The FA and Wembley Stadium, Account Executive

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Here you’ll find interviews with (almost) every job in the sports industry.
We ask people living the dream:
“How did you get your job?” and “What does it actually involve?”
So that you can land a dream job in sports too.

Enjoy!

“And this connection that was made on a matchday turned out to be very helpful in achieving my first contract role in sport.” - Michael Loong

Meet Michael Loong, the Account Executive at The FA (Wembley Stadium). Michael’s job involves managing high-profile client accounts and delivering world-class experiences for members at one of football’s most iconic venues. From pitchside hospitality to Premier League match-days, he plays a critical role in delivering unforgettable moments, including hosting clients in the Royal Box and organising VIP events across the UK.

With previous experience at Cricket NSW, the Sydney Swans, Wests Tigers, and global firm EY, Michael brings a unique mix of marketing, client service, and consulting skills to his role. Backed by a Master of Business Law and years of sports volunteering, his well-rounded journey proves that you don’t need a linear path to land a dream job in sport.

If you’re unsure how to stand out, don’t know where you belong in the industry, or feel lost navigating overseas opportunities, Michael’s story offers clarity and confidence. You’ll discover how networking can be as simple as a friendly chat, why it’s okay to zig-zag in your career, and how to turn a casual role into a full-time dream job. If you're trying to avoid rejection, hesitation, or regret from not starting sooner, this one's for you.

🔥 Quick Fire Questions

1. What inspired you to work in sport?

   Like a lot of people, I was interested in sport from a very young age, particularly watching cricket and basketball games on TV as a child and being very enamoured by the athletes. Whilst I'd be watching and talking about the game, I remember my parents making side comments like "you should be a commentator if you know so much about it" or "you have a very analytical mind to be a coach" which probably sparked a curiosity from a young age of what other possibilities there could be to work in sport, if not as an athlete.
   

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

   Assistant Karate Sensei when I was maybe 14, helping to teach kids classes.
   

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

   Bachelor of Commerce as an undergrad and a Master of Business Law as a postgrad, both at the University of Sydney.
   

4. What's one interview question you were asked to answer for the job you're in?

   Tell us an example of where you used your initiative to go above and beyond for a client - I love this interview question because it gives such freedom to tell a story in highlighting your strengths in serving, and gives the interviewer an insight into the level of dedication you are willing to give to the role.
   

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

   Obviously the SportsGrad podcast has been extremely influential in guiding me in my career in the sports industry, as well as The Sports Careers Podcast by Ed Bowers and Sports Geek with Sean Callanan. I also love the book Who Moved My Cheese which talks about the way we react to change in our lives - it's relevant to not just careers but also our lives as a whole.

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

   Media Manager (as chaotic as I know the role can be).

What exactly does your job involve?

As an Account Executive, I'm in charge of managing a portfolio of client and business accounts and their membership with Wembley Stadium. Often this involves a lot of phone calls and emails day-to-day to ensure that they are utilising their membership and hospitality packages for our events at Wembley Stadium. I also manage the Connection Event opportunities that we are able to offer clients, which include events outside of Wembley Stadium, such as Premier League hospitality experiences, player meet-and-greets and concert hospitality experiences. Ultimately, I then look to deliver upon account renewals where negotiation is involved in having client accounts renewed for further tenure, hopefully following an enjoyable and successful experience with Wembley Stadium.

What are some of the responsibilities of your role?

Executing an account contract renewal, overseeing a member matchday experience (whether in hospitality or on the pitch), hosting a connection event that may involve a player appearance or event hospitality, managing a ticket on-sale window for an upcoming Wembley Stadium event, and checking-in with clients regularly on how they're finding their membership experience.

What does your career journey look like?

A bit of a winding road but I started as a Membership Servicing Intern with the Wests Tigers in the NRL during Covid. I then picked up another internship with a sports agency called CSM Sport and Entertainment (now Wasserman). I then picked up my first contract role in sport as a Membership and Partnerships Coordinator at Cricket NSW, which followed into another contract role as Marketing Coordinator role also at Cricket NSW. I then took a break from working in sport, finding a role as a Consultant at EY. I was juggling completing my Masters degree at the same time as this and made the decision to take up a casual role back in sport to better support this. Luckily, a role with the Sydney Swans came up as a Consumer Sales Rep and so made the switch back into sport. After I finished my Masters degree, I made the move to London and landed my now current role at The FA at Wembley Stadium.

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

Finding work in sport is extremely competitive and you need to have at least a few 'aces up your sleeve' to help you differentiate yourselves from other job applicants. There is already a limited supply of jobs and an endless number of people who want to get a job in sport. Because of this and HR needing to sift through many applications, a lot of the time it helps to know someone in the company you are applying for to put your name forward just to get a first round interview, even if you might be a strong candidate for the role on paper.

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

I have definitely jumped around different industries and roles before landing my current role and even so, I may continue to go down a different path in the future in the sports industry. When I've felt stuck, I've always come back to thinking about what my strengths are and what I am curious about (shoutout to Armaan Ahluwahlia). When those two answers line up, that's the direction I've often taken, and they may often change in your sports career journey.

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

I used to attend every Sydney Sixers home game at the SCG with my twin sister and we'd often make time to explore the activations in the forecourt pre-match. One match we just decided to start a friendly conversation with the Membership Coordinator named Annabel who was assisting in the Fan Zone and this soon became someone who we would catch-up with before most matches. When it came to applying for a role at Cricket NSW later down the line, it turned out Annabel would be conducting the interviews and this connection that was made on a matchday turned out to be very helpful in achieving my first contract role in sport.

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

I was able to demonstrate my confidence, simply from having a genuine curiosity about what the industry dynamics currently looks like having done prior research, and what it takes to excel in the role from my previous experiences. I was able to make the interview seem more of a conversation by asking quality questions during the interview, which helped my case given that many roles in sport require relationship management.

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

Be bold because it's never too early to start, whether striking up a conversation with a potential connection who works in sport, doing research on the industry, starting a passion project and documenting the results to show your initiative, all in assisting in getting that first break in the industry.

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

So many to choose from - my own personal one would be hanging out on the pitch or in the changerooms after a Big Bash Finals match because I love cricket, but in terms of scale, hosting clients in the Royal Box for England matches at Wembley Stadium and at Manchester City matches at Etihad Stadium with them being the Premier League team that I support.

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

I would either be working as a Consultant or a Lawyer (not that those jobs aren't interesting or fulfilling, but I wouldn't have the same drive and curiosity as I do working in the sports industry).