Having started at UCFB Burnley as part of the first cohort ten years ago, Danny Stroud has worked in the sports industry for several years across numerous departments. His latest role, though, is perhaps the most exciting, working in close collaboration with the global partners of one of the biggest football clubs in the world: Liverpool.

Here, Danny tells us about the highlights of the job and reflects on his time at UCFB, all those years ago…

Tell us about your role as Partnerships Manager at Liverpool.

I began my role at Liverpool FC in the summer and have loved every minute of it – long may that continue! My day-to-day role consists of constant and consistent management of several global and regional club partners that stretch across multiple territories and time zones. There probably isn’t enough time for me to include everything I do on a week-to-week basis! However, in short, I am the day-to-day contact for my partners, helping them to exercise their contractual rights with the club and add value wherever I can to the overall partnership, with the aim of hitting and surpassing our joint objectives.

What have been some of the highlights of the role so far?

It’s hard to say as I genuinely do love everything about it. Obviously, times around the first team come with a lot of excitement, whether that be on a player appearance content shoot or a signing session for our partners. I also really enjoy the daily communications with partners as they are great to work with, all pulling in the same direction to achieve success.

Despite starting at UCFB 10 years ago, are you still using material learnt in your BA (Hons) Football Business & Finance degree?

Wow was it that long ago, crazy! Deep down I’m sure there is, however the most likely area of my time at UCFB that I use more often are the things I learnt during extra-curricular activities and work-based placements. For example, the training I received from Neil Doncaster’s Management Game still resonates with me on a regular basis, from planning my approach to problems and really thinking about my actions.

You previously worked as a Senior Commercial Analyst at Blackcastle Sport Management. Do you think it’s been beneficial to work at both partnership organisations and a football club?

100%. Knowing how agencies work and being ‘on the inside’ of a rights holder now, really does go a long way. They both work hand-in-glove, so to speak, in several business areas, so knowing the ins and outs of certain processes in both lines of work has its benefits.

Reflecting on your career since graduating, what has your degree given you in terms of opportunity and experience? Would you be where you are without it?

Of course not. UCFB helped me not only in an educational sense during the three years, but also in life as a graduate and an employee of the sports industry. My degree gave me the foundation from which to build my career and with the experiences gained from work-based placements and knowledge from guest speakers, my journey into sport began. I did work hard though and I’m not ashamed to say that. You can’t just expect for things to come to you, you need to seize the day.

How did you find your time at UCFB?

I loved it and made some lifelong friends. From the outside looking in, it also seems UCFB is hitting new heights daily. The global nature of the institution now is incredible and far more aligned to the industry of sport that I am now a part of in the working world.

What advice do you have for anyone looking to study at UCFB?

Put simply: never say no to an opportunity. You never know where it might take you.