Moneyball - The Business of Sport
Sport isn’t just about what happens on the field — it’s a multi-billion-dollar industry driven by the deals, decisions and dynamics behind the scenes.Moneyball is the podcast that pulls back the curtain on the business of sport — how it works, who makes it happen, and where the real game is being played.Hosted by brand expert and experienced storyteller Scott Keenan, the show dives into the intersection of sport, money and culture, with open, commercially focused conversations that go behind the big decisions shaping modern sport in Australia and around the world.From player contracts and sponsorship deals to broad...
Who REALLY Runs Manchester United Now?
Who is really running Manchester United right now?
After years of instability since the retirement of Alex Ferguson, United are back in the Champions League and preparing to make one of the biggest decisions in the club’s modern history: appointing a permanent manager.
Will it be Michael Carrick after his impressive interim spell? Or will INEOS and Jim Ratcliffe go in another direction?
And with the Glazer family still holding a majority stake in the club, who is actually making the big decisions at Old Trafford?
This week on Moneyball: Th...
Nike vs Adidas: Who Owns Running Culture?
Who really owns running culture?
After a breakthrough performance at the London Marathon—where two athletes broke the two-hour barrier in the same race—Adidas has momentum.
At the same time, Nike is navigating questions about its brand positioning following backlash at the Boston Marathon.
In this episode of Moneyball, we unpack the running wars between Nike and Adidas—and explore how the sport is evolving beyond elite performance.
From record-breaking shoes to the rise of run clubs across Australia, this is a story about:
Business strategyBrand identityAnd the shift from p...Building a Sports Attention Machine: Nine’s Big Play (NBL, Netball & NRL)
What is Nine Entertainment really building with its latest sports rights deals?
In this episode of Moneyball – The Business of Sport, Scott Keenan is joined by Tim Burrowes from Mumbrella to unpack Nine’s acquisition of the National Basketball League free-to-air rights and its major new deal with Netball Australia.
This isn’t just about adding more sport to the schedule.
It’s about building a portfolio of audiences—premium, consistent, and highly targeted—designed to attract different types of advertisers across the year.
🎯 In this episode:
Why live sport is becoming the...🚨 Dragons Coach Sacked
The St George Illawarra Dragons have made a major coaching change — but the real story goes deeper than one decision.
In this episode of Moneyball, we break down what the Dragons situation reveals about how NRL clubs operate under pressure, and why success in modern rugby league is increasingly driven by structure, not just coaching.
From recruitment and retention to the growing importance of the football department, this episode explores how clubs make decisions when everything is on the line — and what separates the stable teams from those stuck in cycles of change.
Mone...
Can the NRL Still Afford Nathan Cleary?
Can the National Rugby League actually afford Nathan Cleary in the future?
With reports suggesting Cleary could become the first $2 million player in NRL history, this episode of Moneyball breaks down the economics behind the biggest contract question the game has ever faced.
Because this isn’t just about one player.
It’s about whether the NRL’s salary cap, broadcast deals, and revenue model can keep up with the rising value of its biggest stars.
📊 In this episode, Scott Keenan explores:
Why Nathan Cleary could command $2 million per seasonHow the NRL s...Inside the Mind of a 5x Olympian & Why Silver Wasn’t Enough
What happens when you win an Olympic silver medal… and it still feels like failure?
At the 2026 Winter Olympics, Scotty James claimed his third Olympic medal — yet instead of celebration, the moment carried something far more complex. In real time, he made a decision that defines elite sport: he would return again in 2030 for a sixth Olympic campaign, chasing the only medal he hasn’t won — gold.
In this episode of Moneyball – The Business of Sport, host Scott Keenan unpacks that mindset with Jacqui Louder, Sports & Exercise Psychologist at Performe, to understand what drives athletes like Scott...
Why Tottenham Fans Feel Let Down Right Now
Tottenham Hotspur fans are questioning the direction of the club.
After years of investment, including a billion-pound stadium and consistent Premier League revenue, Spurs are struggling to deliver results on the pitch — and supporters are starting to feel the disconnect, not to mention the fears or relegation to the EFL Championship.
In this episode, Moneyball host Scott Keenan speaks with Andrew Pettifer — Treasurer of OzSpurs, editor of The White Hart Review, and author of When the Final Whistle Blows — about what it really feels like to support Tottenham Hotspur right now.
They discuss:
Tott...What Tottenham Lose If They Get Relegated
Tottenham Hotspur are facing a scenario that once felt unthinkable: relegation from the Premier League.
But beyond the results on the pitch, what would it actually cost them?
In this episode of Moneyball, we break down the financial impact of relegation — from a potential £200–£250 million revenue loss, to the pressures of servicing a £1 billion stadium, declining broadcast income, reduced sponsorship value, and the risk of losing top players.
We also look at how Tottenham got here, including years of instability and the departure of Ange Postecoglou, and challenge the long-held belief that some clubs a...
Inside the NRL Las Vegas Launch with Creator Lincoln Ison
The NRL’s Las Vegas season opener is one of the boldest marketing plays in rugby league history. But what does the event actually look like on the ground?
In this episode of Moneyball – The business of sport, host Scott Keenan speaks with Australian rugby league content creator Lincoln Ison from The Knighted, who travelled to Las Vegas to experience the NRL’s international season launch.
Lincoln attended the Newcastle Knights’ win over the North Queensland Cowboys, but he wasn’t just there as a fan. As a content creator covering the game, he captured the week t...
Cadillac’s $1 Billion Bet on Formula 1
Formula 1 is back for a new season — and one of the biggest stories shaping the future of the sport is Cadillac’s planned entry into the grid.
Backed by General Motors and a reported $1 billion investment, Cadillac is preparing to enter Formula 1 with a strategy that looks very different from traditional teams.
Before the car has even raced, Cadillac has already launched the team with a Super Bowl commercial, a Times Square activation and a global marketing campaign designed to create fans before the team even hits the track.
In this episode of Mone...
Should the NRL buy a Super Bowl ad?
The NRL season launch heads back to Las Vegas this weekend with the Newcastle Knights, North Queensland Cowboys, Canterbury-Bankstown Bulldogs and St George Illawarra Dragons taking centre stage at Allegiant Stadium.
The event has become one of the biggest annual sporting spectacles in Vegas — and comes off the back of record-breaking financial results from the National Rugby League. But where to next in the global expansion strategy for rugby league?
So here’s the question Scott Keenan's asking on Moneyball:
If the NRL is making more money than ever before — should it take 20-30% o...
Is Cooper Flagg the Best Teenager in NBA History?
We're using sports statistics, data, and analytics to break down Cooper Flagg’s record-setting NBA season and what the numbers say about his long-term potential.
We explore Rookie of the Year implications, compare Flagg to past teenage stars, look at Australian NBA star Josh Giddey through a data lens, unpack the NBA trade window, and examine the changing All-Star Game format.
Moneyball is the podcast that looks beyond the highlights — into the numbers, decisions, and business behind sport.
Watch the show on YouTube @moneyball_show
Follow us on Instagram @mone...
Why Bad Bunny is Good Business for the NFL
In this episode of Moneyball, host Scott Keenan is joined by Crissy Whalin to break down why Bad Bunny headlining the Super Bowl Apple Music Halftime Show is more than a cultural moment — it’s a smart business decision by the NFL.
Rather than focusing on politics or online outrage, this conversation looks at audience growth, cultural relevance, global reach and how the NFL thinks about the halftime show as a strategic brand platform. From music rights and global fandom to why legacy artists aren’t always the safest commercial choice, this episode unpacks the thinking behind one of...
