Sr. Director Sports Partnerships EMEA New London, England, United Kingdom

Most companies claim to have the best people. We say to them, "Keep dreaming." Our people are second to none. They set us apart with their entrepreneurial spirit and ambition. They come to us from the likes of Amazon, Microsoft, Nordstrom, Starbucks and the sports world, bringing energy, bold ideas and a willingness to dive into the unfamiliar. It's our people that make BDA the top global Merchandise Agency to work for.

The Sr. Director, Sports Partnerships — EMEA is responsible for driving strategic growth across the EMEA sports and entertainment portfolio through the development, expansion, and stewardship of league, sponsor, brand, agency, venue, and partner relationships. This leader serves as a key contributor to regional revenue generation, sponsorship activation strategy, client retention, new business development, and cross-market execution while building and leading a high-performing team across EMEA.

LOCATION: This role is based out of our London, UK, Luton, UK or Manchester UK office and offers a flexible onsite schedule of onsite 3-4 days per week. This role is remote for candidates that are not located within a reasonable commuting distance from one of our BDA office locations.

TRAVEL: Required across EMEA and internationally as needed.

The role requires a proven regional business builder who can identify EMEA market opportunities, cultivate executive-level relationships, develop innovative sponsorship and merchandise strategies, and translate client objectives into measurable commercial outcomes. Working closely with the Managing Director — EMEA and global leadership, the Director will play a critical role in shaping regional strategy, fostering cross-functional collaboration, and accelerating long-term growth across priority EMEA markets.

Key Responsibilities

• Lead the development and execution of EMEA growth strategies designed to expand revenue, increase market share, and strengthen the organisation’s sports and entertainment portfolio across priority markets.
• Establish, cultivate, and expand strategic relationships with leagues, clubs, rights holders, sponsors, agencies, venues, partners, and key industry stakeholders across EMEA.
• Identify and capitalise on new business opportunities by leveraging regional relationships, market intelligence, global capabilities, and emerging sports and entertainment trends.
• Drive sponsor engagement initiatives that increase activation effectiveness, improve programme adoption, and maximise partnership value.
• Collaborate with EMEA and global leadership to develop innovative merchandise, marketing, fan engagement, employee engagement, and sponsorship solutions that support client objectives and organisational growth.
• Serve as a trusted advisor to key EMEA clients and partners, delivering strategic recommendations that enhance partnership performance and long‑term value.
• Lead efforts to retain, grow, and regionalise existing partnerships through proactive relationship management, consultative business planning, and coordinated account leadership.
• Partner with account teams to develop integrated sales, marketing, merchandise, and activation strategies that drive revenue growth and client success across EMEA.
• Ensure exceptional client experiences through responsive service, operational excellence, strategic problem‑solving, and effective coordination across countries and functions.
• Foster a high‑performance EMEA culture through mentorship, accountability, continuous development, and recognition.
• Provide leadership and guidance to direct reports and cross‑functional contributors, adapting coaching styles to maximise individual and team effectiveness across markets.
• Partner with EMEA executive leadership on staffing strategies, organisational design, succession planning, and capability‑building initiatives.
• Establish performance objectives, revenue targets, and key metrics aligned with organisational goals.
• Manage team budgets and resources to ensure profitability, operational efficiency, and responsible financial stewardship.
• Monitor business performance through reporting, forecasting, and data‑driven decision‑making.
• Ensure teams effectively manage expenses while maximizing return on investment and growth opportunities.

We are pleased to share the base salary range for this position is £135,000 to £165,000. If you are hired at BDA, your compensation will be determined by factors such as skills, education, and experience, while also taking internal equity and pay fairness into account. In the spirit of transparency, the range listed represents the full base salary range for the role, with starting salaries typically set within this range to allow room for growth over time. Certain revenue‑generating positions may be eligible for incentive compensation.

BDA is more than a workplace - it’s a family. For more than four decades we’ve promoted a vibrant and welcoming culture that not only accepts but demands you to be different. The quirky, the bold, the creative and the unique make up the foundation of a company that the most iconic brands in the world look to help tell their story through the power of merchandise.

BDA Inc. is an Equal Opportunity Employer. We are committed to creating an inclusive workplace and do not discriminate on the basis of race, color, religion, sex, sexual orientation, gender identity, national origin, age, disability, protected veteran status, or any other characteristic protected by federal, state, or local law.