Fiona Green

I've been in the sports industry for over 23 years - and my passion has never waned. I'm driven by the way sport can help grow businesses, move people, impact communities and how it can change lives.

I've been with an agency for most of my career -- representing either rights holder or rights buyers -- but 10 years ago went freelance, working as a consultant for a variety of clients from both sides of the table.

My key areas are:

- sponsorship: I love this area of marketing, its limitless creativity and ability to bring a brand to life

- media rights: we've seen a lot of change over the last 20 years and there's still more to come

- licensing: it's not just about a logo on a t-shirt - sports merchandise is BIG business!

- CRM: a relatively new field of specialism for the sports industry, but one that's crucially important as we look to engage more efficiently and effectively with our fans, particularly those that can't fit into our stadia!