“Arsenal , Arsene, David Dein, and Me” – the Author & Consultant Alex Fynn Discusses The Evolution of Arsenal FC’s Business Strategy

A seminar as part of the Birkbeck Sport Business Centre Public Seminar Series

Given by: Alex Fynn

Lecture Theatre B34
Malet Street Building
Birkbeck College
Malet Street
London WC1E 7HX

Monday 28th November 2016 at 6pm

For directions click here.

Attendance at the event is free but you need TO REGISTER.


Alex Fynn has advised the FA, the Football League, and several Premier League clubs including Arsenal on media and marketing. He has occasionally helped Arsenal FC manager Arsene Wenger on football matters, and advised former Arsenal FC director David Dein on television rights and the creation of the Premier League.

In this presentation Alex, drawing on the best selling book Arsènal: The Making of a Modern Superclub (co-authored with Kevin Whitcher) (first published in 2011, and brought up-to-date [incorporating events up to September 2016] and re-published in October 2016) Alex discusses how he first met Arsene Wenger early in his career, will speculate on why Arsene never became the  manager of Tottenham Hotspur, and discuss some arguments he has had with the great man.

He has known David Dein for over 40 years, and it has, in Alex’s own words, been an “up-and-down relationship”. Alex will discuss why this might be so with reference to his assessment of Arsenal’s business strategy with particular regard to the (1) club’s transfer policy, (2) the role of the manager, (3) the club’s media relations, (4) their commercial activities, (5) the move to the new stadium. Arsenal is often portrayed as a well-run football club. Alex will suggest that whilst this might be true, nevertheless, in his assessment, there are areas where the club could perform more effectively.


Alex Fynn discusses the key themes Arsènal: The Making of a Modern Superclub with Birkbeck School of Business, Economics & Informatics Communications Office James Fisk – see interview.


Alex Fynn is a well-known consultant to the sports’ industry who has also written extensively on the subject of the football business. His clients have included Arsenal, Celtic, Manchester United and Tottenham Hotspur football teams, as well as the Football League and the Football Association. Through his work he has been influential in the formation of both the English Premier League and the UEFA European Champions League. Previously Alex was a director of the well-known advertising agency Saatchi & Saatchi, latterly as vice-chairman. He was responsible for a number of major clients including Procter & Gamble. Throughout his career Alex has acted as an advisor on the negotiation of the sale of TV broadcasting rights for a number of clubs and federations including the FA, the Football League, the RFU and the British Athletics Federation.



Contact Details

Seminar Series Details

For further details on this seminar series contact:

Sean Hamil
Department of Management
Birkbeck College
Malet Street

Tel: 020 7631 6763


Twitter: @Birkbecksport


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