The big retailers are years ahead of sport when it comes to understanding their own customers. 

So Unofficial Partner asked today's guests what can sport learn from Sainsbury's, Tesco, Target and Amazon. 

We're joined by Finn Bradshaw and Claire Kelly.

Finn is head of digital at the International Cricket Council, the game's global governing body. 

Claire is General Manager of Gemba Europe. 

Unofficial Partner is the leading podcast for the business of sport. A mix of entertaining and thought provoking conversations with a who's who of the global industry.

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