JOB PURPOSE

The Partnership Development Executive will play a dual role within Luton Town Football Club’s Commercial Department — responsible for both the management of existing partner relationships and the generation of new commercial revenue.

Reporting directly to the Head of Commercial, this position combines account management excellence with proactive sales delivery across all areas of the Club’s commercial operations — including sponsorship, advertising, hospitality, partnerships, and licensing.

The successful candidate will deliver a best-in-class service to existing partners, ensuring rights and activations are delivered effectively, while also building and converting a high-quality sales pipeline that drives new business. This is a key role in strengthening relationships across the Club’s commercial ecosystem and developing long-term partnerships that support the Club’s journey towards Power Court in 2028/29.

RESOURCES MANAGEMENT

Management responsibility for:

• Account management of a portfolio of Club Partners, Advertisers, and supporting partners.
• Delivery of all commercial obligations to the English Football League (EFL) and its partners.
• Sales and servicing across sponsorship, advertising, partnerships, hospitality, licensing, and other revenue streams.
• Delivery and management of matchday commercial assets (LED, Big Screen, playlists) in collaboration with internal and third-party teams.
• Annual player kit sponsorship programme, match-by-match sponsorship packages, and ad hoc commercial sales.
• Development of a multi-year sales pipeline supporting short-term revenue growth and Power Court strategy.
• Contribution to commercial events, partner reviews, and performance reports.

Reports to: Ben Tunnell, Head of Commercial

KEY RESPONSIBILITIES

Partnership Management

• Serve as day-to-day account lead for a defined portfolio of partners, advertisers, and supporting external partners.
• Build strong, collaborative relationships that drive long-term retention and mutual value.
• Develop and deliver activation plans that align with partner objectives across matchday, digital, community, and social channels.
• Produce and present regular partnership reports tracking ROI, KPI performance, and future recommendations.
• Ensure all commercial obligations are delivered to the highest standards, in collaboration with Marketing, Media, Operations, and Community departments.
• Support partner renewal conversations and contribute to retention planning and strategy.
• Provide on-site partner servicing and premium matchday hosting.

Sales & Business Development

• Drive new revenue generation across all areas of the Club’s commercial portfolio, including:
• Sponsorships (season-long and match-by-match)
• Advertising (LED, Big Screen, print, and digital)
• Partnerships (Principal, Club, Regional and Business Partner)
• Hospitality and matchday experiences
• Licensing and retail partnerships
• Ad hoc activations and new product launches
• Build and manage a structured pipeline of prospects using the Club’s CRM system, ensuring visibility and accountability across the sales cycle.
• Apply a blend of traditional and modern sales techniques — including cold calling, in-person networking, and digital outreach via LinkedIn Sales Navigator and Apollo.
• Represent Luton Town FC within the local and regional business community, building awareness and engagement.
• Negotiate and close commercial deals that align with Club objectives and deliver measurable value.
• Champion the commercial opportunities at Power Court, building early interest and long-term partner commitments.

Events, Delivery & Collaboration

• Support the organisation and delivery of commercial events, networking sessions, and partner engagement forums.
• Manage end-of-season pitch hire bookings and other commercial event activity.
• Oversee delivery of matchday commercial content (LED, Big Screen) in collaboration with suppliers and internal teams.
• Represent the Club professionally at all home fixtures, hosting both current and prospective clients.
• Work cross-functionally with Hospitality, Marketing, and Partnerships teams to ensure alignment of sales and delivery activity.

Reporting & Insights

• Produce detailed ROI and KPI reports for partners and maintain accurate sales reporting across CRM systems.
• Regularly update pipeline, forecast, and performance dashboards for senior management.
• Feed commercial insights and market trends into new product development and pricing strategies.
• Contribute to continuous improvement of sales and servicing processes.

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 sponsorship, partnerships, or account management.
• Strong IT literacy, including Microsoft Office (Word, Excel, PowerPoint, Outlook), with advanced Excel skills desirable for reporting and ROI analysis.
• Experience using CRM platforms and project/account management software to track performance and deliver reports.
• Familiarity with digital and social media platforms as part of sponsorship activation.
• Evidence of continuous professional development, with a willingness to undertake relevant training as required.

Specific Experience:

• Proven experience in both account management and B2B sales within sport, entertainment, or related industries.
• Track record of achieving and exceeding commercial sales targets.
• Understanding of sponsorship rights, activation delivery, and hospitality or licensing products.
• Experience delivering partner reports and presenting to senior business stakeholders.
• Strong knowledge of local and regional business networks, ideally across Luton and Bedfordshire.

Abilities/Skills/Knowledge:

• Strong commercial acumen with confidence in negotiation and closing sales.
• Excellent relationship management and client-facing skills.
• Organised and detail-oriented, capable of managing multiple accounts and projects simultaneously.
• Creative thinker with the ability to develop engaging partner activations.
• Proactive, ambitious, and comfortable working both independently and as part of a close-knit team.
• High-level communication and presentation skills, both written and verbal.
• Flexible, professional, and resilient under pressure.

Additional Information:

• This is a full-time position
• The role requires flexibility to work evenings and weekends in line with the Club’s fixture schedule and major events, ensuring the seamless delivery of partner rights and matchday obligations
• Applicants must be eligible to live and work in the UK.

SAFEGUARDING STATEMENT 

The Club is committed to safeguarding and promoting the welfare of children, young people and vulnerable adults and expects all staff and volunteers to share this commitment. 

   The Club has systems in place to ensure that the welfare of vulnerable groups is dealt with appropriately and sensitively. Everyone working at the Club has a duty of care to safeguard the welfare of children and young people by creating an environment that protects them from harm. Our standards of practice ensure all staff are fully aware and understand their responsibilities under safeguarding legislation and statutory guidance. 

The Club ensures that all staff that have a direct responsibility for children, young people or vulnerable adults, have been subject to the most stringent of recruitment practices which include DBS Checks and reference checks.  These staff are alert to signs of abuse or maltreatment and will refer concerns to the relevant Designated Safeguarding Officers using the agreed safeguarding procedures. 

EQUALITY STATEMENT 

  The individual must at all times, carry out their duties with due regard to the Clubs policies and procedures and in particular the Club’s Equality, Diversity and Inclusion Policy.  

  The individual must ensure a positive commitment towards equality and diversity by treating others fairly and not committing any form of direct or indirect discrimination, victimisation, or harassment of any description and to promote positive working relationships between all internal and external stakeholders. The individual must contribute to encouraging equality and respecting diversity by embedding such values in the workplace and challenging inappropriate behaviour and processes.