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!
200 Leaders. One Mission: Excellence in fan engagement
The Business End: Let’s Get Engaged will bring together the leaders shaping the future of football fan engagement for an exclusive one-day event at Millwall FC’s iconic home, The Den, on 16th September 2026
Senior leaders from elite clubs, leagues, national federations and world-leading brands will gather in London for an exclusive and highly curated forum, united by a shared ambition: to redefine what it means to really engage with their audience.
Part of the growing The Business End event series from Football Black Book, Let’s Get Engaged is a limited-capacity gathering of just 200 senior executives and decision-makers, featuring Heads of Fan Engagement, Digital, Commercial, Marketing and Supporter Experience from across the global football industry.
Designed to encourage genuine conversation and meaningful networking, the event will create a highly focused environment where clubs, brands, federations, creators and technology innovators can exchange ideas and build valuable relationships
Through a series of high-level panels, networking sessions and industry discussions, attendees will gain practical insight into how football organisations are redefining supporter connection in an increasingly competitive entertainment market.
Set within a premium venue and complemented by an exceptional social programme, The Business End - Lets Get Engaged will deliver an experience that matches the calibre of its content, professional, welcoming and purpose-driven.
From curated discussions and informal networking environments to collaborative conversations, the event will provide a rare opportunity for football executives to exchange ideas in a focused and highly engaged setting.
The conference agenda will explore the most important themes shaping the modern supporter landscape.
Attendees will enjoy thought leadership on topics including;
Data and personalisation, fan loyalty and retention, creator economy partnerships, matchday innovation, global audience growth, Web3 and digital ownership, and how organisations are transforming engagement into measurable commercial value.
Beyond the content, The Business End: Let’s Get Engaged has been designed to maximise genuine interaction between attendees, speakers and partners.
With only 200 places available, the emphasis remains firmly on quality of audience, meaningful dialogue and building long-term relationships across the football business ecosystem.
With over 30 esteemed speakers, curated networking opportunities, a catered networking lunch, unique social settings and a delegate audience made up of industry leaders, The Business End: Let’s Get Engaged is positioned to become one of the standout specialist events in the football business calendar
What to Expect at
Let’s Get Engaged
9:00 AM
Registration, Coffee & Networking
9:45 AM
Welcome Address
Morning Insight Sessions
10:00 AM
Building a Commercial Fan Ecosystem
How clubs are transforming engagement into measurable revenue and long-term value.
11:00 AM
The Matchday Reinvented
Exploring technology, hospitality and immersive fan experiences.
12:00 PM
The Power of First-Party Insight
How data and personalisation are reshaping supporter engagement.
1:00 PM
Networking Lunch
A catered networking lunch with speakers, delegates and partners.
Afternoon Insight Sessions
2:00 PM
Global Growth
Engaging supporters beyond borders through localisation and digital strategy.
3:00 PM
Content, Community & Culture
Winning attention in the modern football media landscape.
4:00 PM
The Creator Economy
Collaborating with creators and influencer-led platforms to drive authentic engagement.
5:00 PM
Fan Loyalty & Retention
Building sustainable engagement strategies and membership ecosystems.
5:45 PM
Drinks Networking Reception
Close the day with relaxed networking alongside industry leaders, speakers and partners.
Ticket Information
Delegate Pass: £65
Student Pass: £30
Rights Holder Registration: Complimentary
Partnership Highlights
Football Black Book is proud to be a strategic partner of Soccerex, the world’s leading global football business event platform that brings together executives, rights holders, brands and innovators shaping the future of the sport.
Together, we have delivered high-impact global events, from Soccerex Europe to Soccerex Miami and beyond, combining world-class content, curated networking and commercial opportunity on the international stage.
Football Black Book plays a pivotal role in consulting on growth areas, project management, partnership strategy and content building, supporting Soccerex’s mission to connect decision-makers across the game.
With decades of experience in the industry, including Patrick McCreanor’s former tenure as CEO of Soccerex, the collaboration integrates deep industry insight with operational delivery to create valuable experiences and outcomes for delegates, sponsors and stakeholders alike.
Football Black Book supports long-term strategic development, helping to identify emerging markets, unlock new commercial opportunities and strengthen global stakeholder relationships.
By combining industry intelligence, trusted networks and hands-on delivery expertise, the partnership ensures that Soccerex continues to evolve as the meeting place for the global football business community
Football Black Book is proud to partner with Keltek Cornish Brewery as part of a strategic collaboration designed to establish and grow the Keltek brand within the global sports industry.
Through this partnership, Keltek became the headline sponsor of Football Business Television, aligning the brewery with one of the fastest-growing digital platforms dedicated to the business of football.
The collaboration extends far beyond brand visibility. Football Black Book provides strategic consultancy support to Keltek, including market positioning within football, partnership development, executive introductions and long-term growth planning.
By leveraging our global network across clubs, federations, leagues and commercial partners, we are supporting Keltek’s ambition to build meaningful relationships and a credible presence within the football ecosystem.
This partnership represents a fully integrated commercial strategy, combining digital brand integration, live event activation, content collaboration and ongoing advisory support.
It reflects Football Black Book’s commitment to working with ambitious brands seeking authentic, measurable and sustainable engagement within the global football business community.
Football Black Book is proud to have been retained by Eastbourne Borough FC to support the development and enhancement of the club’s commercial partnerships and sponsorship strategy ahead of the 2025/26 season.
As a club with rich community roots and ambitious aspirations, Eastbourne Borough presents an exciting opportunity for brands looking to align with a forward-thinking organisation in the heart of English football.
Our role will focus on identifying new partnership opportunities, maximising the value relationships through tailored commercial strategy, sponsorship activation, and creative brand engagement.
From front-of-shirt sponsors to local collaborations and digital integration, Football Black Book will work with the club to create meaningful partnerships that generate impact both on and off the pitch.
Leveraging our network across the football and business worlds, we are committed to helping Eastbourne Borough FC grow its revenue, reach, and reputation, building on their recent incredible work with partners and on social media and
With a focus on strategic growth and long-term value, our aim is to help position the club as an attractive commercial partner while ensuring sponsors see a strong return on their investment throughout the 2025/26 campaign and beyond.
Football Black Book is proud to have been retained by Zenith Coins, a premium collectible coin and digital asset company, to support the expansion of their commercial footprint across the global sports industry.
This partnership represents a strategic alignment between two entities committed to innovation, credibility, and excellence in the sports and collectibles space.
With our extensive network across clubs, leagues, federations, and commercial partners, Football Black Book is providing strategic consultancy and commercial outreach services to help Zenith Coins secure high-impact relationships, visibility, and business opportunities.
Our role includes identifying and engaging relevant rights holders, facilitating introductions, and crafting strategic campaigns that position Zenith Coins as a trusted and valuable brand within the wider football and sports business ecosystem.
This collaboration underscores Football Black Book’s core strength: connecting ambitious companies with the right stakeholders in global sport.
By combining Zenith Coins’ unique product offering with our deep-rooted expertise and commercial insight, we aim to unlock long-term value, accelerate growth, and position the brand as a leader in the intersection of sport, collectibles, and fan engagement.
The partnership between Football Black Book and Masters Football represents an exciting strategic alliance aimed at enhancing football storytelling, driving fan engagement and accelerating commercial growth.
Under the agreement, Masters Football will become an official partner of Football Business Television, gaining access to our rapidly growing premium platform that is dedicated to the business and culture of football.
Through bespoke content, brand integration and targeted audience engagement, the collaboration will support awareness, ticket-driving campaigns and deeper fan connection across Masters Football’s events and experiences.
In addition, Football Black Book will work closely with Masters Football to provide commercial consultancy, partnership support and high-quality content production, helping to increase visibility, unlock new opportunities and tell compelling football stories that connect both with passionate supporters and senior stakeholders across the game.
Patrick "Mac" McCreanor, Co-Founder and CEO of Football Black Book, has joined the Advisory Board of Work in Football, as part of a wider strategic collaboration between the two organisations.
This partnership marks an exciting step forward in the evolution of Work in Football’s global presence, with Football Black Book retained to consult on the company’s future event strategy and international commercial growth.
Work in Football has quickly established itself as an emerging platform dedicated to connecting professionals across the global football industry, particularly through its dynamic events and community-focused initiatives.
With Football Black Book’s proven experience in delivering high-impact football business experiences around the world, the collaboration will focus on refining the event proposition, enhancing the brand's commercial offering, and expanding its global footprint through strategic partnerships.
Through this engagement, Football Black Book will support Work in Football across key areas including event delivery, brand positioning, sponsorship acquisition, and industry outreach.
The shared goal is to scale the platform, connecting even more professionals to opportunities across the game
The Voice of the Football Business Industry
"Where the game gets down to business"
in Association with Keltek Cornish Brewey
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 profeesionals 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.
Football Business Television Announces Headline Sponsorship with Keltek Cornish Brewery as Part of Strategic Partnership with Football Black Book Holdings Ltd.
Football Business Television (FBT) is proud to announce a new headline sponsorship agreement with Keltek Cornish Brewery, marking the beginning of a wider strategic partnership between Keltek and Football Black Book Holdings.
The 12-month agreement will see Keltek Brewery become the official main sponsor of Football Business Television, aligning the Cornish brewer with one of the fastest-growing digital platforms dedicated to the global football business industry. The partnership forms part of Keltek’s broader strategic ambition to establish and grow its brand presence within the sports industry, supported by the expertise and global network of Football Black Book.
Through this collaboration, Keltek will benefit from integrated brand exposure across Football Business Television’s programming slate, digital channels, live events, and executive network, while Football Black Book will provide strategic consultancy services designed to position the brewery within key football markets worldwide.
Football Business Television, a property of Football Black Book Holdings, has built a strong reputation for delivering insightful interviews and panel discussions featuring senior leaders from across the football ecosystem, including clubs, federations, leagues, commercial partners, and technology innovators.
Patrick McCreanor, CEO of Football Black Book, said:
“We are absolutely delighted to welcome Keltek Cornish Brewery as the headline sponsor of Football Business Television. From our earliest conversations, it was clear there was strong alignment in ambition, values, and long-term vision. Keltek is a progressive, quality-driven brand with global aspirations, and we are excited to support their strategic entry into the sports industry. This partnership goes beyond sponsorship, it is a fully integrated collaboration designed to deliver measurable impact over the coming years.”
Stewart Cawte, Managing Director of Keltek Brewery, added:
“Partnering with Football Business Television and Football Black Book represents a significant step forward for Keltek as we expand our footprint into the sports sector. The platform, network, and strategic expertise that Patrick and his team bring provide us with an exciting opportunity to build meaningful relationships across the football industry. We see this as the start of a long-term journey and are excited about what we can achieve together.”
The partnership will include digital brand integration, event presence, executive introductions, strategic planning, and ongoing consultancy support as Keltek seeks to embed itself within the football business community both in the UK and internationally.
This announcement reinforces Football Business Television’s continued growth and its commitment to partnering with ambitious brands seeking authentic and strategic engagement within the global football industry.
For media enquiries, please contact:
josh@footballblackbook.com
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 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.
