The Fan Engagement Community Came Together
On 16th September 2026, Football Black Book brought together more than 200 senior football-industry leaders for a focused day of insight, conversation and connection dedicated to the future of fan engagement.
The Business End: Let’s Get Engaged welcomed a sold-out audience of senior executives from football clubs, leagues, federations, brands, agencies and technology businesses to The Den, home of Millwall Football Club.
Created to encourage honest discussion and meaningful relationships, the event brought together the people responsible for how football understands, reaches and engages its supporters.
Across a full day of panels, interviews and networking, delegates explored how the industry can build stronger supporter relationships, create better experiences and turn engagement into measurable commercial value.
This was not simply a discussion about the future of fan engagement. It was an opportunity for the people shaping that future to meet, exchange ideas and identify opportunities to work together.
Let’s Get Engaged in Numbers
The Conversations Shaping Modern Fan Engagement
The Conversations Shaping Modern Fan Engagement
- SOLD OUT: A capacity audience at The Den
- More than 200 Senior football-industry leaders
- Over 60 Professional Football Clubs
- 30+ Expert speakers and moderators
- 17 Event partners
- 9 Agenda-defining panel discussions
- 1 Highly engaged football-business community
The Conversations Shaping Modern Fan Engagement
The Conversations Shaping Modern Fan Engagement
The Conversations Shaping Modern Fan Engagement
Let’s Get Engaged examined the strategic, technological and commercial forces changing the relationship between football organisations and their supporters.
The discussions moved beyond theory, with speakers sharing practical experiences, honest challenges and examples of what is already delivering results across the industry.
The agenda explored:
- Data, insight and personalisation
- Fan loyalty and long-term retention
- The creator economy and content partnerships
- Matchday and stadium innovation
- Global audience development
- Digital ownership and emerging technology
- Engagement conversion
Built for Conversation, Not Just Content
The Conversations Continue on Football Business Television
The Conversations Continue on Football Business Television
The Business End was created around a simple principle: the most valuable conversations do not always happen on stage.
Dedicated networking sessions, an extended lunch and the closing drinks reception gave delegates the time and environment to build relationships, continue panel discussions and explore new commercial opportunities.
By keeping the audience focused and senior, Let’s Get Engaged created a room where relevant introductions could happen naturally and where every conversation had the potential to lead somewhere meaningful
The Conversations Continue on Football Business Television
The Conversations Continue on Football Business Television
The Conversations Continue on Football Business Television
Football Business Television was at The Den throughout the day, speaking with club executives, event partners, speakers and industry leaders about the ideas shaping football’s relationship with its supporters.
The interviews and event highlights extend the reach of Let’s Get Engaged beyond the room, giving the wider football-business community access to the insight, personalities and defining conversations from the event
Football Black Book is a unique consultancy at the heart of global football’s commercial landscape.
We exist to connect the game’s most ambitious brands, clubs, leagues, and investors through strategic partnerships that create real, measurable value.
With decades of experience and insight, we understand the unique dynamics of the football industry and more importantly, we know how to navigate them.
From high-impact sponsorships and naming rights to market entry strategies and advisory, we help our clients unlock opportunities that shape the future of the game.
If you're looking to do business in football, then you've come to the right place.
Football Black Book - It's a results business!
Sometimes, it isn't what you know...
Success in football doesn’t just come from strategy, it comes from access.
Our “black book” is more than a list of names; it’s a network built over time on trust, credibility, and results. We use it to deliver opportunities others can’t.
We utilise a team that combines over 50 years' experience to connect clubs, leagues, federations, brands, and agencies across the global game, turning relationships into client focused results.
Whether you’re a brand looking to break into the game, a club seeking strategic partners, or an investor exploring the football space, we bring the insight, relationships, and experience to make it happen.
With deep industry knowledge and a proven track record of commercial delivery globally, we cut through the noise to connect you with the right opportunities, faster.
Who we are
Who we work with
Who we are
Football Black Book is a specialist team who are focused on driving commercial partnerships in football.
We sit at the intersection of sport, business, and global connection , helping brands and investors navigate the football ecosystem and assisting rights holders in unlocking new value.
From sponsorships and brand endorsements to federat
Football Black Book is a specialist team who are focused on driving commercial partnerships in football.
We sit at the intersection of sport, business, and global connection , helping brands and investors navigate the football ecosystem and assisting rights holders in unlocking new value.
From sponsorships and brand endorsements to federation partnerships, licensing deals and strategic advisory, our work is powered by deep relationships, decades of industry insight, and a trusted global network.
What sets Football Black Book apart is our ability to combine commercial strategy with genuine football credibility.
Through our work across media, events and consultancy, including Football Business Television and The Business End event series, we create platforms that connect decision-makers, generate meaningful conversations and deliver measurable outcomes for partners.
Whether supporting global brands entering football for the first time or helping established rights holders expand their reach and revenue, our focus remains the same: building authentic, long-term relationships that create lasting impact across the game.
What we do
Who we work with
Who we are
Commercial Partnerships
We identify, negotiate, and deliver high-impact sponsorships and strategic alliances for both brands and rights holders.
Market Intelligence
Custom insights, benchmarking, and commercial audits to inform strategy and deal-making.
Events, Introductions & Network Access
We open the right doors. Our Black Book includes
Commercial Partnerships
We identify, negotiate, and deliver high-impact sponsorships and strategic alliances for both brands and rights holders.
Market Intelligence
Custom insights, benchmarking, and commercial audits to inform strategy and deal-making.
Events, Introductions & Network Access
We open the right doors. Our Black Book includes C-level contacts at clubs, leagues, federations and agencies worldwide.
Strategic Consulting
From go-to-market planning to campaign management and delivery, we help clients build and execute smart commercial strategies.
Activation Support
Creative, commercial and operational support to bring partnerships to life across digital, experiential, and broadcast channels
Media & Content Production
Through Football Business Television, we produce premium football business content that connects brands, rights holders and audiences through authentic storytelling.
Who we work with
Who we work with
Who we work with
Football Clubs looking to grow their commercial portfolio, global fanbase or content offering
Professional footballers and former players seeking endorsement deals , career advice or investment opportunities
Brands & Sponsors seeking high-value football platforms and partnerships
Leagues & Federations aiming to diversify revenue, increas
Football Clubs looking to grow their commercial portfolio, global fanbase or content offering
Professional footballers and former players seeking endorsement deals , career advice or investment opportunities
Brands & Sponsors seeking high-value football platforms and partnerships
Leagues & Federations aiming to diversify revenue, increase fan engagement and drive awareness
Global event producers in strategic planning, operational organisation, design or commercial partnership delivery
Agencies & Investors navigating the global football landscape
Content producers, filmmakers and production agencies seeking access to football stakeholders, authentic storytelling opportunities, commercial partnerships and industry-led distribution platforms through Football Business Television
Our Network is Your Net Worth
Where Football Means Business...
Purpose-Built Gatherings for Football’s Key Decision Makers
Purpose-Built Gatherings for Football’s Key Decision Makers
Purpose-Built Gatherings for Football’s Key Decision Makers
At Football Black Book, we understand that the strength of a football organisation lies in the expertise of its people.
That’s why we host a series of exclusive one-day events, each tailored to the specific roles and departments that drive the success of the game, from commercial and marketing leaders to performance directors, operations
At Football Black Book, we understand that the strength of a football organisation lies in the expertise of its people.
That’s why we host a series of exclusive one-day events, each tailored to the specific roles and departments that drive the success of the game, from commercial and marketing leaders to performance directors, operations heads, and finance executives.
These focused gatherings bring together decision-makers from clubs, leagues, federations, and agencies for a day of high-level discussion, insight sharing, and strategic networking.
With curated panels, role-relevant workshops, and intimate roundtable formats, our events are designed to foster collaboration, uncover best practices, and tackle the real challenges facing football professionals today.
Whether you’re shaping a club’s global commercial strategy or running day-to-day logistics behind the scenes, these events offer valuable, actionable insight and connections that truly matter.
Built on Experience. Powered by Relationships.
Purpose-Built Gatherings for Football’s Key Decision Makers
Purpose-Built Gatherings for Football’s Key Decision Makers
Our team brings together over 50 years of combined experience at the intersection of football, business, and events.
We've worked with clubs, leagues, federations, brands, and investors across every corner of the game and we know what success looks like from every angle.
What sets us apart is our unwavering focus on relationships. We don’t
Our team brings together over 50 years of combined experience at the intersection of football, business, and events.
We've worked with clubs, leagues, federations, brands, and investors across every corner of the game and we know what success looks like from every angle.
What sets us apart is our unwavering focus on relationships. We don’t just open doors, we build partnerships. Every introduction, every event, and every engagement is rooted in trust, credibility, and an understanding of what really moves the needle in this industry.
When it comes to events, we know your time is valuable and so is your investment. That’s why we work closely with you from start to finish to ensure your objectives are not only met but exceeded.
Whether you're seeking connections, brand exposure, market insight, or commercial opportunity, we design each experience to deliver meaningful outcomes and a strong return on investment.
At Football Black Book, you won’t just attend, you will engage, connect, and leave with real value.
Hosting Football Conversations Where the Game Lives
Purpose-Built Gatherings for Football’s Key Decision Makers
Hosting Football Conversations Where the Game Lives
The environment shapes the experience. That’s why all our one-day events are hosted at iconic football stadiums and top of the table football facilities, venues that reflect the passion, history, and innovation that define the sport.
From modern, world-class arenas and legendary heritage venues, to training grounds and centres of excellenc
The environment shapes the experience. That’s why all our one-day events are hosted at iconic football stadiums and top of the table football facilities, venues that reflect the passion, history, and innovation that define the sport.
From modern, world-class arenas and legendary heritage venues, to training grounds and centres of excellence, each location is carefully selected to align with the calibre of our attendees and the depth of our conversations.
These venues offer more than atmosphere, they provide meaningful context, behind-the-scenes access, and an immersive setting that places delegates right at the heart of the game.
Whether it's the boardroom overlooking the pitch, a private suite in a state-of-the-art stand, or a media zone buzzing with energy, our venues elevate every aspect of the delegate experience.
We don’t just talk about football business, we hold our conversations in the places where it happens!
The Voice of the Football Business Industry
"Where The Game Gets Down to Business"
A digital-first media platform delivering
premium football business content.
Multi-channel approach: OTT, YouTube, social media, podcasting, and live events.
Exclusive interviews with club executives, investors, former professionals and key industry stakeholders who are shaping the future of the sport.
Unique blend of business and sport, targeting C-level executives, brands, and passionate football enthusiasts globally.
FBT leverages existing relationships with media outlets, broadcasters, sports marketing agencies, content distribution platforms, influencers, content creators and football’s key stakeholders to ensure its coverage remains timely, authoritative, and viewed by a truly global audience.
Our Team
The Football Black Book team brings together decades of experience at the highest levels of the football industry.
At the helm is Patrick “Mac” McCreanor, former CEO of Soccerex, widely respected for his role in building one of the most influential football business event brands in the world.
With a track record of delivering major international events, brokering global partnerships, and connecting the game’s key decision-makers, Mac leads a group that understands the commercial heartbeat of football.
Football Black Book is built on more than just knowledge, it’s built on access, credibility, and a deep understanding of how relationships drive results in football.
Our leadership team has worked across governments, clubs, leagues, federations, agencies, and brands, driving commercial success, strategic growth, and meaningful connections throughout the global football ecosystem.
With deep industry relationships and a reputation for trusted delivery, we bring insight, influence, and impact to every project.
Our team doesn’t just know the landscape; we’ve helped shape it.
From securing over eight-figures in sponsorship deals and advising global rights holders, to curating high-level events and facilitating c-suite introductions, we operate at every level of the sport.
This experience allows us to offer clients strategic insight, meaningful opportunities rooted in trust, timing, and commercial value.
We are discreet, effective, and relentlessly focused on delivering the opportunities that others cant.
