Mohammed Seedat
UCFB Manchester
Course Leader
BA (Hons) Football Business and Marketing
Mohammed Seedat is a Lecturer and Course Leader in Football Business & Marketing at UCFB Manchester. He specialises in digital marketing, branding, and the commercial aspects of sport, with a particular interest in how technology and innovation, including AI, are shaping the future of the sports industry. Alongside his academic role, Mohammed actively collaborates with leading organisations and governing bodies in football and sport, providing students with unique industry insights and opportunities. He is passionate about developing the next generation of sports business professionals by combining academic learning with practical, real-world application.
Area of expertise
- Football business and marketing
- Digital marketing strategy and integrated communications
- Fan engagement and consumer behaviour
- The role of technology, AI and innovation in sport
- Community sport development and inclusion initiatives
- Industry collaboration and experiential learning for students
Expertise in Industry:
- Collaborations with leading football clubs, governing bodies and sports organisations
- Designing and delivering digital marketing and AI-powered marketing workshops with Google Digital Garage
- Supporting sports investment forums and industry events, including MESIF Riyadh and London
- Experience in sponsorship activation and brand partnership strategies within football and sport
- Advising on fan engagement initiatives and the use of emerging technologies such as AI, Web3 and tokenisation
- Building community sports programmes through Social Beginning CIC, connecting grassroots with professional pathways
- Bridging academia and industry by creating placement, networking and consultancy opportunities for students
- Football business and marketing education
- Digital marketing and integrated marketing communications
- The evolving relationship between sport, media and technology
- BA (Hons) Sports Studies – University of Central Lancashire (UCLan)
- MA Education – Edge Hill University
- PGCE – Edge Hill University
- Certified Google Digital Garage Trainer (AI Essentials, Marketing Strategy & AI)
- Google Project Management Certification
- Contributions to sports business forums including MESIF Riyadh and London, producing thought leadership and session summaries
- Applied research into community sport and social impact initiatives, particularly through Social Beginning CIC programmes
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