorship ROI.🎧 Tune in to hear two industry leaders unpack the trends, tools, and transformations redefining sports and entertainment marketing.