Mark Jones
When most football fans think about success, they usually picture trophies, goals, and unforgettable moments on the pitch. Yet behind every successful football club is a dedicated team responsible for marketing, sponsorship, technology, fan engagement, hospitality, and commercial growth.
That is exactly what the Football Business Awards were created to recognize.
Held on November 2, 2017, at the iconic Tobacco Dock in London, the 6th annual Football Business Awards brought together football clubs, executives, agencies, technology providers, and business leaders who contribute to the success of the sport away from matchday action.
In my experience researching sports business and football management, events like the Football Business Awards offer a fascinating look into the commercial side of football an area that often receives less attention than what happens on the field but is equally important to the game’s long-term success.
This article takes you inside the 2017 Football Business Awards, highlighting the winners, major achievements, industry trends, and lessons that football organizations can learn from the event.
Overview
The 6th annual Football Business Awards took place on November 2, 2017, at Tobacco Dock in London. The event celebrated excellence across football business operations, recognizing clubs, agencies, sponsors, technology providers, and executives who contributed to the sport’s commercial and community success.
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Key Executive Honors
- Overall CEO of the Year: Daniel Levy (Tottenham Hotspur)
- Premier League CEO of the Year: Daniel Levy
- European Football CEO of the Year: Vadim Vasilyev (AS Monaco)
- Global Football Ambassador Recognition: Legendary commentator John Motson
Major Club Winners
- Chelsea FC – Best Football Club Hospitality
- Manchester City FC – Best Use of Technology by a Club
- Manchester City FC – Best Non-Match Day Use of Venue
- Sunderland AFC – Best Fan Engagement by a Club
- Swansea City AFC – Best Club Marketing Initiative (Premier League)
- Wolverhampton Wanderers FC – Best Club Marketing Initiative (Non-Premier League)
Business and Industry Winners
- WePlay – Agency of the Year
- adi.tv and Supponor – Best Use of Technology
- Smith & Williamson – Best Professional Service Business
- St George’s Park – Best Business Serving Football
- Piglet’s Pantry – Best Small Business Serving Football
Community and Innovation Awards
- Albion in the Community
- Burnley FC in the Community
- Mischief PR for the Emirates FA Cup Story campaign
These awards showcased how innovation, leadership, technology, and community engagement continue to shape modern football.
What Are the Football Business Awards?
The Football Business Awards were established to celebrate excellence beyond the pitch.
While players and managers often receive the spotlight, the awards focus on:
- Commercial success
- Sports marketing
- Sponsorship development
- Fan engagement
- Community outreach
- Hospitality operations
- Technology innovation
- Leadership excellence
The awards also recognize professional service providers and businesses that support football clubs throughout the industry.
As co-founder Simon Burton explained, competition becomes tougher every year as clubs and organizations continue raising standards across the football business landscape.
Why the Football Business Awards Matter
Football has evolved into a global industry worth billions.
Today’s clubs must excel in areas such as:
- Digital marketing
- Fan experience
- Sponsorship activation
- Venue management
- Community engagement
- Data and technology
Winning a Football Business Award has become a valuable symbol of industry recognition and credibility.
For many organizations, the award serves as proof that their business strategies are producing measurable results.
Club Marketing Excellence Takes Center Stage
One of the most competitive categories focused on football marketing initiatives.
Swansea City AFC Wins Premier League Marketing Award
Swansea City AFC earned recognition for delivering one of the most effective marketing campaigns among Premier League clubs.
The award highlighted the club’s ability to:
- Connect with supporters
- Increase brand visibility
- Strengthen fan loyalty
- Drive commercial growth
Wolverhampton Wanderers FC Leads Non-Premier League Marketing
Wolverhampton Wanderers FC secured the Non-Premier League Marketing Initiative award.
The recognition demonstrated that successful marketing is not limited to top-flight clubs. Creative campaigns and strong supporter engagement can create significant impact at every level of football.
Chelsea FC Sets the Standard for Hospitality
Matchday experiences have become increasingly important in modern football.
Chelsea FC was awarded Best Football Club Hospitality for delivering premium experiences that enhance fan satisfaction and corporate partnerships.
Successful football hospitality programs typically focus on:
- Exceptional customer service
- Premium seating experiences
- Corporate entertainment
- High-quality event management
In my experience, hospitality has become one of the most valuable revenue streams for leading football clubs.
Manchester City FC Dominates Technology and Venue Innovation
Manchester City FC enjoyed a particularly successful evening.
The club won Best Use of Technology by a Club through its collaboration with SAP.
Why Technology Matters in Football
Technology now influences nearly every aspect of football operations:
- Fan engagement
- Ticketing
- Data analytics
- Marketing campaigns
- Performance insights
- Commercial partnerships
Manchester City’s partnership with SAP showcased how technology can enhance both business performance and supporter experiences.
Best Non-Match Day Use of Venue
Manchester City FC also received recognition for the City Football Academy.
This award highlighted the growing importance of maximizing stadium and venue assets beyond matchdays.
Many clubs now generate additional revenue through:
- Conferences
- Corporate events
- Training facilities
- Community programs
- Educational initiatives
Technology Innovation Beyond the Clubs
Technology providers also played a major role at the awards.
adi.tv and Supponor Recognized for Innovation
The Best Use of Technology (Non-Club Specific) award went to adi.tv and Supponor.
Both companies have contributed innovative solutions that improve:
- Sports broadcasting
- Digital sponsorship visibility
- Fan engagement
- Commercial value creation
As football becomes increasingly digital, technology partners are becoming essential contributors to industry growth.
Community Impact and Social Responsibility
One of the most inspiring sections of the awards focused on community engagement.
Football’s influence extends far beyond the stadium.
Albion in the Community
Albion in the Community won Best Football Community Scheme.
The organization was recognized for creating meaningful social impact through football-focused community initiatives.
Burnley FC in the Community
Burnley FC in the Community secured the Corporate Social Responsibility award.
Its programs demonstrated how clubs can positively influence:
- Education
- Health initiatives
- Youth development
- Social inclusion
These awards reinforced football’s role as a force for positive change.
Innovation Award: The Emirates FA Cup Story
Creativity and storytelling remain powerful marketing tools.
Mischief PR received the Innovation Award for its work on the Emirates FA Cup Story campaign.
The project showcased how compelling narratives can:
- Strengthen brand identity
- Increase audience engagement
- Generate media attention
- Enhance competition prestige
Successful football marketing increasingly relies on emotional storytelling that resonates with supporters.
Sponsorship and Brand Activation Winners
Commercial partnerships remain a cornerstone of football business success.
Partnership of the Year
Avon and Liverpool Ladies FC received recognition for Sponsorship Deal / Partnership of the Year.
The partnership demonstrated how brands and clubs can collaborate to create mutual value.
Best Brand Activation
Betstars and Leicester City FC secured the Best Brand Activation Involving Football award.
Effective brand activations help:
- Increase fan engagement
- Enhance sponsor visibility
- Create memorable experiences
- Deliver measurable marketing results
Business Excellence Across the Football Industry
Several organizations supporting football operations were also recognized.
Best Business Serving Football (Up to £2 Million Turnover)
Piglet’s Pantry
Best Business Serving Football (Over £2 Million Turnover)
St George’s Park
Best Professional Service Business Serving Football
Smith & Williamson
Agency of the Year
WePlay
These winners demonstrated the importance of specialist service providers in supporting football’s commercial ecosystem.
Leadership Awards and Executive Excellence
Strong leadership often determines whether football organizations thrive.
Daniel Levy Dominates CEO Awards
Tottenham Hotspur chairman Daniel Levy achieved one of the evening’s most impressive accomplishments.
He won:
- Overall CEO of the Year
- Premier League CEO of the Year
His leadership has frequently been associated with:
- Financial stability
- Commercial growth
- Strategic planning
- Long-term development
Other CEO Winners
European Football CEO of the Year
Vadim Vasilyev (AS Monaco)
Championship CEO of the Year
John Kay (Preston North End)
League One CEO of the Year
Stephen Bettis (Sheffield United)
League Two CEO of the Year
Gary Sweet (Luton Town)
SPFL CEO of the Year
Duncan Fraser (Aberdeen FC)
These executives showcased excellence across multiple levels of football management.
Key Lessons from the 2017 Football Business Awards
Looking back, several themes emerge.
1. Technology Drives Growth
Digital innovation is becoming central to football business success.
2. Fan Engagement Matters More Than Ever
Supporters remain the heart of every successful club.
3. Community Impact Builds Stronger Brands
Social responsibility creates lasting value both on and off the pitch.
4. Leadership Shapes Long-Term Success
Visionary executives continue to play a critical role in football’s growth.
5. Commercial Excellence Requires Innovation
The most successful organizations constantly evolve and adapt.
Conclusion
The 2017 Football Business Awards offered far more than a celebration of winners. They provided a snapshot of the evolving football industry and highlighted the organizations, leaders, agencies, and clubs driving progress behind the scenes.
From Chelsea FC’s hospitality excellence and Manchester City FC’s technological innovation to Daniel Levy’s leadership achievements and the community impact of organizations like Albion in the Community and Burnley FC in the Community, the awards demonstrated that success in modern football extends far beyond results on the pitch.
In my experience, the most valuable lesson from the Football Business Awards is that sustainable success comes from balancing commercial growth, fan engagement, innovation, and social responsibility. The clubs and businesses recognized in 2017 serve as powerful examples of how football organizations can thrive while continuing to strengthen the game for future generations.
Stephen Galvin
