Featuring Dan Tunna – Sports Communications Expert
How can we tell the story of sport in a more meaningful, impactful, and engaging way?
In this episode of the Sport Views Podcast, we dive into the world of sports communication with Dan Tunna, a seasoned communications specialist helping some of the world’s biggest sports organisations shape their message and reach diverse audiences.
Dan holds a Master’s degree in Sports, Culture and Media and began his career in PR and communications within the insurance industry. In 2012, he made the leap into the sports world with Sky Sports—and he has never looked back. Today, he runs his own consultancy and supports major organisations including The Football Association, PUMA, and New Zealand Rugby.
If you want to understand how storytelling, communication, and audience insight shape modern sport, this episode is for you.
Why Sports Communication Matters
In today’s fast-moving sports environment, communication is more than press releases and match reports. It’s about building trust, engaging fans, supporting athletes, and driving long-term impact. Dan Tunna shares his perspective on how sports organisations can tell better stories and why communication is a strategic tool—not an afterthought.
Episode Highlights
Why Study Sports, Media and Culture?
04:40 — Dan reflects on the early spark that led him to study sports and media at university and why understanding culture is essential for communicating sport effectively.
First Sports Memory
08:40 — A personal and nostalgic look at the moment that first connected Dan with sport.
Tailoring Communication to Different Audiences
14:00 — Sports fans, governing bodies, athletes, and commercial partners all require different communication approaches. Dan shares how he adapts messages for each target group and why nuance matters.
Leading Communication at the English FA
17:40 — Insights into initiating and managing communication for new projects at The Football Association, including the challenges of working within a large, complex organisation.
Pro Bono Work with Tackle Africa
28:45 — Dan’s passion for purpose-driven communication shines as he talks about supporting Tackle Africa, an organisation using sport to drive health education across the continent.
Current Challenges in Sports Communication
32:30 — From misinformation to audience fragmentation, Dan explains the biggest obstacles the industry faces and how communicators can navigate them.
Who Is Dan Tunna?
Dan is a UK-based sports communications consultant working with global clients across football, rugby, and sportswear. His expertise spans media relations, content strategy, crisis communication, and building communication systems for growing sports organisations.
Connect With Dan Tunna
Learn More About Tackle Africa
If you work in sport, media, fan engagement, or athlete support, this episode is filled with insights that help you communicate with impact.
For more conversations like this—exploring unique perspectives from the sports world—visit Sportidealisten or listen to the full episode of the Sport Views Podcast.
