AYNE 811 - The Confessional: Giles Morgan

About this episode

Roger Mitchell interviews Giles Morgan about his experiences in sports sponsorship and personal reflections on career and family.

In this episode of The Confessional, Roger Mitchell sits down with Giles Morgan to explore a lifetime at the sharp end of sports sponsorship — from wielding HSBC’s global checkbook to reinventing himself as the Sponsorship Doctor. Giles reflects on how his Hong Kong glory years brought lasting regret of choosing career over time with his children, and the humbling reset that followed. He also lays out a lifetime’s thoughts on sponsorship: why perimeter boards and AVE were always the wrong north star, how true value lies in “tribe-to-tribe” relationships between brands and fans, and why the Lions–Howden partnership should be seen as a playbook for data-led, emotionally honest activation rather than just logos on shirts. Brought to you by Lockeroom.

People in this episode

Host: Roger Mitchell

Guest: Giles Morgan

Topics covered

• sports sponsorship
• personal reflection
• tribe-to-tribe relationships
• data-led activation
• career choices

Keywords

• sports sponsorship
• Giles Morgan
• Roger Mitchell
• tribe-to-tribe
• data-led activation
• career choices
• Lockeroom

Sponsors

Lockeroom

Mentioned in this episode

Organizations: HSBC, Lions, Howden

More episodes of Are You Not Entertained?

• AYNE 819 - Goal/Own Goal · June 11, 2026 · 1h 5m
• AYNE 818 - THE CAPTAINS TABLE - Jon Dutton · June 4, 2026 · 36 min
• AYNE 817 - Citizen AYNE: Peter Hutton · June 1, 2026 · 1h 5m
• AYNE 816 - Goal/Own Goal · May 28, 2026 · 1h 13m
• AYNE 815 - The Confessional: Ant Arena · May 24, 2026 · 1h 3m
• AYNE 814 - Goal/Own Goal · May 14, 2026 · 1h 8m