---
title: 'Sr. Director Sports Partnerships EMEA at BDA'
canonical: 'https://feeny.ai/job/sr-director-sports-partnerships-emea-bda-luton-bedford-jm78rpy5jq3y'
type: 'job'
last_seen: '2026-10-17'
---

# Sr. Director Sports Partnerships EMEA at BDA

- **Company:** BDA
- **Location:** Luton Bedford, United Kingdom
- **Posted:** 2026-08-10
- **Last confirmed live:** 2026-10-17
- **Apply:** https://job-boards.greenhouse.io/bdainc/jobs/5207511007

## Job description

Most companies claim to have the best people. We say to them, "Keep dreaming." Our people are second to none. They set us apart with their entrepreneurial spirit and ambition. They come to us from the likes of Amazon, Microsoft, Nordstrom, Starbucks and the sports world, bringing energy, bold ideas and a willingness to dive into the unfamiliar. It's our people that make BDA the top global Merchandise Agency to work for.

The Sr. Director, Sports Partnerships — EMEA is responsible for driving strategic growth across the EMEA sports and entertainment portfolio through the development, expansion, and stewardship of league, sponsor, brand, agency, venue, and partner relationships. This leader serves as a key contributor to regional revenue generation, sponsorship activation strategy, client retention, new business development, and cross-market execution while building and leading a high-performing team across EMEA.

## LOCATION:

- This role is based out of our London, UK, Luton, UK or Manchester UK office and offers a flexible onsite schedule of onsite 3-4 days per week.
- This role is remote for candidates that are not located within a reasonable commuting distance from one of our BDA office locations.

## TRAVEL:

- Required across EMEA and internationally as needed

The role requires a proven regional business builder who can identify EMEA market opportunities, cultivate executive-level relationships, develop innovative sponsorship and merchandise strategies, and translate client objectives into measurable commercial outcomes. Working closely with the Managing Director — EMEA and global leadership, the Director will play a critical role in shaping regional strategy, fostering cross-functional collaboration, and accelerating long-term growth across priority EMEA markets.

## Key Responsibilities

Strategic Growth & Business Development

- Lead the development and execution of EMEA growth strategies designed to expand revenue, increase market share, and strengthen the organisation’s sports and entertainment portfolio across priority markets.
- Establish, cultivate, and expand strategic relationships with leagues, clubs, rights holders, sponsors, agencies, venues, partners, and key industry stakeholders across EMEA.
- Identify and capitalise on new business opportunities by leveraging regional relationships, market intelligence, global capabilities, and emerging sports and entertainment trends.
- Drive sponsor engagement initiatives that increase activation effectiveness, improve programme adoption, and maximise partnership value.
- Collaborate with EMEA and global leadership to develop innovative merchandise, marketing, fan engagement, employee engagement, and sponsorship solutions that support client objectives and organisational growth.

Client & Partnership Leadership

- Serve as a trusted advisor to key EMEA clients and partners, delivering strategic recommendations that enhance partnership performance and long-term value.
- Lead efforts to retain, grow, and regionalise existing partnerships through proactive relationship management, consultative business planning, and coordinated account leadership.
- Partner with account teams to develop integrated sales, marketing, merchandise, and activation strategies that drive revenue growth and client success across EMEA.
- Ensure exceptional client experiences through responsive service, operational excellence, strategic problem-solving, and effective coordination across countries and functions.

## Team Leadership & Talent Development

- Foster a high-performance EMEA culture through mentorship, accountability, continuous development, and recognition.
- Provide leadership and guidance to direct reports and cross-functional contributors, adapting coaching styles to maximise individual and team effectiveness across markets.
- Partner with EMEA executive leadership on staffing strategies, organisational design, succession planning, and capability-building initiatives.

Financial & Operational Management

- Establish performance objectives, revenue targets, and key metrics aligned with organizational goals.
- Manage team budgets and resources to ensure profitability, operational efficiency, and responsible financial stewardship.
- Monitor business performance through reporting, forecasting, and data-driven decision-making.
- Ensure teams effectively manage expenses while maximizing return on investment and growth opportunities.

We are pleased to share the base salary range for this position is £135,000 to £165,000. If you are hired at BDA, your compensation will be determined by factors such as skills, education, and experience, while also taking internal equity and pay fairness into account. In the spirit of transparency, the range listed represents the full base salary range for the role, with starting salaries typically set within this range to allow room for growth over time. Certain revenue-generating positions may be eligible for incentive compensation.

#LI-Hybrid

## #LI-RB1

BDA is more than a workplace - it’s a family. For more than four decades we’ve promoted a vibrant and welcoming culture that not only accepts but demands you to be different. The quirky, the bold, the creative and the unique make up the foundation of a company that the most iconic brands in the world look to help tell their story through the power of merchandise.

BDA Inc. is an Equal Opportunity Employer. We are committed to creating an inclusive workplace and do not discriminate on the basis of race, color, religion, sex, sexual orientation, gender identity, national origin, age, disability, protected veteran status, or any other characteristic protected by federal, state, or local law. https://kraken-bdainc.icims.com/jobs/introConnect With Us! Not ready to apply? [Connect with us](https://international-bdainc.icims.com/connect?back=intro&hashed=-435620418) for general consideration.

For more information:

[www.bdainc.com](https://www.bdainc.com)

For information about BDA's privacy policy for job applicants click [here](https://www.bdainc.com/privacypolicy).

Must be 18 years or older to apply.

## About BDA

## Company Overview
- **One-liner**: BDA (Bensussen Deutsch & Associates) is a global Merchandise Agency™ that creates branded merchandise, promotional products, and gifting experiences for Fortune 1000 enterprises and iconic sports/entertainment properties.
- **Entity Type**: Private (Privately Held; received $75M in Private Equity funding in 2014)
- **Headquarters**: Woodinville, Washington, United States
- **Founded**: 1984
- **Founders**: Jay Deutsch and Barry Deutsch

## Core Business
- **Primary industry**: Advertising Services / Branded Merchandise / Promotional Products
- **Target customers**: B2B, Enterprise (Fortune 1000), Sports & Entertainment properties
- **Mission or purpose statement**: To elevate brands with custom merchandise that engages, inspires, and creates lasting connections.

## Products & Services
- **Merchandise Agency™ Services**: Full-service strategy, design, sourcing, and distribution of branded merchandise and promotional products for enterprise clients.
- **BDA Self-Service (SwagUp)**: An easy, flexible self-service solution for companies to order branded merchandise on their own terms.
- **Premium Gifting**: High-end, curated gifting programs for employee engagement, client appreciation, and event activations.
- **Fulfillment & Logistics**: End-to-end global fulfillment, warehousing, and distribution services across 75+ countries.
- **E-Commerce & Digital Storefronts**: Custom online stores for employee swag, event merchandise, and retail.

## Market Standing
- **Valuation/Market Cap**: Not disclosed (privately held)
- **Key Metric**: Annual Revenue of **$512.2M** (latest estimate) [linkedin.com](https://www.linkedin.com/company/bdainc)
- **Total Funding**: $75M (Private Equity round led by American Capital in 2014) [linkedin.com](https://www.linkedin.com/company/bdainc)
- **Notable Investors/Partners**: American Capital (lead investor in 2014 PE round). Clients include Caterpillar, and other Fortune 1000 brands across automotive, sports, technology, and entertainment.
- **Growth Signals**: Revenue of $512M; 621 employees (+8.4% YoY); operates in 23 countries; acquired SwagUp in Dec 2024; 37 active job postings (+164.3% YoY).

## Competitive Advantages
- **Scale & Independence**: The largest independently owned branded merchandise agency, offering global reach (75+ countries) with the agility of a private company.
- **The Merchandise Agency™ Model**: A differentiated, high-value approach that blends creative strategy, sourcing, and logistics under one roof, moving beyond simple promotional product distribution.
- **Iconic Client Roster**: Deep relationships with Fortune 1000 and major sports/entertainment properties provide a strong moat and recurring revenue.
- **Proprietary Technology**: Self-service platform (SwagUp) and custom e-commerce storefronts create a sticky, scalable digital layer on top of physical merchandise.

## Strategic Focus
- **Growth via Acquisition**: Actively acquiring complementary agencies (SwagUp in 2024, Idea Planet in 2022) to expand capabilities and market share.
- **Digital Transformation**: Investing in self-service platforms and e-commerce technology to scale beyond traditional agency services.
- **Global Expansion**: Deepening fulfillment and operational footprint across 23 countries to serve multinational clients.
- **Talent Development**: Heavy investment in learning (37,500+ hours/year) and internal promotion (average time to promotion is 1.5 years) to build a performance-driven culture.

## Why Work Here
- **Culture & Values**: Describes itself as a "family" with a "work hard, play hard" ethos. Core values include "Total Client Affinity & Advocacy," "Entrepreneurial Spirit," and "Love Fuels Our Team and Family." [bdainc.com](https://www.bdainc.com/careers/)
- **Diversity & Inclusion**: 73% of leadership roles are held by women; 42% of the team are from underrepresented groups. [bdainc.com](https://www.bdainc.com/careers/)
- **Career Growth**: Average time to promotion is 1.5 years. The team logs over 37,500 hours of learning per year, with professional development reimbursement offered. [bdainc.com](https://www.bdainc.com/careers/)
- **Work Environment**: Described as a "family" culture with a "work hard, play hard" ethos. Offers paid volunteer days (12,000+ hours of community service annually). [bdainc.com](https://www.bdainc.com/careers/)
- **Remote/Hybrid/Office**: Likely hybrid/office-based given the fulfillment and client-service nature. Headquarters in Woodinville, WA, with major hubs in Plainfield, IN, Chicago, IL, and Dallas, TX.
- **Benefits**: Medical, Dental, Vision, 401(K), Life/AD&D, FSA, EAP, Short/Long-Term Disability, Mental Wellness, Child/Eldercare Network, Pet Insurance, Discounted Home/Auto Insurance. [bdainc.com](https://www.bdainc.com/careers/)
- **Notable Perks**: Paid volunteer days, strong internal promotion track record, and a "family" culture.

## Sources
1. [bdainc.com - Careers Page](https://www.bdainc.com/careers/)
2. [bdainc.com - Homepage](https://www.bdainc.com/)
3. [linkedin.com - BDA Company Profile](https://www.linkedin.com/company/bdainc)
4. [greenhouse.io - BDA Job Board](https://job-boards.greenhouse.io/bdainc)
5. [bdainc.com - Leadership Page](https://www.bdainc.com/about-us/history-leadership/)

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