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The Sports Career PodcastAuthor: Ed Bowers
Ed Bowers is the host of The Sports Career Podcast which shares insightful and inspiring interviews from today's Sports Industry Professionals around the World. Subscribe to the podcast to learn: 1. How to turn your sports passion into your profession. 2. Understand how to land your Dream Sports Job 3. Earn a living that excites you! Get ready to make your sports career a reality by learning from today's experts in the sports industry. Follow Ed on Twitter & Instagram here @Edbowers101 Language: en Contact email: Get it Feed URL: Get it iTunes ID: Get it |
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448: Ursula Romero- What it takes to be the CEO of a Sports Broadcasting Company?
Thursday, 16 July, 2026
What It Takes to Lead Sports Host Broadcasting: Inside ISB with CEO Ursula Romero This week's podcast special guest is Ursula Romero, CEO and Managing Director of International Sports Broadcasting (ISB), a global leader in host broadcasting operations for the world's biggest sporting events. With over two decades of experience shaping modern broadcast standards, Ursula has worked on every Olympic and Paralympic Games since 1996, as well as major global events including the FIFA World Cup and the Invictus Games. An award-winning producer and director, she is also a passionate filmmaker with a Master's in Cinematography from the London Film Academy. Today, she leads ISB into a new era of technological innovation, diversifying global sports coverage and driving the future of live sports production. In this conversation, Ursula opens up about what it really takes to build a career in sports broadcasting from the ground up, how she navigated the transition from producer to CEO, and why storytelling still sits at the heart of great sports coverage—despite all the technological change. What You'll Discover: How Ursula built a 30-year career in global sports broadcasting From summer jobs as a liaison officer and driver at World Cups and World Championships to directing live sport and leading host broadcasting for Global Sporting Events What it actually takes to be a CEO in sports broadcasting Ursula unpacks the shift from head of production to running ISB, taking over during the pandemic, handling bids, clients, pressure, and the emotional reality of stepping into her late father's role. Why storytelling will always beat technology How Ursula thinks about live sport as storytelling, what's changed (and what hasn't) from the 1980s to the age of TikTok, and how to use new platforms without losing narrative quality. The future of live production, social media, and AI in sport Ursula shares how vertical video, second-screen experiences, fan engagement tools, and AI are reshaping coverage—and how to use these tools without diluting the human side of sport. Practical career advice for aspiring sports broadcasters Why work experience beats classroom theory, how to get your foot in the door, the importance of saying "yes" to unglamorous roles, and why exploring non-mainstream sports can be your edge—and much more. Connect with Ursula: LinkedIn: https://www.linkedin.com/in/ursula-romero-1b938810/ Instagram: https://www.instagram.com/ualecrim/ SBI Website: https://isbtv.es/ SBI Instagram: https://www.instagram.com/isbc_live
