Moneyball - The Business of Sport
Claim This Podcastby Scott Keenan | Sports Business Commentator & Brand Strategist
Podcast Overview
<p>Sport isn’t just about what happens on the field — it’s a multi-billion-dollar industry driven by the deals, decisions and dynamics behind the scenes.</p><p></p><p><strong>Moneyball</strong> is the podcast that pulls back the curtain on the <strong>business of sport</strong> — how it works, who makes it happen, and where the real game is being played.</p><p></p><p>Hosted by <strong>sports business commentator and brand strategist Scott Keenan</strong>, the show dives into the intersection of <strong>sport, money and culture</strong>, with open, commercially focused conversations that go behind the big decisions shaping modern sport in Australia and around the world.</p><p></p><p>From <strong>player contracts and sponsorship deals</strong> to <strong>broadcast rights, expansion teams, athlete brands and women’s sport</strong>, Moneyball is fun, curious and unfiltered — made for sports insiders and for fans who want to understand how the game really works.</p><p></p><p>Subscribe and join the conversation. <strong>Because if you want to know what's really going on in sport, you've gotta follow the money!</strong></p>
Language
🇺🇲
Publishing Since
2/7/2026
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Recent Episodes
August 6, 2026
How The Bye Round Landed A Show On Disney+
<p><strong>How does an independent sports podcast become a media company?</strong></p><p></p><p>Charlie White and former NRL player James Graham started <strong>The Bye Round</strong> as an independent rugby league podcast.</p><p></p><p>Today, it has grown into an <strong>independent sports media business</strong> producing <strong>ESPN League Central</strong> for <strong>Disney+</strong>.</p><p></p><p>In this episode of <strong>Moneyball: The Business of Sport</strong>, Charlie joins Scott Keenan to explain how the opportunity came about, what ESPN was really looking for, how the business has grown from a passion project into a company with employees, sponsors and multiple revenue streams, and why the relationship between broadcasters and creators is changing so quickly.</p><p></p><p>It's a conversation about entrepreneurship, sport, media and what happens when a side project grows into a serious business.</p><p></p><p>Topics covered</p><ul><li>The story behind ESPN League Central</li><li>Producing a weekly television show for Disney+</li><li>How Charlie White and James Graham built The Bye Round</li><li>Growing a podcast into an independent sports media business</li><li>Hiring staff and scaling a creator business</li><li>Sponsorship and creator-led media</li><li>Why broadcasters are partnering with creators</li><li>The future of sports media</li></ul><p></p><p>Moneyball is hosted by Scott Keenan and explores the intersection of <strong>sport, money, media and culture</strong> through conversations with the people making the biggest decisions in sport.</p><p></p><p>📩 Business enquiries: <a target="_blank" rel="noopener noreferrer nofollow" href="mailto:askmoneyball.show@gmail.com"><strong>askmoneyball.show@gmail.com</strong></a></p>
July 30, 2026
Why It's Cool To Support The New Zealand Warriors
<p>The Warriors are becoming one of the most commercially interesting clubs in world sport. And it's becoming cool to follow them as well. </p><p></p><p>At NRL Magic Round, Warriors fans transformed Brisbane into a home away from home, while the club's pop-up store generated more than half a million dollars in sales. But the bigger story isn't merchandise—it's culture, identity and the way the Warriors are building one of rugby league's most powerful brands.</p><p></p><p>Scott Keenan is joined by sports marketing academic <a target="_blank" rel="noopener noreferrer nofollow" href="https://www.linkedin.com/in/sarah-wymer/"><strong>Dr Sarah Wymer</strong></a> to explore why the Warriors have become such a cultural phenomenon, what makes their commercial strategy different, and what every sporting organisation can learn from their approach to fan engagement.</p><p></p><p>In this episode</p><ul><li>Why the Warriors are becoming one of the hottest clubs in sport</li><li>The commercial strategy behind Magic Round</li><li>The power of Kiwi identity and diaspora communities</li><li>Sponsorship, Dreamworld and fan engagement</li><li>Social media, belonging and the "Wahs Effect"</li><li>Rugby league's cultural momentum in New Zealand</li><li>Whether a second New Zealand NRL team is the next step</li></ul><p></p><p><strong>About Dr Sarah Wymer</strong></p><p></p><p>Dr Sarah Wymer is a Senior Lecturer in Sport Leadership & Management at <a target="_blank" rel="noopener noreferrer nofollow" href="https://www.linkedin.com/school/autuni/">Auckland University of Technology</a>, specialising in sports marketing, fan engagement, digital strategy and commercial partnerships.</p><p></p><p><strong>About Moneyball</strong></p><p></p><p>Moneyball is an Australian sports business podcast hosted by sports business commentator <a target="_blank" rel="noopener noreferrer nofollow" href="https://www.linkedin.com/in/scottandrewkeenan/">Scott Keenan</a>, exploring the intersection of <strong>sport, money, media and culture</strong>.</p><p></p><p>Through interviews, analysis and original commentary, Moneyball goes behind the biggest stories in sport to explain the business shaping what fans see on the field.</p><p></p><p><strong>Follow Moneyball</strong></p><p>YouTube: <a target="_blank" rel="noopener noreferrer nofollow" href="https://www.youtube.com/@moneyball_show">https://www.youtube.com/@moneyball_show</a></p><p>Instagram: <a target="_blank" rel="noopener noreferrer nofollow" href="https://www.instagram.com/moneyball_show">@moneyball_show</a></p><p></p><p><strong>Contact the show</strong></p><p>📧 <a target="_blank" rel="noopener noreferrer nofollow" href="mailto:askmoneyball.show@gmail.com"><strong>askmoneyball.show@gmail.com</strong></a></p><p>Questions, guest ideas, sponsorship enquiries and media opportunities are always welcome.</p><p><strong>If you want to know what's really going on in sport... you've gotta follow the money.</strong></p>
July 24, 2026
Why Football Can't Replace David Beckham
<p><strong>David Beckham retired more than a decade ago—so why was he still one of the biggest commercial stars of the 2026 FIFA World Cup?</strong></p><p></p><p>That question reveals something much bigger than one footballer's career.</p><p></p><p>In this episode of <strong>Moneyball</strong>, we explore why Beckham remains one of the most valuable commercial brands in world sport, how he reinvented himself after retirement, and why football is still searching for a player who can match his global appeal.</p><p></p><p>From the infamous 1998 World Cup red card and his reinvention as a global celebrity, to co-founding Inter Miami and becoming one of football's most influential ambassadors, Beckham's career offers a masterclass in athlete branding.</p><p></p><p>We also examine whether today's biggest stars—including Lamine Yamal, Jude Bellingham, Kylian Mbappé and Erling Haaland—have what it takes to become football's next truly global commercial icon.</p><p></p><p>This episode explores the business of football, sports marketing, sponsorship, athlete branding, personal brands and the commercial forces shaping the world's biggest sport.</p><p></p><p><strong>About Moneyball</strong></p><p>Moneyball is an Australian sports business show exploring the intersection of <strong>sport, money, media and culture</strong>.</p><p></p><p>Each week, host Scott Keenan speaks with the people shaping the business behind sport—from league executives and club CEOs to marketers, broadcasters, academics and athletes—to explain the deals, decisions and incentives that shape the games we love.</p><p></p><p>Whether you're a sports industry professional or simply a fan who wants to understand how sport really works, Moneyball pulls back the curtain on the stories behind the biggest moments in sport.</p><p></p><p>Because if you want to know what's really going on in sport... <strong>You've got to follow the money.</strong></p><p></p><p><strong>Get in touch</strong></p><p>📧 <a target="_blank" rel="noopener noreferrer nofollow" href="mailto:moneyball.show@gmail.com">moneyball.show@gmail.com</a></p><p>📸 Instagram: <a target="_blank" rel="noopener noreferrer nofollow" href="https://www.instagram.com/moneyball_show">@moneyball_show</a></p><p>▶️ YouTube: <a target="_blank" rel="noopener noreferrer nofollow" href="https://www.youtube.com/@moneyball_show">@moneyball_show</a></p>
28 total episodes available
Recent guests on Moneyball - The Business of Sport
Guests from recent episodes — sign up to see every guest that has ever appeared on this show.
Murray Barnett
Guest
Alex Sutcliffe
Guest
Clint Newton
Guest
Sam Buckingham-Jones
Guest
Glen Hawke
Guest
Mathew Thompson
Guest
Charles Samushonga
Guest
Bridie O’Donnell
Guest
Paul Barnes
Guest
Chris Blackhurst
Guest
Tim Burrowes
Guest
Jacqui Louder
Guest
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- What is Moneyball - The Business of Sport?
<p>Sport isn’t just about what happens on the field — it’s a multi-billion-dollar industry driven by the deals, decisions and dynamics behind the scenes.</p><p></p><p><strong>Moneyball</strong> is the podcast that pulls back the curtain on the <strong>business of sport</strong> — how it works, who makes it happen, and where the real game is being played.</p><p></p><p>Hosted by <strong>sports business commentator and brand strategist Scott Keenan</strong>, the show dives into the intersection of <strong>sport, money and culture</strong>, with open, commercially focused conversations that go behind the big decisions shaping modern sport in Australia and around the world.</p><p></p><p>From <strong>player contracts and sponsorship deals</strong> to <strong>broadcast rights, expansion teams, athlete brands and women’s sport</strong>, Moneyball is fun, curious and unfiltered — made for sports insiders and for fans who want to understand how the game really works.</p><p></p><p>Subscribe and join the conversation. <strong>Because if you want to know what's really going on in sport, you've gotta follow the money!</strong></p> - How often does this podcast release new episodes?
This podcast updates daily.
- Where can I listen to this podcast?
This podcast is available on 4 platforms including Apple Podcasts, Spotify, and more. You can also use the RSS feed directly.
- Does this podcast accept guests?
Yes, this podcast regularly features guests.
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