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In this episode, Sid Bensalah (  / sid-bensalah  ) welcomes Radha Balani (  / rbradha  ) , Partner and Director of Strategy at Think Beyond (https://thinkbeyond.consulting) , 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.


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