In this episode, Darren Henry shares insights into British Cycling’s commercial transformation, exploring how storytelling, new initiatives and strategic partnerships can create opportunities for brands and communities.

From working with major partners to developing programmes such as Sofa to Saddle, Darren explains why attracting sponsors starts with creating something relevant and valuable. He also discusses the shift from commercial leadership to wider organisational responsibilities, balancing revenue with social impact and sporting ambitions.

Darren also shares advice for anyone looking to build a career in sports business and his thoughts on how governing bodies can evolve for the future.

Subscribe for more conversations with the people working in sport.

Chapters
00:00 Introducing Darren Henry and British Cycling’s transformation
01:57 From commercial focus to wider leadership
03:46 Balancing commercial growth and social impact
05:52 Creating assets and telling compelling stories
08:58 Building strategic brand partnerships
11:45 Sofa to Saddle and community programmes
14:59 How purpose attracts commercial partners
17:57 The future of governing bodies and commercial models
20:59 Advice for aspiring sports business professionals

Lucy Austin shares her journey from athlete to sports marketing professional, with practical advice for graduates, content creators and anyone hoping to break into the industry.

We explore the power of community, building an authentic personal brand and using social media to develop your reputation. Lucy also discusses balancing content performance with brand values, why in-person connections still matter and the skills that can help you progress in sports marketing.

From getting involved before you land your first role to finding the confidence to pitch your ideas, this conversation offers plenty to take into your own career.

Chapters:
00:00 Introduction to building a career in sports
01:42 Does a sports background matter?
02:55 Surprising lessons from entering the industry
03:08 The rewards of working in sports
04:40 Advice for recent graduates
06:55 Building your reputation through social media
09:17 Balancing your personal and company brand
11:22 Skills developed through content creation
13:09 Content performance versus community engagement
15:09 Creating genuine conversations
17:53 The importance of community in sports
20:30 Continuous learning and growth
22:56 Rethinking career paths
24:13 Top sports brands and marketing trends
25:17 Overrated marketing trends
26:01 Underrated social media strategies
26:57 The value of in-person experiences
27:54 Key skills for sports professionals

A few useful moves from sport business this week. Who is paying, what they are buying, and how long that money lasts.

1. Front-of-shirt gambling ban and category risk

2. Saudi capital looking more selective

3. Community title deals that sit inside the event

4. AI buying the shirt as the product

Full write-up:

https://runningthebusiness.show/articles/sport-business-in-90-seconds-23-aug-2026

Running The Business

https://runningthebusiness.show