Transforming Global Fan Engagement with Patrick Jenkinson, Commercial Director Venue & E-Commerce, Manchester United & Thomas Peyer, SCAYLE
Remarkable Retail
E-Commerce Trends in Sports Franchises
This chapter explores the critical role of e-commerce as a revenue stream for sports franchises, enhancing fan engagement and merchandising strategies. It discusses the importance of tailoring products and services to meet the preferences of both local and international fans and emphasizes a unified commerce approach for a seamless customer experience. The conversation also highlights the significance of technology partnerships and loyalty programs in fostering a stronger community around sports brands.
In this special bonus episode, we delve into the innovative intersection of sports and e-commerce with Patrick Jenkinson, Commercial Director for Venue and E-commerce at Manchester United, and Thomas Peyer, Director, Growth, SCAYLE, a leading enterprise e-commerce platform.
Patrick shares insights into Manchester United's remarkable global fan base, boasting over 270 million social followers and viewership that rivals global sporting events like the Super Bowl. Highlighting the club's transition from an outsourced to an in-house e-commerce model, Patrick emphasizes the importance of providing a seamless, unified shopping experience that caters to fans worldwide, regardless of location or language.
Thomas discusses SCAYLE's unique approach to enterprise e-commerce, rooted in modern architecture and API-driven platforms. He explains how Scale enables organizations like Manchester United to integrate diverse digital offerings, from merchandise to content subscriptions, fostering deeper fan engagement and loyalty.
The conversation also explores broader retail trends, emphasizing the significance of loyalty programs, unified commerce, and agile technology to meet evolving consumer expectations. With a record-breaking Black Friday and ambitious plans for international growth, Manchester United and SCAYLE exemplify the potential of combining heritage with cutting-edge technology to deliver unparalleled customer experiences.
Tune in for a compelling discussion that showcases how innovative partnerships are reshaping the business of sports and retail.
This episode is brought to you by SCAYLE, the world's fastest growing enterprise commerce platform.
Patrick Jenkinson
Manchester United
Commercial Director Venue & E-Commerce
Patrick Jenkinson is responsible for revenue across direct-to-fan products at Manchester United. He oversees a broad range of business units across the physical and digital realms including retail, content, and subscriptions, serving one of the biggest fan audiences in sport. Patrick joined the club from Leeds United where he served as Head of Business Development and prior to this he was a VP at DAZN, the world's largest live sport streaming service. At DAZN, he held in-market leadership roles in Japan and Spain as well as overall responsibility for international expansion. He began his career in TMT M&A followed by sports & media private equity.
Thomas Peyer, SCAYLE
Director of Growth
Thomas is Director Growth and part of the Management Team at SCAYLE. He is tasked with growing SCAYLE's business beyond its home market Germany. Before joining SCAYLE, Thomas worked at adidas as VP Advanced Analytics, where he was responsible for all AI / ML products for the brand. Thomas spent his formative years as a McKinsey consultant and in Private Equity. He holds a MSc in Economics from the London School of Economics and an MBA from INSEAD.
About Us
Steve Dennis is a strategic advisor and keynote speaker focused on growth and innovation, who has also been named one of the world's top retail influencers. He is the bestselling authro of two books: Leaders Leap: Transforming Your Company at the Speed of Disruption and Remarkable Retail: How To Win & Keep Customers in the Age of Disruption. Steve regularly shares his insights in his role as a Forbes senior retail contributor and on social media.
Michael LeBlanc is the president and founder of M.E. LeBlanc & Company Inc, a senior retail advisor, keynote speaker and now, media entrepreneur. He has been on the front lines of retail industry change for his entire career.
Michael has delivered keynotes, hosted fire-side discussions and participated worldwide in thought leadership panels, most recently on the main stage in Toronto at Retail Council of Canada’s Retail Marketing conference with leaders from Walmart & Google. He brings 25+ years of brand/retail/marketing & eCommerce leadership experience with Levi's, Black & Decker, Hudson's Bay, CanWest Media, Pandora Jewellery, The Shopping Channel and Retail Council of Canada to his advisory, speaking and media practice.
Michael produces and hosts a network of leading retail trade podcasts, including the award-winning No.1 independent retail industry podcast in America, Remarkable Retail with his partner, Dallas-based best-selling author Steve Dennis; Canada's top retail industry podcast The Voice of Retail and Canada's top food industry and one of the top Canadian-produced management independent podcasts in the country, The Food Professor with Dr. Sylvain Charlebois from Dalhousie University in Halifax.
Rethink Retail has recognized Michael as one of the top global retail experts for the fourth year in a row, Thinkers 360 has named him on of the Top 50 global thought leaders in retail, RTIH has named him a top 100 global though leader in retail technology and Coresight Research has named Michael a Retail AI Influencer. If you are a BBQ fan, you can tune into Michael’s cooking show, Last Request BBQ, on YouTube, Instagram, X and yes, TikTok.
Michael is available for keynote presentations helping retailers, brands and retail industry insiders explaining the current state and future of the retail industry in North America and around the world.
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