Michael Porter | Sports Marketing Consultant & Growth Partner
Tell us about yourself, what’s your current role, and what roles have you held previously?
I’m Michael Porter, and I wear two hats: Sports Marketing Consultant and Growth Partner at Porter Wills. My journey kicked off at MTV UK I was right in the middle of my marketing degree at London Metropolitan University. There, I moved up from Marketing Assistant to Brand Manager over three years, working on iconic shows like Geordie Shore, Beavis and Butthead, and major events like the EMAs and VMAs.
With the Geordie Shore cast at the pilot screening in Newcastle, leading social media for the premiere event.
The rise of social media during that time was a game changer. Platforms like Instagram, Facebook, and Twitter were just emerging, and I harnessed them to amplify reach and engagement for MTV’s shows and events. After MTV, I dipped my toes into the agency world with Leo Burnett, handling accounts for big names like Mercedes-Benz, Revlon, and Vitamin Water. But I quickly realised my passion lay in immersing myself fully in a single brand rather than juggling several.
That epiphany led me to the world of sports marketing. I was headhunted by Formula E as their Marketing Manager, a perfect fit given my dissertation on brand recognition in motorsport. Building a fanbase for a brand new sport was no small feat, but over five years and 55 races, we turned Formula E into a globally recognised brand.
Celebrating 50 races with Formula E in Hong Kong, on the podium with the fan experience team.
Following that, I joined SailGP and transformed it from a TV only event into a live spectacle with immersive fan experiences. Three seasons and 18 events later, including navigating the chaos of COVID-19, I moved on to help the Professional Triathletes Organisation rebrand and launch their Asian Cup event in Singapore.
Onboard at the SailGP Saint-Tropez event with E1 and SailGP team members.
Most recently, I served as the Marketing Director for the E1 Series, the world’s first all-electric powerboat racing championship. We built the team from scratch, launched six new team owners, and delivered a debut season that racked up 620 million views, smashing all our KPIs.
Team behind the inaugural E1 Jeddah GP in Saudi Arabia. First ever E1 Series event.
What do you do in your current role?
In my current role, no two days are the same, and I wouldn’t have it any other way. I blend strategic planning with hands-on execution, diving deep into projects while keeping an eye on the bigger picture. I’m all about getting things done quickly and effectively.
I leverage a suite of digital tools to keep everything on track. The Things app is my go-to for organising to-dos across all my devices; it’s like my personal command centre. G Suite keeps me connected wherever I am, ensuring I have access to all my documents and files. And yes, I admit it: I’m a bit of a data nerd who loves a good spreadsheet, so Google Sheets is a staple.
But it’s not all screen time. I spend a significant chunk of my day networking, collaborating, and workshopping ideas with clients and industry peers. Attending sporting events isn’t just about enjoying the spectacle; it’s about spotting the latest fan engagement tactics and seeing how we can push the envelope even further.
“Normal” isn’t a thing in sports, so what does an “average” week look like for you?
An average week? That’s a tough one because the only constant in sports is change. One moment I’m finalising a marketing strategy, the next I’m adjusting plans because of a sudden weather shift or geopolitical event.
My week is a juggling act of:
Strategic Meetings: Aligning with teams, setting agendas, and making sure everyone’s on the same page.
Data Analysis: Diving into metrics to see what’s working and what’s not.
Content Creation: Crafting, planning, and editing content that resonates.
Event Preparation: The lead-up to a race or event is a whirlwind of activity, but it’s where the magic happens.
I like to front-load my mornings with problem-solving tasks when my mind is freshest, leaving afternoons for creative endeavours and collaboration.
How did you end up where you are right now? When did you know you wanted to work in sports marketing?
My passion for marketing and sports has been a constant thread throughout my life. Studying marketing at university, I was already fascinated by the intersection of brand strategy and consumer behaviour. My dissertation on brand recognition in motorsport was a hint of things to come.
Working at MTV exposed me to the power of brand storytelling and the burgeoning world of social media. But it was when I was headhunted by Formula E that everything clicked. The challenge of building a fanbase for a brand-new sport was exhilarating. From that point on, I knew sports marketing was where I belonged.
Holding the SailGP Championship trophy at the SailGP office.
What is your number one focus when it comes to your work?
Problem-solving. At the end of the day, marketing is about identifying challenges and crafting solutions that not only address them but also drive growth. I thrive on delivering quick, impactful results that exceed expectations. I’m not just about crafting the strategy; I’m all in on executing it too.
Can you tell us about a time you faced a significant challenge and what you learned from it?
Early in my career, I launched a marketing campaign I was certain would be a hit. It wasn’t. The metrics came in well below expectations, and I was faced with a choice: cling to a sinking ship or adapt quickly.
I chose the latter. I learned the invaluable lesson of not taking setbacks personally. Instead, I focused on the data, pivoted the strategy, and turned the campaign around. Now, I’m a firm believer in testing and learning. Flexibility is key, and sometimes the most reactive campaigns yield the best results.
What are you excited about in your industry at the moment?
I’m obsessed with the rise of new challenger sports shaking up traditional models. Electric championships like Formula E and the E1 Series are pushing boundaries in sustainability and fan engagement.
Sitting in a Formula E car at the Brooklyn ePrix.
Technological advancements are also a huge thrill. AI, augmented reality, and virtual reality are opening up immersive experiences we could only dream of a few years ago. The potential to bring the sport directly to fans in innovative ways is immense.
Plus, the influx of celebrity investment in sports is creating exciting cross-pollination opportunities. Seeing figures like Ryan Reynolds with Wrexham AFC or Tom Brady joining the E1 Series brings fresh audiences and perspectives into the mix.
If you could change one thing about your industry, what would it be?
More days in the week! Jokes aside, the weekend-centric nature of sports means we’re all vying for the same audience at the same time. Spreading events throughout the week could alleviate this bottleneck.
On a more serious note, I’d love to see sports brands harness their platforms for greater sustainable and social impact. We’re making strides in diversity and inclusion, but there’s so much more we can do to benefit the communities we touch.
On the water at the SailGP Season 1 finale in Marseille, riding an electric foiling rib.
Sports is a hectic industry—what do you do to switch off?
I turn to golf. There’s something about the focus required and the calm of the course that helps me reset. When I’m not chasing a little white ball, I’m indulging in trend-spotting, diving into the latest in tech, culture, and marketing to keep my ideas fresh.
What is the one piece of advice you would give to someone wanting to work in the sports marketing industry?
Be visible and proactive. Networking is your best friend. Attend events, reach out to industry professionals, and don’t be afraid to put yourself out there. Passion and enthusiasm go a long way, but it’s often who you know that opens doors.
Pretending to give a press interview at Formula E Season 1, Race 2 in Putrajaya, Malaysia.
How can people connect with you?
Feel free to reach out through the contact section on my website at Porter Wills. You can also find me on LinkedIn:
I’m always open to connecting with fellow enthusiasts and professionals in the industry.
Final Thoughts
The world of sports marketing is ever-evolving, and I’m excited to be at the forefront, pushing boundaries and exploring new horizons. Whether it’s leveraging cutting-edge technology or crafting strategies that resonate on a human level, I’m all about driving growth and making a lasting impact.
Michael Porter is a leading sports marketing consultant and growth partner, specialising in delivering quick and impactful results through innovative strategies and hands-on execution.
FAQ: Sports Marketing Consultant
1. What is a Sports Marketing Consultant?
Think of a sports marketing consultant as the strategist who turns a sports brand into a powerhouse. They work behind the scenes to grow visibility, deepen fan loyalty, and build meaningful connections between brands, teams, and fans. By creating targeted campaigns around events, sponsorships, and engagement, they fuel both revenue and brand affinity in ways that resonate long after the final whistle.
2. What Does a Sports Consultancy Do?
A sports marketing consultancy doesn’t just market a brand; it propels it forward. From securing impactful sponsorships to crafting engaging fan experiences, consultancies design strategies tailored to each client’s unique goals. By enhancing brand presence and audience connection, they drive measurable growth and make each sports moment a memorable one.
3. How Do You Get into Sports Marketing?
A career in sports marketing starts with a mix of skill, passion, and connections. Most professionals begin with a foundation in marketing or sports management, stepping into the industry through internships, agency roles, or team positions. To thrive, dive into digital skills, network relentlessly, and let your passion for sports fuel your journey.
4. What’s the Difference Between Marketing and Sports Marketing?
Sports marketing is where passion meets strategy. Unlike traditional marketing, which broadly targets consumers, sports marketing channels the energy of fans, focusing on events, rivalries, and the loyalty fans hold for teams. It’s a unique world of heightened emotion, aiming to create memories as much as it does engagement.
5. How Much Do Sports Marketing Consultants Earn?
Sports marketing consultants earn well, but the range reflects experience, reputation, and the scale of clients. In the UK, consultants typically start around £30,000, scaling up to £80,000 or more with experience. In the US, salaries often range from $50,000 to over $100,000, with top consultants commanding premium rates for their expertise.
6. How Do Sports Marketers Engage Fans?
The art of fan engagement is about creating experiences that feel personal and exciting. Sports marketers harness social media, live events, exclusive content, and interactive campaigns to draw fans in. Their aim? To create a community around a brand or team that fuels lifelong loyalty and keeps fans at the heart of the action.
7. Why Is Sports Marketing Different from Traditional Marketing?
In sports marketing, it’s all about tapping into the deep emotions fans have for teams, athletes, and the sport itself. Traditional marketing pushes product benefits; sports marketing pulls on the passions and allegiances that already exist. It’s about transforming a game into an experience and a brand into a community.
8. What Skills Do You Need to Succeed in Sports Marketing?
In sports marketing, skills are your toolkit for storytelling and engagement. Essential abilities include strategic thinking, digital marketing know-how, and an understanding of fan psychology. Success requires agility, trend awareness, and networking finesse, all crucial for thriving in a field where the game is always changing.
9. What Does a Typical Day Look Like for a Sports Marketing Consultant?
No two days are the same for a sports marketing consultant. One day might involve meeting with clients, crafting new campaign strategies, or analysing fan engagement data. With the dynamic nature of sports, consultants need adaptability and a pulse on real-time opportunities to keep strategies relevant and impactful.
10. Is Sports Marketing a Good Career Choice?
If you love sports, sports marketing is more than a job; it’s a way to make your passion your profession. With paths in branding, fan engagement, and media, it’s a vibrant career where you can influence how fans experience the sport they love, turning moments into memories that last.
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