I led the strategy, commercial case and delivery of Tigers TV Live, Hull City’s first fully owned OTT live streaming platform. Launched in 2018, the platform enabled the Club to bypass the EFL’s collective iFollow service and take full control of content, production, pricing and fan experience—a decisive move that shifted the Club from dependency to ownership in digital broadcasting.
This was a pioneering initiative at Championship level, designed to unlock new revenue, future-proof media rights, and deepen direct-to-fan relationships across domestic and international audiences.
Control & IP ownership: Retain full ownership of match footage and content assets
Commercial upside: Improve margin versus league-managed platforms
Fan experience: Deliver higher-quality, club-branded broadcasts with faster content turnaround
Digital infrastructure: Establish a scalable DTC platform aligned to long-term growth and valuation
I scoped and led the end-to-end delivery of the platform, operating across strategy, finance, production, technology and launch.
Key responsibilities included:
Building the financial and commercial viability case
Leading platform strategy, pricing and packaging for UK and international audiences
Finalising production agreements to enable in-house broadcast ownership
Partnering with StreamAMG to deliver a robust, multi-camera live streaming solution
Overseeing production, operations and troubleshooting across home and away fixtures
Ensuring immediate integration with club communications, social and content teams
Fully branded, club-owned OTT service delivering live, on-demand and replay content
Multi-camera match coverage with commentary, graphics and replays
Flexible subscription models by territory, compliant with EFL broadcast regulations
Instant access to footage for real-time social, PR and fan engagement
Established Hull City’s first owned live streaming platform for domestic and international fans
Delivered clear financial uplift and cost efficiencies versus league-provided services
Enabled full content ownership, accelerating digital output and fan engagement
Created a repeatable digital broadcast model aligned to future media rights, sponsorship and commercial growth
Tigers TV Live repositioned the Club as a digitally progressive, commercially disciplined organisation, demonstrating how clubs can take control of media, data and fan relationships rather than outsourcing them. The project strengthened Hull City’s long-term digital infrastructure and contributed to a more resilient, modern commercial model.