Photo of Prof Sue Bridgewater

Prof Sue Bridgewater BA (Hons); MBA; PhD

Director of Executive Education and Director of the Centre for Sports Business Marketing (ULMS)


Personal Statement

Sue is Professor of Sports Business and Marketing, Director of Executive Education and Director of the Centre for Sports Business at University of Liverpool Management School.

After an early career in marketing with Forbo and Unilever, Sue completed her MBA and PhD at Warwick Business School where she joined the faculty, teaching and researching international business and international marketing, focusing on Emerging Markets. Sue was Academic Director on a range of masters and undergraduate level courses including the WBS Distance Learning MBA and Undergraduate Management Degree.

Sue has designed, directed and taught on executive education courses for a range of blue chip clients including HSBC, IBM, Ford, Philips, Nestlé, Prudential, Diageo, TeachFirst, Ranks Hovis McDougall, Corus, KPMG. Since 2001, she has also developed and directed leadership and other executive education courses in sport and football, for clients including the League Managers Association, for whom she developed and runs a leadership and management course for football managers. Having graduated over 200 current and prospective professional football managers, her past students include Mark Hughes, Chris Hughton, Sean Dyche, Ole Gunnar Solksjaer and Les Ferdinand.

In addition to her academic role, Sue holds a number of roles in the practice of football and sport. She is a Non Executive Director of the League Managers Association (LMA), Director of networking group Women in Football, which champions equality of opportunity for women in sport and football, she is a member of UEFA's Research Grants and Awards panel and Visiting Fellow at World Academy of Sport.

Sue has produced research for, among others, the Department of Media and Culture, the LMA, the FA, Sport England, the Josoor Institute Qatar, Women in Football, Barclays, and has been an invited panelist at a range of practitioner events including the SportAccord Symposium, FIFA, Women in Football, BUCS and the Ivy Sports Symposium,

As well as a number of refereed journal articles in international business and marketing, Sue has also published on business of football and other sports including cricket, rugby and hockey. She has authored and edited a number of books including Innovation in Marketing, with Professor Peter Doyle, International Marketing Relationships, with Professor Colin Egan and in 2010, two sole authored books, Football Brands and Football Management as well as a number of book chapters in areas for ethnicity and sport, sports leadership, football sponsorship, football brands and women and football.

Since joining Liverpool University Management School, Sue has taught modules on the Football Industries MBA including Becoming a Football Executive, Sports Marketing and Sponsorship and Sports Operations; has taught Media, Marketing and Sponsorship on the Thoroughbred Horseracing Industries MBA and has contributed to a range of modules on MSc Sports Business.