222: How Sports Deals Actually Get Done with Roger Duthie

Roger Duthie brings over 19 years of experience in senior management at one of the world's most recognizable brands, Emirates Airline. During his tenure, he successfully negotiated and managed high-profile contracts with some of the biggest sporting teams and organizations globally, overseeing a budget exceeding $300 million. His extensive international network spans across brands, teams, leagues, and athletes, making his connections in the world of sports unparalleled. With a deep passion for sports and a vast business acumen, Roger's expertise spans football, golf, tennis, and baseball. His close ties to the DP World Tour (formerly the PGA European Tour), The Ryder Cup, the PGA Tour, the Asian Tour, and numerous high-profile players have strengthened his reputation as a leader in sports sponsorship. Connect with Roger Duthie: Website: bearfishsportsmarketing.com Dubai Little League: dubailittleleague.com LinkedIn: Roger Duthie Episode Summary: Lyndsay Dowd sits down with Roger Duthie, who spent 19 years building Emirates Airline's global sponsorship program — negotiating deals with Real Madrid, Arsenal, PSG, the NFL, F1, and FIFA on a $300 million budget — before launching his own sports marketing firm, Barefish Marketing. Roger shares how he broke into elite global sponsorships as an outsider representing Dubai, why never burning a bridge became the backbone of his career, and how "old school in values, modern in tools" shapes his leadership style today. The conversation also dives into his 20+ years volunteering with Dubai Little League, where he's helped grow baseball from a small expat pastime into a thriving multinational youth program that's sent players to college scholarships and national teams. Roger closes with a candid take on AI in the workplace — encouraging young professionals to build real, human relationships instead of leaning on ChatGPT for everything. Key Takeaways: - Never burn a bridge. - Sponsorship money is spent to make money. - Face-to-face still wins. - Big deals open doors for bigger deals. - Behind the glamour is grinding. - Passion projects can leave a real legacy. - Use AI as a tool, not a replacement. Episode Chapters: 00:00 — Cold open: "Don't go to ChatGPT to write your email" 00:56 — Intro to Heartbeat for Hire and today's guest 01:23 — Meet Roger Duthie 01:39 — Roger's path: Bahamas to Dubai, 28 years in the UAE 02:56 — Landing at Emirates Airline and building the sponsorship department 03:56 — Leaving a 19-year career at Emirates to start his own company 04:12 — Leadership philosophy: never burn a bridge 05:49 — Has relationship-building changed for the next generation? 06:56 — Breaking into FIFA, Real Madrid, Arsenal, and PSG 08:39 — Managing a $300 million sponsorship budget and staying accountable 13:08 — The biggest misconception about sponsorship work 14:09 — Leadership lessons: ROI, ROO, and building real business value 14:35 — Barefish Marketing: what Roger does today 14:49 — Explaining baseball's value to non-American markets 17:52 — What inspires Roger to keep going 19:36 — Roger's hoped-for legacy: his kids, and Dubai Little League 20:43 — Where to find Roger and Barefish Marketing 21:12 — What's next for Roger 21:38 — Closing thoughts: AI, human relationships, and advice for young people 24:47 — Wrap-up