Former Liverpool and Monaco commercial chief: "Just because something works in America doesn't mean it's going to work in Europe"

10 August 2020

Photo: PA Images "Can you imagine a team today who have won the Champions League final and just played another not having a sponsorship department?" said Bruce Bundrant, who worked as head of commercial partnerships at Liverpool between 2008 and 2012.

Bruce Bundrant oversaw the quadrupling of commercial revenue at Liverpool and Monaco in the late 2000's and early 2010's at a time when the recent Champions League winners did not even have their own commercial department.

Americans entering European football should think about what commercial strategies are better left behind, according to the former commercial chief leading a US-based marketing consultancy.

However, finding a commercial strategy that works is all about finding the right combination of tools prevalent in both American and European sports.

He predicts global issues like the coronavirus pandemic and racism will lead clubs to increasingly orient their commercial strategies around social matters and compelling individual voices.

Emil Gjerding Nielson

In 'Englishman in New York', British musician Sting discovers the stark cultural differences of moving from London to the Big Apple. The same applies the other way around, however, when an American makes the switch to Europe.

Liverpool didn't even have a sponsorship department

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