As the Head of Media, Marketing, and CRM at Arsenal Football club, Micheal Leavey has the overall responsibility for the club’s commercial growth ambitions. He has been with the club for over 8 years and until recently was the General Manager of the club’s media business.

Leavey was formerly CEO of 10Duke Software, an advanced social media application platform working with leading global brands and broadcasters. Prior to this he was Managing Director at Mondus, a $300 million European B2B software procurement company. He has over 12 years online experience covering all aspects of social media, online brand development and effective monetization strategies.

Please joins us as Michael takes us through his journey and dives into the inner workings of the commercial side of Arsenal Football Club. We discuss the team’s global marketing strategy, the key target markets, bringing an increasingly global fan base closer to the club, the challenges that all top club’s share, the important role CRM plays, exchanging insights with rivals, taking pictures in China as well as outside the Emirates Stadium with fans who think he is Arsene Wenger (they do resemble one another), and much more.

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