Nobody trained you for the commercial job.
Courses, workbooks and one-to-one coaching for the people carrying commercial income at clubs, foundations and governing bodies, taught by someone doing the job, not someone who read about it.
Almost everything written about commercial sport is written about the top of it.
Almost nobody works there
Most people responsible for commercial income in sport arrived there sideways. You were doing marketing, or operations, or running a programme, and somebody decided that bringing money in was now part of your job.
The training that exists describes global partnerships, agency-brokered deals and departments of specialists. Below the broadcast line it is worse than unhelpful, it tells you that you are failing at something you were never attempting.
That is a training problem, not an ability problem. The Academy exists to fix it.
Introduction to Commercial Sales and Management in Sport
Commercial income is the only revenue stream in sport that reliably rewards skill — and below the broadcast line, it is the one that carries the organisation. Yet almost everyone who takes on a commercial role learns the job by trial and error, because the training that exists is written about elite sport and does not apply. This course teaches the discipline from the beginning: how sport makes money, what you have to sell, what it is worth, who buys it and why, and how to keep the partner once you have won them. Nine sections, twenty-seven lessons, eighteen downloadable templates. No prior commercial or sport industry experience assumed.
Commercial Sales & Management for Foundation leaders
Commercial Sales & Management for Sport; an eight-module course for foundation and community trust leaders who need earned income alongside grants. Grant cycles end and commissioners consolidate. The course builds the commercial capability that makes charitable purpose durable: count what you own, price it, find who buys it, sell it, service it, keep it, govern it. Each module produces a working document, so leaders finish with a commercial plan rather than notes. Grounded in published research, written for British organisations.