This month, we #CheckInWith Becky Hartley, part of the Commercial Partnerships team at Emirates Old Trafford.
What is your job title?
I’m Commercial Partnerships Executive.
How long have you been at Emirates Old Trafford?
I’ve been here almost 12 months now – I joined the team in August 2018. It’s my first role since completing my university course last year and I love it.
What does your day-to-day role include?
It’s quite hard to say, as cliché as it sounds, every day is different and is one of the reasons why I enjoy my role so much. My main responsibility is to ensure the successful delivery of all of our partnerships. Each partner is promised a unique set of deliverable assets, which can include anything from tickets to hospitality, marketing rights, behind the scenes events, in-stadium branding, as well as many others across all aspects of the business.
We also offer a Partners Cricket Day, where partners are able to bring along their team or clients and play a number of matches, before the finalists take to the hallowed turf of the famous Lancashire Cricket pitch, so I was heavily involved in the organisation and delivery of this.
How do you work with partners to ensure their deliverables are met?
We believe in regular communication, which ensures complete transparency between both parties and helps us to build relationships, as well as helping our partners to utilise their benefits in the best way.
We adopt a very proactive approach with our partners by having meetings fairly frequently and updates on the take up rates of their benefits. This allows us to advise our partners and really get the most out of the partnership, so it’s successful for everyone involved.
How do you work with the Commercial Sales team in securing prospective partners?
I’m mainly focused on the delivery of partner rights, but my role does touch on this aspect, so I work closely with the team and research suitable new prospects, as well as drawing up the assets that we would be delivering. Of course, this can all change, but it’s really exciting to get involved with new business opportunities.
How do you work with the C&E, hotel and hospitality teams?
Because my main role is to ensure the delivery of partner rights, I work with all departments to help deliver effective partnerships – which is great, as I get to know everyone in the business.
Hospitality particularly is a department that I’m heavily involved with, as the majority of our partners have hospitality on match days. This varies, so their packages can be anything from the use of our Executive Boxes to places in our suites both in the Pavilion and The Point, and both teams work together to ensure they enjoy the day and everything runs smoothly.
C&E is also a department I work with, particularly when partners are hosting their events at the venue or we are putting on an event on their behalf, such as one of our behind the scenes days, for example, with our partner Brown Shipley. This year, they held a private practice nets session, run by our Head of Cricket Business, Warren Hegg, and Lancashire player, Keaton Jennings, before heading back to the Brown Shipley Club Suite for a drinks reception and lunch, followed by a Q&A with Warren and Keaton. It’s a great way to enhance our partnerships and provide a unique and bespoke experience for them.
The Events Team are fundamental in managing the running order of events such as these, so we work together to make sure every detail is taken care of.
Can you provide an example of the different deliverables that you deliver?
I mentioned earlier the Partners Cricket Day, which is one of the deliverables that I manage, but I also look after match day sponsorships.
Another example is for our Official University Partner, UA92, which is opening its doors to its first students in September. We’ve regularly hosted match days in The Point, while construction of their campus is still taking place.
I also manage the AO Volunteer of the Month programme, which was launched by AO and the Club in 2018, which is a great CSR initiative created to engage the wider Lancashire community. The programme recognises the hard work and dedication that keeps the cricket clubs across the county running. You can find out more about our partnership deliverables, where Head of Commercial Partnerships, Liz Cooper, highlights the Power of Partnerships.
On a match day, what are your responsibilities?
I touched on this a little earlier, but I mainly assist in the successful delivery of partner activations, for example, the Thomas Cook Sport Terrace. This is an area where Thomas Cook have branded and sell tickets to a match day, providing guests with a unique vantage point of the wicket.
We also host partners in hospitality – so I network with our partners and ensure that everything in the suite or box is running according to schedule (although, we do sometimes have to be a little flexible with this subject to the weather).
Finally, what is your guilty pleasure?
I love talent shows, mainly The X Factor. I know it’s cringey, but everyone needs a little bit of cringe in their life!
We have a very collaborative family of partners and we would like to work with more global brands, as well as north west businesses. If you would like to discuss how we can work with you, we’d love to hear from you. To find out more information on the team visit here.