Jul 16, 2026
What It Takes to Lead Sports Host Broadcasting: Inside ISB with CEO Ursula Romero
This week's podcast special guest is Ursula Romero, CEO and Managing Director of International Sports Broadcasting (ISB), a global leader in host broadcasting operations for the world’s biggest sporting events.
With over two decades of experience shaping modern broadcast standards, Ursula has worked on every Olympic and Paralympic Games since 1996, as well as major global events including the FIFA World Cup and the Invictus Games. An award-winning producer and director, she is also a passionate filmmaker with a Master’s in Cinematography from the London Film Academy. Today, she leads ISB into a new era of technological innovation, diversifying global sports coverage and driving the future of live sports production.
In this conversation, Ursula opens up about what it really takes to build a career in sports broadcasting from the ground up, how she navigated the transition from producer to CEO, and why storytelling still sits at the heart of great sports coverage—despite all the technological change.
What You’ll Discover:
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How Ursula built a 30-year career in global sports broadcasting
From summer jobs as a liaison officer and driver at World Cups and World Championships to directing live sport and leading host broadcasting for Global Sporting Events -
What it actually takes to be a CEO in sports broadcasting
Ursula unpacks the shift from head of production to running ISB, taking over during the pandemic, handling bids, clients, pressure, and the emotional reality of stepping into her late father’s role. -
Why storytelling will always beat technology
How Ursula thinks about live sport as storytelling, what’s changed (and what hasn’t) from the 1980s to the age of TikTok, and how to use new platforms without losing narrative quality. -
The future of live production, social media, and AI in sport
Ursula shares how vertical video, second-screen experiences, fan engagement tools, and AI are reshaping coverage—and how to use these tools without diluting the human side of sport. -
Practical career advice for aspiring sports broadcasters
Why work experience beats classroom theory, how to get your foot in the door, the importance of saying “yes” to unglamorous roles, and why exploring non-mainstream sports can be your edge—and much more.
Connect with Ursula:
LinkedIn: https://www.linkedin.com/in/ursula-romero-1b938810/
Instagram: https://www.instagram.com/ualecrim/
SBI Website: https://isbtv.es/
SBI Instagram: https://www.instagram.com/isbc_live