London Meetup Speaker: Liverpool FC, Director of Global Partnerships, Alex Fraser

Hello friends! 👋 

Coming to your inbox on a Saturday with a huge announcement.

We can officially share that the guest speaker for the London SportsGrad Meetup is the Liverpool FC, Director of Global Partnerships - Alex Fraser

(Great get, I know)

We are almost at capacity with 94 registrations, so do your career a favour and get along to hear from one of the best in the business, and meet many others working in sport.

📆 : Wednesday July 2

⏰: 6pm - 9pm

📍: Chapel Bar, Angel

But before you arrive, read on to get to know Alex a bit better.

“Witnessing LFC win the PL exactly 12 months after moving to the UK was a true pinch me moment.” - Alex Fraser

Meet Alex Fraser, Liverpool FC’s Director of Global Partnerships.

Initially, working in sport wasn’t even on Alex’s radar. But a single coffee with a contact led to a nine-year stint at Elite Sports Properties (now TGI Sport), and that kickstarted a career that has since taken him from agency life to the Parramatta Eels and now across the globe to Liverpool Football Club.

Just 12 months after making the move to the UK, he found himself witnessing Liverpool win the Premier League. It was a surreal full-circle moment for someone who once didn’t even consider a future in sport.

Today, he leads Global Partnership Development at Liverpool FC. His focus is on building strategic connections between brands and one of the world’s most powerful sporting institutions. His job isn’t just about sponsorship deals. It’s about deeply understanding what a partner wants to achieve and crafting a plan that delivers it through football.

In this story, he shares how relationship-building has shaped his career, why he believes people rush the process, and the sliding doors moment that changed everything.

If you’re unsure where to start or worried it’s taking too long, this one will show you that success in sport isn’t always fast. But it is possible.

🔥 Quick Fire Questions

1. What inspired you to work in sport?

   Honestly? Coming out of school it wasn’t my intention to work in sport! I did a Commercial Law + Finance Degree and was applying for cadetships in my first year of Uni. It was during this application process that I started to feel a bit disconnected and it was my dad (who spent his whole professional career in advertising) who suggested I meet with a man called James Ward who was running the Events & Consultancy Department at what was then Elite Sports Properties (now TGI). I was fortunate to be offered an internship, immediately fell in love with the business of sport and remained at ESP for nearly 9 years.

2. What was your first ever sports-related role?

   Intern at Elite Sports Properties.

3. After High School, what extra study did you do?

   Formally, none, but every day is an opportunity to learn and it’s an approach I still take.

4. What's one interview question that you like to ask in a job interview?

   One question I like to ask people I’m hiring is “who is XXXX” away from work? We work in the people industry. It’s important to lower barriers in interviews and look to build an immediate connection.
   

5. A book or podcast recommendation that's helped your career?

   Most recently, Mel Robbins, but I really enjoy Tim Ferris. I used to work in Parramatta, Sydney, so spent close to 2 hours a day in the car so was always listening to podcasts. Atomic Habits is also a brilliant book.

6. If you could try another job in sport for a day, what would it be?

   Does athlete count?!

What exactly does your job involve?

I am a Director of Global Partnerships at Liverpool FC. I form part of our “Global Partnership Development” Team. Very simply, my role is build deep connections with prospective partners and truly understand their challenges / ambitions / objectives and strategically develop how a mutually beneficial partnership with LFC can support this.

What are some of the responsibilities of your role?

Partner identification (really important we have alignment from the outset), Deep Understanding of partners brand, strategy development, relationship development, asset determination / negotiation.

What does your career journey look like?

9 years agency side with ESP where I held a number of roles, before going rights holder side with Parramatta Eels where I started as Senior Partnership Manager before being fortunate enough to progress to Head of Sponsorship and then Head of Commercial Partnerships.

What challenges did you face to break into sport?

I consider myself very fortunate that my entry into sport was relatively more straightforward than 99% of people!

What do you think makes it difficult to get a job in the sports industry?

Demand but also a lack of understanding as to just how many roles there are in Sport. Not just rights holder side, but agency side, consultancy side, brand side, government side etc.

What are the issues with the sports industry that you think people should be aware of before they enter?

No issues. It’s a brilliant industry with brilliant people.

How did you decide what career direction to take?

Sport is so powerful in its ability to break down barriers, connect and create lifelong memories. To play a role in this is something I take great pride and responsibility in. It’s never lost on me just how fortunate I am to do what I do.

Have you ever felt stuck or lost, and if so, how did you decide what path to take?

Of course, we all do. I’ve always built great relationships with mentors / senior stakeholders that have always been a trusted ear and voice and still are to this day!

Did you need your degree to do your job? Or could you do this job with a different degree?

Not specifically, but it has been hugely beneficial.

What impact did networking have on your career?

The sport industry is a VERY small world. Understanding this and embracing it is critical.

How have your professional relationships helped your career?

Everyone you meet has the ability to influence your career, but similarly, you have the ability to influence someone else.

Can you recall a sliding-doors moment where a connection changed the trajectory of your career?

The day I met James Ward and my career in sport started.

When you landed your job, what do you think made you stand out?

Difficult question! I’d like to think it was my varied experience combined with approach to partnership development.

What advice would you give to your younger-self to help them take action?

Don’t be in a rush! Everyone is a rush these days. Everyone wants the dream job YESTERDAY. Be patient. Think about the process. Be aspirational, but also be realistic in the experiences you’ll need. You’ll never get this time back to start you career and build a brilliant foundation that will set you up for the next 50 years. Be inquisitive. Be prepared to take risks. Be prepared to do jobs you might not LOVE but trust it will set you up for success.

What’s your #1 ‘pinch me’ moment working in sport?

Witnessing LFC win the PL exactly 12 months on from moving to the UK.

What do you think your life would look like if you hadn't pursued a career in sport?

I don’t even want to think about this!

Want to hear from Alex (plus many others in sport)? Do your career a favour and register for the London SportsGrad Meetup.

📆 : Wednesday July 2

⏰: 6pm - 9pm

📍: Chapel Bar, Angel