Introducing alumni in focus, a new series where we speak to former ESA Diploma students to find out how their careers have progressed since graduating Dip ESA. Michael Higham, who participated in the Diploma in 2016 and leads the sponsorship team at Spanish football powerhouse Sevilla FC, is next up.
- What role were you in when you started the ESA Diploma?
Partner Services Manager, Arsenal FC.
- What role are you in now, and how has your career advanced since graduating?
Head of Sponsorships at reigning Europa League champions, Sevilla FC. Although I took part in the ESA Diploma with four years’ sponsorship experience already under my belt, I still found the course highly engaging and useful to develop my sponsorship skills further.
Read more: ESA Diploma alumni in focus: Daniel McEwan, McLaren Racing
- What skills and networks did you develop through the ESA Diploma?
It taught some fundamental basics when it comes to sponsorship planning and helped me get a better understanding of sponsorship ideas from other sports outside football. Taking the course also got me interested in teaching myself, and since graduating I have taught on sponsorship for a diploma in Brussels and I am lined up to do some teaching on the ESA Diploma’s tenth anniversary course next year. I also helped with marking for the most recent academic year on the ESA Course, which I really enjoyed.
Read more: ESA Diploma alumni in focus: Luke Wilson, Pitch
- What major changes or innovations are you seeing in the sponsorship industry, and how are you adapting to these changes in your current job?
It has been highlighted by many people right now, but the sports industry is now more focused than ever on digital engagement and rights holders need to be solely focused on how to engage with their consumers. Rights holders need to be more than flexible ever with brands and need to understand the sponsorship industry is changing like never before. Building rights packages around strictly TV exposure and corporate hospitality was out of touch five years ago, yet I am still seeing packages like this in 2020, which is crazy. Rights holders need to adapt to how to engage with the younger generation of consumers or they will be left behind.
- Would you recommend the ESA Diploma to those looking to advance their career in sponsorship?
100 per cent, I would recommend to anyone in the industry especially those at the beginning of their careers.
