Inter, a financial super app serving over 37.7 million customers across the Americas, has uncovered a new aspect of the role of the Chief Marketing Officer with the launch of Gameplan, a weekly podcast presented by Inter, hosted by CMO Kaio Philipe, and produced by Inter. “We live in an era where CMOs are influencers, ” Philipe tells Portada.
What is the Gameplan Podcast?
Gameplan is filmed at the Inter&Co Stadium in Orlando and Nasdaq HQ in NYC, bringing together sports, finance, and culture in one intimate format. The podcast dives into the real stories behind the business of sports through conversations with athletes, execs, and entrepreneurs about how they’ve built careers beyond the game. Think less play-by-play, more strategy, ambition, and identity.
The show features guests from every major league, including:
– Tiago Pinto, Chief Marketing Officer, Miami Marlins (in the picture above with Kaio Philipe, CMO, Inter)
– Grant Hill, NBA Hall of Famer & team owner
– Haley Carter, Orlando Pride VP & former U.S. Marine
– Jarrod Dillon, President of Orlando City & Orlando Pride
– Kieran Gibbs, former EPL & MLS player
– Alina Hudak, FIFA Host Committee CEO
Gameplan has subtitles in Spanish and Portuguese and will also interview Latino entrepreneurs who are first or second-generation immigrants.
Gameplan will be available this fall on Spotify, Apple Podcasts, and YouTube, with behind-the-scenes clips and highlights shared on Instagram and TikTok, @gameplanthepodcast.
Each episode delves into the personal journeys, ambitions, and significant decisions that propelled leaders from the field to the boardroom. From pro athletes turned investors to the executives building new opportunities behind the scenes, Gameplan pulls back the curtain on what drives success and what’s next. “At the end of the day, everyone in sports has a game plan. This show is about getting to the heart of those stories,” says Philipe. “We talk about identity, reinvention from the field to the boardroom.”
Chief Marketing Officer as Influencer/Creator
Philipe says that the launch of the Gameplan podcast is based on “a combination of content creation and technology. We didn’t want to limit ourselves to just social media; our goal was to create intellectual property.”
“We didn’t want to limit ourselves to just social media; our goal was to create intellectual property.“
“Everybody is a content creator,” Philipe asserts, and “many companies fail to produce content that is engaging.” Inter’s Chief Marketing Officer notes that the Inter brand has affinity with sports and sponsors a stadium. “So we thought, let’s create content that people enjoy. It’s not about discussing Inter, but rather a “podcast with unique guests that is sponsored by Inter featuring its intellectual property.”
How a Brand Incorporates Content Creation into Its Overall Marketing Strategy
Conceptually, brand marketing is about content that produces engagement and ultimately conversions. Philipe sees Gameplan as a way to bolster the Inter community: “It’s about the community, not the brand,” he says. “By creating excellent content in the sports business arena, we are creating something that has value for the community and ultimately will provide more engagement with the Inter brand.”
Inter is leveraging sponsorship investments in the stadium naming rights of the Orlando MLS club, Orlando SC, as well as its relationship with Nasdaq, where Inter’s stock is traded. The production cost of the podcast in Orlando’s Inter stadium is low. “Gameplan is being recorded in a multimillion-dollar arena and people like it, ” Philipe asserts. The podcast has already achieved 0.5 million views in less than a week. Philipe notes that getting a million views per episode would be a very successful achievement, particularly taking into account the low investment to produce the podcast. “How much would it cost to put my ads in front of a million views?” Philipe asks rhetorically.
“How much would it cost to put my ads in front of a million views?”
In terms of marketing the Gameplan podcast, Philipe says that it is mostly organic. Inter clients have been notified about the launch, and Inter’s relationship with the NBA and the NFL will also be leveraged in a mostly organic way.
Chief Marketing Officer as Influencer: Sports Business Content and Inter Customer Affinity
Why is sports business content a great way to use a Chief Marketing Officer as an Influencer and engage a financial super app’s target audience? According to Philipe, all digital bank users love sports. As an example of the high affinity between digital bank customers and sports, Philipe cites the recently announced sponsorship of the Audi F1 Team by fin-tech company Revolut. Philipe elaborates that “unlike a JP Morgan private banking account, anyone can open a digital banking account. Sports are democratic; they are for everyone. Your color, race, gender, or background does not matter.” The first narrative explaining why sport content aligns well with Inter’s customer base is access. Additionally, the sports industry is estimated at US $600+ billion globally, with the power and force to shape culture, drive innovation, and launch the next generation of investors and entrepreneurs. Gameplan focuses on the people actually shaping that evolution.
“Sports are democratic; they are for everyone. Your color, race, gender, or background does not matter.”
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