How to Tell a Sports Story

A Masters of Storytelling Mini-Series

“The thing that we can learn from these athletes and teams-and this oftentimes gets lost in the big business nature that sports has become-is that these men and women represent excellence at its highest form…It represents the best of human beings.”

— Brad Shelton, Vice President of Creative & Story

In episode one of season two, Maya talks to Experience Consultant, Victoria Taylor, about her work at the cross sector of hospitality, tourism, cultural destination, and luxury experience brands. During the conversation, the two speak briefly about Wrexham Association Football Club, which is based in North Wales, just outside her hometown. The team was recently acquired by Ryan Reynolds and Rob McElhenney, whos vision’s led the complete transformation of a team with a rich legacy and passionate fanbase. In Victoria’s words: they’ve transformed Wrexham from a town into a city.

In this new Masters of Storytelling Mini-Series, “How to Tell a Sports Story,” Maya talks to BRC Leadership about the power of sports stories, why we tell them, and the technical, creative, and production innovation that has to come together in order to celebrate and create new fans.

PART ONE: THE WHY

Maya talks to Brad Shelton, Vice President of Creative and Story at BRC. Listen in as Brad and Maya discuss why we tell sports stories, how sports teams serve as symbols for humanity and civic pride, and the transformative impact that teams and stadiums have on their communities.

PART TWO: THE BUSINESS CASE

Maya talks to Christian Lachel, Chief Creative Officer at BRC. Listen in as Christian and Maya discuss the business case or rather, the opportunity, sports stadiums and venues have to wake up their sleeping asset. The two unpack the planning, budgeting, goal setting, and deep strategic work that goes into building not only sports experiences, but entire mixed use destinations and districts.

PART THREE: RECREATING THE MAGIC

Maya talks to Edward Hodge, Vice President of Creative and Innovation at BRC. Listen in as Edward and Maya discuss the science of immersion: how we use lighting, sound, technology, and a dash of magic to recreate the same emotional highs we experience on game days as non game days.

PART FOUR: IT TAKES A VILLAGE

Maya talks to BRC’s President, Carmel Lewis, a woman who has been producing projects in the experiential world long before “experience” was a buzzword. Listen in as Maya asks Carmel about casting and leading teams, working through unknown unknowns, and the unseen and sometimes thankless job of production.

Listen now on Apple and Spotify.