JOB PURPOSE 

The Commercial Sales Executive will play a central role in driving new revenue for Luton Town Football Club through the proactive sale of match-by-match sponsorship and experience packages, player kit sponsorships, and other ad hoc commercial opportunities. Reporting into the Head of Commercial, the role will be responsible for building and converting a high-quality sales pipeline while serving as a prominent representative of the Club in the local business community.

The successful candidate will combine modern sales methodologies with traditional business development techniques to generate demand, secure new partners, and deliver against ambitious sponsorship and advertising targets. A key long-term responsibility will be to build awareness of the commercial opportunities presented by the Club’s new Power Court stadium, developing a pipeline of engaged businesses committed to supporting the Club throughout the transition and beyond.

RESOURCES MANAGEMENT 

Management responsibility for: 

• Player Kit Sponsorship budget 
• Matchday Sponsorship budget
• Business Club budget 
• Development of a multi-year pipeline of new partnership opportunities 

KEY RESPONSIBILITIES 

Commercial & Hospitality Sales 

• Lead on the sale of match-by-match sponsorship, advertising, and hospitality experience packages.
• Drive annual player kit sponsorship sales, managing budgets and fulfilling obligations.
• Proactively identify and launch ad hoc commercial opportunities, ensuring maximum revenue is achieved.
• Deliver consistently against annual sales targets across advertising, sponsorship, and match-by-match inventory.
• Negotiate and close complex commercial agreements.

Business Development & Networking 

• Act as a visible ambassador for Luton Town FC in the local business community, representing the Club at meetings, networking events, and business forums. 
• Build and maintain a strong pipeline of prospects through a combination of cold calling, in-person networking, LinkedIn Sales Navigator, and email automation tools such as Apollo. 
• Host in-person sales meetings as a preference, using video calls where unavoidable to maintain momentum with domestic and international prospects. 
• Apply modern sales methodologies (such as MEDDIC and Sandler) alongside traditional techniques to identify, qualify, and close opportunities. 
• Develop leads for larger partnership conversations, working closely with the Partnerships team to feed into long-term pipeline development.
• Champion the opportunities available at Power Court, building awareness and securing early engagement from businesses seeking to partner with the Club during the stadium move.

Relationship Management & Cross-Selling

• Nurture relationships with businesses across the Club’s existing commercial ecosystem, identifying opportunities to upsell or cross-sell products and services. 
• Support the delivery of commercial rights and hospitality experiences where required, ensuring excellent service and fulfilment for all clients.
• Work collaboratively across the Commercial, Partnerships, and Hospitality teams to align sales activity with the Club’s wider commercial objectives. Operational & Administrative 
• Accurately manage all leads, opportunities, and client data within the Club’s CRM system, ensuring visibility and accountability across the sales cycle.
• Maintain regular reporting of pipeline, forecasts, and performance against targets.
• Support the organisation and delivery of commercial events and matchday sponsorship activations. 
• Represent the Club professionally at all home fixtures, entertaining and hosting prospective clients.

MAIN JOB REQUIREMENTS AND PERSON SPECIFICATION

Education/Qualifications/Training: 

• Educated to degree level in Business, Marketing, Sports Management, or a related discipline (or equivalent professional experience). 
• Demonstrable track record of relevant professional training or industry qualifications in B2B sales, sponsorship, advertising, or marketing. 
• Awareness or training in structured sales methodologies (e.g. MEDDIC, Sandler, Challenger) desirable.
• Proficiency in using modern sales tools including LinkedIn Sales Navigator, CRM platforms, and email automation software (e.g. Apollo).
• Strong IT literacy, including Microsoft Office (Word, Excel, PowerPoint, Outlook).
• Evidence of continuous professional development and a willingness to undertake further training as required.

Specific Experience: 

• Proven B2B sales experience, ideally within sponsorship, advertising, events, or sports marketing.
• Track record of achieving and exceeding sales targets in a competitive environment.
• Experience generating new business opportunities through a mix of outbound and inbound sales activity.
• Proficiency with LinkedIn Sales Navigator and email automation tools such as Apollo. 
• Familiarity with formal sales methodologies such as MEDDIC, MEDDPICC, and/or Sandler desirable.
• Experience negotiating complex commercial contracts and agreements. 
• Strong understanding of CRM systems, with a proven ability to build and manage structured pipelines. 
• Knowledge of the Luton and Bedfordshire business community advantageous.

Abilities/Skills/Knowledge: 

• Strong commercial acumen with excellent sales and negotiation skills. 
• Comfortable hosting in-person sales meetings, with video calls used only where unavoidable.
• Comfortable working autonomously and demonstrating initiative in a fast-paced environment.
• Ability to combine traditional sales techniques (cold calling, face-to-face meetings) with modern approaches (digital outreach, social selling). 
• High-level interpersonal and communication skills, able to build rapport and credibility quickly with senior business stakeholders. 
• Proactive, target-driven, and self-motivated with a hunger for success.
• Flexible to work all home fixtures, evenings, and weekends as required. 
• Willingness to travel for client meetings and business development opportunities.

Additional Information: 

• This is a full-time position.
• Applicants must be eligible to live and work in the UK.