Justin Langer

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

Intelligent perspectives for sector leaders Issue 1

In this issue:

Through crisis comes opportunity

Capturing sports fans attention ‘off’ the field

with Holly Murdoch, General Manager of St. George’s Park, the FA’s National Football Centre JUSTIN LANGER We catch up with Australia’s national men’s cricket coach and former cricketer to discusses his career transition and view on authentic leadership Unique People | SPORT | LEISURE | HOSPITALITY | Brewster McBride Leadership & Management Search Unique People | SPORT | LEISURE | HOSPITALITY | Brewster McBride Leadership & Management Search

Contents Welcome to the first edition of Unique People: Sports, Leisure and Hospitality

UP Magazine is published by Brewster McBride, part of the Brewster Partners We are delighted to introduce the very first edition of Unique Recruitment Group. 6 12 People: Sports, Leisure and Hospitality aimed at providing intelligent The contents of this magazine are fully protected by copyright and may perspectives and industry insights from fascinating leaders in the not be reproduced without permission. If you have a comment or query about sports and leisure world. æ©¬Þ×ê½¬æ¬ËÄËÚÄüÞÚõ¬ËąÚ by Brewster Partners Recruitment Group, please call 01302 308 040. In the final few months of 2019, we We also caught up with Holly Murdoch, established our new Sports and Leisure General Manager of the FA’s £105m practice headed up by our Head of National Football Centre, St George’s Executive Search, Neil Edwards. As a Park. Holly talks us through her wealth former professional sportsman, Neil’s of experience and the leadership insights Q&A with Justin Langer Game changer experience and deep network make she’s learnt that help her with her daily him the ideal person to lead our team management of over 200 individuals. Nigel Brewster, Australian national men’s cricket team We discuss capturing sports fans of specialist consultants and researchers Partner and Chief Executive, coach and former cricketer. attention ‘off’ the field. In these uncertain times, we look at some who are well equipped to find the very Brewster McBride Leadership of the industry insights and current trends best talent in the sector. & Management Search in the Sports and Leisure industry and we

Now, nobody could have predicted take a look at some of the ‘Game Changing’ [email protected] the extraordinary six months we’ve new developments that serve to change 14 18 gone through as a consequence of the way we look at sporting spectatorship. 07758 112 002 the COVID-19 pandemic. Coronavirus Ian Taylor, former Head of Communications LinkIn with Nigel Brewster and the subsequent social distancing at QPR & Team INEOS, discusses the measures imposed by the government potential opportunities to be found during have had an incredible impact on the a crisis. And finally, Stuart Cain, newly sector, with many hospitality and leisure appointed Chief Executive of Warwickshire organisations having to temporarily CCC, shares the unique career journey close and competitive sports being he’s been on that has led to his most postponed, much to the disappointment recent successes. of participants and fans world-wide. Q&A with Holly Murdoch How you can help new leaders If you would like more information to succeed? What remains clear, perhaps now more General Manager of St. George’s Park, about any of our events, or you would than ever before, is that sports and leisure the FA’s National Football Centre. Tips for employers on how to help like to share your unique story, or that play a critical part in the lives of so many, employees transition to leadership. of your organisation in a future edition both professionally and personally. As of Unique People: Sports, Leisure and we adapt and push through the current Hospitality, please feel free to get in challenges and head into a new period of touch with us directly. 20 22 normal (however that may look) we are all still tasked to protect, grow and maintain As always, we gratefully welcome any Neil Edwards, our organisations and, in doing so, we must feedback you may have to make our Client Director, rely on the talent we engage with, and the publications as valuable as possible. Brewster McBride Leadership strength of the industry supporters. & Management Search In this edition of Unique People, we were delighted to interview the Head Coach [email protected] of Australia men’s national cricket team, 07858 518 415 Justin Langer. As one of Australia’s most Nigel Brewster, Partner LinkIn with Neil Edwards Through crisis comes opportunity Q&A with Stuart Cain successful batsmen, Justin shared and Chief Executive Ian Taylor, former Head of CEO of Warwickshire CCC, specialist with us his career journey insights from Communications, at QPR and Team in business strategy, leadership, professional player to Head Coach of one INEOS, discusses the potential commercial affairs and media & digital of the worlds’ best sporting teams. opportunities to be had during a crisis. talks about a career in sports and entertainment. Neil Edwards, Client Director

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

Industry insights The continued rise Public opinion on sponsorship and image The rise of of women’s sports Opening the technology and Although many live sporting events doors to the are on the back burner as a result of back office virtual reality the COVID-19 pandemic, conversations on the growth. As a result, many organisations are looking to be more As many sport and One particularly exciting trend around inclusivity in sport are still very inclusive and gender equal with their leisure organisations are facing the sports and leisure much being had. Following on from hiring processes. Where women’s sports navigating through the industry is the continued rise the 2019 Women’s World Cup and the may have previously been modelled impact COVID-19 has in virtual reality and technology. success of young female sports stars and based upon men’s, there may be a had on the industry, fans With VR headsets and virtual Þê©ÞËË&êąɇöËÃÄɹÞÞ×ËÚæÞ strategic push to highlight and embrace and consumers are following sports programmes becoming is continuing to gain momentum. their management and progress available, we can expect to see æ©¬ąÚÄÞɑöÄû×ææ©¬Þö¬½½ We expect to see this momentum have an impact on the recruitment of closely. The recent and very a shift in the way individuals harnessed by both sponsors and both senior business roles and practical popular ‘All or Nothing’ series by experience sporting activities. broadcasters who will look to capitalise coaching roles. Amazon, forms part of the trend With the inability to participate for more accountability and and view live sporting events due In 2019 we saw the relationship visibility in the business side of between the sports industry and to COVID-19 restrictions, online ONLY the sports and leisure industry. gaming and virtual sports have Statistics are ææ¬Ä¤ËÃ×Ä¬Þ£Þ¬¤Ä¬ĈÄæ Fans and consumers are showing taken a front seat. The need for changes due to tighter restrictions. changing spectating of football a wider interest in the strategic physical gym classes, face-to-face GambleAware’s Bet Regret campaign, 13% fans running of organisations rather personal training and group sports The quality of statistics and information highlighted that only 13% of football were happy for their club to be than just following performance sessions will undoubtedly continue available to sports fans continues to fans were happy for their club to be sponsored by a gambling organisation of the sporting teams themselves. and grow in favour once lockdowns improve. Statistical analysis has now sponsored by a gambling organisation. Podcasts such as the ‘The Price are lifted, however, this technology become part of sporting commentary and There are clear indicators that consumers of Football’ put a spotlight on the will enable people to be much more allows fans to have an informed view of and sports fans show a greater interest finance functions of sporting Þ½£ɬÞêĆ¬Äæ¬ÄÞÞ¬Ä¤æÚ¬Ä¬Ä¤ their favourite sports. As well as providing and care for the way their teams and organisations and encourage the and their sporting development. another layer to spectating, technological organisations are represented and wider public to further scrutinise advancements serve to provide more Enhanced viewing experiences supported. This could have a potentially and assess the industry. accountability for club owners, coaches using VR, including ideas such big impact on the generated income of and key decision makers. as adding 360-degree cameras clubs and organisations from sponsorship on helmets of racing drivers and wider partnerships which is all the could dramatically alter the way more crucial in the period of uncertainty Elevating we immerse ourselves in sports Sports and fitness – intrinsically linked that lies ahead post-pandemic. experience entertainment in the future. with mental health and wellbeing Where individuals once had to Where self-isolation and social distancing travel and purchase tickets have become the new, albeit strange norm, Flexibility is key to watch a live sports fixture, one thing that has remained steadfast they now have the option is the close link between fitness and We can expect an increased need for to view through various mental health. For many, it has the sports and leisure industry to be technological means. become more of a holistic wellness more diverse and flexible in how they These kinds of experience linked with improving make their facilities and service offering advancements are mental health. accessible to all. This has certainly proving more and more been the case in recent times with the valuable due to so many During the current pandemic, the temporary closure of leisure centres and events looking to take place behind Government’s advised daily form gyms during the COVID-19 pandemic. closed doors due to COVID-19. of exercise has been incredibly important to people and more This means more and more organisations As a consequence, we can organisations are considering the are offering additional services such as expect a strong push and focus need to provide support on mental home workouts, live online classes and on organisations strategically health. This has led to many leisure adaptable programmes. Technology is focusing on delivering the best industry providers increasing their playing a huge role in making this happen, customer experience, by offering service offering to cover this important so we can expect an increase in the new, innovative ideas and options need. This will likely continue and increase recruitment of tech-minded individuals to add to the run-of-the-mill after social restrictions are lifted. to add diversity to the sports and leisure offerings in the future. industry service offering.

4 5 Unique People | SPORT | LEISURE | HOSPITALITY | Brewster McBride Leadership & Management Search

with Justin Langer Australian national men’s cricket team coach and former cricketer

Justin is best known as one of Australia’s test opening batsmen during the early and mid-2000s and as is considered one of their most successful ever. He has also represented Western Australia and played English county cricket for Middlesex and Somerset. Neil Edwards, Client Director at Brewster McBride, caught up with Justin to discusses his career, his aspirations and the leadership lessons he has learnt during his journey so far.

You’ve made the transition from a professional cricketer to becoming Head Coach for the Australian Cricket Team. Tell us about your journey. Fact file

When you retire from playing ÄöËÚºö¬æ©êÞÄËÞËÃææ¬Ä¤ Full name: professional cricket it’s almost Ë©¬Ä¤ËÚÞËÃæ©¬Ä¤Ɏɸ. At the time Justin Lee Langer similar to when you leave high school, I didn’t think much of it. The day after I sure you have a few more life lessons actually retired, I got a phone call from DOB: under your belt, but it’s almost a Australian Cricket, Ricky Ponting was the November 21, 1970, question of whether you continue to captain and Tim Nielson the coach, both Perth, Western Australia study or have a gap year. This was such of whom are great friends of mine. They an interesting time for me. In my last year said ɷ=¬ÞæÄɈö©üËÄɺæüËêöËÚºö¬æ© Major teams: at Somerset County, Ricky Ponting’s side êÞɎɸ. I didn’t really know if I wanted to be Australia, Middlesex, Rajasthan Royals, Somerset, Western Australia I had also applied to become the Head Australia Coach one year after doing the assistant job. It was like trying to become the President of the Nickname: JL, Alfie United States – it blew me away that I had to go through such a process to get those positions. I am so grateful now that I missed out on that Playing role: opportunity, it was one of the greatest lessons I’ve had. Opening batsman Batting style: Left-hand bat were playing a One Day International at Ë©ɇÄö©Ä¬æĈÚÞæ©××Ä.© Lords, and I went along to commentate come from earning very decent money Bowling style: on the game and have a beer with them as a player to being on an apprentice Right-arm medium afterwards. They started to say to me… coach salary and I nearly fell over. Christ, ɷs©ÄüËêĈÄ¬Þ©ææ©ÄË£æ©üÚɉɸ it was one of the biggest lessons I had Fielding position: before I cut across them and told them to learn. I was lucky in that I was Third slip I hadn’t retired yet. They then as much as fortunate enough to go straight into told me ɷy©ɈêæüËêɺÚ¤Ë¬Ä¤æËɊɸ and the Australian cricket team and did Height: said ɷ.£üËêËÚæ¬ÚɈö©üËÄɺæüËêËÃ what I call ‘a coaching apprenticeship’. 1.78m

Continues overleaf

with Justin Langer (continued)

From there I went to a few interviews, What were some of the standout moments that you think put you on the track What do the next five years hold for yourself? there was a Head Coach role that I missed to where you are now? If you weren’t a cricket out on and that interview process was a coach now, what would With everything that’s happening rocks while everyone else bickers about great lesson in itself. I had also applied to Believe it or not, it was when I was Three big lessons that I’ve learnt are: you be doing? with COVID-19, I think sport and life the little, non important stuff. We’ll learn become the Head Australia Coach one at Somerset. I had retired from 1. You’ve got to be absolutely disciplined itself has got a bit fat. We’ve got a big about different ways of communicating, year after doing the assistant job. It was international cricket and my hunger had and direct with the people around I love writing, I would opportunity to become a lot leaner and like trying to become the President of the developed to an extent where it wasn’t so you. Whether that’s the players you probably look at journalism. meaner in business. There are so many United States – it blew me away that I much for the runs, it was more the project, select, the people that you have in your Wait no, that wouldn’t work. It’s things that have been ‘nice to haves’ had to go through such a process to get and taking Somerset from rock bottom in g½æ¬Ãæ½üɇæ©ÄûæĈõüÚÞ support staff, or those you report to. a very good question. If I get because there’s been a lot of money. It’s those positions. I am so grateful now that the second division by making some real sacked from my job come and time to start focusing on the big rocks for me are about making the I missed out on that opportunity, it was speak to me then! and priorities. I watched Braveheart at the Australian Cricket team a leaner one of the greatest lessons I’ve had. If I’d weekend, it’s one of the greatest movies have done that job nine years ago I’d be ÄÃÄÚËêæĈæɌ of all time. In the film William Wallace has dead now! So, I did a couple more years You have to be so disciplined with what you say in the media, because just been Knighted and all the council start as Assistant Coach before I become Head ö©ÄüËêɹÚ¬Ä×ËÞ¬æ¬ËÄæ©æ.ɹÃ¬ÄɇüËêö¬½½¤æÚê¬Ĉ¬£üËêɹÚÄËæɌ bickering about who’s getting land etc. Coach for Western Australia Cricket during What would you tell your and he just walks out. As he’s leaving they for example, if you’re in Nottingham and a real crisis time for them. 20 year old self? ask him what he thinks and he practically I’m in Western Australia, it’s awesome – I’m When I took over, Western Australia Cricket says “I’m not getting caught up in this, I’m making decisions from the comfort of my changes. I learnt that if leadership works 2. You have to be so disciplined with If I could go back and give was at rock bottom, and frankly it was gonna take on the world, I want freedom home. So, ultimately, the next five years together and if everyone is trying to what you say in the media, because myself advice I would tell the best time to take over as I could be for Scotland” which is a clear example of for me are about making the Australian go in the same direction, it can be so when you’re in a position that I’m in, myself not to worry so much. really clear with my style. One of the most him choosing to concentrate on the big Cricket team a leaner and meaner outfit. powerful. If everyone is trying to go in you will get crucified if you’re not. I’ve got so much better at it as important things you can do as a leader different directions, then it really is a I’ve got older, but I used to put is work out your own style, what you’re nightmare. There were two things there 3. Don’t listen to what anyone else so much pressure on myself about, what your vision is, and what you that I really did learn. The first is that you thinks about you, if you do you’re dead. and constantly worry. You can stand for. If you’re clear on these things, can’t do everything yourself, and the As long as your friends and family easily worry about process and In your career who would you say has inspired you the most? particularly in an organisation that’s at second is that it’s really important to know know who you are then, that’s really outcome, I see it all the time rock bottom, you can start stamping your what you stand for. If you can do that, what matters. You’ve got to spend time with my children. They worry ¬ÄĉêÄÞæÚ¬¤©æöüɌ building relationships with people. Honestly, it would be impossible should do tonight son, is go home, open then you’re halfway through succeeding about the past and they worry to choose who has inspired me the your journal and write down the 10 best I did seven years at Western Australia in your job as a leader. about the future that much most. One thing I’ve learnt and have coaches you’ve ever had in your life, and and then when Australian Cricket hit the that they aren’t living in the been open to in my life is having heroes write down what you liked about them.” crisis point with Sandpaper Gate in South now. It’s so true. I’d tell myself and mentors. Without them I wouldn’t I could’ve written down 50 people when Africa, I didn’t go through any processes to keep working hard, keep be sitting here talking to you now. If I just .¬æ©ûÚ¬ÞÄ©æË½Ãɑɶs©æ .öÞ·êÞæËąÚæ©·ËÞËÄö©æ You achieved great amounts as a player and players don’t always follow into setting goals and everything name one person it would be too hard to that’ll be is the kind of coach you’ll I’d done for those past seven years coaching - what do you think makes a great player a great coach? will work out OK. do. I’ve had incredible mentors in my life with the West Australian side. It was a become and the person you’ll become”. great apprenticeship – I’m so glad I did There’s a really great coach Steve through the door, but that’s where it it because there’s no way I would have Rixon – He’s a tough old so-and-so stopped. You have to work your arse been able to handle the pressures in and he once said to me…“Mate, just off because if you don’t, people will If you could do one my current role now. because you were a great player, it doesn’t smell it a mile away. Having played for thing differently, One thing I’ve learnt and have been open to in my life is having heroes mean you’re going to be a great coach”. so long there wouldn’t be much that what would it be? and mentors. Without them I wouldn’t be sitting here talking to you now. When I was 25, I’d been dropped from And I agreed with him but I also knew that I hadn’t seen before I can empathise. the Australian Cricket team and so for just because I was a good player it didn’t Play off spin better. a time I was playing state cricket. At that Being a parent helps me as a coach mean I wasn’t going to be a great coach It sounds so silly but it time I went to become a Scholarship as well because it’s a challenge – was one area of my game that either. What being a good player gave and heroes too. One of the great lessons I’ve still got one of my first red moleskins, Coach with Rod Marsh, whilst still playing. parenthood – it’s really one of the haunted me, I wasn’t very me was instant respect when I walked I learnt when I first started coaching was I’ve now filled about 50 of them as it’s a So, the point really is that there must hardest things in the world. good at it. It might sound like from an AFL coach called Kevin Sheedy. great idea to write down who, or what has have always been some part of me that a silly thing to say but I got so It’s a great exercise for people to do. I’d inspired you. had considered becoming a coach. I still much stress out of it. It’s a little trained and played, but those 12 months been in the Head Coach role for about JL fact thing, but the lesson out of it öºÄ©Þ¬æËÃɑɶs©æüËê that I did scholarship coaching with Rod is to keep concentrating on Marsh were absolutely incredible. improving little things. Do the little things really well and then Justin made his Test debut against the West Indies at it won’t turn into a bigger issue the Adelaide Oval, in January 1993. After only managing for you. to score 20 in the first innings, Langer top-scored for Australia with 54 in the second, a famous chase by Australia that fell just two runs short. Continues overleaf

with Justin Langer (continued)

What makes a great leader for you? What do you do to get away from Justin Langer (Batsman) Australia’s most work and how do you relax in a high pressure environment? playing career stats They walk the talk. There’s an old You’ve got to be disciplined to make prolific batting saying that ‘if you preach excellence the right choices that’s all. Have honest partnerships and walk mediocrity you’re nothing but conversations, they’ll build trust and trust in Test Cricket .Ä9ÄêÚüöĈÄ¬Þ©æ©æÞæÞÚ¬Þ a common liar’. Anyone can talk a good builds more honest conversations it’s history against New Zealand. I was quite Career Batting Stats game, anyone. You must live the value, an upwards spiral. You absolutely have unwell and I didn’t know what it was. The Left-Handed Batsman and know what you stand for, every to have empathy and care about people problem as a leader sometimes is that you have to put a brave face and mask on, day of your life. The pain of discipline is too, it might actually be the number one Matthew Hayden so only my family could see how unwell nothing like the pain of disappointment – thing and the number one trait of great & Justin Langer Format M Inn NO Runs HS Avg BF SR 100s 50s It’s my favourite saying. leadership. Care for other people. I was. I saw a neurologist who tested me as I’d been sick for months. He told me I’d Test 105 182 12 7696 250 45.3 14192 54.2 23 30 1993–07 got vestibular migraines and he gave me Era: 1997-2007 some medicine which changed my whole ODI 8 7 2 160 36 32.0 180 88.9 0 0 1994–97 Innings: 122 world. What had an even bigger impact was when I drove down to our holiday 1st class 360 622 57 28382 342 50.2 46388 - 86 110 Runs: 6,081 home afterwards and stayed there for two 1991–09 What stands out for you as the highlight of your playing career, coaching career weeks. It made me realise how unhealthy and life? Average: 51.53 List A 239 226 22 7875 146 38.6 10071 - 14 53 1992–09

In general life it’s the birth of my Recently, I emailed a young kid who had T20 41 38 2 1015 97 28.2 744 136.4 0 5 children. ·êÞæ½ËÞæ©¬ÞĈÚÞæ×ÚË£ÞÞ¬ËÄ½ËÄæÚæɌ The left-handed pair who I did a professional development 2006–09 He’s 20 years old and it was the end of the In my playing career it’s having such led from the front in the all- ×¬ö¬æ©½½ÃüÞæąÄæ©ü world for him. I said to him that it doesn’t Career Bowling Stats longevity and playing for so long. The conquering Australian team that asked me what my professional have to be. We all go through tough times Right-Arm Medium Bowler ability to play for so long is amazing. straddled the turn of the century, ¬Ä½¬£ÄËêÚÚÚÞɬ.öÞöÚ¬ææÄËą development goal was. I told .ĈÄ¬Þ©æȀǼüÚÞË½ɇ£ËÚÄêÞæÚ½¬Ä Hayden and Langer were my whole career. People kept telling me all ËÄÞ¬ÞæÄü×ÚÞËÄ¬Ĉ¤¬ÄÞæ them it was to play more golf. player that’s a bloody long time. Format M Inn B Mdn Runs W BB Econ Avg SR 4W 5W the things I couldn’t do, rather than what the new ball. They all started laughing, but Test 105 1 6 0 3 0 0/3 3.00 - - 0 0 Langer provided a gritty I was dead serious, everyone 1993–07 counterpoint to the domineering has to have another interest. ODI 8 ------Hayden, though both shared 1994–97 .öÞöÚ¬ææÄËąÃüö©Ë½ÚÚɌVË×½º×ææ½½¬Ä¤Ã½½æ©æ©¬Ä¤Þ an unquenchable thirst for I couldn’t do, rather than what I could. In times of adversity, if you can runs. When Langer got moved 1st class 360 26 386 18 210 5 2/17 3.26 42.0 77.2 0 0 my lifestyle is. I’m in hotels 10 months of 1991–09 learn anything from me, you have a choice. You can quit, or you can ask up to open at The Oval in 2001 æ©üÚö¬æ©¬ÚËÄ¬æ¬ËÄ¬Ä¤ɇ.ɹÃĉü¬Ä¤ following Michael Slater’s loss places a lot and I use Uber Eats or room List A 239 8 193 0 215 7 3/51 6.68 30.7 27.6 0 0 yourself; “How can I get better?”. 1992–09 of form, the pair put on 158 service and eat restaurant food for most of together and never looked back, the year, and that’s even before I talk about T20 41 ------amassing 5,655 runs together at the stress of the job. In those two weeks 2006–09 As a coach I’d say the highlight is that I could. In times of adversity, if you can the top of the order to take their I was away I recognised how unhealthy Career Fielding Stats when we set out on this journey two learn anything from me, you have a choice. total runs in tandem to 6,081. my lifestyle was. I did a professional years ago we were in crisis and after a yËêÄÙê¬æɇËÚüËêÄÞºüËêÚÞ½£ɑɶ+Ëö Their highest partnership was õ½Ë×ÃÄæ×¬ö¬æ©½½ÃüÞæąɇæ©ü month what we stood for was to make can I get better?”. I’ve had that through my 255 against Sri Lanka in Cairns all know what my work ethic is like and Australians proud of us again and earn coaching career and my playing career. ¬ÄǾǼǼȀɇËÄĉæ×¬æ©ö©Ú they asked me what my professional Format Catches Run Outs Stumpings the respect of other people around the Each time I’ve had a smack in the mouth, Hayden completed hundreds development goal was. I told them it was to play more golf. They all started laughing, Test 73 4 0 world. I walk into the supermarket and it’s I’ve asked myself that question. in each innings, but similar 1993–07 tangible that people are really proud and but I was deadly serious, everyone has Learning from the toughest times is how heights were scaled time and like Australian cricket again. Through the to have another interest. I also love my ODI 2 0 1 you get more layers to your character time again. Coming in fourth on 1994–97 documentary ‘The Test’ the number of garden and love being in it and I’ve also and personality. You need a thick skin the list of highest runs scored in people who’ve contacted me around partnership, they top the table started training hard again. If I could give 1st class 324 6 0 sometimes and the ability to keep 1991–09 the world and said they have respect for for the most partnerships of 200 anyone similar advice on how to stay bouncing back. relaxed as a leader, it would be to get into a what we do and for some of our people. or more with a remarkable six List A 113 14 2 That makes me very proud. double-century stands, nearly routine and stick to it, it changes your life. 1992–09 half of the 14 stands they shared I’m taking the positives out the current T20 8 0 0 that passed 100. situation, I’m at home with my children, 2006–09 I can eat home cooked dinners, I’m out Source: bleacherreport.com in the fresh air as much as I want, I work Source: Google statistics from home and can get into a routine. Routine can really change your life.

10 11 Unique People | SPORT | LEISURE | HOSPITALITY | Brewster McBride Leadership & Management Search Game changer Capturing sports fans attention ‘off’ the field by Neil Edwards, Client Director, Brewster Partners

also capture new supporters. It’s down to on Facebook may not work on Snapchat, When it comes to sports, whether it’s an elite, globally popular team leagues, teams and players to embrace Instagram or the increasingly popular or a lower league outfit, one of the biggest challenges is keeping fans this and begin creating accessible video TikTok. This means there’s a real need to content for potential fans of all ages. stay nimble and aware of what content fits each individual platform. engaged when games aren’t being played. Sports teams, or sports stars who recognise this content consumption Getting it right on each and every One of the most powerful ways of doing It would also be fair to suggest that Content must be captured, edited and put shift and invest in video content will platform that content is being shared this has been proven to be through supporters want to feel as though they together in the right way to ensure it truly soon see the benefits. It’s imperative to across is imperative to the whole video sharing smart video content via online have a direct line to the inner workings is valuable content that people will want do this in a world where audiences can content strategy. Perfecting this means platforms. Sharing unique video of their club and video content is the to watch, share and comment on. This become easily distracted elsewhere and sports organisations can easily attract Sports content grew by content with fans encourages authentic perfect way to offer this. prime advertising space can be used to engagement and keeps fans coming present a humanised version of athletes One of the most crucial things beyond having great video content is on YouTube Every club or sports star has special back for more, thus opening up new and sports stars and gives fans 24/7 in 2019 moments that can be captured on having content that’s tailored to the platform it’s being shared on. 9% and diversified revenue streams. access to their favoured sports. film and shared online for fans to in part fueled by live events Fans want to consume content that keeps consume, from impressive skills to Sharing video content in this way means not with the official brand or individual in and grow an authentic audience of fans with cricket and wrestling them close to their club. They want to feel fan celebrations, entertaining interviews fans can watch it at a time that suits question. When fans do become engaged who are truly invested in their team and surprisingly owning some of as though they have a real relationship and unforgettable moments that can them. This is especially important for elsewhere, this takes away potentially players. This can then be monetised and the top live sports videos. with the players they admire, get to know be watched over and over again. When Millennials and Gen Z fans who crave valuable revenue streams and community provide the brand with another lucrative their personalities and get ‘behind the clips like these are effectively used, a more intimate relationship with teams engagement opportunities. revenue stream. scenes’ glimpses into life at their favourite they allow fans to connect with their and who watch more video content club or of their preferred athletes. club or sports star on a different level. than any other age bracket. One of the most crucial things beyond So, if they haven’t already, now is the Source: having great video content is having time for sports teams and sports stars Having a smart video content strategy Having fans consume content in this content that’s tailored to the platform it’s to embrace video content and grow a öööɌæêĈ½æÚɌËÃɒǾǼǽȅɒǼȃɒǽȅɒÞ×ËÚæÞɬ is the key to success. Simply sharing way and connect with their club like this being shared on. Sports teams must be community of fans whose loyalty extends brands-online-video-views/ poorly taken videos won’t be enough. opens up new revenue streams and can aware that what works on Twitter may beyond the final whistle or buzzer. not work on Facebook, and what works

12 13 Unique People | SPORT | LEISURE | HOSPITALITY | Brewster McBride Leadership & Management Search

Holly Murdoch General Manager of St. George’s Park, the FA’s £105m National Football Centre.

Based in the heart of the country, St. George’s Park is the National training home for all 27 England Teams as well as the home for the FA’s Coach Education Programme. Having worked in the sporting industry throughout her career, Holly has built a wealth of crucial experience which helps her with her daily management of over 200 individuals, and the key operational management of such a prestigious national facility.

Can you talk us through your career to date?

I have been fortunate to have worked corporate hospitality packages for their in the sports industry throughout upcoming ‘Ladies Day’ – working there for my career and what a privilege to work the four weeks I was home from university. in an industry you are passionate about It was a great team, a great atmosphere personally, as well as professionally. and a great sport - a foot in the door to an I studied foreign languages at university, industry I had a passion for. I turned down mainly because I was good at them at my graduate scheme placement and school. Like most 18 year olds, I really accepted a full-time role working at the wasn’t sure what ‘I wanted to be when track once I had completed my degree.

I was brought in to work as part of the leadership team building the commercial strategy working with the operating partners and helping to write the manual of how to run the country’s first National Football Centre.

I grew up.’ During a gap year in Spain At the time, Hereford Racecourse was I worked for a logistics company in owned by Northern Racing PLC – who their marketing department - the buzz owned and operated nine racecourses of the business world was exciting across the country. It was an exciting Äæ©Ú£ËÚɇêÚ¬Ä¤ÃüĈÄ½üÚ. place to work: the large events, decided to add some additional business challenging commercial targets and Ùê½¬Ĉæ¬ËÄÞæËÃü½Ä¤ê¤ËêÚÞÞɌ a strong one-team culture, which the It was something that came naturally to leadership team lived and breathed. me and luckily, I excelled in these areas. After four years at Hereford and a series êÚ¬Ä¤ÃüÞæÚÚº£ËÚÃüĈÄ½Þɇ of National Sponsorship deals under my I rang a number of marketing agencies belt with ASDA, B&Q and a number of the in Herefordshire, Worcestershire and large bookmakers, I was highlighted as Gloucestershire - close to my family ©¬¤©ɬ©¬õÚÄËąÚ×ÚËÃËæ¬ËÄ ©ËÃɬæËËąÚÃüæ¬ÃæË¤¬ÄÃËÚ as the Group Commercial Manager, experience. I stumbled across a temporary leading the group’s sponsorship strategy role at Hereford Racecourse, selling their and national ticketing campaigns.

Continues overleaf

with Holly Murdoch (continued)

I missed the buzz of working at the tracks With success comes reward, and again What career advice would you Is there someone you have worked with that has really inspired you? – having a team and the large events, I was promoted to take over at Fontwell have given your 20 year old self? however, I enjoyed the company and its Park Racecourse in West Sussex, a track Many people for many reasons. have had the most senior positions ethos. I therefore took another internal that had recently received large capital Don’t try and do it all at once – Julie Harrington, current CEO at in organisations that I have worked promotion to lead the Sales and Marketing investments from the organisation and stop and enjoy the high points. team at Chepstow Racecourse, working therefore had a challenging business British Cycling, for making me see that in, but have shown resilience, passion on the Coral Welsh National, the broadcast plan that came along with it. Fontwell I wanted to run before I could walk on you are the creator of your own destiny and a bags of personality. many occasions, which in some ways and feel like opportunities are endless. arrangement with the BBC at the time, was a beautiful track. Stella Royale, our Head Receptionist and driving commercial success for one has helped me get to where I am today. Whilst at Fontwell I was approached Martin Glenn, previous CEO of the FA, at the Football Centre is one of the of Northern Racing’s largest tracks. to join the management team at Thoroughly think through the for making transformational changes most inspiring ladies who I have had Being driven and ambitious, I was then St. George’s Park (SGP), the FA’s National consequences of each of your decisions for the good of the game in this country, the pleasure of working with – I hope given the opportunity to run my own Football Centre that was due to open. and actions – you don’t realise the impact and Gareth Southgate, for his humility she won’t mind me saying that she æÚº£æÚ¬Ä¤ËąÚæ©&ÄÚ½ I was brought in to work as part of the you can have on others, both positively but steely determination. is 70, but has the resolve and energy and negatively. of a 25-year-old and is loved by all Management position at Bath Racecourse. leadership team building the commercial I have also worked with some truly Home to England’s 27 national that she meets. A smaller track, smaller team, smaller strategy working with the operating ÄĈÄ½½üɇ.©õĈÄ¬æ½üæËê¤©Ä inspirational individuals, who may not teams, St. George’s Park targets, but it was mine – something partners and helping to write the manual in many ways from when I was younger, provides a world-class training that I could take ownership of. Ë£©ËöæËÚêÄæ©ËêÄæÚüɹÞĈÚÞæDæ¬ËÄ½ however, I feel I have learnt empathy and environment for any team, athlete Football Centre. The FA had committed or business striving for excellence. I was at Bath Racecourse a year humility which are great strengths, and that SGP would be delivered, not be a cost overseeing a record-breaking season, I hope I use these attributes wisely. Set in a single, secure location to football, and therefore needed a robust What do you think makes What do you think other could re-engaging the city with its racecourse, across 330 acres of idyllic usage and commercial plan to cover its a great leader? learn from your experiences? attracting record-breaking crowds and ]æąËÚÞ©¬ÚËêÄæÚüÞ¬ɇæ© operating costs. exceeding all our budgetary targets. It was £105 million facility boasts a a fabulous year, which was possible with In 2017, I was promoted to General Clear direction, excellent Although it sounds like a cliché, range of outstanding training the amazing team I had at the track and Manager at SGP – a role that I am What one thing would you communication with their you can do anything that you put pitches, a four star Hilton hotel, the support and buy-in they gave to me. immensely proud and passionate about. ©õËÄ¬ąÚÄæ½üɍ workforce – ensuring every individual your mind to and you can work in any a state-of-the-art performance I was nominated Bath’s Women of the SGP is truly a special place and I look knows the important role they play industry you wish to. centre as well as an outdoor team Year and thoroughly enjoyed every forward to continue to play my small part building complex. Just one? There are lots of things, in the success of your organisation. moment at the track. in developing football in this country. If you have a passion and a dream, I look back and wonder if I had Strong leadership and visibility – go for it and never give up. Be a bit Now established as a leading Ã¬ąÚÄæ¬Þ¬ËÄÞ×ÚÞËÄ½½ü making sure you make time for people – cheeky, ask a lot of questions, meet conference and events venue and professionally where would I be even when you are under pressure. a lot of people, but be kind, honest in the midlands, since opening now, but ultimately I am proud of my and engaging. in 2012, we have already hosted accomplishments over all. Creativity when needed, but also over 6,200 events for the likes being self-aware of your own strengths of Nike, BT, Premier League, Was there ever a stand out moment that your think put you on the track to and weaknesses, and building a team achieve what you have? Continental, Molson Coors, around you that supports this. Vauxhall and many more.

Taking on the role at Bath Racecourse. Obviously joining the team Given everything you have St. George’s Park is also the home It was a huge step for me to go from at the FA and being part of achieved – what does the next of FA Education and delivers all FA working as part of a team – to leading a the team that opened the ĈõüÚÞ©Ë½£ËÚüËêɍ national coach education courses. team. The tracks were run autonomously, ĈÚÞæõÚDæ¬ËÄ½%ËËæ½½ Physical preparation and sport therefore, I had complete ownership over Centre was a huge career I hope a continued career in the science is integral to the National the business and how it was managed. highlight: planning and sports industry - building on the Football Centre. The state-of- ½¬õÚ¬Ä¤æ©½êÄ©õÄæɑ¤¬Ä¬Ä¤ At the time, I was the youngest successes we have had at SGP over the the-art performance facilities ¬ÄæÚÄæ¬ËÄ½ÚË¤Ä¬æ¬ËÄɑÞêÚ¬Ä¤ Racecourse Manager in the UK. years and continuing to use the venue as incorporate cutting-edge Ã¬ËõÚ¤ɑ½¬õÚ¬Ä¤æ©©¬¤©Þæ c©ÚË½¤õÃËÄĈÄɇêæ½ÞË a vehicle to promote positive engagement technology and outstanding ×ÚËĈ½Ë£¤êÞæÞɇ¬Ä½ê¬Ä¤æ©êºÄ resilience, as we had challenges along with all participants in the game. apparatus, providing the ultimate Duchess of Cambridge, and being part of with the successes. It also gave me the training and rehabilitation hub delivering the launch of a national iconic I am ambitious and determined – I want ËÄĈÄɇæ©æ.öÞ¤ËËæö©æ for teams. venue, which has ultimately helped to to look back at my career and feel proud I did – that I was capable. drive success on the pitch. of my achievements and ensure that my The Outdoor Leadership Centre, family are proud of my contributions. operated by Grahame Robb Associates, delivers development programmes in the areas of leadership, management and team building. ê¬½æ¬ÄǾǼǽǾÄÞæ¬ÄǿǿǼɬÚÞË£ÞæêÄÄ¬Ä¤]æąËÚÞ©¬ÚËêÄæÚüÞ¬ɇ St. George’s Park is the home to all of England’s 27 national teams.

Uninterrupted time for new leaders can be devoted to training, learning How you can help and furthering their skills to allow them to develop into the type of managers and leaders that your organisation can new leaders to succeed? depend upon. This time should be in their schedule and shouldn’t be overlooked in favour of meetings or other tasks. Instead, The transition from employee to leadership position can be a difficult show your organisation’s commitment to their development in their new role by one and is much more complex than many people appreciate. In fact, allowing them the time they need to make four out of ten newly promoted managers and executives fail within the transition successfully. the first 18 months*. So, just why exactly is this, and how can we work to help new leaders succeed and flourish?

Firstly, it’s crucial to note that the skills Showing your new leaders that they Another reason new leaders often out and attributes that meant an employee are supported can lead to higher don’t succeed is because they aren’t was successful in their previous role job satisfaction levels and a greater given any training to help them adapt 4 of 10 won’t necessarily transition to mean they commitment to your organisation, to their new role or, if they are given newly promoted managers become a naturally great leader. A high making them less likely to leave to training, it’s not the right fit. It’s crucial and executives fail within performing employee can easily become find a new role elsewhere. that if you are delivering training to æ©ĈÚÞæǽȄÃËÄæ©Þɂ a mediocre manager, something that no a new manager that it is tailored to their One effective way to make your new organisation wants to be burdened with. role and relevant to them. This means leader feel supported by those around This means it’s vital to ensure these new any generic leadership training should them is by creating a learning network, leaders get the support they need to shift be avoided, as it’s a poor use of time for or mentor network. This can be as into being fantastic leaders who can take the person delivering the training and simple as assigning someone in a senior the reins and become successful leaders the new leader who is receiving it. position to meet with the newly hired who your organisation can rely upon. or promoted leader once a week to Instead, be deliberate about any training Celebrating your new leaders successes 75% of new executives and managers fail discuss any issues they’re facing. you provide. Address the specific is also an important step towards helping because they fail to establish a cultural challenges that first time managers face, them make the transition. Acknowledging If you have any Directors, Senior Leaders fit. This means they don’t fit in with any challenges that may come up in their any success, no matter how large or or Managers who have transitioned from the culture that already exists within individual new position, and help them feel small, can help to motivate your new employee to a leadership position, they’re the organisation they become part of, best prepared to approach their new role. leader onto further triumphs in the future. the ideal candidate for a mentor role as or are promoted within. This means The fact that their success is recognised organisations should be making their will also show that they are valued and company culture clear right from the appreciated in the workplace and that beginning of the hiring process. Their Celebrating your new leaders successes is also an important step the work they do matters. This will help culture should come across clearly and towards helping them make the transition. Acknowledging any success, to instil a positive feeling in the workplace simply in their job advertisements so that no matter how large or small, can help to motivate your new leader and strengthen their loyalty to your they attract the right candidates who organisation. do fit in with their culture and will work onto further triumphs in the future. Whilst celebrating successes is important, effectively within their organisation. it’s also crucial to discuss any areas where Having the right support is one of the new managers haven’t been successful. most important things for new managers, they can use their own experiences in the New leaders should also have time set When failure occurs, you are given the leaders and executives. They must have same situation to help their mentee and aside in their schedule for development. opportunity to talk through this with the right support and assistance to allow contribute to the new leaders success. A recent study* showed more than a them, discuss how it could have been them to properly transition into this role. quarter of employees said the most likely handled better and establish critical The mentor should also make it clear Directors, HR departments and other reason they would leave a job is because takeaways they can learn from and use they’re available anytime to discuss Senior Leaders and Managers all need to they weren’t given the opportunity to help them succeed the next time. problems, give advice and act as a support the new hire in their role, and new to learn and grow. Ensure you retain sounding board. This will go a long way to Don’t set your new leaders up for failure. leadership position, in order for them to your new leaders (and all of your other making them feel supported and valued Instead, set them up for success and you’ll have the best chance to succeed. employees), by setting aside dedicated by your organisation and help them feel have a much lower rate of staff turnover in development and learning time to allow as though their transition from employee leadership roles and leaders who can lead people to learn and flourish. to leadership role is destined for success. with courage, confidence and positivity.

*www.business2community.com/leadership/research-40-of-new-executives-fail-within-18-months-02131245

Through comes opportunity…

Ian Taylor Former Head of Communications, at QPR and Team INEOS

Albert Einstein once said: “In the midst of every crisis lies great opportunity.” Of course, there is When the Grenfell Tower fire hit the West London estate in the summer of little doubt that the current crisis the world is facing owing to COVID-19 is as worrying and scary, 2017, QPR were amongst the first to act, as it is unprecedented, and as time will no doubt show, historic. as the nearest professional football club to the devastated area, just over a mile But for businesses, and for the as well as two Tour de France titles in The highs, of course, are generally from the stadium as the crow flies. purposes of this piece, I’ll look at it the two years I worked for Sky/INEOS. always more memorable than the lows, Of course, the primary concern on that from a communications point of view as they are in all walks of life, especially There were, of course, many lows as fateful June morning was aiding the in professional sport. With diligent sport. But with the lows, or crisis’ if you well. You only have to watch QPR’s recovery effort, but as the hours, days and planning and preparation in the midst of prefer, come opportunities. ‘The Four Year Plan’ (available now on weeks passed, we – as a comms team, a crisis, comes opportunity. There is an Amazon Prime – a must-watch during For that reason alone, whenever working with the local community as opportunity in every crisis and the deeper this lockdown period) to know that! I’m pulling together communication well as internal and external stakeholders the crisis, the greater the opportunity. Those lows included, but were certainly plans, be it for day-to-day tasks or – looked at ways to turn a crisis into an A little bit on my background first, before not limited to, Financial Fair Play longer-term projects, I always consider opportunity. I offer my own views on this subject. ¬ÚÚ¤ê½Ú¬æ¬ÞɑÚ½¤æ¬ËÄË¤ɬ£¬¤©æÞɑ the impact any external negativity, the untimely deaths of two young, unknown stumbling blocks or outside After graduating from university in 2002 Ú¬Þ¬Ä¤ÞæÚ½æÞɑÄæ©&ÚÄ£½½cËöÚ influences, to name but a few, could with a Sports and Media Studies Degree, Fire tragedy during my time with the have on delivering the overall objective. Fast-forward to September 2nd and after initially learning my trade as ]ê×Ú+ËË×ÞɑÄ©Ú¬Þ%ÚËËÃɹÞ The #Game4Grenfell celebrity team line up for a minutes silence at a sold out Loftus Road a sports reporter on a local newspaper, Crisis comms planning is of paramount (2017) and the great and the near-fatal crash during a recon ride my first big break in professional sport importance and a pre-agreed reactive at the Criterium du Dauphine in June good from the world of sport, was at Queens Park Rangers Football communications plan should be in place 2019 in my time in cycling. music, film and entertainment Club, whom I joined in 2005. I spent over before any strategy evolves. were lining up at a sell-out Throw in some live half-time having a process in place and some 12-years working for the R’s in the Premier entertainment from Marcus Mumford, basic principles to align to, can – in League and Football League, overseeing Loftus Road, in front of millions, Rita Ora and Emeli Sandé, and the drama many instances – prepare you to cope an award-winning media department – watching live on Sky One, to play of a penalty shoot-out which saw Olly with the very worst-case scenarios, before joining Team INEOS (formerly Team in a charity fundraiser Murs score the winning spot-kick past which in turn can, as #Game4Grenfell Sky), the most successful cycling team in Jose Mourinho, and over £1million was proved, bring some glimmer of light at the world, as Head of Communications in raised, distributed to survivors between the end of a dark tunnel. 2018, whom I served for nearly two years, the London Community Foundation and before leaving the team just before the the Evening Standard Dispossessed #Game4Grenfell was born. Fast-forward COVID-19 crisis hit the UK. Fund. More importantly than that, to September 2nd, 2017 and the great and however, after months of hurt and During those times, I experienced many the good from the world of sport, music, despair, smiles returned to the faces of highs – promotion to the Premier League film and entertainment were lining up at the Grenfell community, many of whom via a last-minute winner in the Play-Off a sell-out Loftus Road, in front of millions, had not been able to find such solace Final at Wembley Stadium (thank you, watching live on Sky One, to play in a since that fateful day in June. Ëü~ÃËÚɛÄËõ¬ËêÞ©¬¤©½¬¤©æɑ charity fundraiser, attended by the family

Pictured, Ian dealing with the media in his role for Team INEOS and friends of those who tragically lost Through crisis came opportunity… and their lives. whilst many crises’ are unimaginable, Peter Crouch leads the #Game4Grenfell team celebrations

Can you give us an overview of your career to date?

I started off, much to my dad’s regret, when you went from Carling to Wolves, by turning down a place at university but we thought we’d wait and watch for to go and work at a small advertising a bit, you see a lot of people go into the agency in Wolverhampton. After a few commercial world of sport and don’t last”. years I moved to Birmingham to work for They asked if I wanted to join them at different PR agencies and whilst there Rangers as Commercial Director. At the was approached by Bass Brewers to work time they were in the Champions League in their Communications Department. and my family are Scottish - so I moved I was a 25 year old lad who was offered up to Rangers. free beer so… “Where do I sign?” I said. My next move was to Mindshare, a global Off I trotted to Bass, (it became Molson marketing consultancy and part of WPP Coors later), and I soon moved across into The country and industry which was brilliant. It was an international the marketing team and ended up as the are currently experiencing role and I quickly got a reputation for Head of Sponsorship. I looked after the unprecedented times, how is contract negotiation so ended up working relationships with the Carling Premiership, the business adapting? in America with the NFL and MLS, FIFA Carling Cup and we sponsored the British in South Africa and took Arsene Wenger Lions. We also had the Rangers and Celtic It’s been interesting. The to Beijing, Kuala Lumpar and Singapore. shirt sponsorships. NHS set up our area’s first Then my wife said: “Come on you’ve Coronavirus Testing Centre at As I progressed, I soon became the done it again - got yourself a job where the Ricoh Arena, which went live European Marketing Services Director - you’re away, more than you’re at home.” on Monday 20th April. That’s been this was when Molson Coors took over. So, I started looking for something which really good to be involved with I was responsible for driving the strategy involved less travel and was introduced by and they’ve been very engaging for Carling and Grolsch brands, and a large a music-Promoter friend to Paul Thandi, with lots of communication. part of that was based around exposure Chief Executive at the NEC Group. He in sports & entertainment. A week after opening, Public asked me to join, looking after music and Health England took over the When Molson Coors took over the venue marketing for a range of business operation and they’re very business it was brilliant but they were and entertainment venues. I was then different, they now handle based in Colorado, so, for the senior team promoted to Managing Director of a new everything with very little need there was a lot of jumping backwards business unit - Commercial Marketing - for us to be involved after helping and forwards. It was difficult being in where I developed The Ticket Factory them expand their operation. Colorado with a young family back in into a national ticket agency and launched Staffordshire. I started to think about Eight Feet Tall, a specialist events media Across the Arena we have with Stuart Cain trying to find a new role closer to home. and sponsorship agency. gathered a substantial amount of excess food & drinks stocks that Current CEO of Wasps Holding LTD, we hold in the hospitality areas, I was responsible for driving the strategy for Carling & Grolsch brands, and normally reserved for match New CEO of Warwickshire County Cricket Club a large part of that was based around exposure in sports & entertainment. days and events. The Wasps Rugby Squad have been dropping off food packages to shelters, Stuart has recently been appointed as the new CEO at I knew the Chairman at Wolverhampton After seven years at the NEC Group and charities and organisations across Warwickshire Country Cricket, a role he starts in August Wanders FC, Sir Jack Hayward. Over the seeing it go from local authority to private the city. We will do everything we 2020. As the current CEO of Wasps Holdings Limited, years, I’d done the beer deal with Carling equity ownership it was time to move on. can as an organisation to support at Wolves. He said to me: “Listen, we’ve I met with Derek Richardson at Wasps the local community at a time Stuart has over twenty years’ experience in sport and just been relegated from the Premier Yê¤üö©ËÞ¬ɑɶËÃÄ·Ë¬ÄêÞɫüËêɹõ like this. We have used our digital entertainment having worked internationally across sport’s League, would you like to join us?” I’d got a strange mix, you’ve got the sports channels to communicate and enjoyed the sports marketing side, the experience, also the exhibition and events engage where we can. rights holders; consultancy; venues and FMCG brands. role I’d done with Carling, so I joined experience, why not use those together Wolves as Commercial Director. and help us at Wasps & the Ricoh Arena. You see some organisations doing that a lot better than others at the I worked with Wolves for a couple of Having spent the last three years at Wasps/ moment, but the industry is doing years, which was fantastic. Back in my Ricoh, an opportunity presented itself to the best it can with the resources Molson Coors days I lead the sponsorship join Warwickshire County Cricket Club as it has available. deals with Rangers and Celtic, I was their new CEO. Roles like this don’t come approached by Rangers’ Chief Executive, up all too often and I was delighted to be Martin Bain, who asked me to join the offered the chance to join the club and start club saying “We thought it was interesting my new role there in August 2020. Continues overleaf

with Stuart Cain (continued)

You currently have NED roles at UK Athletics and the Rugby League World Cup How do you combine the three What are the key traits that you 2021. What was your reasoning behind taking on the additional responsibilities roles? Do the NED roles offer Is there anyone you have worked with that has inspired you? think make a good leader? alongside your role at the Ricoh Arena? flexibility in regards to the amount of time you have to commit to them? Ability to keep your eye on the prize, I wanted to broaden my experiences and these are different people and focus and refocus. Are people doing I’ve worked with some really and make a sarcastic, throwaway things in the right way at the right time to and learn what it felt like to sit on the different conversations that can refresh You can juggle it and fit it in, I do good people, Julia Willoughby comment that you think means get the right results. That constant focus other side of the Board Room table as a you every now and then. chunks of work at the weekend at a PR agency in Birmingham taught nothing and somebody hears that, it and refocus on what’s important and Non-Exec Director. It’s also helped me and evenings but they’re all related It’s a game of balance, I probably wouldn’t me about entrepreneurialism - she’s could mean everything to that person. the ability to transfer this focus to teams develop new perspectives and expand my really within sport. You may be dealing have two NED roles at the same time as my a great lady. Julia established her own properly, so you get everyone walking in network as I’ve met people I just wouldn’t with different people, but it’s still the When you reach a leadership level role at Wasps normally, but it’s just timing business, built it very successfully the same direction. come across in day-to-day life. same type of mentality, so you haven’t you really do cast a big shadow, and as the UKA role came up last year and and I think she gave me some of my got to flip from being a Non-Exec of an you have to think really carefully about Working with the Rugby League World it’s an opportunity that really interested commercial attributes. You also need to manage the tempo, you insurance company one week to an exec how you act, what you say, and how Cup or UKA you’re suddenly sat in board me. I can keep a balance between the can speed things up when you need too, of a manufacturing business the next. The formative years for me were your words and actions are interpreted, meetings chatting to people and sharing Non-Exec role and the CEO role, I think you can slow things down, you can make You don’t have to compromise yourself, spent at Bass/Molson Coors. I worked because they take meaning ‘in a life ideas. Ideas where you think “Bloody hell, that’s important for people when you it louder, you can make it softer, but you’ve that’s why you have to put the effort in, with Mark Hunter for a while, he of their own’ which they didn’t have I could do that back at Wasps”. I always get to a certain Exec level. Try and have got to create that orchestra conductor you can’t let your Non Exec job effect ultimately became Chief Executive. when you’re at a more junior level. treat those roles as part of my ongoing something that’s slightly different and just mentality. You need to get that balance your day job. Mark was really good, he helped me I think that’s made me a lot more development really. Where you can learn gets you out of your comfort zone. right and be able to stand outside the with the people side of the role and careful about how I do project myself, things and meet new people. I think business and work out when to turn the he had a particular phrase he used. and I have to check myself every now sitting on a board, rather than being an temperature up, or speed things up, or I won’t lie, I was a bit of a character and then because I still have that executive reporting to a board, is very down. You also need to really understand when I was younger, he pulled me thought of going round the office on different. I’ve learnt a lot about what I can the business you’re in. Get to know the to one side and he just said listen… my bike. So, I’ve got to be a bit careful. do for the Directors at Wasps, so I think it’s processes, understand how things “You can’t ride your Grolsch bike work, get out to see the customers and good for people to have another interest I think Jez Moxey at Wolves FC around the office anymore (the bike suppliers. I’ve been caught out a few times if they can fit it in. It’s a bit like having a was great for me as well, he’s very was a promotional tool we used for in the past by not having a firm enough hobby, it’s a bit of a breathing space, commercially astute and he probably the brand). When you reach the level grasp on how things work in the real world hardened me up a bit. Jez deliberately of chairman’s list, (which is the level and that’s a problem if those in the Board put me in some tough situations where beneath the main board) you have Room tasked with making decisions don’t I had to either sink or swim, which was to remember now that you cast a big really understand the implications. great. Paul Thandi at the NEC was shadow, whatever you say and do What career advice would you have given your 20 year old self? good as well. He was exceptionally now will get over analysed because People skills are obvious - being able to charismatic but amazingly disciplined you’re part of the leadership team.” talk to people at all levels and also being Hard work only goes so far, you’ve We shouldn’t forget that our jobs could moment and create a positive memory and exceptional at keeping track of able to listen. This goes back to what I said got to stop and look at the bigger be a lot worse. We’re dealing with sport for ourselves and our families. Taking that I didn’t quite know what he meant what’s important and then refocusing about understanding the business. A guy picture every now and then. I think some and entertainment - look at the pressure time just helped us both reset and focus when he first said it. But over the the business as well as key people - on the shop floor can quickly tell you if of the most successful people I meet the NHS and key workers are under at on what was important and the moment. years I’ve learnt that if you’re the Chief including myself. I think that ability something will work or not. Listen, it could don’t go 100 miles per hour, 10 hours a the moment. So, when I see people in our Needless to say, it went brilliantly and was Exec of a business or a senior leader to re-focus is a key leadership skill. save you a lot of grief. day, but they pick the right things to do world stressed and getting a bit precious a great platform for the draw. and you walk around the business at the right times and some of the most I try to help them retain perspective. Finally, I would say that you have to wear successful people I know work hard but the crown well, don’t let the pressure get A great example was the recent draw for that might only be for three or four hours to you and show too much. Sometimes it the Rugby League World Cup with Prince a day. They then find time to relax and doesn’t hurt to show a little bit of anxiety Harry at Buckingham Palace. The event play golf etc, but those three or four hours but there’s times where I’ve walked to the was planned meticulously by the team a day have been spent doing the right coffee machine with the weight of the and when you’ve got royalty, a live TV thing and driving the right result. world on my shoulders and a colleague broadcast and the world’s media watching who is a really important guy in the When you start your career, you’re still (it was his last public engagement) then business wants to stop and talk for a very task driven, you think ‘What am it’s easy for small things to become minute and you think “Does he realise I going to do today’, then you plough major problems. Just before Prince Harry I’ve got all this stuff to sort out and you through it. That’s brilliant, but you’ve arrived, Jon and I went in to a small room want to talk about the bars on Saturday got to sometimes step back and think on our own and I said that we should So, I do think people in any sector should and how we stock the fridges, this isn’t about if you are focusing on the right just relax, take in the surroundings and sometimes stop, take stock, appreciate important.” But actually, it’s everything to things, am I doing the right things, and remember where we are and what we’re what’s important and re-focus. For us at him, so try and wear the crown well and am I getting the right result? I’ve learnt to doing. It’s probably not an experience Wasps, that’s stop and watch the rugby give that person the time they need. take time to enjoy what you do, especially either of us will have again so we should for twenty minutes or take in a few songs in the sector we’re talking about. spend some time to be present, enjoy the at a concert. The Ricoh Arena in Coventry, England, is a complex which includes a 32,609-seater stadium, used by Wasps Rugby Union Club, a 6,000 square metres exhibition hall, a hotel and a casino. The site is also home to Arena Park Shopping Centre, containing one of UK’s largest Tesco Extra hypermarkets. Continues overleaf

with Stuart Cain (continued)

Was there a stand out moment that put you on the track to achieve what you have? You are set to join Back in my Bass days, I was relatively you, discuss where we are and show Warwickshire County young, running at 100 mph, ten to journalists that your relationship is Cricket Club in August as their hours a day, drinking Carling and enjoying important to us.” new CEO, what appealed to you life! But it was Richard Scudamore at about the role, and what are We sat and talked then when he left the Premier League that made me think the specific challenges ahead I realised that he didn’t have to do more about the bigger picture and what’s for the club and venue? what he’d done, but he understood the important, particularly when it comes importance of the relationship and making to the role of relationships in business. a symbolic gesture. He could also see As sponsor of the Carling Premiership the bigger picture and saw this as a good we would take journalists to Europe each investment of time. year on a PR exercise. We went to Porto Him making that effort to jump on a The Ricoh Arena is a unique one year, just as we were re-negotiating plane definitely helped us get one of the venue with the stadium, the Carling Premiership deal and it was a biggest sponsorship deals in British sport hotel, indoor arena & casino etc. tough time in terms of what both parties at the time, over the line. It taught me not As a leader what are the day-to- wanted from the deal. day challenges that you have in to fill my days with tasks but what was We invited Richard Scudamore and important and never to under-estimate Ricoh Arena is a world-class exhibition, event and conference centre based in the vibrant city of Coventry, a business like that? just a 20 minute drive from Birmingham, with over 2,000 parking spaces. understandably he couldn’t make it the power of a gesture or the need for Operations like the Ricoh due to other commitments. However, strong relationships in business. Arena and the NEC are about he turned up out of the blue with Keith I’ve had a brilliant three years I’ve tried to remember this in every job large-scale events and large Pinner - one of football’s great behind- at Wasps but this is a chance What are the challenges facing the sports and entertainment sector, I’ve had. Maintain focus, build strong scale gatherings whether it be the-scenes characters - and said: to work with a great Sporting Post COVID-19? relationships and do the right thing. I’ve about sport, trade exhibitions or “Listen I’m really sorry I can’t stay for the Director, Paul Farbrace, and help probably got Richard Scudamore to thank concerts. The logistical principles whole event, I’ve got to fly back tonight him and the team at Warwickshire for that and he doesn’t even know it. are the same, how do you get large but I wanted to have a few hours with CCC return to winning ways on I’d probably say there are about You’ve got to look at the operational amounts of people into a space the cricket pitch. four key ones, the first being side of your business and what the quickly. Whether it be a rugby Off the field, there’s an equally what’s your purpose? I do think social distancing will look like for sports game, a concert for forty thousand impressive team and plans to the whole ‘community’ piece and concert halls. How do you serve people or a trade exhibition for ten continue the development of is going to come out more and food and drink, do you have it served thousand - there are some core Is there one thing you would change or do differently looking back at your career? Edgbaston as a world-class that organisations are going to to seats, click and collect so you don’t obstacles across all of them. You facility. They have ambitious plans demonstrate what more they can have queues, mobile payments only so start to think, how do you talk to Career wise, not get distracted. It’s For a period of time I was a bit like a for the wider estate masterplan bring to society & wider community. there’s not cash handling? If you’ve different audiences and you have easily done in sport/entertainment magpie. It’s quite easy to take your eye off and we share a similar view on the So, I think finding the purpose got staff working behind the slightly different logistics around as there are always new opportunities the ball a bit and you forget that the grass role of sport in the community, of the role that we play in counters in tight spaces different events, but overall, it’s on the horizon, particularly in your career. is often greener where you’re actually particularly when it comes to a corporate community, and fans in queues on the the same conundrum. You can get a call and think ‘Oh, I quite standing. I’m not saying don’t pursue diversity and inclusion. as well as the social other side, how do you community, is crucial. manage that safely for It’s about safely getting people fancy that’ or ‘that could be fun’ and opportunities, but pursue them carefully. Cricket is also going through an both parties? That will in to have a great time then getting there was a period in my career where There was a time whenever the phone Then you’ve got interesting time as it launches change the shape of them out again. to work out how new formats such as the Hundred. your business in terms that purpose can be Add all of this together and it was of staff numbers but There was a time whenever the phone rang, I’d think that sounds great, integrated into your the right time to move. Won’t also revenues if the speed and then go on a wild goose chase for two months, and it isn’t worth it. business model. It’s one lie, it’s going to be challenging, of sale goes down. Know what you want and go for it but don’t get distracted. particularly as all sports try to thing saying this is what you navigate a way through the do, but you have to facilitate it. The last bit is around confidence, COVID-19 pandemic, but behind So, people have got to start looking how do you give the visitor confidence the phone was ringing quite a bit. You get rang, I’d think that sounds great, and then every great challenge is an at their business models again. that it’s safe to come to your venue. distracted and stop focusing on your job go on a wild goose chase for two months, opportunity. Not sure who said If we can’t play to crowds until I do think even when restrictions properly. Yes, if someone rings up and it’s and it isn’t worth it. Know what you want that, but admire their optimism. January 2021, then what does a are lifted, there’s going to be a large the right thing, grab it. But if it’s not, don’t and go for it, but don’t get distracted. season ticket look like. Do you still number of people that will be nervous just do it for vanity, because you’re wasting sell season tickets for a season that about attending large scale events with yourself and other people’s time, and more kicks off in September or do you lots of people. So, how do you give the importantly distracting yourself. save it until the season can kick customer, client, or fan the confidence off and how do you market that? to come back into your venue?

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