After studying marketing at undergraduate level, Tom Shiner decided it was sport that truly fascinated him and what he wanted to pursue a career in. Now a MSc Football Communications & Digital Marketing student at UCFB Wembley, he shares how the Master’s programme has helped open several doors, including invaluable work experience at West Ham United and networking with industry experts…

Tell us about your MSc Football Communications & Digital Marketing programme and your favourite modules within it.

The course has been really interesting, and all the modules have been great. Getting to learn about marketing with a focus on football has really helped engage with the modules. The journalism module was especially interesting as it was something I’d never considered as a career but after studying the module it’s something I’d now think about pursuing.

What are you researching for your dissertation topic? How are you finding the process?

For my dissertation, I’ve been looking at the differences in fan motivations between men’s and women’s football. Although there is less literature about women’s football, it’s been interesting reading about the differences in the two games. Talking to people about their views on women’s football has been fascinating and although it’s been a long process, the results have been worth the effort.

Your undergraduate degree was in pure marketing. What made you want to specialise in sport?

Whilst doing my undergraduate degree, the course was interesting but it wasn’t as easy to apply the learnings to something of interest. For example, we had a whole module focusing on Canadian jewellery sales which, while not boring, wasn’t as easy to get excited about as sport.

Why GIS?

The opportunity to study at Wembley Stadium and hear from industry professionals weekly was too good to miss. Where else would you be able to hear talks from people in the industry, from managers such as Roy Hodgson to heads of marketing departments at some of the biggest clubs in the country.

Have you completed any work placements during your Master’s and if so how helpful have they been?

During my studies I was lucky enough to get a six-month internship at West Ham which has been excellent. It has allowed me to apply what I’ve been studying in a practical context. It was also highly beneficial in allowing me to see the inner workings at a huge football club. The opportunity is something that I wouldn’t have got at any other institution.  

What are your career aspirations for the future?

The dream is to get a job in marketing at Chelsea, but in the short-term a job at a football team in London is the aim. With the network that UCFB provides this should be very realistic, especially now sport is getting back to normal, and more jobs are being advertised every day at a variety of clubs.

What advice would you give to anyone looking to study at UCFB or GIS?

Do it. If you want to work in the sports industry there is nowhere else you can get this kind of experience. GIS and UCFB itself is great and all the staff have been unbelievably helpful in helping me to progress with my future ambitions.