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Football Sports Marketing Premier League

Premier League champions Leicester City appoint sports marketing pro Jonathan Gregory to ensure long-term success

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By Tony Connelly, Sports Marketing Reporter

November 24, 2016 | 3 min read

Leicester City have appointed Jonathan Gregory as its new commercial chief.

Jonathan Gregory

Jonathan Gregory has worked with the likes of Puma, Fulham FC and PepsiCo/Walkers

Gregory brings with him over 15-years’ experience across sports marketing and will work to strengthen Leicester City’s commercial standing off the back of their historic title win last season.

He joins from ATG where he served as global director of partnerships and oversaw the commercial partnerships and sponsorship programme across the company.

Prior to ATG Gregory held the position of commercial director at Fulham FC and was involved in England’s 2018 World Cup bid when he was director of partnerships for the FA.

While at the FA Gregory helped oversee Wembley's £757m redevelopment and gained experience as a director of sports marketing following a two-year stint at Puma.

His career started at Coca-Cola before he moved to PepsiCo where he rose to head of sponsorship.

In this new role at Leicester City Gregory will attempt to forge new revenue streams for the Thai-owned club in a bid to ensure they can keep pace with the Premier League’s more commercially attractive names such as Manchester United, Arsenal or Liverpool.

King Power’s ownership of the Foxes has given the club a footing in the flourishing Asian market, particularly with the travel retail group’s control of Bangkok's busy international airport.

While this may help facilitate negotiations with potential sponsors, the allegiance of many fans in the region tend to lie with the most successful clubs of the moment and Leicester’s position in the bottom half of the table is unlikely to stimulate consumers.

The lack of domestic success was offset by Leicester City’s performance in the Champions League this year where they reached the knock out stages, ensuring international television coverage.

Football Sports Marketing Premier League

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