Leaders' Editorial Director James Emmett and Content Director David Cushnan assess the stories of the sports industry week, with the help of Amanda Calder-McLaren, the new CMO of outdoor wear brand Montirex.

They discuss stadium and Formula One team branding, as Levi’s renew a big deal with the San Francisco 49ers and Visa teams up with Red Bull in F1.

Then Calder-McLaren explains her switch to Montirex after six years looking after The North Face’s brand and marketing activities. She outlines the challenges of building credible, meaningful partnerships with endurance/adventure events and fans; shares her perspective on the role purposes plays in modern marketing; and explains why she’s helped found Opening Up The Outdoors, a coalition of brands seeking to make outdoors spaces a more inclusive environment.