Prof Sue Bridgewater

Sports Management and Marketing

Sue is Professor of Sports Management and Marketing at Liverpool University. She previously worked for University of Warwick and before that, as Brand Manager and New Markets Manager with Forbo and Unilever.

Sue teaches, researches and consults in sports management and marketing for a number of sports, including horse racing, but a majority of her time is spent working in football. As well as teaching on University of Liverpool's Football MBA, Sue is on UEFA's Research Grants and Awards panel, she works alongside Faculty from Georgetown University and a range of leading companies in the field of sports and football management to deliver education programmes for the Josoor Institute in Doha, Qatar.

Sue is on the Education and Wellbeing Advisory Board of the League Managers Association and designed and directs the LMA Diploma for Football Managers, delivered in association with University of Liverpool. She also designed and delivered the previous version of the course, the Certificate course, during her time at Warwick Business School. Past and current students include Ole Gunnar Solksjaer, Mark Hughes, Sean Dyche, Chris Hughton, Aidy Boothroyd, Chris Ramsey, Nigel Adkins. She also provides football manager statistics and analysis to the LMA.

Her research includes work for the LMA, PFA, FA, Women in Football, SportEngland, DCMS and a range of books, book chapters and international journal articles. 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, Palgrave (2010) and Football Management (2010) Palgrave.

Sue has a BA (Hons) in German with French from Durham University and an MBA and PhD from Warwick University. During her time at Warwick, Sue was also Academic Director of The Warwick MBA by distance learning 1999-2002, Director of MSc Marketing and Strategy and Academic Director of the Undergraduate Management degree, Senior Tutor and taught blue-chip clients from both business and football, including Ford, Nestle, Philips, KPMG, Deloitte, IBM and HSBC.

  • Work
    • University of Liverpool
  • Education
    • BA (Hons) Durham, MBA, PhD (Warwick)