Ben Peppi is head of sports services at JMW Solicitors. He has overseen deals involving Anthony Joshua and West Ham striker Michail Antonio, as well as many Premier League teams, Premiership Rugby sides and national governing bodies, He is regarded as one of the leading commercial and marketing experts in sport.
When sport sells its soul, it leads to the exploitation of the most powerful cultural asset on the planet.
The uncomfortable relationship between sport and politics has never been more obvious than in 2022 with a Winter Olympics in Beijing, a World Cup in Qatar and the formation of a proposed Saudi Golf League.