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Salford Business School

Professor Simon Chadwick

Professor of Sports Enterprise


Having previously worked at the Universities of London (where he was a founding Director of the Birkbeck Sport Business Centre), Coventry (where he was Professor of Sport Business Strategy and Marketing and founder and Director of the Centre for the International Business of Sport) and Leeds (where he was Programme Director for the MA in Advertising and Marketing) respectively, Simon was the founding Editor of ‘Sport, Business and Management: An International Journal’, is a former Editor of the ‘International Journal of Sports Marketing and Sponsorship’ (he continues to serve as an editorial board member for several other sport journals). He also recently created and edits the highly regarded academic website ‘The Scorecard’. In addition, he is a sport business columnist both for The Conversation and for the International Centre for Sport Security’s journal.


Among his research and consultancy activities, Simon has worked with numerous organisations involved in sport including Chelsea FC (social media), Adidas (strategy and football), Mastercard (sponsorship), FC Barcelona (overseas fan engagement), the International Tennis Federation (brands and logos), Atletico Madrid (education programme development), the Qatar Olympic Committee (analysis of organisation and governance), Michelin Motorsport (conference organiser), the Union Cycliste Internationale (governance and doping), the International Centre for Sport Security (risk assessment), Tottenham Hotspur (international market entry), the European Commission (member of strategic task force on sport), Sport Business Group (conference organiser), the German Bundesliga (sponsorship activation), The Economist (expert advisory panel on sport), the Chinese Football Association (education programme delivery), the British Council (devising and running a competition – The Pitch), the Russian Football Association (education programme development), and the European Clubs Association (programme development and delivery).


Chadwick has also helped UEFA create its Certificate and Diploma programmes in Football Management, which he continues to help deliver for the organisation. Alongside this, Chadwick has written a Marketing guide for UEFA which is being used by the organisation’s 54 member associations. Adding to this, he has written an MBA programme for the Russian Football Association, and planned and run a series of staff development programmes for the Chinese Football Association. Chadwick currently also teaches on the MBA Sport Management programme at the Russian International Olympic University in Sochi and on the Executive MBA Sport Management programme at the Otto Beisheim School of Management in Dusseldorf, Germany. He has previous taught on the MBA Sport Management programme at IE Business School in Madrid, and has served as a PhD Director of Studies at the University of Pretoria in South Africa. He is currently a visiting academic at IESE in Spain; Molde University in Norway; and RMIT in Australia.


Chadwick's views on sport are regularly covered by the media; he has been quoted more than 15,000 times in publications across the world including in the Wall Street Journal, the New York Times, Forbes, Time, the Financial Times, the Economist, Bloomberg Business Week, Der Spiegel, El Pais, Le Monde and China Daily. He also regularly appears on television, where he has commented on sport for broadcasters such as CNN, Bloomberg, Al Jazeera, the BBC, CNBC, Sky and CCTV.


Simon is a member of a Qatari government sport ‘think-tank’ (Doha Goals); he also sits on the Advisory Board of StreetGames (an organisation which takes sport to disadvantaged communities); and he is a close collaborator with or advisor for various organisations in sport, ranging from teams, clubs and governing bodies through to commercial partners, broadcasters and government ministries. He has been identified by The Huffington Post as being one of the top-30 most influential sport marketers in the world, by The Independent newspaper as being one of the top-10 business tweeters in the UK (@Prof_Chadwick), and by The Times as being the ‘guru’ of sport management in Britain.


Across a 20 year university career, Simon has taught on both post-graduate and undergraduate programmes, as well as serving as a PhD Director of Studies. Among the modules he has taught are sport marketing, sponsorship and endorsements, current issues in sport management, and international sport business. He has nine PhD completions (also having external examined twenty five PhDs at other institutions including at Warwick, Manchester, Liverpool and Sheffield Universities).

Research Interests

Chadwick’s research focuses on the commercial, managerial and geo-political aspects of sport. In particular, he is actively engaged in research on sponsorship, social media and digital technology, sports brands, fans as customers, soft power and the geo-politics of sport in Asia. Chadwick is especially interested in the activation of sponsorship deals, the ambushing of sponsorships, how fans engage with clubs and teams, and how nations use sport as the basis for building business, exerting soft power and promoting national interests. He has a strong interest in the sport industry across the world, although he is increasingly paying particular attention to Asian countries such as China, India and Qatar.

Qualifications and Memberships



Chadwick’ academic research has appeared in journals including Sloan Management Review, the Journal of Advertising Research, Thunderbird International Business Review, the Journal of Brand Strategy, Management Decision, Marketing Review, the Journal of Sponsorship, the International Journal of Sports Marketing and Sponsorship, and Sport Marketing Quarterly. Simon has recently co-edited the book ‘Handbook of Sport Marketing’ (Routledge) and a second edition of ‘‘International Cases in the Business of Sport’ (Routledge), and has also been co-editor of the following books: ‘Managing Football: An International Perspective’ (Elsevier), ‘Sport Entrepreneurship: Theory and Practice’ (F.I.T.), ‘The Business of Sport Management’ and ‘The Marketing of Sport’ (Financial Times Prentice Hall), and ‘International Cases in the Business of Sport’ (Elsevier). Alongside his books, Chadwick has created a Sport Marketing talk series for Henry Stewart Publishing, and is Editor of a Sport Marketing book series for Routledge (Taylor and Francis).