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News

Wed. 08 March 2023

FIFA MASTER ALUMNI - WHERE ARE THEY NOW? - STEPHANIE HOLMES

Stephanie Holmes

Current Position: Licensing and Merchandise Manager at Football Australia

Year of graduation: 2020 (20th edition)

Nationality: Australian / Italian

What does your current role involve?

As the Licensing and Merchandise Manager at Football Australia, I am responsible for implementing the licensing strategy at the Federation and ensuring there are Socceroos or Matildas product in the market. This involves working with a variety of suppliers and licensees to develop products which align with the Federation’s brand and commercial goals. Once product development is finalised and the products are in stores, I work closely with brand, digital and marketing to develop integrated marketing plans that can assist our retailers in selling. As Australia will be one of the hosts of the FIFA Women’s World CupTM in 2023, now is the time to search for not so traditional suppliers and retailers to join our programme and maximise distribution of the Football Australia brand to reach a variety of new and old fans. Our Football Australia online store is one of our core licensees which I manage. For this aspect of my role, I ensure there is enough stock available, collaborate with both the Football Australia digital marketing department and the online store to plan out any campaigns to assist Football Australia in reaching their commercial objectives.

I am also responsible for merchandise requirements at matches involving Football Australia. This includes purchasing the product, dressing the various outlets and containers which are set up at the precinct, and selling the product before, during and post-match - while we wait for fans to leave after they get their photos and signatures from the players! I enjoy working at the stadium as it’s fast paced, full of adrenaline and allows me to meet our supporters and gain a greater understanding of what type of fan we have. It also allows me to see first-hand what kind of product they want in the market.

Which aspects of the FIFA Master course have helped you most in your career?

Prior to the FIFA Master, I wasn’t working in the sports industry but always had a passion for playing sport. This passion made me want to apply to the course and begin a new career in the sports industry. What I most valued from the FIFA Master, therefore, and what continues to allow me to work at my highest level, was studying with people who shared this same passion and drive as me. Also, learning from the Professors, as well as my classmates, gave me a holistic understanding of the industry and exposed me to aspects of sport that I wouldn’t have faced if I had not had the chance to complete the FIFA Master.

My mind was also opened by the comparisons and differences to Australian sport from a European perspective by studying FIFA Master modules in the United Kingdom, Italy and Switzerland. This now allows me to think more critically in my current role.

Finally, learning and working with my FIFA Master classmates - who were from a variety of nationalities and cultures - provided me with greater communication skills. These are now essential in my position at Football Australia as I constantly collaborate with a range of internal and external stakeholders.

What advice would you give to future students on the course?

Before you know it, with a click of your fingers, the course will be done and dusted. My biggest advice would be to take in each day and say “yes” to any opportunity presented, be it academically or socially. Whilst your studies are important, make the extra effort to go out and enjoy different activities with your classmates too. You can learn as much from them as your lecturers! 

FIFA Master - International Master in Management, Law and Humanities of Sport, ranked No.1 Course in Europe 2012, 2013, 2014, 2015, 2017, 2018, 2019, 2020, 2021 and 2022 by the SportBusiness International global rankings.

Organised by CIES in partnership with De Montfort University (United Kingdom), SDA Bocconi School of Management (Italy) and the University of Neuchâtel (Switzerland).

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