Countdown to Cortina
Countdown to Cortina
Podcast Description
Countdown to Cortina is a weekly podcast leading up to the 2026 Milano-Cortina Winter Olympics.
The goal of the podcast is to educate, entertain and inspire people through the stories and values that sports promote; fairness, respect, courage and unity.
Hosted & created by internationally acclaimed presenter, entrepreneur and soon to become Milano-Cortina Olympian Matt C Smith. The series features interviews with past and present Olympic & Paralympic legends, cult heroes, and hopefuls.
Podcast Insights
Content Themes
The podcast covers themes such as the evolution of sports, athlete branding, and inclusivity, with episodes featuring discussions on the dynamics of cross-country skiing, the necessity of diversity in sports, and innovative strategies to engage spectators. For example, Andrew Musgrave shares his experiences transitioning into a beloved figure in the skiing community while addressing the importance of marketing and funding in the sport.
This podcast exists to support athletes in learning to live from what they love. Every episode, Matt with chat with the likes of sponsorship managers of global brands athletes that are building products and businesses whilst competing and performing. The goal is simply to share knowledge and show how those that have succeeded have done it.
Discover how Håvard Musabi used his event to boost his brand, create community, and generate income, all while staying true to his athletic roots. Learn practical insights on organizing athlete-driven initiatives, leveraging sponsorships, and growing organically—valuable for athletes seeking diverse income streams and brand building.In this episode:
- The origin of the Musabi Invitational and its evolution from a fun event to a brand-building tool
- How sponsorships were approached and secured with minimal initial investment
- The financial aspects: costs, revenue, and maintaining profitability
- Strategies for marketing events organically via word-of-mouth and social proof
- The impact of the event on brand perception and sponsorship opportunities
- How it fits into an athlete's annual planning and off-season activities
- Lessons learned from five years of organizing and what future athletes can do
Timestamps:00:00 – Introduction to Håvard Musabi and his athlete branding approach
02:00 – The concept and origins of the Musabi Invitational
04:00 – Partnering with brands like Red Bull and Kraft for event support
06:00 – Cost considerations: stadium rent and event expenses
08:00 – How sponsorships are secured with low upfront costs
10:00 – Transition from a casual event to a scalable, annual race
12:00 – How the event has boosted sponsorship and brand visibility
14:00 – The importance of starting small and focusing on enjoyment
16:00 – Organizing in the off-season for athlete free time and optimal weather
18:00 – Balancing event costs and participant fees to keep it accessible
20:00 – Using the event to build long-term sponsor relationships
22:00 – Future advice for athletes wanting to create their own events
24:00 – The final edition of the Musabi Invitational and legacy planning
26:00 – How family support plays a role in athlete-led events
28:00 – The broader value of organizing authentic, organic initiatives beyond results
Make sure to follow Havard at @havardmoseby on instagram
And follow and the show at @mattcsmith_ on instagram
Disclaimer
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