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.
Moneyball is the podcast that pulls back the curtain on the business of sport — how it works, who makes it happen, and where the real game is being played.
Hosted by sports business commentator and brand strategist Scott Keenan, the show dives into the intersection of sport, money and culture, with open, commercially focused conversations that go behind the big decisions shaping modern sport in Australia and around the world.
From player contracts and sponsorship deals to broadcast rights, expansion teams, athlete brands and women’s sport, Moneyball is fun, curious and unfiltered — made for sports insiders and for fans who want to understand how the game really works.
Subscribe and join the conversation. Because if you want to know what's really going on in sport, you've gotta follow the money!
Publisher
Scott Keenan | Sports Business Commentator & Brand Strategist
Lauren Jackson has achieved just about everything there is to achieve in basketball. Now one of Australia's greatest ever athletes is helping build the future of the WNBL.
As Chief Strategy and Basketball Partnerships Officer, the five-time Olympian and three-time WNBA MVP is part of a new era for Australian women's basketball, with private investment, major commercial partners, expanding broadcast coverage and ambitions to grow the competition well beyond its traditional audience.
But what does it actually take to turn a great sporting competition into a successful business?
In this episode of Moneyball, Lauren joins Scott Keenan to discuss why the WNBL needed new investment, what has changed under private ownership and why she believes women's sporting leagues need to do things differently.
They explore the growth of the WNBA and the impact of stars like Caitlin Clark and Angel Reese, the commercial opportunity created by international players including Han Xu, the arrival of the Tasmania Jewels, and the importance of building athlete brands and reaching fans who don't already follow basketball.
Lauren also talks about her own transition from athlete to executive, what she's learning from the WNBL's new ownership, and the financial challenges still facing professional women's basketball players in Australia.
And she has a big ambition: to make the WNBL Australia's premium women's sporting competition.
Moneyball is the business of sport — conversations about everything off the field that makes the sports we love so special. Hosted by Scott Keenan, the show explores sports business, media, investment, sponsorship, entertainment and fan culture in Australia and around the world.
Watch Moneyball on YouTube and follow the show on Instagram @moneyball_show or email anytime askmoneyball.show@gmail.com.
10 Oct 2026
Anthony de Ceglie: Before He Left Perth Bears
Just over a week before Anthony de Ceglie stepped down as CEO of the Perth Bears, he joined Scott Keenan on Moneyball for an in-depth conversation about building the NRL’s newest club from scratch.
What was originally a discussion about launching a professional sports franchise in AFL-mad Perth now offers a fascinating snapshot of de Ceglie’s priorities and mindset immediately before his departure.
Anthony talks about building the Bears on a “very short runway”, competing with the PNG Chiefs for attention and talent, dealing with criticism and why his personal mantra was to “ignore the noise”.
And when Scott asks what he would do differently if he had his time again, Anthony’s answer is striking in hindsight: governance.
They also discuss the commercial strategy behind the Perth Bears — memberships, sponsorship, mining and resources, New Balance, merchandise, fan data, North Sydney heritage and the challenge of creating a club Western Australians feel belongs to them.
Recorded before Anthony de Ceglie stepped down as Perth Bears CEO.
Moneyball – The Business of Sport goes behind the deals, decisions, culture and commercial forces shaping the sports we love. Hosted by Scott Keenan.
Instagram / YouTube: @askmoneyball_show Email: askmoneyball.show@gmail.com (mailto:askmoneyball.show@gmail.com)
00:00 Why this interview matters now
01:44 Building the Perth Bears from scratch
04:33 Competing for attention in Western Australia
10:26 Perth, North Sydney and building belonging
15:04 Perth Bears v PNG Chiefs
17:40 Handling criticism and “the noise”
20:11 Sponsorship, mining and resources
22:07 New Balance and the Bears as a lifestyle brand
26:02 New jerseys and merchandise strategy
28:37 Measuring success before kick-off
30:05 What Anthony would do differently
33:29 The final challenges before Round 1
34:42 What happens next for the Perth Bears
7 Oct 2026
Broadcasters Want More Than Your Subscription
Fox Sports is disappearing, Kayo is becoming the main sports brand, and DAZN is trying to build a much bigger business around the sports fans who watch it.
Scott Keenan is joined by sports industry advisor Murray Barnett from 26West Sports to unpack why the economics of sports broadcasting are changing — and why subscriptions and advertising alone may no longer be enough to justify the enormous cost of premium sports rights.
They discuss DAZN’s strategy for Foxtel and Kayo, fan data, the Sports Audience Graph, Club Kayo and the creator economy, the changing relationship between broadcasters and rights holders, and why Australia could become a test market for DAZN’s global sports strategy.
If you watch cricket, rugby league, NRL, AFL, , NRLW, AFLW, NBA, NBL, NFL, Supercars or Formula 1 this episode will be of interest to you.
Murray runs 26West Sports and also appears on Unbundled, part of the Unofficial Partner podcast feed.
Moneyball – The Business of Sport is hosted by Scott Keenan and looks at the deals, decisions and commercial forces shaping the sport we watch.
Who has been a guest on Moneyball - The Business of Sport
Names identified in recent episode analyses. Showing up to five guests.
Murray Barnett
Alex Sutcliffe
Clint Newton
Sam Buckingham-Jones
Glen Hawke
Reach and audience
Public platform figures. Ratings count people who left a rating, not total listeners.
Spotify
5.0 / 5
13 ratings
Contact Moneyball - The Business of Sport
Guest appearances
Books guests
Based on episode analysis; this does not confirm that the show is currently accepting guests.
Pod Engine is an independent podcast discovery and analytics service and is not affiliated with or endorsed by this podcast. Artwork and show content belong to their owners. Full legal notice.
Explore this show Podcast research with Pod Engine
