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.

Timestamps

2:00 - Misha's Career Journey

4:00 - The Importance of Networking

06:00 - Working with Pele: Challenges and Insights

10:00 - Building a Personal Brand

15:00 - Athletes Leveraging Media

19:00 - Brand Partnerships and Strategies

23:00 - Working with Alessia Russo

27:00 Case Studies: eBay and Toyota

Connect with Misha on LinkedIn - ⁠Here⁠

Connect with Andy on LinkedIn - Here