Building the Chelsea brand in Asia - Q & A with Adrian New 01/08/2012
Name: Adrian New
Company: Chelsea FC
Position: MD, Asia Pacific
University & degree: Economics with Economic History
Current home town: Singapore
CAREER
Who/what inspired you to pursue a career in the sports industry?
I was lucky to be exposed to the Olympics while Head of Marketing for Visa and I saw the power of sport to change consumer behaviour and to act as a catalyst for bringing people together.
What has been the highlight of your career so far?
Working for Chelsea and seeing us win the Champions League.
What does your typical day at Chelsea involve?
There’s no typical day. I might be planning or opening a Soccer School (as we did in Bangkok last week), planning a first Team Tour, talking to prospects regarding sponsorship, working with my excellent team to develop promotions with our partners (adidas, Samsung, Singha, Audi, Delta, Gazprom, BNI).
What are the most challenging aspects of your job?
The travel and the slow pace of decision making in Asia.
What are the most enjoyable aspects of your job?
Coming home to my wife.
What tips would you give to students wanting to break into the sports industry?
Everyone wants to work in sport so be sure it’s what you want and if it is then be persistent. Show your passion at interview and keep that passion through each working day.
What are the most common mistakes you've seen candidates making?
Thinking that because they’re good at playing sport they’ll be good at working in sport.
How has elite sport changed since you first entered the industry?
More professional, more global and more pervasive.
SPORT/ LIFE
Favourite sports to participate in:
Golf.
Favourite sports to watch:
Football (Chelsea).
What in your opinion has been the sporting highlight of the past 12 months?
Chelsea winning Champions League
What will be the highlight of the upcoming London Olympics?
The Opening Ceremony
Where did you go for your last holiday?
Koh Samui
What piece of technology would you be lost without?
Blackberry
subscribe to rss feed
