Audience persona · v1
100% profileElite Club Commercial Director
A commercially driven exec at a top-flight football club who is measured on revenue lines outside matchday and is quietly anxious about being outpaced by AI-literate rivals.
Demographics
35–52, total compensation likely £150k–£350k plus bonus, based in England (predominantly London, Manchester, Birmingham, Liverpool), typically holding a Commercial Director or Chief Revenue Officer title at a Premier League or Championship club with promotion ambitions.
Psychographics
Identity is built on commercial acumen, not fandom — they're proud of treating the club as a high-performance business. They follow deals closely: kit partnerships, naming rights, streaming rights. Privately competitive with peers at other clubs and acutely aware of where their revenue per fan sits relative to the Premier League average.
Media consumption
SportsPro, Leaders in Sport magazine, the Financial Times Sport section, SportBusiness International. LinkedIn is the professional surface of record. Listens to the Leaders Sport Business Podcast. Attends Soccerex or the Leaders Week summit annually.
Values & drivers
Being seen as the person who unlocked a new revenue category. Leaving a measurable commercial legacy. Not being the last club to adopt a genuinely transformative tool.
Pain points
Off-field revenue is lumpy and over-reliant on a handful of sponsors. Board pressure to grow non-matchday income without proportional headcount. AI vendors pitch vague 'transformation' with no sports-specific credibility.
Decision triggers
A specific, attributed case study showing revenue uplift at a comparable club. A peer referral. A demo that speaks their P&L language rather than product features. Exclusivity framing — knowing a rival club cannot also be a client.
Content preferences
Dense, numbers-forward content: revenue benchmarks, deal structures, ROI models. Short-form LinkedIn posts that frame a commercial argument provocatively. Longform only if it contains proprietary data they can't get elsewhere.
Trust signals
Named club clients or, failing that, sufficiently specific anonymised metrics. Speaking slots at Leaders Week or SportsPro events. FT or SportsBusiness International coverage. Warm introductions from trusted intermediaries in the sports business ecosystem.
In their words
"Our off-field revenue is decent — but I know we're leaving money on the table."
"Every agency says AI. Almost none of them know what a P&L looks like."
"If another club is already doing this and I'm not, I need to know today."
"Show me what Year 1 actually delivers, not a five-year hockey stick."
"Exclusivity matters — I don't want our direct competitor in the same room."
Sources this audience listens to
Add who & what this audience pays attention toTagged to brands
Cross-brand synthesis
What’s true about this audience across every brand using it