Game Changing Media Commercial Director Jamie Mitchell joined us to discuss the evolution of his career, from football to marketing, and the role sponsorship plays in today’s iGaming space.
Career Path & Personal Evolution
Can you walk us through your career journey—how did you end up as Commercial Director at Game Changing Media?
I began my journey as a professional footballer, playing over 300 games across England and Scotland. That experience not only gave me a deep understanding of the sporting world but also helped me build an extensive network within the industry. After retiring from football in my 30s, I transitioned into the corporate world, initially taking on a senior finance role. I then moved through a variety of commercial roles across different sectors, which allowed me to develop a broad business skill set and build a wide network of professional relationships. In October 2023, I was given the opportunity to join Game Changing Media. The chance to work in sport once again—this time combining it with my commercial experience—was incredibly appealing. It felt like a natural progression and a unique opportunity to bring both of my professional passions together.
Were there any pivotal experiences or roles early in your career that sparked your interest in sponsorship and commercial partnerships?
Absolutely. From early in my football career, I recognised the power sport has—not just in terms of entertainment, but in its ability to connect communities and inspire people. The passion it evokes is unmatched, and it creates opportunities far beyond the football pitch. I saw first-hand how sponsorships can enhance both the sporting experience and business objectives, creating real value for everyone involved. That understanding sparked my interest in the commercial side of sport, particularly in how strategic partnerships can amplify engagement and financial impact.
How have your previous roles prepared you specifically for the unique challenges of the iGaming space?
Both football and my corporate roles have been in high-pressure, fast-moving environments. The football world, in particular, is incredibly intense—you’re constantly managing performance, emotions, and expectations. Those experiences taught me resilience and how to stay composed under pressure, skills that are invaluable in the iGaming industry, which is equally dynamic and competitive. iGaming is constantly evolving due to shifts in technology and player behaviour, and being adaptable, forward-thinking, and commercially aware is crucial. My background has equipped me with the mindset and tools to navigate those changes while driving sustainable growth.
Role & Vision at Game Changing Media
What does your role as Commercial Director entail on a day-to-day basis?
My role as Commercial Director in Sports Marketing is both strategic and hands-on, trying to connect sport, sponsors and business
I am responsible for turning attention into income. Whether it’s through content or corporate partnerships, my job is to connect the business side with the passion of sport in a way that drives growth for the business and delivers commercial value to partners.
What’s your current focus or priority in driving commercial growth for Game Changing Media?
Right now, my main focus is on expanding our commercial partnerships, particularly within the iGaming and betting space, where we see significant growth potential.
We’re using Game Changing Media’s ability to create high-impact, fan-first content that not only drives engagement but also delivers real value for our partners in terms of traffic, conversion and brand exposure. A big part of that is about aligning the right brands with the right sports clubs, whether that’s through matchday activations, content sponsorships, or bespoke campaigns.
We’re putting a lot of emphasis on data analysis, so our partners and clients see tangible returns on their investment..
How do you define success when it comes to brand partnerships or sponsorship deals in this sector?
At Game Changing Media, we believe success in brand partnerships or sponsorships is defined by mutual value, commercial impact and building a long-term relationship. It’s not just about hitting short-term KPIs or driving one-off traffic spikes — it’s about creating partnerships that are strategic, respectful and beneficial to all parties involved. Our aim is always to deliver measurable results, our unique USP is how we use data and performance insights to ensure campaigns are not only creative but also accountable.
Sponsorship Marketing in iGaming
How would you describe the role sponsorship plays in iGaming marketing today?
Sponsorship plays a key role in iGaming marketing today, serving as a bridge between brand visibility and audience trust in an increasingly regulated market.
Sponsorship provides brands with a direct avenue to reach highly engaged audiences in an emotional environment, particularly in sports where loyalty is very deep
What makes a sponsorship campaign truly impactful in this space—especially considering brand safety and regulation?
An impactful campaign in the iGaming world has to strike the right balance between the 3 C’s. Compliance, Creativity and Credibility, campaigns need to stand out and be engaging; however, they also need to be responsible and ensure they align with the values of the audience and sport.
What types of partners or industries do you see as particularly valuable or strategic for iGaming brands to align with?
For iGaming brands, the most valuable partners are those that offer credibility and a large, engaged audience. An example of this is partnerships with sports media platforms such as podcasts, influencers and fan channels, as they are often extremely engaged and passionate audiences. At Game Changing Media, we work with partners who not only expand reach but also bring long-term value. The best partnerships are undoubtedly those where both sides bring something valuable to the table.
Can you share an example of a sponsorship initiative you’ve worked on that you’re particularly proud of? What made it effective?
One campaign I am proud of is a partnership we created between an iGaming brand and a popular football podcast.. The podcast had a highly engaged audience, but was also looking to grow its listening bas,e and for the iGaming brand, it was to drive brand awareness and user acquisition. It was important for us to fully understand both brands and their own individual objectives and to tie this in with the values of both. What made it so effective is that we seamlessly integrated the brand into the podcast discussions through a variety of different messaging, such as match predictions and betting odds, in a conversational manner, making it feel very natural. We also had a responsible gambling focus, which is an important element for the iGaming brand to promote; this helped build trust and a commitment to player welfare. We also gave exclusive promo code offers to listeners, and this gave listeners a reason to engage with the iGaming brand. This resulted in a very successful and commercially rewarding partnership for both parties.
Strategic Thinking & Trends
How do you approach finding the right fit between brand and platform in a sponsorship deal?
I believe the right fit starts with an alignment on audiences, values and objectives; it isn’t always about the reach, it’s about the relevance and that the brand, platform and audience are in sync. I believe that’s when real engagement and commercial value happen. From an approach POV, at Game Changing Media, we believe that we need to fully understand both sides of the equation, the commercial objective and goals of the brand and the sports clubs and platforms we work with.
Are there any major shifts or emerging trends you’re seeing in how iGaming brands are approaching sponsorships?
As we know, the iGaming world evolves very quickly, and it is clear that there has been some shift in how brands approach sponsorships. It is not just about brand placement or being seen, it is about value, storytelling and accountability. There is a lot more focus on an ROI and tangible results, sponsorships now come with performance expectations. As well as this, brands are seeing tremendous value in community-driven partnerships like podcasts, as they offer engaged audiences at a lower cost
How do you ensure commercial partnerships are more than just logo placement—what elevates them into true brand-building opportunities?
For a partnership to truly work, I firmly believe it has to have an emotional connection. At Game Changing Media, we focus on making sponsorships work harder, not just in terms of exposure but how they contribute to a brand’s identity, reputation and relationship with its audience. All of this is measured from the start of the partnership, backed up by data analytics to allow us to track performance and engagement. This insight helps us shape future activations to make them even stronger for our clients, which helps bring long-term value for them.
Advice & Perspective
What’s the most valuable lesson you’ve learned about building long-term partnerships in a fast-moving industry?
The most valuable lesson I have learned is that trust and transparency are key especially in a fast paced industry like iGaming and sports, things change and evolve quickly but the best partnerships and the ones that last are the ones where both sides are aligned, the trust is there, its transparent and both are committed to mutual long term success.
What advice would you give to someone looking to break into commercial or sponsorship roles in iGaming?
iGaming is a very fast-paced industry; it’s also highly competitive and constantly evolving, so that means it’s a great opportunity for anyone who is energetic and possesses good commercial acumen. I think being able to build relationships quickly is key, and someone who can think commercially, not just creatively, as ideas need to be turned into a measurable ROI. Also, it’s not unusual to start in another industry to learn key transferable skills. I started as a professional footballer and then worked in the corporate world before coming back into a sport-related role. A unique background can be a great advantage as long as you can demonstrate that you can bring value.
If you could go back and give your younger self one piece of advice at the start of your career, what would it be?
I would tell myself quite early on to fully understand the power of building relationships and connections. I didn’t fully appreciate the importance of having a really strong network of people that you can learn from and that help you grow. A relationship builds through trust, and while skills and knowledge are good to have, it’s partnerships with people that open doors for you and help create opportunities. Also, to be adaptable, the career journey often isn’t a straight path; it’s important to be flexible and take a risk if it feels right.
