Attendee Zone



Paul Nicholson is Editor-in-chief and CEO of, a B2B media company focused on the business and politics of football. He began his career as a financial journalist before specializing in media and marketing reporting and the business of sports. Paul’s career has included start-up media companies, publishing director roles at major media companies and various consulting positions. He is an independent board director of the Rugby League European Federation (RLEF) and a member of the board of the Rugby league International Federation (RLIF). He represents a number of media rights in the international broadcast market as well as executive producing various sports events for mainstream broadcast channels.

Paul works with Sponsorship Coach specifically with our football clients helping develop the insights from which to scope propositions for the media and football brands building.


As an industry innovator the wealth of experience Toby has amassed during four decades of working in Sponsorship is almost unique.

From his early days of negotiating NFL Player contracts through to orchestrating some of the most complex campaigns at three FIFA World Cup Finals he has evolved as one of experts in the industry.

His expertise spans all aspects and genre of brand partnership, but is best known for his expertise in Football where he has negotiated and delivered football rights at every level.

He has been an elected Director of The European Sponsorship Association for 15 years, further acknowledgment of his industry standing.


An expert in strategic brand marketing and driving commercial targets, Theo has an international career across a wide range of disciplines including brand strategy, marketing strategy, brand identity, creative development, content sponsorship, media, mobile advertising, PR, events and experiential.

He has worked across consumer tech industry client side for Microsoft, Nokia and T-Mobile, and in the entertainment industry for Warner Music and Universal Music and creative agency FRUKT.

During the past eight years in his role at Nokia/Microsoft Theo has developed and implemented brand strategy across 31 markets targeted at a youth audience. He has driven campaigns that have created conversations and shifted brand consideration. Recent partnerships include The United Nations and DTi and entertainment partnerships with Roc Nation, The Brit Awards. Artist partnerships include, Jay Z, Coldplay, Rihann, Calvin Harris, Deadmau5, Mark Ronson, Nile Rodgers, Green Day and many more.


Mike Davey is a highly accomplished, professional trainer, facilitator and executive coach. For over 20 years he has both designed and delivered a ranges of executive development workshops.

Mike specialises in enabling change through people and has an impressive reputation for helping people in management, service and sales embrace positively and successfully through novel and participative workshops engaging at all levels.

His expertise lies knowing how to energise people by dispelling anxiety, making uncertainty comprehensible, and helping people find the creative potential inherent in constantly changing circumstances.

Mike believes that the successful accomplishment of corporate aims and human goals in todays ever changing climate requires “behavioural” change.

His workshops are designed to be different, engaging, memorable and above all directly applicable back at work.

His work involves the creation and delivery of development interventions working with clients in the UK and around the world.

For the Sponsorship Coach Mike provides an expertise in the delivery of both the Negotiation Skills and Presentation workshop maximising his unique style of delivery.


Mike lives in Berkshire, and is married with two sons. Although his playing years are truly in the past he is passionate and vocal Rugby enthusiast whilst also being a keen Chelsea fan.


David is our Brand expert at Sponsorship Coach providing a level of knowledge that we apply across all aspects of our audience as required.

With 3 decades of UK and international agency and client-side experience in brand management, David’s focus is on ensuring there is a clarity about the big idea behind the brand and a high level of consistency between strategy and execution.

David has worked with some of Europe’s biggest brands as a Director at Interbrand, the world’s leading branding agency as well as running his own consultancy - Vantedge - since 2009.

David holds an honours degree in Business Studies, is a Fellow of the Chartered Institute of Marketing and a member of The Marketing Society.


David is a huge all round sports fan and a long suffering Reading FC supporter.