In this episode, Sid Bensalah welcomes Radha Balani, Partner and Director of Strategy at Think Beyond, for an honest conversation about purpose, performance, and progress in sport. From her deep experience shaping strategies for some of the world’s most iconic clubs and brands, Radha breaks down how sport can—and should—be a vehicle for social change, commercial growth, and community impact.
The episode explores why sport can’t fake purpose, how storytelling connects fans to values, and what it takes to turn corporate talk into measurable action. They discuss bold moves by clubs like Liverpool FC, the shift from philanthropy to shared value, and why data shows purpose-driven brands outperform their peers.
Radha doesn’t shy away from hard truths. She calls out systemic issues in the industry, from performative sustainability to gender inequality, and offers grounded, practical advice for sports executives who want to lead with integrity and impact.
Timestamps
00:00 How Storytelling Drives Purpose in Sport – With Radha Balani of Think Beyond
01:30 The Role of Sports Beyond Results and Revenue
04:26 The Power of Storytelling in Sports
10:07 Translating Purpose into Action
30:01 The Impact of Purpose on Performance
30:22 From Philanthropy to Shared Value
32:00 Data Supporting Purpose-Driven Companies
33:49 Challenges in the Sports Industry 35:37 Addressing Inequality in Women’s Sports
44:00 The Role of Athletes in Social Change
48:26 Advice for CEOs and GMs
50:08 Inconvenient Truths in the Industry 52:23 Lightning Round Q&A
55:59 Closing Thoughts
With her trademark mix of honesty, logic, and warmth, Radha gives listeners a clear view of what the future of sport could—and should—look like.
In this episode:
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Why values-led brands outperform
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Sport’s role in solving real-world problems
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Performance vs. purpose — a false choice?
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How to translate purpose into strategy, not just PR
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Think Beyond’s real-world examples with major sports brands
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What sport gets wrong about climate, sustainability, and impact
🎧 Perfect for:
Leaders, coaches, partners, athletes, and sports professionals who want real talk on strategy, impact, and the future of sport.
🎧 Listen now and walk away with insight, not just opinion. Enjoyed this episode? Subscribe, leave a review, and share it with someone who values leadership, purpose, or creative risk.
🎧 Available on Spotify, Apple Podcasts, YouTube, Amazon Music, iHeart Radio, Deezer, TuneIn, Podchaser, & more.
📲 Watch the full interview on YouTube + Spotify