The latest Unofficial Partner conversation is about the role of agencies in helping clients be culturally relevant in fans lives across sport, music and esports. And we ask why some brands seem able to build a bridge across those cultural divides, and some don’t.

Our guests are Richard Adelsberg and Owen Laverty from the independent creative agency Ear to the Ground, where something seems to be going right.

Despite the pandemic and the widespread cancellation of sport, Ear to the Ground has had a stellar year, tripling net profits and broadening its client portfolio that includes New Balance, Sony PS5, STATSports and Therabody, the performance tech brand.

If you like the Unofficial Partner podcasts, you’ll really like their weekly newsletter, which is read by thousands of people across the global sports business, and is where we talk about the topics and themes that arise from their podcast conversations.

They can send it direct to your inbox every Thursday, all you have to do is sign up via unofficialpartner.com, where you’ll also find our back catalogue of podcasts.