Unique People | SPORT | LEISURE | HOSPITALITY | Brewster McBride Leadership & Management Search SPORT | LEISURE | HOSPITALITY 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 Q&A with Rob Paddon Venue Sales Director at Fulham FC CATHERINE BOND MUIR We talk to the CEO at W Series, the first ever single-seater motor racing championship for female drivers only Unique People | SPORT | LEISURE | HOSPITALITY | Brewster McBride Leadership & Management Search Unique People | SPORT | LEISURE | HOSPITALITY | Brewster McBride Leadership & Management Search 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 2 3 Unique People | SPORT | LEISURE | HOSPITALITY | Brewster McBride Leadership & Management Search Unique People | SPORT | LEISURE | HOSPITALITY | Brewster McBride Leadership & Management Search 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.