Mar 19, 2026
Welcome to episode 241 of Sports Management Podcast.
Today’s guest is Andrew Wisniewski, Partner and Head of Activation at 17 Sport, the world’s purpose-first sports marketing agency. We explore how purpose is moving beyond CSR and becoming a commercial necessity in sport.
In this episode, we spoke about:
- Why purpose is now a commercial risk factor in sport
- The untapped $5B Paralympic market
- How Adidas and Nike approach impact differently
- The future of women’s sport and LA28 legacy
Time Stamps:
00:00 Intro
00:04 What “Purpose-First” Really Means
01:40 Athlete Representation & Investment in Sport
03:00 Avoiding Greenwashing & Sportswashing
04:31 The $5B Paralympic Opportunity
07:09 LA28 & Olympic Legacy Strategy
08:21 The $2.3T Sports Economy Risk
10:11 Why Reach Metrics Are Losing Power
12:35 Brand Trust & the Patagonia Effect
14:25 Designing Systemic Change in Sport
18:54 The Rapid Rise of Women’s Sport
21:20 The Future of Purpose-Led Partnerships
24:00 AI & Technology in Sport
26:23 Andrew’s Career Journey
31:45 US vs Europe Sports Marketing Differences
34:00 Outro
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