Sports Management Podcast

Why are so many esports organizations struggling financially despite the industry's enormous popularity?
Esports has millions of passionate fans, global competitions, and increasing mainstream recognition. Yet building a profitable esports organization remains a major challenge.
In this episode of Sports Management Podcast, Marcus Filipsson speaks with Jonas Gundersen, Founder & CEO of Fusion Esports Group and CEO of Astralis, about what needs to change in the business of competitive gaming.
Jonas shares why he believes esports grew too quickly, why traditional sports business models don't always translate to gaming, and how Fusion is building a different approach to owning and monetizing esports brands.
We also explore Jonas's remarkable personal journey — from leaving school at 16 to becoming a professional Counter-Strike player, entrepreneur, and leader in the global esports industry.
In this episode, we discuss:
Why esports organizations struggle to make money

Venture capital, investment, and sustainable growth

The acquisition of Astralis and the strategy behind Fusion Esports Group

What traditional sports can learn from gaming culture

How Kylie Jenner's business model applies to esports

Why the next generation will reshape sports, education, and work

Jonas's journey from school dropout to esports CEO

AI, entrepreneurship, and breaking into the sports industry

Episode timestamps
00:00 Introduction to Jonas Gundersen and Fusion Esports Group
02:35 Why esports organizations struggle financially
04:53 The problem with venture capital and rapid growth
06:03 Why esports shouldn't copy traditional sports
08:40 Multi-team ownership and the Fusion strategy
10:32 What traditional sports can learn from esports
13:20 The future of esports
14:40 What sports businesses can learn from Kylie Jenner
20:03 Leaving school at 16 and finding a career in gaming
24:20 Building Ninjas in Pyjamas into a global business
25:52 Founding Fusion Esports Group
29:01 Why Fusion acquired Astralis
32:51 Career advice for the next generation
36:05 AI, talent, and the future of work
39:36 How to stand out when applying for jobs
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What is the real cost of Olympic success?
Sweden consistently produces world-class athletes and Olympic medalists. But behind the medals, many athletes face significant financial challenges.
In this episode of Sports Management Podcast, Marcus Filipsson speaks with Hans von Uthmann, President of the Swedish Olympic Committee, about the business, politics and future of the Olympic movement.
Hans reveals why Swedish elite sports receive less funding than several comparable European countries, explains the financial struggles facing Olympic athletes and shares his perspective on Sweden's unsuccessful bids to host the Winter Olympics.
We also discuss one of the most controversial questions in international sport: Should Russian and Belarusian athletes be allowed to compete in the Olympic Games?
In this episode, we discuss:
Why Swedish athletes struggle financially despite Olympic success

How Sweden's elite sports funding compares with other European countries

The value of Olympic medals for national identity and Sweden's international reputation

Why Sweden lost its bids to host the Winter Olympics

The influence of politics on Olympic host selection

Russian and Belarusian participation in international sport

Preparations for the Los Angeles 2028 Olympics

The importance of female coaches and women in sports leadership

Hans's journey from international business leadership to the Swedish Olympic Committee

 
CHAPTERS
00:00 Meet Hans von Uthmann
00:15 Leading the Swedish Olympic Committee
01:49 Why Sweden produces elite athletes
03:41 Balancing participation and elite development
04:44 Why Swedish elite sports are underfunded
05:34 The value of Olympic medals
07:19 How Olympic success inspires young athletes
08:26 Convincing businesses and government to invest
09:29 Why Sweden hasn't hosted the Winter Olympics
13:44 Politics and Olympic bidding
16:16 Should Russian athletes compete in the Olympics?
19:10 Where should sport draw the line?
20:55 Preparing for LA 2028
22:05 The financial struggles of Swedish Olympians
25:03 Hans's journey from business to sport
28:12 Women in sports leadership
30:57 The future of the Swedish Olympic Committee
About the guest
Hans von Uthmann has served as President of the Swedish Olympic Committee since 2023. Previously, he held senior leadership positions in international business and served as President of the Swedish Basketball Federation.
This conversation offers a rare perspective on what happens behind the scenes of the Olympic movement and the challenges of sustaining elite sporting success.
 
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Is American rugby about to experience its biggest growth opportunity ever?
With the LA 2028 Olympics, the Men's Rugby World Cup in 2031 and the Women's Rugby World Cup in 2033, the United States is preparing for an unprecedented period of international rugby exposure.
But will the sport be ready to capitalize on it?
In this episode of Sports Management Podcast, Marcus Filipsson speaks with Nate Dalena, CEO of Rugby NorCal, about the future of rugby in America and what it takes to build a sustainable grassroots sports organization.
Nate explains why major sporting events are only the beginning, how rugby can attract more young athletes, and why the sport needs more coaches, referees and well-run clubs to support long-term growth.
In this episode, we discuss:
The future of rugby in the United States

Preparing for the 2031 and 2033 Rugby World Cups

Why women's rugby represents a major growth opportunity

The dangers of early specialization in youth sports

How to build sustainable grassroots sports organizations

Why rugby needs more media exposure and accessible broadcasts

Nate's journey from player and coach to CEO of Rugby NorCal

How volunteering can open doors to a career in sports

Whether you work in sports management, coach young athletes or simply want to understand how sports grow, this conversation offers valuable insights into the future of American rugby.
CHAPTERS
00:00 Introduction to Nathan Dalena and Rugby NorCal
00:37 Rugby's position in the United States
01:38 Growth opportunities in women's rugby
03:40 Flag rugby and school-based development
04:29 Why rugby needs more education and media
07:03 Competition for young athletes
08:10 Early specialization and youth sports burnout
12:27 Why parents should encourage multiple sports
15:42 Preparing for the Rugby World Cups
20:26 Building sustainable rugby clubs
22:50 Nathan's career journey
26:16 Why Rugby NorCal started a podcast
29:43 Advice for aspiring sports professionals
32:52 Where to follow Rugby NorCal
About the guest:
Nate Dalena is CEO of Rugby NorCal, an organization responsible for youth and high school rugby in Northern California.
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Is modern football pushing players to their physical limits? And who is responsible for protecting them?
In this episode of Sports Management Podcast, host Marcus Filipsson sits down with Dr. Mark Gillett, Chief Medical Officer of the Premier League, to explore the realities of player welfare, injury prevention and medical leadership at the highest level of professional football.
After seven years overseeing medical governance in the Premier League, Mark is approaching the end of his tenure. He shares insights from a career that has included Chelsea, West Bromwich Albion, Olympic sport and elite sports medicine.
We discuss the challenges of balancing player safety with competitive advantage, the impact of an increasingly demanding football calendar, and how artificial intelligence could change injury assessment.
Mark also reflects on the pressure of working in professional football, communicating difficult medical decisions, his experience during COVID-19 and the lessons he has learned throughout his career.
In this episode, we discuss:
Who is responsible for protecting Premier League players?

Player welfare, fixture congestion and competitive pressure

Why hamstring injuries remain a major challenge

How AI could transform sports medicine

The reality of working behind the scenes in elite football

Career advice for aspiring sports medicine professionals

Life after the Premier League

Episode timestamps
00:00 The role of the Premier League's Chief Medical Officer
02:40 Working with Premier League clubs and Olympic teams
03:38 Fixture congestion and player welfare
04:19 Player safety versus competitive advantage
05:07 Football injuries and hamstring problems
05:43 Knee health and life after football
07:26 What's next after the Premier League?
08:19 Mark's journey into sports medicine
09:37 Cycling the Tour de France for charity
11:29 Overcoming career challenges
12:42 Breaking into professional sport
14:14 Lessons from working at Chelsea
16:08 Communicating difficult medical decisions
18:00 Artificial intelligence in sports medicine
19:57 The next chapter of Mark's career
 
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Do sports teams actually know who their fans are?
Teams and rights holders collect enormous amounts of data through ticketing, merchandise, food & beverage, CRM systems and digital platforms. But according to Cole Rubin, having the data and actually understanding the fan are two very different things.
Cole is the Co-Founder of FanFeed and has spent more than 20 years building businesses across live events and ticketing. His entrepreneurial journey started in college, when he launched a business taking Baltimore Ravens fans to away games, eventually leading him into the rapidly growing secondary ticket market.
In this episode, Cole shares what that journey taught him about the business of live sports and why he believes AI, fan data and hyper-personalization will reshape the fan experience.
We discuss the "invisible fan," one-to-one personalization, the future of ticketing, data privacy, sponsorship, entrepreneurship and why relationships and soft skills may become even more valuable in the age of AI.
Timestamps:
00:00 Introduction
01:50 Starting a business to pay for college
03:53 Discovering the ticketing business
05:41 Building Dynasty Sports & Entertainment
07:47 Why relationships matter in sports
10:04 Starting again with FanFeed
14:16 What FanFeed actually does
17:40 The future of one-to-one personalization
20:06 Are sports teams using their data effectively?
22:40 Fan data and sponsorship
25:30 Privacy and the value exchange
30:11 AI and the future of ticketing
33:48 What makes a great live event experience?
34:47 Advice for building a career in sports
36:28 Why soft skills will matter more in the AI era
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