WHAT THIS IS.
This presentation shares a bit about my background + skills, and how I believe I could help Newcastle United FC continue its growth as a pioneering global football brand.
With my experience across strategy, brand, partnerships, and marketing I believe I can help NUFC access new revenue streams and grow market share in not only the global football sector but across international sport + consumer lifestyle markets.
I am actively pursuing an in-house leadership role as a Chief Brand or Strategy Officer with a globally recognized football club or a multi-club group. I thank you for taking the time to review this proposal and to consider me joining your team.
WHO I AM.
I am the Chief Brand Officer for MAWKO, a purpose led strategy studio that builds brand + business primarily for sport & lifestyle brands, professional athletes, and sport organizations.
I have over 25 years experience in the multifaceted stages of both brand & business building. In short, my work focuses on developing brand, business, and sustainability via purpose-led strategy to maximize value for all.
HOW I BELIEVE I COULD HELP NEWCASTLE UNITED FC GROW.
Without knowing the full extent of the organizational structure, I believe that a full-time position with Newcastle United FC leading brand strategy & market growth could be optimal for both the club and myself.
Based on research and conversations to date I am including a working outline in the graphic below. It can be adjusted based on input from NUFC management and is shown here to start a conversation. Its intention is to provide an idea of how my skills in brand, marketing, and partnerships (shown in blue) could fit into the Newcastle United FC infrastructure.
I believe three primary strategic goals for NUFC to continue its growth into a global sport brand that achieves long term financial sustainability are to:
Increase the loyalty among existing NUFC fans, global football audiences, and consumers in emerging markets.
Differentiate NUFC from it’s 19 competitors in the PL and countless others in the global sport + entertainment space.
Position NUFC as a market leader in the global sport sector.
WHAT IS BRAND AND DISCUSSION AREAS FOR HOW IT FITS INTO NUFC.
BRAND IS…
“a bundle of attributes, emotional and rational, intangible and tangible, that create value for a company’s stakeholders.”
“a unique or differentiated product or service that has an identifiable image or personality, brought to life through a powerful relationship with a customer.”
“your reputation. It’s what people think of you and what you bring to your customer.”
SHORT & LONG TERM GOALS…
I understand the pressure to create short term profits while at the same time build long term sustainable value. I believe the key is to focus on innovation that is built from an authentic foundation while driving a consistent (omnichannel) brand experience to the audience. To do this, I believe that brand building programs must be put in place that are cost efficient, credible, and authentic to the club’s foundation. This will create an internal brand driven culture so all stakeholders are empowered as brand champions of NUFC.
BUSINESS & BRAND STRATEGY…
Business strategy and brand strategy must be integrated and aligned. They must be one and the same. This is the optimal strategy for growing NUFC from a top flight English + European football club into a pioneering global sport brand. To achieve long term sustainable financial success, this alignment must be achieved. Strategic conversations about fans, customers, distribution, pricing, and communication are key to aligning brand + business strategy.
OPERATIONALIZING THE BRAND…
Requirement from top executives to build a brand driven culture for NUFC is a must-have. All stakeholders must …understand the club’s promise to both existing and new audiences …embrace their role in bringing NUFC to life in fan’s eyes as a global sport brand …and align their behaviors and the club’s activations with business + brand strategy.
THINK STRATEGICALLY & OPERATE CONSISTENTLY…
Identifying market opportunities + business challenges AND delivering brand + promise to audiences will create a sustainable competitive advantage for NUFC in the crowded global sport sector. Maintaining relevance in new markets while managing the club’s historic identity with its core audience is a balancing act that must be connected.
MARKET EXPANSION…
Rather than attempt to steal share from PL competitors, NUFC must expand it’s brand identity to new markets that has audiences who are ready to adopt NUFC into their lives. The question must be asked as to where NUFC could have credibility and permission to go given its current brand position and relevancy in international football and global sport.
PARTNER GROWTH…
Development of NUFC partner opportunities will simultaneously elevate club perception, awareness, and positioning and increase revenue - this is key to the financial growth of NUFC in the upcoming season.
The following graphic shows the percentage of commercial revenue to the total revenue for the top six PL clubs + Aston Villa (as a non-top 6 reference). This calculation suggests that there is a significant growth opportunity for NUFC in business partnerships.
Last season’s commercial revenue is estimated at 26% of total club revenue, while the top 6 PL clubs operate in a higher range of 42% to 58%. This lower percentage does make a case that NUFC is optimizing other areas of business. However, the amount of NUFC’s 83m for commercial revenue when compared to AV’s 88m (who has a 100m lower total revenue) suggests that NUFC has a huge opportunity for partner growth this season.
10 REASONS WHY I BELIEVE I CAN HELP GROW NUFC.
Click an arrow below to read more.
-
I understand the global sport sector and many of its diverse markets + cultures, from both the fans’ perspectives and brands’ perspectives. As a brand + business development professional who has traveled extensively across Europe, England, North + South America, and Asia I would bring a broad perspective that balances the priority of satisfying local communities and reaching beyond to attract new audiences.
-
I recognize how sport, fashion, music, & entertainment continue to merge in fans’ lives and leverage this with innovative activations that increase relationship value with brands. The majority of football fans believe the “world’s most beautiful game” is more than a sport - it is a lifestyle. My experience in developing lifestyle brands directly relates to building strong connections between club and fan, well beyond the stadium or tv.
-
I believe that creating dynamic + high-value omnichannel experiences for fans is just as important as producing world class on-pitch performances for clubs, credibility, and competition across the global sports sector. My background in creating omnichannel experiences helps organizations decrease operational budgets and increase the value a fan receives.
-
My brand work is always rooted in authenticity, never abandoning legacy just for the sake of newness but always considering market shifts, influences, and the evolution of consumer preferences. Heritage and history are the foundation to making sure a club showcases an attractive identity that appeals to modern day fans.
-
I lead teams to produce from start to finish and deliver measurable results that achieve brand + business objectives at the same time. I am experienced in working cross functionally across many department which will help NUFC in its current state as it grows as a pioneering global football brand.
-
I thrive on collaborating with cross-functional teams & partners to ensure we collectively deliver optimal results that accelerate growth and nurture a purpose-led culture from the inside out. I believe partnerships are the new sponsorships as they act as two way relationships, not just a financial transaction.
-
I have structured my own business sustainably in order to provide specialized teams that tackle specific needs for projects within client’s agreed-to budget, timeline, and targets. Given the transformative growth happening at NUFC, my knowledge of leveraging existing resources to maximize value will help the continued development of the club into a global brand.
-
I have the knowledge + skills to evaluate the existing NUFC brand workflow and drive updates to ensure strong + sustainable results can continue to be achieved. The alignment of brand, commercial, media, marketing, communications, and business is crucial to optimize an organizational strategy.
-
I have the passion + drive to help NUFC increase its market share across both the English and international sport (not just football) markets. The possibilities are endless here and a strategic conversation should take place as to how and where the club should expand its reach.
-
I look at the world’s most beautiful game through the eyes of an athlete, coach, referee, father, consumer, fan, sponsor, business owner, and brand professional… with the aim to build sustainable long term profit alongside an attractive brand identity that aligns with the overall NUFC vision. In and out of the box ideas can work together in driving financial and brand growth, which is where I thrive.
GLOBAL BRANDS I HAVE HELPED DEVELOP.
I have helped build brands in the crowded international fashion, hospitality, consumer goods, entertainment, and sport sectors.
Under Armour || Ralph Lauren || Polo Sport || Abercrombie & Fitch || abercrombie kids || Adidas Group || J.Crew || Crewcuts || Sperry || Bonobos || Spieth Golf || CSPRO Academy || Sport & Sustainability International || Hollister || Sports Business Institute Barcelona || Sustainable Sport Foundation || Madewell Double RL || Rugby || UA Global Football || US Soccer || Major League Soccer ||
Each client has strived to leverage different points of brand + business, but the shared priorities for each has been to:
• LEAD their sector as a pioneering brand,
• GROW grow market share,
• PRIORITIZE their consumers,
• MAXIMIZE existing revenue streams,
• IDENTIFY new revenue streams,
and • LEVERAGE their brand.
BRAND REVENUE GROWTH.
Key performance metrics of brands that I have been engaged by full time, as a consultant, or as a contracted studio for an extended period of time include:
Under Armour
+268% to $5.68bn (2012-21)
JCrew
+107% to $1.42bn (2005-09)
Abercrombie & Fitch
+63% to $2.78bn (2004-05)
+55% to $1.03bn (2000-02)
Polo Ralph Lauren
+20% to $2.38bn (2002-04)
MY PROFESSIONAL SKILLS.
• Business & Brand Strategy Creation, Alignment, + Development.
• Revenue Stream Identification + Maximization.
• Sponsorship & Partnership Creation + Management.
• Branding (& re-branding).
• Omnichannel Marketing, Design, + Communication.
• Content & Campaign Production, Direction, + Capture.
• Multi-Sector Market Analysis & Consumer Forecasting.
• Purpose & Sustainability Integration.
• Brand Positioning, Awareness, + Communication.
• Lifestyle Brand Transformation + Development.
• Team Leadership.
MY REFERENCES.
I feel extremely lucky to have loyal clients, peers, and mentors that believe in me & my work. Below are five that would welcome your email or call to share their thoughts.
Brian Boring
VP Global Brand
Under Armour
EMAIL - CALL
Dr. Ceri Bowley
Chief Soccer Officer & Sporting Director
North Carolina Courage
EMAIL - CALL
Costa Nhamoinesu
President, CSPRO Academy
Scout, AC Sparta Praha
EMAIL - CALL
Julia Palle
VP Sustainability, Formula E
President, SandSI
EMAIL - CALL
Gordon Thompson
Executive Creative Director
Nike, Pepsi, Disney, Gatorade +
EMAIL - CALL
CONTACT ME.
I appreciate you taking the time to consider this proposal and hope that we can meet in the near future to discuss this further.
It would be a pleasure to be considered for a role at Newcastle United FC to help continue the growth on the club into a pioneering global football and sport brand.
Thank you very much for considering.
UA Global Football Brand Anthem by MAWKO // Director’s Cut
All content shown on this page has been photographed by and is © Kevin Korn 2025