What We Do
We are a think tank and media consultancy, collaborating with a select network of talented industry professionals to deliver transformative sales and distribution services, media products (OTT/digital platforms), content ideation and output, and event production and delivery.
Re-evaluating available research data and not being afraid to consider heterodoxic perspectives, Pure Football is a contrarian boutique advisory that challenges clients to reframe their sports media operations, objectives and solutions. This results in purposeful and effective change that can be practically applied to maximise value, reach and impact of sports media assets.
An Authentic Venture
Pure Football has grown organically from an ongoing project to solve football’s media rights woes. The enterprise is the brainchild of Gyani Misra, former SVP Head of Media at Sportfive International, and Aksel Van Der Wal, ex-COO of WarnerMedia International. While Aksel and Gyani continue to develop the macro, global solution football requires they have witnessed first-hand the headwinds leagues at all levels are facing on a micro, local level. They are available to work with rights-owners to re-engineer their media businesses and make them fit for puropse in the age of Netflix, YouTube, Spotify, Tik-Tok and X.
Who We Are
Aksel Van Der Wal is co-founder of Pure Football and is its business heartbeat providing strategic, technical, operational and financial expertise amongst others.
After completing his Master’s Degree in Tax Law Aksel started his career at PwC in the Netherland with a secondment to Venezuela. Aksel then obtained his MBA at INSEAD before joining Vodafone where he eventually became CFO of Partner Markets. He then joined ticketing start-up Seatwave before taking up the challenge to turn around and digitise the iconic Timeout brand, becoming Global Chief Executive Officer.
Next Aksel was recruited to become the Chief Financial Officer of Turner (later WarnerMedia) in EMEA. He was promoted to Chief Financial Officer International to oversee all finance, technology and operations internationally across Turner’s diverse portfolio of news, children, sports and general entertainment brands.
Then as Executive Vice President, Digital Ventures & Innovation, Turner International he managed the launch of the TNT sports OTT application in Argentina, Filmstruck (a Netflix for cinephiles) in the UK, France and Spain and Gloud, the first cloud gaming service in Latam.
Until September 2020 Aksel was Chief Operations Officer of WarnerMedia International where he had overall responsibility for Data Strategy, Technology, Operations, Innovation and Digital Product. His remit was to drive profitable growth through consumer centric and data driven initiatives. His responsibilities included WarnerMedia’s international multi-platform suite of digital properties and services and its D2C product strategy, including the HBO Max International product. He was also responsible for the company's international Technology & Operations organisation and was instrumental in the acquisition of the rights to the Argentinian football league and was also involved with Turner’s football businesses in Brazil and Chile.
Aksel is currently an independent board director and involved with a variety of start-ups, where he applies his skills in launching new businesses, digital transformation, innovation and scaling up businesses.
Gyani Misra is the creator and creative soul of Pure Football.
After his secondary education at King Edward VI School Edgbaston, Gyani read law before obtaining a Master’s degree in Criminology and Jurisprudence at University College London (UCL) and becoming a criminal barrister at 2 Harcourt Chambers, Temple, London.
He then transitioned to follow his first love, sport, by joining IMG at the turn of the millennium. Initially he sourced, produced and edited short-form stories for the once-iconic Trans World Sport magazine show but this soon expanded when he became a key member of IMG’s embryonic football business.
Integrating specialist agencies into the IMG framework, quarterbacking all media rights acquisitions worldwide, tendering for new business, Gyani’s second career was forged working on frontline bids for properties such as the international rights to the EPL, the Europe-wide rights to the FIFA World Cup and the UEFA Champions League rights.
Over a decade at IMG was followed by nearly five years at Sportfive International where he initially headed up their football business before becoming SVP Head of Media and a board member, assuming responsibility for the entire portfolio of media rights. In his time at IMG and Sportfive clients included FIFA, UEFA, the Premier League, LaLiga, the IOC, Bundesliga, Serie A, Ligue 1, MLS, Eredivisie, Belgian Pro League, the Russian and Ukrainian Leagues among a host of national football associations.
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