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Scottish Football: SPFL appoint former Southampton man as Commercial Director

The Scottish Professional Football League (SPFL) has brought in former Southampton FC head of marketing Scott Steedman to lead a change of strategy after the governing football body failed to find a sponsor for the Scottish Premiership.

Neil Doncaster, chief executive of the SPFL said “Rather than selling an inventory based sponsorship we are presenting brands with an integrated inventory and marketing led proposition that can fit their objectives.

“Leading this process is our recently appointed commercial director Scott Steedman, who has both international and domestic commercial and brand experience.”

Steedman joined Southampton FC in 2010 as head of sales and marketing and stayed at the club for a year. Also in 2010, he was appointed to the board of Merchant Soul, a Glasgow-based agency specialising in sponsorships consultancy.

In 2011, he became external venue operations and broadcasts manager at UEFA and in 2012 became a director of Progress Sponsorship & Communications, another Glasgow-based agency specialising in sponsorship and sport.

Despite the lack of commercial interest in Scottish football’s top league, Doncaster added that the game in Scotland had “in general” turned a corner and said the SPFL would still meet the financial guarantees made to clubs at the beginning of the season.

“Looking ahead, with the first full season of having all 42 member clubs under the single banner of the SPFL almost complete, we believe that clubs and Scottish football in general has turned a corner,” he said.

“The reality for season 2013/14 is that financially we set an expectation with the clubs that we’d be distributing £18m to them and we expect to achieve that, even in the absence of a title sponsor.”


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