Footballco's EVP of content and operations joins the pod to discuss Euro 2024, and how engaged fanbases make football an ideal home for smart brand activations.

Euro 2024 is almost upon us. The tournament is set to be one of the most engaged with events in the sporting calendar - so how big is the opportunity in football for brands?

To discuss this, we welcome James Lamon, EVP of content and operations at FootballCo. James brings his point of view on what makes football such a powerful vehicle for engagement, how brands can get maximise their involvement, and we discuss Footballco's diverse portfolio of publications.

Further reading

• Ryan Ellul on harnessing sports for marketing
• Hotel Mundial