About:
AFC Wimbledon, a progressive London based EFL football club, were seeking a highly experienced Head of Commercial to spearhead the ongoing development of commercial revenue for the club.
Challenge:
AFC Wimbledon – a fan owned club, had faced the challenge of transitioning to a new stadium, the Cherry Red Records Stadium, in November 2020. With state-of-the-art facilities that rival those of clubs higher up the football pyramid, the club aimed to enhance its offerings to club partners, sponsors, supporters (both home and away), and non-matchday guests.
The club required an individual with extensive industry connections and the ability to motivate and inspire the commercial team. The primary focus would be to identify suitable club partners from various industry sectors, crafting tailored packages that exceeded expectations, and generating revenue beyond matchday operations.
Solution:
Recognising the specialized nature of the Head of Commercial role and its pivotal importance within the “business of sport,” Executives in Sport Group has established a dedicated commercial specialist team, led by Jan Babanini. Jan invested substantial time in comprehending the distinct requirements of AFC Wimbledon’s commercial team. Following this thorough understanding, our research team embarked on an extensive search within our vast network of contacts. Simultaneously, Jan proactively reached out to potential candidates who aligned with the desired criteria, even if they were not actively seeking new positions.
This comprehensive approach ensured that no stone was left unturned in identifying the most qualified candidates for AFC Wimbledon’s Head of Commercial role. By leveraging our network and conducting proactive outreach, we sought to attract individuals who possess a deep understanding of the industry and a proven track record of success. Our aim was to secure a candidate who would not only meet the club’s immediate commercial needs but also contribute to its long-term growth and sustainability.
Result:
End-to-end, the recruitment process was successfully concluded within a timeframe of 8 weeks.
A rigorous evaluation process resulted in a shortlist of six highly qualified candidates, all of whom demonstrated exceptional potential for the role. Four candidates advanced to the second interview stage, showcasing their strong capabilities and compatibility with the club’s vision.
