Misha Sher [#59]: Lessons from 20 Years in Sports and Athlete Marketing from WPP's Global Head of Sport & Entertainment

On today’s episode, I’m joined by Misha Sher, Global Head of
Sport, Entertainment and Culture at WPP, and one of the most
respected voices in the intersection of sport, creativity, and
brand strategy.


Misha has spent the last decade helping some of the world’s
biggest brands, from Toyota to eBay, connect with culture through
sport. He’s also worked directly with global icons like Pele and
Mesut Özil, helping turn talent into brands that last far beyond
the pitch.


In this conversation, recorded at the Johan Cryuff ArenA in
Amsterdam during Soccerex Europe, we explore what great
sponsorship really looks like in 2025, why it's no longer about
exposure, but experience, and how WPP works with both talent and
brands.





Timestamps


2:00 - Misha's Career Journey


4:00 - The Importance of Networking


06:00 - Working with Pele: Challenges and Insights


10:00 - Building a Personal Brand


15:00 - Athletes Leveraging Media


19:00 - Brand Partnerships and Strategies


23:00 - Working with Alessia Russo


27:00 Case Studies: eBay and Toyota








Connect with Misha on LinkedIn - ⁠Here⁠


Connect with Andy on LinkedIn - Here