Sports Leadership Dinner explores the Evolving Commercial Economy of Sport

Addleshaw Goddard and FWB brought together leaders from across the UK sports sector at The Edinburgh Grand on 10 November 2026 for a Sports Leadership Dinner focused on “The Evolving Commercial Economy of Sport”. 

The evening provided a forum to explore how sports organisations are responding to a changing commercial landscape, as brands, venues and global fanbases become increasingly valuable, complex and interconnected. Through two fireside discussions and networking, the programme connected perspectives from football, rugby, golf, sports venue design – as well as professional services - with a spotlight shone firmly on the opportunities and obstacles present in the Scottish sports environment and beyond.

Chaired by the inimitable Malcolm McPherson (Director and former Chair of Hibernian FC), the evening brought together an impressive cross-section of senior leaders from across the UK sporting landscape. Attendees included C-suite executives and decision-makers from international rugby, golf, Scottish football, English Premier League and Championship clubs, alongside national governing bodies, regulators and leading sporting and commercial organisations. With representation spanning both the men's and women's games, national teams and elite professional sport, the event attracted senior figures from across the UK to Edinburgh for an evening of insight, discussion and collaboration.

From Liverpool Football Club, Vice President of Brand Protection and Corporate Security Paul Dicken, was joined by stadium construction expert – and Addleshaw Goddard Partner - Nancy McGuire to provide a compelling overview on the how modern sporting organisations protect value, whilst preserving identity and trust. The discussion included the recent – and not to mention significant – redevelopment of Anfield and how that impacts upon not only the LFC brand, but also fan experience and fan expectations. Nancy was also able to provide fascinating insights into the legal and operational aspects of developing such an iconic venue, whilst ensuring it can remain operational for Premier League and UEFA sanctioned fixtures. 

Guests were then able to enjoy insights from the perspective of Charlie Brooks of global stadium architecture and design practice, Populous – who discussed the design insight behind projects including the new Tottenham Hotspur Stadium, Fulham FC's Riverside Stand and the Wrexham FC Kop Stand. Malcolm McPherson led a debate on the evolving nature of stadia as 365-day destinations, experiences and - more recently - commercial ecosystems in their own right. Charlie was able to additionally draw on experiences as ex- Communications Director of both Nike and Manchester United to focus on how fan experience is at the forefront of major projects from concept through to fruition and beyond. 

Charlie Brooks made reference to the strength of support for the event when observing that: “it was fantastic to join such a stellar room of guests, who are at the forefront of sports in Scotland. Their attendance makes it abundantly clear that there is strong appetite to enhance fan experience at every level and I've no doubt there will be some exciting plans to look forward to.”

Michael Dickson, Director at FWB – who provided the closing remarks for the evening – said that: "bringing the collective strength of FWB and Addleshaw's networks together has resulted in a truly remarkable evening of discussion, connections and future-facing, entrepreneurial thinking. We're delighted we could secure the calibre of speakers we have, so our huge thanks go to Paul Dicken, Nancy McGuire, Charlie Brooks and of course Malcolm McPherson for facilitating such engaging conversations. There's no doubt there appears to significant interest in something similar in the future and more reasons to keep this collection of sports leaders talking and collaborating.”

This event served as a follow up to the summer launch of Inside The New Economy of a Stadium – a widely acclaimed Addleshaw Goddard whitepaper which brought together elite sporting organisations and industry experts from across the globe to deep dive into the evolving nature of stadiums and major sporting venues. The report – which features comment from Valencia C.F, Burnley Football Club, AFC Wrexham, Udinese Calcio, Emirates Old Trafford, Croke Park and others – is available to download for free from the Addleshaw Goddard website.