Hull City AFC
Role: Head of Marketing & Communications
Reporting to: Club Owner
Scope: Broadcast · Brand · Digital · Media · PR · Content · Supporter Liaison · Fan Experience · Corporate Comms
Team: 19 (Marketing, Digital, Content, PR, Media, Design, Supporter Engagement)

Overview

Recruited to the Senior Leadership Team to lead a full commercial and cultural reset of Hull City AFC during a period of reputational damage, supporter disengagement and brand erosion.

The remit was to rebuild trust, modernise the brand, professionalise communications, and reposition the Club as a credible football, entertainment and community business — while improving fan experience, sponsor value and long-term asset strength.

Strategic Objectives

Rebuild brand equity and supporter trust following sustained reputational challenges

Shift the Club from a match-only communications model to a brand-led, always-on strategy

Modernise digital, broadcast and content infrastructure to unlock new revenue streams

Improve matchday experience and supporter engagement regardless of on-pitch performance

Establish a professional, resilient corporate and crisis communications framework

Strategy & Delivery

1. Brand & Marketing Transformation

Shifted marketing strategy from 100% match-centric to a 50/50 performance + brand model, ensuring relevance and engagement even during poor sporting periods

Defined and rolled out a global brand strategy, including vision, mission, values and visual identity

Delivered a consistent brand architecture across football, commercial, community and digital touchpoints

2. Crest & Kit as Commercial Assets

Led the supporter-led redesign of Hull City’s crest, following backlash to the 2013 change

Designed a multi-stage consultation process with fans, supporter panels and stakeholders

Successfully launched and rolled out the new crest across all physical and digital estates

Acted as Club lead stakeholder on Umbro kit design and launch for 18/19 and 19/20

Positioned kits as retail, brand and storytelling assets, not just football apparel

Delivered integrated kit launches across digital, content, PR and supporter channels

3. Digital, Broadcast & IP Ownership

Championed a club-owned digital strategy, including the launch of Hull City’s first independent OTT platform (Tigers TV Live)

Enabled the Club to own broadcast IP, accelerate content output and unlock incremental revenue

Negotiated a landmark deal to return Club commentary to the BBC, restoring heritage media presence

4. Content, Media & Communications Reset

Rebuilt the Club’s content strategy across web, social, streaming and stadium environments

Introduced new editorial formats, animation, matchday screen programming and campaign-led storytelling

Reprogrammed stadium big screens, pitch-side LED usage and concourse content to improve sponsor and fan experience

5. Fan Experience & Community Engagement

Overhauled the matchday experience, including:

Stadium-wide digital takeovers

Enhanced player areas and fan-facing visuals

Improved concourse content and wayfinding

Reintroduced concession tickets to rebuild accessibility

Launched members-only events and restructured the supporters committee

Developed a formal Supporter Charter and end-of-season fan survey framework

6. Corporate & Crisis Communications

Built and implemented a robust corporate communications and crisis response framework

Led communications through periods of heightened scrutiny and supporter sensitivity

Reset paid media strategy to ensure alignment with business priorities and brand positioning

Commercial & Strategic Impact

Repositioned Hull City from a transactional football club to a modern sports brand

Strengthened supporter trust through transparent, participatory brand leadership

Improved sponsor and partner experience through enhanced content, broadcast and matchday environments

Created scalable digital and brand foundations to support future ownership, investment and growth

Strategic Takeaways

Football brands are consumer brands: Performance fluctuates, brand equity compounds

Supporter trust is a commercial asset: Participation builds long-term loyalty

IP ownership matters: Owning content, platforms and narrative creates resilience

Experience drives value: Matchday, media and digital ecosystems directly impact revenue and reputation