Sue Bridgewater

Sue is Head of Sports Research at Liverpool University. She teaches and researches in sports a management, football and international marketing.

Sue was a Brand Manager and New Product Manager in industry with Nairn-Forbo and Unilever before joining Warwick Business School. She has a BA (Hons) in German with French from Durham University and an MBA and PhD from Warwick University. Academic Director of The Warwick MBA by distance learning 1999-2002, Director of MSc Marketing and Strategy and currently Academic Director of the Undergraduate Management degree, Sue also designed and has been Director of the PFA/LMA Certificate course for football managers for the last ten years. She teaches blue-chip clients from both business and football. In business these have included Ford, Nestle, Philips, KPMG, Deloitte, IBM, Prudential and HSBC.

In football, Sue works with the League Managers Association, Professional Footballers Association, the Football Association and several clubs. Her past students include among others Mark Hughes, Stuart Pearce, Malky Mackay, Chris Hughton, Nigel Adkins, Michael Appleton, Sean Dyche, Ian Baraclough, Chris Powell, Stuart McCall and Steve Lomas as well as a large number of management professionals from other spheres. She teaches, researches and writes in the areas of marketing and strategy in professional sports; football clubs as brands; leadership in sport and elite sporting careers and has published journal articles, chapters and books. She is co author of Innovation in Marketing (Butterworth Heinemann) with Professor Peter Doyle, International Marketing Relationships, Palgrave, with Professor Colin Egan and author of Football Brands and Football Management for Palgrave (2010).