Sports

Moneyball - The Business of Sport

by Scott Keenan | Sports Business Commentator & Brand Strategist

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Latest episodes

Anthony de Ceglie: Before He Left Perth Bears

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Just over a week before Anthony de Ceglie stepped down as CEO of the Perth Bears, he joined Scott Keenan on Moneyball for an in-depth conversation about building the NRL’s newest club from scratch. What was originally a discussion about…
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The Newcastle Knights are back in the NRL Grand Final for the first time in 25 years — but this isn’t a Grand Final preview. It’s a conversation about belonging and why the relationship between Newcastle and its rugby league team feels…
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Has the NRL got its Grand Final entertainment strategy completely wrong? The NRL is heading into its biggest game of the year without a headline entertainment act after talks with Tones and I fell apart. Peter V’landys has questioned…
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NFL Melbourne worked. More than 100,000 people packed the MCG for the NFL's first regular-season game in Australia — but the bigger question is what happens next. Can the NFL turn one enormous event into a genuine Australian market? And…

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Is the NBL about to BLOW UP on Nine?

September 15, 2026 · 30 min

Could NBL27 be the season Australian basketball gets significantly bigger? With the new NBL season tipping off on September 19, Saturday night basketball is coming live and free to Nine and 9Now — giving the league a major opportunity to…
Is Australia Getting the Better Deal From the NFL?

September 10, 2026 · 19 min

The NFL has finally arrived in Australia — but could Australia actually be getting the better deal? Scott Keenan looks at how the NFL’s enormous content ecosystem is showcasing Melbourne and Australia to an American audience, why the San…
Why Private Equity Wants the NRL

August 29, 2026 · 35 min

Sports teams are becoming one of the hottest assets in global investment. The LA Lakers have been valued at an extraordinary US$12.5 billion. Private equity giant EQT has agreed to become the majority shareholder in Melbourne Storm. And…
What Was Pep Guardiola Really Worth to Manchester City?

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Manchester City spent years building a club capable of attracting Pep Guardiola. Now that he's gone, we're about to find out whether they built something capable of succeeding without him. After 10 years, six Premier League titles and a…
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August 12, 2026 · 16 min

Brian To’o is going to the PNG Chiefs — and his signing is bringing the real value of PNG’s tax-free recruitment concessions into sharp focus. The Chiefs will enter the NRL in 2028 under the same salary-cap system as every other club. But…
How The Bye Round Landed A Show On Disney+

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How does an independent sports podcast become a media company? Charlie White and former NRL player James Graham started The Bye Round as an independent rugby league podcast. Today, it has grown into an independent sports media business…
Why It's Cool To Support The New Zealand Warriors

July 30, 2026 · 26 min

The Warriors are becoming one of the most commercially interesting clubs in world sport. And it's becoming cool to follow them as well. At NRL Magic Round, Warriors fans transformed Brisbane into a home away from home, while the club's…

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About the show

Sport isn’t just about what happens on the field — it’s a multi-billion-dollar industry driven by the deals, decisions and dynamics behind the scenes. Moneyball is the podcast that pulls back the curtain on the business of sport — how it works, who makes it happen, and where the real game is being played. Hosted by sports business commentator and brand strategist Scott Keenan, the show dives into the intersection of sport, money and culture, with open, commercially focused conversations that go behind the big decisions shaping modern sport in Australia and around the world. From player contracts and sponsorship deals to broadcast rights, expansion teams, athlete brands and women’s sport, Moneyball is fun, curious and unfiltered — made for sports insiders and for fans who want to understand how the game really works. Subscribe and join the conversation. Because if you want to know what's really going on in sport, you've gotta follow the money!