Andy Marston

Andy Marston: The Players Fund's Venture Playbook for Clubs

Andy Marston, head of corporate venture at the Players Fund, explains how the fund extended its athlete-investor model to rights holders, acting as a translator between the venture ecosystem and sports organizations. He details the Juventus Forward work — outbound sourcing, a structured startup intake, and integrated sessions with club directors — plus the flywheel between fund investments, club programs and players. He also covers clubs becoming lifestyle brands (Miami Heat's 601 Analytics spinout and merch line), media-rights diversification, the Benfica fuel-loyalty example, and the fund's long-term relationship culture with founders and athletes.

1:22:48