Episode 7 – Internationalisation: Taking Clubs and Brands Around the World

Описание: Episode 7 – Internationalisation: Taking Clubs and Brands Around the World

In this Christmas special of The Deal Room Sport from Sporting Group International and Sporting Jobs, host Ed Nell is joined by CEO Adrian Wright, UK Managing Director Ian Dutton and SGI’s Country Manager for Spain, Diego Pesqué. Together they chart SGI’s journey from early international work in India through to a growing presence in Europe, Japan and the Far East, and unpack what “internationalisation” really means for clubs, leagues and brands looking to reach new fans and unlock fresh revenue streams.

Key Takeaways

Diego frames internationalisation as the deliberate actions a club or rights-holder takes to grow its brand beyond its home market. With domestic markets in Spain, the UK and elsewhere increasingly saturated, he argues clubs must expand abroad to find new revenue and fans. In a data-driven sponsorship world, brands demand clear metrics and reach; clubs that remain purely domestic will struggle to attract international money or blue-chip partners. Where once a club’s only real international income came from shirt sales and limited broadcast, Diego highlights how digital fans around the world now subscribe to memberships, buy merchandise online and pay for pay-per-view or streaming.

Ian explains how SGI’s structure with people on the ground in the UK, Spain, India and soon the Far East – allows them to identify assets in one market and match them with brands in another. Europe is already “tick” for SGI, with Diego leading in Spain and plans to hire further in the region. Adrian reveals a new strategic partner for 2026 that will give SGI a footprint in Thailand, Indonesia, Singapore and Japan, operating in collaboration rather than as a simple badge-swap.

The US is the next major target: SGI are already talking to MLS clubs and other properties, and see 2026 as the year they must have a formal presence there. Ian observes that many modern fans, especially internationally, follow players more than clubs. When a star like Lionel Messi moves, a large portion of his global following moves with him. Diego’s own journey, admiring Barça, then Arsenal, Liverpool, West Ham, and now leaning towards Manchester City while also backing Deportivo La Coruña and Barça at home, illustrates how fluid overseas fandom can be and why clubs must think globally rather than assume lifelong local allegiance.

About Sporting Group International

Sporting Group International (SGI) is a global sports marketing and sponsorship agency with representatives across Europe and Asia. They connect brands, clubs, governing bodies and athletes through high-value partnerships, including stadium naming rights, shirt and sleeve sponsorships, official partnerships and endorsement deals. SGI also support rights holders and investors with strategic commercial advice, international market development, recruitment and talent management, helping to drive revenue growth and brand visibility across the world of elite sport.