Supporting Arsenal FC’s Community Department Outreach – Arsenal FC Case Book for Schools

Supporting Arsenal FC’s Community Department Outreach – Arsenal FC Case Book for Schools

Wednesday, January 13th 2010 at 6pm
Medawar Lankaster Lecture Theatre (University College London),
Malet Place, (off Torrington Place),
London WC1
(For directions please see the pdf map).

Given by:
Paul Kitchin and Jon Pettigrew


In this seminar, Paul Kitchin and Jon Pettigrew review their recent publication, a Casebook for UK Schools and Colleges about the business of running a major sports venue and brand – Arsenal FC’s Emirates Stadium. Examples will be shown of the range of business studies issues which were researched with the Club’s support, starting with an MBA Case about the financing of the stadium, leading to a 96 page full colour Case Book, published by London Metropolitan Business School, about to be launched into UK Schools and Colleges.  Insights will be provided into the management of the relationship between academia and professional sport, including football, when dealing with project working.  In particular the difference between organisational support and commitment to projects (which differ in their critical insight and audience) will be explored. Data from observations and interviews regarding organisational partnerships will be presented. Current project developments for a 2012 MBA Case on the London 2012 Olympics and spin-off Schools and Colleges materials will be reviewed.


Jon Pettigrew MBA

Jon worked for 10 years in HQ Marketing at Whitbread, a leading sports sponsor, before taking the Cranfield MBA.  During his MBA he co-founded a pioneering software and music internet business which was sold to Sony and other investors in 2002.  He was Head of Business & Enterprise at an inner London comprehensive school until 2008 and now combines research and consultancy with some teaching.  Jon is also investing in two tourism businesses.

Paul Kitchin

Paul Kitchin is Lecturer in Sport Management at the University of Ulster where he teaches sport strategy, finance, marketing and policy.  Paul is currently deputy editor of the International Journal of Sports Marketing and Sponsorship and an editorial board member of the International Journal of Sport Management and Marketing.  Paul has experience working with UK third-sector sporting organisations in the provision of research, planning and consultancy services.   A graduate of University of Tasmania and Deakin University he is currently completing his PhD at Loughborough University investigating the development of self identity in young people with disabilities through sporting participation.

Contact Details

Birkbeck Sport Business Seminar Series Contact Details

For further details on the seminar series contact:

Sean Hamil

Department of  Management
Birkbeck College
Malet Street

Tel: 020-7631 6763



View all Events