Does your organisation know how to leverage its brand in relation to sporting organisations, teams, athletes and fans?

Or are you a sports organisation struggling to understand how to leverage brand for the benefit of your sport?

You will learn how to navigate a highly charged, complex sector, why brand personas are essential in sports, and why only the most authentic brand relationships will create lasting connections with your sports community.

In this episode, Adam & Rhi break down the real impact of focusing too much on technology - backed by research and real-world examples. He explains how strong storytelling, smart positioning, and clear communication help solve the greatest business challenges - especially in innovation-driven industries.

You'll hear practical ways to build a case for brand investment, from auditing your communications to using external perspectives to influence decision-makers. If you’re looking to make brand a business priority, this conversation is packed with insights you can use.

Yiannis Maos (CEO, TechWM) and Iain Mansell (Head of West Midlands Regional Engagement, Connected Catapult) joing to discuss how tech is no longer just an industry - it’s the thread running through every industry.

The West Midlands has been the UK’s fastest-growing tech sector for years, but growth alone isn’t enough. The challenge is turning startups into scale-ups, raw talent into industry leaders, and ambition into investment.

🔹 Tech is the hook - pulling in new ideas, industries, and opportunities.
🔹 Brand is the bridge - connecting innovation with people, markets, and growth.
🔹 Leadership is the unlock - because without a strong, shared story, even the best ideas get lost.

The region is young, diverse, and full of potential. But if businesses don’t develop meaningful brands and commercialise their innovation, they risk getting drowned out in a noisy marketplace.

If you’re in the ecosystem or beyond, whether a startup founder, a corporate innovator, or an investor - it’s time to ask:

Are you telling the right story?