Alan Pascoe, "Father of UK Sports Marketing"

The Sports Entrepreneurs Podcast by Marcus Luer

Alan Pascoe, former Great Britain Olympian and founding father of Sports marketing in the UK, shares his amazing stories on how he got started, the Athletics events he created, the agencies he build and sold, and many more…

Key Highlights

1. Early days, how o he got his start as a hurdler in school which lead him to win Medals for Great Britain in the European Championships, Commonwealth Games and Olympics and become one of the most recognized athletes in the UK at the time
2. Discovering his passion for the events business – while being a lecturer – his very first event at Cystal Palace grounds for 150 pounds and getting on the BBC live (20 min prime time) in 1971
3. Using his College “office” to organize events at the beginning – while winning a few more Medals for Great Britain and building his own brand name – “are you the Alan Pascoe”….
4. From Athletics to Sunday Times Bridge Championship and how to leverage the power of an “influencer” Omar Sharif, Egyptian Actor at the time
5. Other early projects, Sunday Times Fun Run in Hyde Park (before London Marathon existed) – in late 70s
6. Start as an Entrepreneur – Alan Pascoe Associates (APA) – 1983 – taking over an existing agency, owner retiring – with partner Edward Leask
7. Childhood Asthma story and how to think out of the box – ask questions, don’t pitch at client
8. Sold APA to WCRS Ad agency for One Million pound in cash – bought it back later
9. Other projects, Broadcast sponsorship of NFL, Fantasy Football with Daily Telegraph and more
10. Different focus to other agencies. Consultancy work for brand owners, amplification of sponsorship, events management and sponsorship sales
11. Bought Personality Management company, representing TV Presenters and inventory management for A-boards of English Football Club before the Premier League
12. Sold it again to Interpublic in 1999 – believe being part of a larger Advertising Group was the way to go to expand the business
13. Deal with Interpublic didn’t work out well personally, left company and set up a new company around British/UK Athletics (Fast Track later CSM – Chime Sports Marketing), early 2000
14. Ran CSM till he stepped down ten years ago (2013/14) – build up both API and CSM into top 3 agencies in the world
15. The partnership dilemma between Advertising agencies and Sports Marketing agencies
16. Lessons from buying other agencies worldwide - CSM buying Zak Browns agency – JMI
17. George Soros partnership with DC United, MLS team
18. At the time he left in 2014, 20 offices, 750 staff growing to 1,000 people around the world - CSM recently acquired by Wasserman
19. Management style over the decades and how to train people
20. Helping to win the London Olympic bid, insider stories (Seb Coe, Keith Mills, Buckingham Palace, etc)
21. Legacy of the London Olympics, no white Elephants around London, helped transform parts of the city
22. Wrapping up with what keeps him busy now, some consultancy work – Commonwealth Games, Moneycorp and final story

About

In 2014 Alan stepped down as President of the CSM Group, the Group he founded, now part of Chime Communications, having put in place the second generation of management to take CSM and its clients onto even greater heights, including Lord Coe who took over his role as Executive Chairman. Alan continues to work as a consultant, offering strategic support with his wealth of experience across the sports and events. CSM is the second world top 3 Sport’s & Events companies that Alan has built, whilst leading the creation of major events and programmes for sports, sponsors and television. Outside of sport he also devised, managed and promoted a medical programme that significantly improved the management of childhood asthma in the UK.

A 3-time Olympian, winning Olympic Silver, triple European Gold, and Commonwealth Gold, Silver & Bronze medals, represented the Commonwealth, Europe and was British Team Captain. Alan started organising and promoting international track and field athletics meetings which continually reset the standard worldwide, and attracted £100’s of millions from delighted sponsors and broadcasters. This led to the creation of world leading events in a variety of sports and activities including ice skating and the Paralympic World Cup, whilst devising successful programmes for sponsors and partners around the world.

Having sold his first Agency Group, API, to Interpublic (to form the founding company for Octogan), Alan formed Fast Track, which then formed the corner-stone to create CSM, which he Chaired and then became Founding President before stepping down to pursue his personal interests. CSM, recently acquired by the Wasserman Group is the 3rd largest Sports & Entertainment Marketing Groups in the world with 20 offices, in c. 13 countries from the US to Abu Dhabi, Hong Kong, Moscow, Shanghai, Rio & Tokyo. Their portfolio includes major involvements in Rugby, Cricket, F1, Basketball and Football etc.

Alan was a Trustee with Sported, currently a Trustee of the London Marathon Foundation, a Board Member & Director of London Marathon Events Ltd., and a Founder of Made by Sport. Alan was Vice-Chairman of London’s successful bid for the 2012 Olympic & Paralympic Games – ‘my proudest moment, as I knew how many lives it would positively impact’.

Alan is currently advising major brands, and Boards on strategy, and hopes to 'make a difference' in the area of the importance of exercise, especially for young people and children, as it relates to both general health, and specific medical conditions.

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