This episode of the Sports Business Leaders Podcast features Ishveen Jolly, founder and CEO of OpenSponsorship, the world’s largest marketplace connecting athletes and creators with brands.
Ishveen shares her journey from Oxford University athlete and sports agent to building a platform that has completed 18,000+ deals, democratized over $50M in sponsorship value, and brought real data and transparency into a historically fragmented industry.
We go deep into:
How her background in netball, cricket, and sports representation shaped the idea for OpenSponsorship
Why the sponsorship industry was overdue for a “LinkedIn” or “Airbnb”–style marketplace
How her team built a services-enabled, tech-powered platform used by 12,000+ athletes across 160 sports
The rise of creators and the shift toward all-in-one sponsorship solutions
What profitability really looks like in sports tech—and why it almost always takes longer than founders expect
How AI is reshaping efficiency, operations, and the future of sports marketing
Her lessons on fundraising, working with HNW investors, and navigating the evolving expectations of brands and agencies
We also talk about OpenSponsorship’s evolution beyond athlete deals—from NIL and influencers to unique brand activations (including a recent project featuring a Benjamin Franklin impersonator for the Philadelphia Airport).
Ishveen offers candid insights on growth, team communication, internal efficiency, and embracing change in a marketing landscape that’s moving faster than ever.
If you're a founder, investor, athlete, creator, or operator in sports, this episode is packed with practical wisdom on building a profitable platform, scaling a marketplace, and driving innovation inside a legacy industry.