Catherine Bond Muir

Leadership Brewster & Management McBride Search Part of the Brewster Partners Group of Companies

Intelligent perspectives for sector leaders Issue 3

In this issue:

Creating the next chapter in sporting attendance

Sports communications departments are an overlooked revenue stream

Q&A with Andy Harrison Programmes Director at the Great Britain Cycling Team

Contents Welcome to the latest edition of Unique People: Sports, Leisure and Hospitality (SLH)

UP Magazine is published by Brewster McBride, part of the Brewster Partners Welcome to the third edition of Unique People aimed at providing Recruitment Group. 6 12 intelligent perspectives and industry insight for fascinating leaders The contents of this magazine are fully protected by copyright and may in the sports and leisure world. not be reproduced without permission. If you have a comment or query about this publication or any service offered Since our last edition in early August, In the ever-changing environment we by Brewster Partners Recruitment the industry has encountered another find ourselves in, we once again look at Group, please call 01302 308 040. challenging few weeks. The 1st October some of the industry insights and current was due to see the beginning of a phased trends in the sports and leisure industry. return of people to venues, this followed Leading sports communications expert, a number of successful test events Jamie Fox, tell us why communication held across the country. Due to a rise in teams can be used as a source of Q&A with Catherine Bond Muir Creating the next chapter in Covid-19 infections across the country, generating additional revenue in these Nigel Brewster, sporting attendance We talk to the CEO at W Series, the Government postponed this date and, challenging times. Partner and Chief Executive, the first ever single-seater motor racing Edd Hood, discusses strategies as yet, there has been no indication on Brewster McBride Leadership We also talk to global sponsorship championship for female drivers only for encouraging spectators back when crowds may return. & Management Search into stadiums and marketing expert Edd Hood. With The pandemic continues to create an over a decade of experience spanning unpredictable set of circumstances for multiple sports and disciplines - leading [email protected] 14 20 the industry with frustration being felt such clients as JCB, UPS and Martini 07758 112 002 across the board. Venues have expended - Edd walks us through the potential LinkIn with Nigel Brewster huge amounts of time & money to create opportunities organisations can explore ‘Covid Safe’ environments in order to open once venues open their doors to fans. their doors. With a long winter ahead, they are once again looking at ways in which And finally, Rob Paddon, Venue Sales they can adapt and plan for the future. Director at Fulham FC, talks to us about Fulham’s impressive new stadium As we head into the winter months development on the banks of the River and further social restrictions, we are Thames – Fulham Pier. Rob also touches all focused on protecting, growing and on the clubs preparations for life back in Q&A with Andy Harrison Sports communications departments maintaining our organisations. In doing the Premier League (without fans), as well From St Helens Rugby League to are an overlooked revenue stream so, we must rely on the talent we engage as the working relationship they have with preparing for the Tokyo Olympics, Jamie Fox on developing with, and the strength of the industry NFL side the Jacksonville Jaguars who we talk through the career of the commercially-driven comms supporters. What is clear is that sport & are also owned by Chairman Shahid Khan. Programmes Director at the Great strategies to drive profitability leisure plays a critical part in the lives of so Britain Cycling Team many, both personally & professionally. If you would like more information We must therefore work together to about any of our events, or you would protect and evolve it for the future. like to share a unique story, or that of 22 your organisation in a future edition Neil Edwards, In this edition of Unique People, of Unique People: Sports Leisure and Client Director, we’re delighted to interview Catherine Hospitality, please feel free to get in Brewster McBride Leadership Bond Muir, the CEO of W Series and touch with us directly. & Management Search Non Exec Director at Motorsport UK. Catherine talks us through the evolution As always, we gratefully welcome any [email protected] feedback you may have to make our of the first single seater motor racing 07858 518 415 series just for women and the invention publications as valuable as possible. LinkIn with Neil Edwards of the W Series ESports league in the wake of the global pandemic. Q&A with Rob Paddon We also hear from Andy Harrison – Venue Sales Director at Fulham FC, Rob talks about his career to date and Programmes Director for the Great Britain Cycling Team. Andy has worked Nigel Brewster, Partner exciting commercial developments at and Chief Executive Craven Cottage stadium in the innovative and fast paced world of elite sport for over 20 years. As a Sports Scientist, he worked on the front-line, delivering and leading multi-disciplinary Brewster Leadership support that resulted in Olympic and & Management McBride Search World Championship success. Neil Edwards, Client Director Part of the Brewster Partners Group of Companies

Industry insights Customer service losing Mental health and its human touch? Boosting digital engagement Increased wellbeing provision As a consequence of the Covid-19 through the pandemic variety in sports for athletes pandemic, the hospitality industry broadcasting has had to reconsider how to deliver According to a recent ‘Culture outstanding customer service, whilst Check’ survey conducted by UK simultaneously tackling the impact social Even the Sport, there have been reports distancing has had on the ‘human touch’. of significant developments in use of acrylic relation to mental health and Self-service is certainly not a new screens and wellbeing provision for athletes development, it’s been present in face guards can operating in sports highest level. our hotels, retail outlets and sporting be considered a form of communication venues for quite a while. However, barrier that impacts our experience. as organisations consciously look to We can certainly expect leaders of increase social distancing and ensure the hospitality and leisure industry to the customer journey is ‘covid secure’, start considering how to ensure they service users will undoubtedly start to can provide the same value from their notice a reduction in human interaction. customer service processes. According to the survey almost For many sporting spectators and 4 in 5 athletes fans, there’s simply no better way reported that there are to experience a sporting fixture With every crisis, they say comes of their home. Now, this in no way now measures in place than watching it live. opportunity. Although the absence of recreates the atmosphere of a packed to improve wellbeing. Disappointment as fans told to stay away fans from professional sporting fixtures stadium full of screaming fans, but what it Nowadays, there’s an abundance In recent months, excitement Not only has this had an has undoubtedly had a negative impact does do is demonstrate to supporters that of television channels and options had been building amongst overwhelming impact on the fans Although there can always be in terms of lost revenue and spectator their involvement and role is every bit as for us to watch our favourite sporting fans across the and spectators, it also fundamentally more work to be done across all disappointment, sporting franchises and crucial as the athletes themselves. sports and there’s a constant country at the prospect means many individuals working in sporting levels, particularly in organisations have been forced to rethink stream of content available to of being able to attend sporting venues and stadiums face Through the development of new ways amateur and leisure participation, their digital engagement strategies and be consumed. What has become live sporting fixtures once further uncertainty in terms of the to stay connected, organisations are the percentage of athletes the way they communicate with fans. apparent in recent again. Following the recent future of their jobs. ensuring that enthusiasm for professional and staff who experienced years however, is government announcements No doubt many of you will have seen sport remains high which will be crucial as unacceptable behaviour and The announcement will lead that the demand in response to rising Covid-19 stadiums displaying screens which show the Covid-19 restrictions begin to ease. attitudes towards mental health many smaller sporting clubs and for sporting cases, fans have now been fans watching fixtures from the comfort and wellbeing has decreased organisations into hot waters, consumption told it could be as late as from 24% in 2018 to 10%. as spectators provide a line of doesn’t just March 2021 before they revenue that to some is crucial for stop at live Creating positive organisational can take a seat at their long term survival. fixtures. cultures and both a supportive beloved sports venues and inclusive environment will be once again. Behind a key long term consideration of Rising technical career opportunities the scenes sports’ major governing bodies in the sports industry documentaries, for the foreseeable. Ultimately the around the clock welfare of athletes, spectators It’s a digital age we’re living and working sporting news and employees in the sporting in, and it’s one in which we are becoming channels and sporting industry should continue to The increasing importance accustomed to receiving data and reality shows have all contributed be a top priority and with the information at an alarmingly fast pace. to the increased need for variety continued development of mental of athlete brand value in sports broadcasting. Sport and health and wellbeing provision we For the sporting world, this has leisure plays such a critical role in Top athletes have always been incredibly spotlight, should see the aforementioned resulted in the rise of technical career the lives of so many individuals, valuable from both an entertainment which in figures continue to decrease. opportunities within the sector. Roles so it seems only natural that we and business brand perspective. Star turn makes such as Sports Analysts, Online Sports want to learn more about the performers are paid millions of pounds it a competitive Journalists and Digital PR Specialists are business, inner workings and to provide spectators with high quality marketplace for brand becoming increasingly more in demand. DNA of our favourite teams and and exciting performances and this will promotion. Where sporting giants such organisations. undoubtedly continue to be the case. as Michael Jordan and Tiger Woods The sports industry is multi-faceted, However, the continued growth of social once dominated, athletes now face and as the world’s desire for information media has created a platform in which a tougher battle to win the biggest grows, so do the opportunities for many can now access and share the endorsement contracts. individuals to provide it.

Catherine Bond Muir CEO at W Series and Non-Executive Director at Motorsport UK

A former intellectual property solicitor, Catherine Bond Muir did not always look set to one day found the first ever single-seater motor racing championship for female drivers only. However, after her move to corporate finance – where she specialised in sports and gaming deals – followed by the birth of her first and only child relatively late in life, she was ready for a new adventure. And so W Series was born. Since its inception in October 2018, W Series has set out to quite literally change the face of motorsport.

Can you talk us through your career to date? RETHINK RACING

I started off my professional career as was more important to me than that. W Series is ground-breaking a solicitor, first as a non-contentious Two years on I became restless and, racing series for women that IP Lawyer and then specialised in sport after some thought, realised I wanted to launched in October 2018. quite quickly. I then spent three or four progress down an entrepreneurial route. From day one, their ambitions years in sports marketing before working I felt I was somewhat unemployable and I have been big and they’ll only as an analyst in the city, which was didn’t fancy a younger person telling me get bigger. fantastic training because that’s where I what to do! I had a drink with a couple They’re here to shake up the learnt to read a balance sheet. Thereafter, of friends who mentioned the idea of industry, push aside stereotypes I moved into corporate finance and spent a women’s motor racing series. At that and change the face of the bulk of my career working with general time women’s cricket, football and rugby motorsport, quite literally. mergers and acquisitions, and floating were starting to gain some traction but businesses in sports and leisure. the situation for the female racing world seemed to be getting worse, so that was I then stopped working because I had a the kernel of the idea. baby late in life, and at the time nothing

Continues overleaf

with Catherine Bond Muir (continued)

W Series: A game-changer

Can you tell us a bit more around W Series and what makes it Who has most inspired you throughout your career? a unique motor racing championship? The woman I have always thought fashioned, but they had four children What hurdles have you had It’s unique in two senses. The obvious The second thing that makes us unique is was fantastic is Christine Lagarde, and we were brought up to believe there to overcome to establish one being that it is the first single- that we are a ‘free to enter’ competition. because she has a steely centre, and has was no difference between a man and the W Series operation? seater motor racing series just for women. Motorsport – particularly single-seater made it in a man’s world. However looking a woman in the home. My mother was a W Series is about creating a platform for racing - is unfortunately geared towards at my own career to date, I can’t point to a housewife but she still pushed us all to Credibility is important when women to learn the art of motor racing the richest person succeeding, whether particular woman because there weren’t have professional qualifications. Having you’re setting up a new and to give them a better chance to that is money from parents or from any senior women of whom I could say brothers who were so close to me in sport such as W Series. We were compete with men at a higher level. In sponsorship. We wanted to find the “That’s where I want to be”. age, it never crossed my mind that I was very lucky to get David Coulthard our first season we changed the face of fastest female drivers. That is key to our different to a man in terms of being a involved at an early stage. David It has more been a case of being inspired motor sport quite literally. We increased values; we are about promoting the best professional. introduced us to Dave Ryan, who the number of women racing overnight, and not the richest. by friends and family who are doing is our Racing Director, who had which was pretty extraordinary. well. My parents were incredibly old been at McLaren for 33 years, and Matt Bishop who is our Communications Director. The combination of David, Dave and Matt has given us contacts We firmly believe that women What makes a great leader in an emerging business such as the W Series? and men can race one another that have helped the business on equal terms provided they are progress much more easily The main thing is not giving up. millions of pounds to get to the start of given the same opportunity. because they know such a vast Where I was brought up in the race and raising that can be difficult. number of people in motorsport. At a time when most other Warwickshire we had something called You knock on a lot of doors and while you The credibility that those three female sports are growing tractor pulling, in which the further you don’t get used to the word no, it does people gave us cannot be exponentially, there are, in real get down the course the heavier the happen a lot which gradually lessens the underestimated. terms, fewer women racing goods become, and it’s all about how blow. I think the reason I never gave up, single-seater cars at the higher far you can make it. In a way, the more besides my husband’s support, was a fear The biggest hurdle is always levels now than there were time I spent on W Series as a concept, of failure, and knowing that I had to make money because you cannot get 10 years ago. the heavier the weight felt. There were it happen. from a small idea to where we so many times when I thought “Am I are now without money! It is more than 40 years since wasting my time here?” You need tens of In motorsport you need drivers, a female driver last started a cars and a track to race on, but Formula 1 race and, unless a all of those things depend on positive intervention is made, each other. I couldn’t arrange it could be another 40 years one of those things without before a woman has the having the rest prepared. Unless experience and qualifications you have those key components In motorsport you need drivers, to take part in a Formula 1 race in place, people aren’t going to How has Covid-19 affected the business and what part has it again. We believe something has cars and a track to race on, but give you the money you need to played in the birth of the W Series Esports League? to change. all of those things depend on move forward. W Series is a catalyst for that each other. I couldn’t arrange Covid affected the business Also, we have drivers from over change. one of those things without fundamentally to the extent that 15 countries, so many of them could not having the rest prepared. we cancelled the season. Our second travel due to the restrictions in place. In our first year we’ve already season will now be in 2021. We are an It was a sad decision to postpone this given 20 women the opportunity international series and wanted to race season, especially for our drivers, but it to race relevant cars on relevant in as many countries as possible, which was certainly the right decision to make tracks, giving them the relevant would not have been possible this year. given the circumstances. experience, confidence and We had such a strong first year that we qualifications to put them in Esports had always been something wanted to keep that momentum and have contention for drives in the we were going to do but Covid-19 races on iconic tracks. I think Formula 1 upper tiers of motorsport. certainly helped bring all our plans can withstand no crowds because they forward. We have been astounded by have so much history, whereas if we the viewing figures, and people have had raced this year, we would not have really got on board and taken it to heart. delivered the product we want to deliver to our fans. Continues overleaf

VIRTUAL TRACKS. REAL RACING. with Catherine Bond Muir (continued)

How are you inspiring the next generation of female racing drivers? Brand-new in 2020, the W Series Esports League aimed to raise

The fact we exist and have demonstrated that women can race just as well as men female participation in Esports and inspire a new generation of means we are already inspiring the next generation. Just being able to see women gamers and sim racers. racing makes young girls believe that they can do it themselves. Unlike many other sim racing initiatives, Taking place earlier this year in June at In our first year we were live on Channel 4, in fact we were the only motor racing the W Series Esports League was Monza and wrapping up at Silverstone series that was broadcast live on the first five channels last year, which was in itself contested by women only, with W Series on 13th August, the W Series Esports extraordinary. I feel that we hit the world at the right time when broadcasters were drivers from past and present seasons League races were run on 10 of the looking for more female fronted sport. taking part. greatest circuits in the world. Working closely with Logitech G, The W Series Esports League were also The W Series Esports League consists Beyond Entertainment and iRacing, shown on BBC iPlayer, the BBC Sport of female drivers from around the world. W Series staged W Series Esports League website, Twitch, YouTube and Facebook. The drivers took on the challenge of

W Series’ reigning champion, races on 10 circuits, and up to three competing on virtual tracks in different Jamie Chadwick, proudly holding races were run at each of the circuits. race formats for their chance to win the Championship trophy the all-new W Series Esports League in The W Series Esports League races were staged as follows: 2020. Where do you see W Series in 5 years’ time? Coming in first place Date Circuit Location with a total of 439 points I see W Series being a 11 June 2020 Autodromo Nazionale di Monza Italy across the 10 races was Dutch driver, flourishing series that also Beitske Visser. has a greater involvement at a 18 June 2020 BST Circuit of the Americas Texas, United States grassroots level. If we really want 25 June 2020 BST Brands Hatch Grand Prix Circuit United Kingdom CHAMPION to stand by our values in getting 2020 more women into motorsport, 2 July 2020 BST Autódromo José Carlos Pace Interlagos, Brazil I think we have got to be 9 July 2020 BST Circuit de Spa-Francorchamps Belgium attracting more females into the sport at lower levels. 16 July 2020 BST Watkins Glen International New York, United States Whether that’s having free to 23 July 2020 BST Suzuka International Racing Course Japan enter competitions with less powerful cars, or something like 30 July 2020 BST Mount Panorama Circuit Bathurst, Australia that, we need to keep funnelling 6 August 2020 BST Nürburgring Nordschleife Germany new drivers into the sport. Beitske Visser 13 August 2020 BST Silverstone Grand Prix Circuit United Kingdom W Series Esports League Champion

For the latest news regarding future plans for the W Series Esports League and the return of W Series’ on-track racing programme in How is the 2021 W Series event Post pandemic what are the 2021, visit www.wseries.com schedule taking shape? major challenges facing the sports industry? We are still in discussions with a number of different partners but can It’s certainly going to be getting confirm that we will be racing alongside the crowds back. I’ve been at least two Formula 1 races, in Austin, watching all the F1 races but they’re not Texas and Mexico City. Suffice to say, the same without the crowds. During it is going to be bigger and better than the races it’s fine, but I used to love our inaugural season. watching everything before the race to get all the gossip and feel immersed in the vibe. Sport is about lots of things, but it is so much better when there’s a big crowd there.

Creating the next chapter in sporting attendance Written by Edd Hood

Edd Hood is a global sponsorship and marketing expert with over a decade of experience spanning by the Nielsen data suggesting that over 50% of fans want sponsors to help their multiple sports and disciplines, leading such clients as JCB, UPS and Martini. Here he walks us beloved and beleaguered clubs rise again Once fans re-engage on match from the post Covid-19 quagmire. day, they’re eager to repeat the through the potential opportunities when venues once again open the gates to their beloved fans. process with Getting fans through the door Whether you’re a fan or work in the However if we focus on 16 – 29 year olds, is more than half the battle industry, sport tugs at the heart strings the figure rises to 65%, potentially paving like nothing else; the reason it’s worth the way for partnerships targeting a According to Nielsen Sports’ In contrast to the hesitation around physical attendance, once fans re- % over €30 billion for European rights younger demographic. In parallel, there UK Covid Fan Survey, 92 holders alone according to the European have long been question marks around engage on match day, they’re eager to of attendees repeat the process with 92% of attendees Sponsorship Association. One of the millennial and Gen Z’s spending power, only at Quin’s first (and now only) of at Quin’s first (and now only) spectated principle objectives for clubs and venues something no doubt compounded by spectated game either ‘Likely’ fans game either ‘Likely’ or ‘Extremely Likely’ is undoubtably to get people physically the ongoing restrictions and probable 51% or ‘Extremely Likely’ to return. reengaged with the action and to deliver over-indexing of dismissals amongst a are comfortable returning to return. Credit must go to the effort an experience which equates, if not junior workforce. That said, if we look to live events within six months. of the Quins team in making 97% of surpasses, the previous norm. at the esports and gaming sector - one fans feel ‘Safe’ or ‘Very Safe’ through also shoring the foundations of future renewed and enhanced vigour, there’s predicated by this demographic – and signage, stewardship or cleanliness. Currently this presents a series of fandom, now could be the perfect time more opportunity to watch live sport understand its value has risen by 15% in Before attendance trials were shelved commercial and operational hurdles but However if we focus on to create programmes to resonate with than ever before through both digital 2020 to over $1bn, we can surely unearth in late September, there were only a few there could be a promising future if we 16 – 29 year olds, new and impassioned consumers for and linear platforms. Opening up the box commercial opportunities for even the ‘test and learn’ events, often hindered by take a fresh look at who we’re speaking to everyone’s benefit. This may not prove of marketing tricks with greater sense most conservative sponsorship expert. conflicting local council factions, so to and with what message. the figure get a better sense of opportunities, more to be a strategical long term play but of commercial flexibility could be a way Recent events around Black Lives Matter rises to events must surely be enacted to gather could tactically target a new sector whilst to inspire the next generation. It’s true, Speaking to experts at Nielsen and and Coronavirus have also given rise to a clearer picture of the route forward. encouraging tomorrow’s fans in to stadia, rights holders need to be mindful of Harlequins, there’s a contrasting picture 65% the importance of who sponsors are, building trust and harnessing passion; strategic planning, but if we’re to come on how the return of live sport will look; potentially paving the way with nearly two thirds of fans believing Looking at the 2019 EFL Championship the very crux of what sport stands for. through this chapter in history with an there’s natural hesitancy for some, for for partnerships targeting a brand purpose is key. For big brands Supporters Survey, around a third of exciting commercial story, we must others the heart rules the head. younger demographic. Covid-19 has been a wrecking ball for the there’s an opportunity to develop plans ticket holders are aged 55 or above, evaluate our audiences and messaging. mirroring the same demographic sports industry, however if sport teaches According to Nielsen Sports’ UK Covid Fan at a macro and micro level whereas for The future of sport could depend on it. hesitant of event attendance. If we’re us one thing, it’s resilience. Coupled with Survey, only 51% of fans are comfortable locally relevant companies it creates a to explore new revenue streams whilst the fact that fans will come back with returning to live events within six months. platform to re-establish themselves in the

‘community’ at a time when the very word This article is an abbreviated version. The full article is available on LinkedIn on the link below: has never rung truer. This is backed up https://www.linkedin.com/pulse/could-return-fans-signal-commercial-rethink-rights-holders-edd-hood/?trackingId=dSshdqlTTtC62bbslKAoog%3D%3D

Andy Harrison Programmes Director, Great Britain Cycling Team (GBCT)

For over twenty years, Andy has worked in the innovative and fast paced world of elite sport. As a Sports Scientist, he worked on the front-line, delivering and leading multi-disciplinary support that resulted in Olympic and World Championship success. For the last twelve years he has held senior roles, providing strategic vision and leadership that have enabled success ‘on and off the field’ by the organisations and sports teams he has led. Andy is currently responsible for leading the UK’s most successful Olympic sports team ever, Great Britain Cycling.

Can you talk us through your career to date?

I was fortunate to play sport to a and we worked hard to revolutionise A 3-year, science Olympic preparation reasonably high level, with time at the department from a ‘testing service’ strategy culminating in 14 medals St Helens (Saints) and Widnes Vikings to a fully integrated ‘performance (8 gold medal) at the Beijing Games. Rugby League Clubs from the ages development team’, resulting in an In 2008, I changed roles within the EIS of 17 to 22, two very successful clubs invitation to present a keynote lecture at and became the ‘Performance Manager’. and Challenge Cup Finalist at Wembley the BASES Conference (2001) This involved leading the ‘North England’ Stadium as well as Premiership This change in approach was what I region (Sport city, Manchester). I was Champions. My involvement was thought led to me being offered my next responsible for elite sport engagement primarily at reserve grade, and I was role which was with the English Institute and support service delivery, acutely aware (probably before they of Sport as ‘Athlete Services Manager’. management of all senior staff (science, were) that I wasn’t going to be good This was in 2002, and I was employee medicine, analytics, biomechanics, enough to make it my career, so in number six for the organisation! It was etc.) and worked with elite sports to parallel I completed under and post a really exciting time with a real ‘start optimise their strategy and development graduate degrees in Physiology and up’ attitude and the necessity to act pathways. Again, this was a really Sports Science. entrepreneurially. As such I played exciting time as we headed into a home My playing contract ended, and I then an integral part in developing the Games (London 2012). We worked with landed a role with the Welsh Institute network structure and stakeholder/ some fantastic sports and athletes and of Sport as a ‘Sports Scientist’. This partner relationships. The role involved I feel we played a real part in Team GB’s involved providing physiological support leading the athlete development success in 2012. If the GB athlete’s we to elite athletes and teams, and then support services across multiple sports supported had competed at London latterly managing the Institutes support (Olympic and Professional), initiating 2012 Olympics as a standalone staff and multidisciplinary support (and managing) the ‘Northern England’ nation, we would have placed teams. During the five years I was there, Human Science Team and facility, plus 8th on the medal table! I led multidisciplinary support teams providing physiological support to elite In 2013 I left the EIS when at national and international training athletes and teams. As such, I managed I was offered my current role camps and competitions (Olympic, World, the EIS elements of British Cycling’s as Programmes Director with European and Commonwealth) with over ‘Project Beijing’ as part of the sports the GBCT. 10 different sports. It was a great team marginal gain’s initiative (2005-08).

Continues overleaf

Andy Harrison | Programmes Director, GBCT

Fact file You have been with GBCT for 7 years now, British Cycling has set the standard by which elite sporting success in this country is how has your role evolved in that time? measured with unparalleled Olympic, Paralympic and major championships success, cementing our status as one of the strongest nations in competitive cycling. Who has most inspired you It has been, and continues to be, a was about generating greater medal throughout your career? hugely enjoyable role. A large part of competitiveness for the Rio Games whilst that enjoyment comes from having clarity at the same time completing a major To achieve great things requires a team effort. of purpose but at the same time trying to overhaul of the rider pathway/academy. British Cycling is one of the Consequently, building, enabling achieve that purpose in the innovative, Immediately post the Rio Games, we world’s leading national and sustaining that team is fast paced world of elite sport. The core spent time developing our ‘why’ and governing bodies thanks to as important (if not more so) responsibilities of my role have remained creating an environment that enables our ability to harness mass than any singular strategy or consistent: people (staff and riders) to be the best participation from international intervention. The longer I hold Provide strategic vision and version of themselves (collapsing vision/ success. a. leadership positions and the leadership to enable GBCT to be mission into a purpose that resonated The organisation oversees more exposure I get to great successful ‘on and off’ the field with everyone, identifying winning/ losing behaviours, empowering people to all forms of cycling in Britain. teams in various sectors, the b. ‘On the field’, that’s podium success develop and positively challenge). Whether you are a competitor in more this is reinforced and at Worlds and Olympic Games one of the six sporting disciplines, heightened. More latterly, we have advanced our c. ‘Off the field’, that’s connecting the (BMX, mountain bike, cyclo-cross, philosophy towards being ‘programme wider sports business functions with road, track and cycle speedway) framed’ whilst retaining the critical the world class programme a personal challenge rider, a ‘rider centred, coach delivered’ elements commuter or a leisurely weekend What’s changed is where we have The leaders that do this (embedding discipline blueprints that rider, we are committed to spent energy to achieve these goals are a blend of analytics and coach helping you enjoy cycling. well, in addition to other during this 7-year period. Initially, this know-how). skills, have heightened ©Photo by www.swpix.com We administer the sporting levels of self awareness, calendars in all domestic cycle sport and oversee cycling’s empathy and social skills. development across all disciplines, helping to ensure those who want to race can do so in a competitive and I have been lucky to work compelling environment. for, and with, some fantastic individuals and organisations. Away from competition, we Equally, through consultancy and continue to encourage millions advisory roles, I have observed of people to ride their bikes some less than optimal attitudes through our recreational and approaches. The leaders that programmes, all suited to meet do this well, in addition to other an individual’s preferred form of ©Photo by www.swpix.com ©Photo by www.swpix.com skills, have heightened levels cycling. We are also working hard of self awareness, empathy ©Photo by www.swpix.com to inspire the next generation of and social skills. Through these, cyclists through our work with they can play best against their schools and community clubs Working with elite athletes on a day-to-day basis, areas of strength/weakness, to ensure that more young what are the specific challenges you face as a leader? understand other peoples people are taking up the sport emotional make up and build than ever before. In my role I am slightly removed from consistent and clear communication rapport to move people in the working with the riders on a day- around things such as expectations and right direction. These are valid to-day basis. To give some perspective, outcomes. Riders are ‘people’ not just whether in the board room or the my role is similar to that of a ‘Sporting ‘athletes’, and we have a duty of care to changing room. It’s the people Director’ or ‘General Manager’ in the support and enable their development as who I see do this well that have sports sector. people, not just as athletes. most inspired me. Ultimately, we are trying to help the riders As a leader in the sporting environment achieve their performance ambitions. (and I’m sure it’s the same in most To do that requires high challenge but sectors), the constant challenge is to that is only possible (and effective) if it get the right balance between short and based upon a foundation of high support. long-term success. We look to do that by We work hard to develop this through balancing transformational strategy with building relationships and trust through operational excellence. It’s then with the Continues overleaf leadership group to pivot intelligently and ©Photo by www.swpix.com prioritize ruthlessly.

Andy Harrison | Programmes Director, GBCT

How have you and the team dealt with the postponement of the Tokyo Olympics this year? What do the next There was obviously a huge level not just at the podium level, have shown five years hold for you Fact file of disappointment within the a huge level of resilience and ingenuity. and your career? team, both staff and riders. It became The SLT did a great job of steering the British Cycling was formed in 1959 through the amalgamation of the increasingly obvious that the UK was programme during the period anchored Working with good people National Cyclists Union and the British League of Racing Cyclists. going to go into lockdown in late March, by a daily 8am teams call. who share my passion for and in preparation we had constructed a solving problems and creating We returned to the NCC as soon as we new things is what I love, this will Since the early 1990s, British Cycling £24 million investment from Manchester robust plan of how we would secure and could do that safely and we’ve been back continue to be what inspires me has been based at the HSBC UK National City Council, Sport England and the deploy equipment to riders/staff prior to for 3-4 months now. The Road Worlds to work hard. At the moment, Cycling Centre in Manchester. Built European Regional Development Fund the NCC closing. are at the end of September and we’re in addition to my role with BC, on the site of an old power station in to firmly establish Manchester as the During the initial stages of lock down focused on 2021. I’m looking at how I can do this East Manchester as part of a general home of cycling. (and throughout) our primary focus was in other capacities such as regeneration of the area by Manchester Post Games would typically be when The creation of this home for the sport, staff and rider welfare, both physical and non-executive roles. City Council, the original velodrome we would reflect and transition into new along with the introduction of National mental wellbeing. We purposely gave hosted both the 2002 Commonwealth strategies. To some extent, we have lost I find writing, publishing and Lottery funding in 1997, have proved to staff and riders space and time to adapt Games and the 2008 UCI Track Cycling that natural window. Currently we are presenting helpful. It forces be the catalyst for the success enjoyed and to take care of themselves and their World Championships. concluding an exercise of planning what, me to work with a certain level by cycling both in terms of Olympic families during this unprecedented, often where and how we will alter activity and of rigour and enables me to have The centre was expanded in 2011 with and Paralympic medals and general confusing and constantly changing time. emphasis so that we maximise success at an outcome to reflective practice. the construction of an indoor BMX participation particularly over the past Attention then focused to enabling Tokyo without compromising success in I have been fortunate to deliver Centre and new offices for British few years. activity within government guidelines, subsequent major events in what will be a at various national/international Cycling thanks to an additional once the games was postponed. This very busy three years (x2 Games, x1 CWG, events and to franchises, changed the dynamic. Riders and world championship in every disciplines, businesses and academia, coaches throughout the programme, Europeans, etc). and this is something I’m looking to continue.

What have been the stand out How are you inspiring the next moments in your career to date? generation of British cyclists? Post pandemic what are the major challenges The obvious answer is being Team By being a desirable and effective facing the sports industry? Leader at the 2016 Olympic Games, destination that works with and responsible for delivering Team GB’s enables riders in their athletic career. A key challenge will be cycling medal target resulting in being Being cognizant of the need to support revenue – particularly the most successful cycling nation at the and develop riders both on and off the with the impact of spectator Games with 12 medals (6 gold). bike to ensure they maximize their athletic attendance but the Tour De potential and are prepared for the next France has shown that, even However, there are things that did not phase of their journey. now, it’s possible to hold a generate headlines that I have given compelling sporting event. me equal levels of joy for instance, the As a NGB, BC has excelled at capitalising I believe that sport can, and does, redesigning of the athlete development upon the inspiration that podium generate and sustain a sense of structure and support model within success brings to the nation, we have community and attracting and British Cycling (2014+). The pathway is a fantastic record of developing and retaining volunteers at all level now more effective and efficient than delivering opportunities that drive social of sport is critical. They are the at any previous point in it’s history. I was participation and diversity objectives life blood upon which all sports the Programme Advisor and Olympic while developing cycling opportunities as depend. Will people be spending Team Manager for the female GB Water a key life skill. less time commuting? If so, Polo Team (2010-12) taking them from a We will continue to strive to make the link can we motivate them to find world ranking of outside the top twenty between inspiration into participation space in their lives to volunteer to within the top ten and Olympic quarter as clear and easy as possible both for a or participate? As an armchair finalists. societal good aspect and as a virtuous quarter back, I’m really interested More generally - working with staff circle of talent development. to see the continued integration members 1-2-1 and seeing them grow of technology to enhance the and go on to be successful. And finally, experience of the fan and to transitioning between sports (F1, football) inspire and motivate those and sectors (academia, private business) taking part. has also provided some fantastic opportunities.

Sports communications departments are an overlooked revenue stream Written by Jamie Fox

Jamie Fox is one of the United Kingdom’s leading sports communications professionals. He has worked in senior positions for various national teams, Olympic organising committees, national governing bodies and international federations - including the International Cricket Council, British Athletics and Team GB, Harlequins rugby club and the Australian Athletics team.

There is no doubt that times are tough a profitable revenue stream and develop But now is not the time for comms teams in the sports industry. Over the last few commercially-driven comms strategies to pause or to wait around for commercial weeks ‘the big three’ have been forced to that will help sports organisations not teams to fix the revenue problems. Now undertake a series of difficult steps that only get back on their feet today, but is the time to fundamentally change will see hundreds of roles become further prosper tomorrow. communications departments from just a casualties of the Covid-19 pandemic. PR and crisis management safety net to a quantifiable and profitable revenue stream. Communications Directors who are Jamie’s wide-ranging knowledge of has been accrued with time at a number of global sporting progressive thinking, can identify bodies including; International Cricket Council, commercially appealing messaging British Athletics, Team GB, Harlequin Rugby and opportunities unique to the sports Athletics Australia. industry. They can help partners shape the messaging needed to engage with their organisation’s fans and deliver The England and Wales Cricket Board Far too many who work in sports messages that actually stick, get noticed, announced 62 job losses recently, the communications, particularly those shared and repeated. Rugby Football Union is planning to in the Government funded Olympic With so much data available, despite past cut 139 jobs and 124 posts have been and Paralympic sector, believe comms thinking, communications strategies can removed at The Football Association. departments are ‘unable to generate now deliver clear measurables and show a It is a sobering toll. income or profit’ or what they deliver return on investment. And in a constantly is ‘unquantifiable’. That is an old way of But even if spectators were allowed to changing world, where the global news thinking and doing things. It is time for return to stadiums tomorrow, teams and agenda can be ignited by a single Tweet change. organisations should not expect to rebuild and cultural shifts can happen overnight, sport’s economy on the same pile of Outdated thinking like this has led some the communications department is the sand. With the value of TV rights widely CEOs to believe comms departments do most able to react and change focus at a expected to diminish, sponsors dealing not offer a good return on investment, fast pace. with their own economic issues and other than in times of crisis. And For sports organisations to emerge from questioning the value of all partnerships, unarguably over the last few months, this crisis stronger than before, they need it will take a new direction and a real many communications teams have to make sure they have the right workers change in commercial strategies and proven their worth when dealing with the in place to generate and fulfil these plans. revenue streams of the past to rebuild PR problems brought about by Covid-19 Companies that invest in the recruitment sport’s economy in the UK. and closed stadiums. Alongside a long of progressive Communications Directors overdue effort to deliver messages, And that’s why it is time for sports will be rewarded with employees who internally and externally, that will assist communications departments to become can realise the commercial potential organisations to increase diversity, both of communications strategies, both on and off the field of play. traditional and digital, and deliver an untapped revenue stream.

Rob Paddon Venue Sales Director

We caught up with Rob Paddon, Venue Sales Director of Fulham Football Club, to discuss his career to date, as well as the exciting Fulham Pier development at Craven Cottage. Fulham Pier is due to open in the summer of 2021, which will transform Craven Cottage into an iconic, premium, riverside location overlooking the Thames.

Can you talk us through your career to date?

Post my degree I started helping at my local football I now knew, I wanted to look for both project and club Exeter City to try and gain some relevant managerial experience for my next move. The RFU experience whilst trying to find my way into the sports at the time were looking to expand their hospitality industry. Thankfully, they liked how I was adding value, proposition, and deliver a significant uplift in matchday so I was offered a full-time role, supporting departments revenue, by transforming their East Stand, with across the club from commercial sales, meetings and state-of-the-art hospitality facilities. I joined to run the events, marketing and also the matchday operation. debenture programme, which by the end of my time at It was a great first grounding in sport and we had a Twickenham would result in my department generating fantastic Chief Executive at the time called Norrie over £60m in matchday revenue. We also had to deliver Stewart, who really believed in nurturing young people a particularly complex migration of debenture holders, in the business world. to accommodate the East Stand premium areas, which whilst challenging, was an incredible achievement. I then moved onto Southampton FC as I knew I wanted to specialise in sales and had a fantastic two years at Fulham FC had always been on my radar as a venue, St Mary’s, with good success in selling sponsorship and that oozed with potential, with just an incredible hospitality. During this time I had my first experience of riverside location, right in the heart of London. As my being promoted to the Premier League, which is always time on the debenture project was coming to an end, very special. the opportunity presented itself at Craven Cottage. The opportunity to work with such incredible people After two years at Southampton FC, I had gained a lot of in the industry such as our CEO Alistair Mackintosh, sales experience, but I now really wanted to move to the Casper Stylsvig (now at AC Milan) and Chad Johnson capital and work for one of the biggest football stadiums. (Jacksonville Jaguars) was just something I could not I joined the premium team at Arsenal and had three turn down. I wanted to move to somewhere where my fantastic years at the Emirates Stadium. It was again, development would continue, and where I could make a great place to nurture my sales skills and experience, a real impact. In my three years now at Craven Cottage, and, at the time, work on some of the biggest matches we have broken every matchday revenue record, and in world football. We broke numerous revenue records won some great awards along the way which has been during my time and delivered some incredible deals pleasing. We also have a very exciting future ahead with to a host of global brands. the new stand development which we will go into later.

Continues overleaf Rob’s wide-ranging knowledge has been accrued with time at Exeter City FC, Southamption FC, Arsenal FC, England Rugby and now at Fulham FC

Rob Paddon | Venue Sales Director at Fulham FC (continued)

Since confirming your return to the Premier League, it’s been a quick turnaround to the start of the 20/21 season. How have the team reacted? Positioned along the Thames We got promoted two years ago We have been as agile as we can, and nestled by parkland, Fulham by the exact same method of the given the circumstances and I think Pier will bring to life this pocket of play offs so we do have quite a lot of it is testament to our operations team, South West London by creating a experience in turning the seasons around who have adapted and have been unique destination that’ll be open sharply, but with the added complication delivering match days successfully morning, noon and night. of Covid-19 and also a new stand build, in the new COVID world. So whether you start your day it’s been a particularly challenging We have been working tirelessly, so we with sunrise yoga; pop in for a timeframe. know that the minute we can welcome flat white in between meetings; Off the pitch, we have had to be strategic fans back into the stadium, we can ensure make space for mindfulness in given the changing legislation and anyone attending will enjoy it and do so your lunch break or try a pizza guidance, and plan for every single in a safe manner. After being away for so class with the kids; take the permutation and outcome. At least with long we want to get that experience right. whole family to the rooftop pool the promotion, that took 50% of the or make a date with a glass of permutations (EFL) off the table. bubbles, there’s something for everyone.

Craven Cottage is undergoing significant redevelopment, can you tell us more?

Last summer we started re- The venue itself is going to have diverse developing the Riverside stand, range of offerings, with something for which for those who have not visited everyone, from morning through to night. Craven Cottage, is the stand that From private accommodation, a health stretches right along the River Thames. club and spa, shared working spaces, The new six floor facility is going to a basement music and events facility, increase our overall capacity to circa several high-end restaurants and bars, 28,000, but more importantly, transform and finally, a truly incredible roof terrace Craven Cottage into an iconic, premium, with stunning views of the river. non-matchday riverside location, The opportunities here are endless, overlooking the river. Most importantly, with facilities to not just serve the local we have purchased part of the river, community, but for it to become an so we will be opening up the Thames iconic London destination for tourists and path, with an iconic ‘boardwalk’. Londoners alike. It just so also happens to be a football stadium too.

Sept 2018 Spring 2020 Planning granted Summer 2021 to open the Thames Fulham Pier pathway and build a new Summer 2019 construction Fulham Pier opens to End 2019 the public, offering an destination for South Works commence commences exciting new destination West London on site, with the Demolition of the to this area of the Thames removal of the old stand projected to stand complete Timeline from start to completion

Rob Paddon | Venue Sales Director at Fulham FC (continued)

Fact file

Shahid Khan owns both Fulham FC and the NFL team, the Jacksonville Jaguars. Do the clubs work together in anyway?

It’s a truly unique relationship, and me too, as I expand my knowledge into the both teams benefit from the mutual US sports market. sharing of knowledge, experiences and Every year we have the Jags weekend resource, whilst also having respect, that where we will play a home game on we do also have our differences. the Saturday and the Jags will play at We do have a great relationship with Wembley on the Sunday. The commercial our commercial counterparts and, for opportunities that gives us is amazing. example, share similar ticketing and data We will have an influx of US tourists systems, which allow us to share insights on the Saturday who are here for the and learnings. Another example of Jags game and vice versa on the Sunday, working together is our medical team and they will have an influx of Fulham players often go over to Florida and vice supporters wanting to cheer on the The Jacksonville Jaguars are a versa to assist with recovery of injuries. Jags, so it’s a great celebration of our professional football franchise Personally, its also great experience for ongoing relationship. based in Jacksonville, Florida. How will the new development impact the future of the business? Fact file The Jaguars compete in the National Football League as a This development of the stand as even consider a project of this magnitude, member club of the American mentioned previously, is going to which is truly going to change the game, Football Conference South division. allow Fulham FC to deliver a broad range when it comes to stadia developments. The team plays its home games at of year-round experiences, which will Certainly, from the research we have TIAA Bank Field. They are owned by naturally transform our non-football undertaken, there are very few sport Shahid Khan. revenues. The opportunities in the stand stadiums to benchmark this against, let are endless. We are so fortunate that with alone entertainment venues in London. Owner: Shahid Khan Shahid Khan as our Chairman, we can Arena/Stadium: TIAA Bank Field

Head coach: Doug Marrone

Are there any future plans to further develop other parts of the stadium? Division: AFC South

We have already undertaken some history and now makes it an incredible Mascot: Jaxson de Ville development of areas ahead of the space for both matchday and events. Riverside Stand. Most notably, we have Naturally, our focus right now is solely on transformed the cottage itself back to the new stand development, which will be Fulham Football Club is an English its former glory. This project transformed due to open in summer 2021. professional association football two floors of this iconic piece of football club based in Fulham, London. Pictured: Shahid Khan, owner of both Fulham FC They currently compete in the and NFL team the Jacksonville Jaguars Premier League, the highest level of the English football league system. Founded in 1879, they are London’s oldest football club playing In what ways has the global pandemic affected the club on a day-to-day basis? What would a successful season look like for you? professionally. Off the pitch, we want to continue to In relation to the new stand, success Not having fans in the stands has We have to all had to adapt to working Head Coach: Scott Parker be commercially driven, and drive as is going to be opening a world class naturally been challenging from a from home and thankfully we have some much commercial value as we can whilst destination that can provide the most revenue perspective, but it has been great partners, that has resulted in all Arena/Stadium: Craven Cottage also delivering great fan experiences, exceptional experiences for everyone positive to see how departments have departments working remotely wherever when they can return to Craven Cottage. and anyone. That for us is going to be our adapted and, as an example from a digital they can. From my teams perspective we Owner: Shahid Khan In the meantime we also want to make biggest achievement, and will no doubt perspective, our interaction has gone have all been home for six months now, sure the fans still feel part of it, even if create an iconic landmark, on the banks of through the roof. and are still delivering some great output, Location: Fulham, London they are only consuming us currently the river Thames at Craven Cottage. despite Covid-19. through digital channels. Nicknames: The Cottagers The Lilywhites The Whites

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