Value proposition
With a passion for exploring the social impact of sport, I focus on how organisations connect with their local context and create dialogue among different stakeholders.
Based on this vision, by conducting surveys, interviews, and analysing qualitative, financial, and quantitative data, a measurement model was developed to evaluate the economic impact of an organisation’s activities within the local community. This approach established a strategic framework aimed at uncovering new revenue streams, boosting local profit, attracting stakeholders, and strengthening the organisation’s brand on-site.
The examination of quantitative data supported decision-making and facilitated information-sharing with partners, with applications ranging from local to wider contexts.
'AFC Sudbury For Our Community' project
The model was implemented in collaboration with AFC Sudbury, a volunteer-driven, non-profit football club based in Suffolk, England. The Club promotes health, well-being and social inclusion through programmes ranging from Grassroots football (under 7s), its Academy, Walking football (over 55s), and Disability football.
The project reinforced the Club’s societal impact and supported efforts to attract funding for sustaining and expanding its community-based initiatives.
1. SWOT Analysis
After cross-checking internal and external data from various sources, a SWOT analysis was carried out to assess current operations and identify potential market gaps.
2. Indicators
Based on this, the model generated a set of key metrics, including:
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a weighted financial indicator derived from a risk analysis and applied to estimate the Club’s economic impact through a discounted cash flow approach;
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financial aspects such as liquidity, profitability, and financial soundness;
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non-financial dimensions – including the value created for the local area, and the direct local spending generated by AFC Sudbury and its Academy.
3. Findings
Among the findings, the analysis highlighted, for example, the importance of:
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increasing female role models within the Club;
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improving communication to raise awareness of its social activities.
This methodological approach supported long-term strategic growth within its business model.
‘The report provided a range of methodical recommendations for various strategies to further enhance the value that the club is directly generating for the defined community served’.
Patrick Bell, Former CEO and Director, AFC Sudbury
Where it started
October 2023
Master in Business Administration
My Master’s dissertation examined how a football stadium can serve as a gathering space for the local community beyond matchdays. The research focused on a case study of London’s East End – analysing its historical, social, cultural, and economic development – as well as the externalities of the 2012 Olympics.
I proposed a process through which football clubs can better understand the local context surrounding their ground, allowing them to design meaningful initiatives. This process can be integrated within the clubs' business models and potentially help attract more local supporters and generate additional revenue.
September 2021
Bachelor in Business Administration
My Bachelor’s dissertation explored the reasons and processes associated with the relocation of football clubs to new stadiums in the digital age. It focused on seven London-based clubs that changed or redeveloped their home grounds between 2005 and 2021. The aim was also to provide recommendations for supporting a successful transition, considering the perspectives of various stakeholders.