In this episode of A LOAD OF BS ON SPORT, we're joined by Brett Gosper, a true sports industry heavyweight who has seamlessly navigated the worlds of elite rugby, global advertising, and now the NFL's international expansion.

From Rugby Player to Sports Executive Extraordinaire

Brett's remarkable journey began as an Australian rugby player who, after missing out on a Wallabies trial, took a chance on playing in France. This "closing doors moment" led to a dual career – professional rugby by night and advertising executive by day. After 30 years in the advertising world, Brett made a surprising pivot back to sports, becoming CEO of World Rugby before taking on his current role as Head of NFL Europe and Asia Pacific.

Navigating Complex Sports Organisations

Brett offers fascinating insights into the contrasting challenges of leading World Rugby versus the NFL. While World Rugby required him to navigate the complex politics of a global federation with competing interests, the NFL presents a more unified but equally ambitious organisation. He reveals how his advertising background provided valuable perspective when approaching sports leadership, particularly in creating fan-centric strategies.

The Global Expansion Playbook

As the architect of the NFL's international growth strategy, Brett shares the meticulous planning behind bringing American football to new territories. From staging international games that feel like "mini Super Bowls" to developing academies in the UK and Australia, he outlines the NFL's comprehensive approach to finding the next 50 million fans outside the United States. He explains why cultural relevance is crucial when expanding into new markets, whilst still maintaining the authentic Americana experience that international fans crave.

Developing International Talent

The conversation explores the fascinating International Player Pathway programme, which has produced success stories like Jordan Mailata, the Australian former rugby league player who became the first Australian to win a Super Bowl. Brett discusses the psychological challenges these athletes face transitioning to American football and how the NFL Academy system is creating pathways for international talent to reach the highest levels of the sport.

Leadership Lessons from a Global Sports Executive

This episode isn't just for sports fans – it's a masterclass in leadership across different organisational cultures. Brett's journey demonstrates the value of being adaptable, maintaining product quality while pursuing commercial growth, and always keeping the fan perspective at the centre of decision-making.

Key Discussion Points:

Career Crossroads: How missing a Wallabies trial led Brett to a transformative career in France

From Advertising to Sports Leadership: The unexpected transition that brought Brett back to the sporting world

Balancing Culture and Commerciality: Maintaining the integrity of sports while pursuing global growth

The NFL's International Strategy: Creating fan engagement through games, academies, and flag football

Leadership Principles: The importance of listening to fans and athletes when making strategic decisions

Cultural Differences: How rugby and NFL teams approach competition and player development

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