UCFB Student Matthew Reflects on Insightful Sports Business and Management Conference

For aspiring sports industry professionals, gaining first-hand insight from those already working at the highest levels can be invaluable. For BA (Hons) Multimedia Sports Journalism student Matthew Burdin, the recent Sports Business and Management Conference at the Etihad Stadium provided exactly that opportunity, offering a day packed with industry expertise, networking opportunities and career inspiration.

Bringing together leading figures from across the sports business landscape, the conference – hosted by UCFB’s dedicated Employability and Career Planning team – gave students a unique chance to hear directly from entrepreneurs, executives and communications professionals about their journeys into the industry and the realities of building successful careers in sport.

Reflecting on the event, Matthew said one of the standout moments of the day came during the opening panel discussion, which featured Ella Williams, founder of Our Goal, Connor Ryan, founder of Volta Sports, and experienced Sports Career Coach Dr Chris Platts.

“The panel gave excellent insights into how they built their businesses and the challenges that come with being an entrepreneur,” Matthew explained.

“It was particularly interesting hearing how all three had experienced having to make sacrifices in their personal lives in order to achieve their career goals.”

The discussion provided valuable lessons on resilience, determination and the realities of entrepreneurship, offering students a behind-the-scenes look at what it takes to develop successful ventures within the sports industry.

Following the panel session, students had the opportunity to attend a range of breakout workshops led by experienced industry professionals. Matthew chose a session delivered by Jacob Roach, Senior Manager of Global Brand Communications working across adidas and Liverpool FC.

The session explored the partnership between two of the most recognised brands in world sport and offered insight into the strategic communications that help support and grow such high-profile relationships.

“I learnt a vast amount about the behind-the-scenes work that goes into the partnership between adidas and Liverpool FC,” Matthew said.

“As a Multimedia Sports Journalism student, I found it particularly interesting to see the overlap between business and media. It made me realise how many exciting opportunities exist across both industries and how closely they work together.”

Beyond the sessions themselves, the conference also provided students with the chance to expand their professional networks, connect with peers and engage with industry representatives throughout the day.

The event concluded with a keynote address from Liam Scully, CEO of Championship club Lincoln City and Chair of EFL in the Community. Sharing insights from his leadership career, Scully offered an honest and engaging perspective on the opportunities and challenges that come with running a professional football club.

“Getting direct access to hear about the realities of operating at a high level within football was really engaging,” Matthew reflected.

“He came across as someone who was very down-to-earth and willing to share both the positive experiences and the challenges he has faced during his time as a CEO.”

Looking back on the experience, Matthew praised the conference for showcasing the strength of UCFB’s industry connections and its commitment to providing students with meaningful access to sports industry professionals.

He concluded: “It was a wonderful event that highlighted the opportunities available through UCFB’s connections across the industry. It’s always great to meet people who have worked their way up through the profession, and it’s inspiring to hear about their individual journeys and experiences.”

For Matthew, the experience demonstrated the value of learning directly from industry practitioners and reinforced the importance of understanding the wider sports business landscape alongside his journalism studies.

The Sports Business and Management Conference forms part of UCFB’s commitment to giving students real-world industry exposure, helping them develop the knowledge, networks and understanding needed to pursue successful careers across the global sports industry.

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