Head of Partnership and Premium Sales

Role: Head of Partnership and Premium Sales

Location: Stadium of Light, Sunderland

Employment Type: Permanent 

About Us: 

Sunderland AFC is more than just a football club; we are a proud community institution that embodies the spirit of our city. 

At the heart of our club is “The Relentless Obsession”—an unwavering passion which fuels our pursuit of success, inspires our players, and ignites the spirit of our supporters. We embrace every challenge with determination, striving to play the beautiful game with flair and tenacity. 

At Sunderland AFC, we believe in the power of football to unite and inspire. Our commitment extends beyond the pitch as we strive to make a positive impact through various community initiatives, empowering individuals and celebrating diversity. 

Join us on our journey as we continue to build on our legacy, fuelled by “The Relentless Obsession” for greatness. 

About the Team: 

The Commercial Team at Sunderland AFC is dedicated to driving the club’s growth beyond the pitch. We are a passionate group focused on forging meaningful partnerships, enhancing fan experiences in our Premium spaces, and maximizing commercial opportunities through sponsorship, premium seating, and retail.

With a diverse set of skills and backgrounds, our team collaborates closely with local, regional, national businesses along with global brands to create innovative solutions that benefit both the club and our community. Our mission is to build a sustainable future for Sunderland AFC while ensuring our fans feel valued every step of the way. 

The Opportunity:

SAFC’s Head of Partnership and Premium Sales is a pivotal role in which your leadership will directly impact the growth and success of our commercial initiatives. In this dynamic position, you will have the thrilling opportunity to shape and implement a strategic vision that elevates sales of our partnership and premium seating offerings, aligning them with the club's values and objectives.

Over the past two years our partnership revenues have significantly grown on the back of creating bespoke partnership packages solely based on brands key business objectives. To further develop in this area the use of data, digital assets, and industry category management will be at the forefront of everything we do. 

As a key player in partnership acquisition, you will lead a team to identify and secure new partners that resonate with our brand, enhancing the club's visibility and revenue. Your expertise in research and lead development will allow you to manage a robust pipeline of prospective partners, ensuring that Sunderland AFC remains at the forefront of innovative collaborations.

At Sunderland AFC we have a comprehensive premium seating offering with over 3000 covers on each home matchday. We have seen significant investment into many of these areas and are looking to continue this with the aim of providing best in class facilities. We are constantly working on our product tiering, whilst aiming to over the very best service, and experience for all our guests.

In leading our premium sales team, you will develop tailored strategies that not only attract new clientele but also nurture existing relationships, ensuring exceptional service and maximising every sales opportunity. Your collaboration with the Chief Commercial Officer will be instrumental in crafting a cohesive sales strategy that drives revenue growth through both seasonal and match-by-match premium seating sales.

As Head of Partnership and Premium Sales, you will not only contribute to our annual revenue targets but also play a crucial role in shaping Sunderland AFC's commercial landscape. 

What We Ask For: 

We are seeking a dynamic and motivated individual for the role of Head of Partnership and Premium Sales at Sunderland AFC. The ideal candidate will hold a Bachelor’s degree in Business, Marketing, or a related field and possess a minimum of 3-5 years of experience in sponsorship sales or partnership management, with a strong background in premium seating sales. An enthusiastic and results-driven professional with a genuine passion for football and the sports business is essential for this role. 

The successful candidate will demonstrate proven sales experience in a senior role, ideally within a sports or entertainment setting, showcasing a solid track record of achieving financial targets. A robust network of contacts in industries relevant to sponsorship will enable the identification and acquisition of new partnership opportunities. Additionally, the ability to build and maintain high-value relationships with stakeholders at all levels is crucial for ensuring exceptional service and engagement. 

Excellent verbal, written, and presentation skills are necessary, along with proven negotiation capabilities to influence and secure partnerships effectively. The ideal candidate will be results-oriented, committed to meeting or exceeding financial targets, and will possess a proactive approach to driving revenue growth. Furthermore, creative thinking is a must, allowing the candidate to design bespoke sponsorship packages that appeal to a wide range of industries and demonstrate innovative solutions to meet partner needs, along with creating the very best experiences for all our premium seating customers. 

A Basic DBS from Sunderland AFC is required. 

Why Join Us at SAFC: 

At Sunderland AFC, you’re not just becoming part of a football club; you’re entering a vibrant community fuelled by passion and pride. Our commitment to making a difference means you’ll engage with local initiatives that truly matter, allowing you to leave a positive impact right here at home.

You’ll thrive in an exciting, dynamic atmosphere where every day is a new adventure filled with the thrill of football and teamwork. We believe in nurturing talent, so you’ll have access to training programs and mentorship opportunities.

Our diverse and inclusive culture celebrates individuality, ensuring that every voice is heard and valued. You’ll be part of a team that unites in the spirit of collaboration and respect, making your work environment both rewarding and inspiring.

As standard, we also offer the following benefits:

-          22 days leave (in addition to public holidays), increasing to 27 days after 5 years’ service

-          Death in Service

-          Complimentary Season Tickets

-          Enhanced Paternity, Maternity and Adoption Leave

-          Employee Assistant Programs

-          Various Discount Packages including Club Store

-          Free Parking

Additional benefits may be available dependent on job role and experience.

Join Sunderland AFC and contribute to the rich legacy of our proud club. We can’t wait to welcome you to our family!

Equal Opportunities:

Sunderland AFC is an equal opportunity employer. We are committed to a policy of treating all employees and job applicants equally. Our aim is that all colleagues should be able to work in an environment free from discrimination, harassment and bullying.

Safeguarding Children & Vulnerable Adults

Sunderland AFC recognises that the safeguarding and protection of children and vulnerable adults is of paramount importance within the organisation. Sunderland AFC owes a duty of care to safeguard all children and vulnerable adults involved in activities organised by the football club. Sunderland AFC will ensure that safety and protection is given to all children and vulnerable adults involved in activities through adherence to the Safeguarding guidelines adopted by the Club.