Branding in English Sport: A Series of Missed Opportunities?

Branding in English Sport: A Series of Missed Opportunities?

Lankaster Lecture Theatre (University College London)
Medawar Building,
Malet Place (off Torrington Place),
London WC1
Thursday 22nd March  2012 at 6pm
(For directions click here)

Given by: Alex Fynn, Consultant to the Sport Industry

In this presentation Alex Fynn will first explain why effective branding is a pre-requisite for success in sport. He will then, utilising examples from North American sports’ competitions, compare and contrast the commercial branding strategies of the NFL (the National Football League),  and the NBA (the National Basketball Association), and MLB (Major League Baseball) with those of the Premier League, the UEFA Champions League, the Football League and the ECB (the England & Wales  Cricket Board). He will point up what he believes are the missed opportunities of major English sporting institutions like the FA (Football Association), the PFA (Professional Footballers Association), and the RFU (Rugby Football Union). He will also examine the importance of branding to specific football clubs, examining Manchester United, Arsenal, Tottenham, Chelsea and Manchester City in particular.

He will then go on to examine the phenomenon of celebrity branding. He will pose the following questions: (1) is David Beckham truly a brand, or is he just a serial endorser?; (2) how does he rate against his former colleague Eric Cantona, and against the true international mega-celebrity brands of Michael Jordan and Ayrton Senna?


  • Fynn, A. & Whitcher, K. (September, 2011). Arsènal: The Making of a Modern Superclub. London: Vision Sports Publishing. 3rd edition.
  • Fynn, A. & Guest, L. (1994). Out of Time: Why Football Isn’t Working. London: Simon & Schuster.

Special Offer: The new edition of Alex’s book, “Arsènal: The Making of a Modern Superclub”, is available for £6.99 – including UK P&P (RRP is £8.99.)

To take advantage of this offer you need to order the book from the publisher’s website at and type the promotion code Fynn into the Promotion Code box on the Shopping Basket & Checkout page – WWW.VISIONSP.CO.UK


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

Twitter: Follow Alex @AlexFynn1

For further details on this seminar series contact:

Sean Hamil
Department of Management
Birkbeck College
Malet Street

Tel: 020-7631 6763

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