14 January 2026

This Sporting Planet: Creating a Global Digital Network

When I launched LCA, I knew that a consultancy could not survive on theory alone. I didn't just want to advise clients on "Digital Transformation"; I wanted to prove that we could execute it. I also identified a market gap: most sports content is heavily biased toward the US or the UK. There was no true home for the "Global" fan—the viewer who understands that the Australian Open means something different in Mumbai than it does in Manchester.

We conceptualised This Sporting Planet (TSP) as a multi-platform digital network. The editorial framework was simple: If I had the budget to travel the world watching sport, where would I go this week?

To ensure authenticity, we rejected the traditional "London Studio" model. Instead, we utilised our network to bring regional voices to the screen. If we cover a cricket tour in India, we use an Indian host. This remote production model allowed us to achieve diversity naturally—not just in gender (we cover male and female sports equally), but in accent and perspective.

TSP became the proving ground for the LCA Associate model. We didn't hire a monolithic agency; we built a bespoke team of independent experts:

Production: Partnered with powerhouse IMG to deliver broadcast-quality remote recording.

Tony Harley (Media 219) built the brand and designed the website.

Hollie Mills drove the social and digital marketing strategy.

Ross, Giles and Gary supported me on commercial and investment strategy and comms.

There were reality checks and a lot of trial and error throughout the year. Here are some of the main ones:

With over 3,000 new podcasts launching monthly, we learned that organic growth is essentially a myth. Even high-quality content gets lost in the noise, so we had to fundamentally shift our mindset (and our budget) to focus on targeted marketing just to cut through.

We also navigated the unpredictability of audience behaviour. During the European summer, our YouTube views dropped significantly as people went on holiday. However, our audio podcast figures actually rose during the same period. This confirmed that diversification isn't just a buzzword; it is the only safety net against platform volatility.

Perhaps our most significant lesson was that agility often beats high production value. Through a partnership with SNTV, we accessed raw news clips to supplement our original content. A single, timely quote from Novak Djokovic regarding Carlos Alcaraz drove over 2 million views, proving that being part of the "now" is often more effective than being perfectly polished.

By the end of our first year, the numbers had started to validate the strategy:

25 Million+ total views across all platforms.

270,000+ Followers/Subscribers on our primary video channels.

10,000+ Followers across wider social media.

A remote network of hosts who had never met in person (though they have now!) yet built incredible on-screen chemistry. This connection wasn't accidental; it was built on mutual respect and the fact that they are all brilliant journalists, broadcasters, and storytellers.

There is a commercial reality to all this as well. While the audience growth has been strong, commercialisation is the most formidable challenge. We are now in the active phase of Brand Outreach, and the reality is stark: brand budgets are tight, and cutting through the noise is difficult.

We found that cold outreach on platforms like LinkedIn often goes unanswered, and the market is full of "fluff"—services that promise high returns but deliver very little. We have learned to be incredibly careful with spending. This experience is invaluable; it means LCA can now guide clients away from expensive mistakes and towards strategies that actually yield a return.