2. Sarah Batters, ex-MD London City Lionesses
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2. Sarah Batters, ex-MD London City Lionesses
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Sarah Batters is one of football's most forward-thinking commercial leaders. She shares her insights into leadership, brand building and taking risks.
As Managing Director of London City Lionesses, Sarah helped establish the independent club and win promotion to the Women’s Super League within twelve months. During her tenure, average attendances rose by over 600% and season-ticket numbers by over 1,000%. She also serves as a Kick It Out trustee, advancing inclusion across football.
Prior to this Sarah held senior marketing and partnership roles at Premier League clubs Brighton & Hove Albion and Southampton FC, later becoming Director of Global Pay-to-Play Football Schools at City Football Group.
Sarah started her career at Procter & Gamble and has also worked in technology and media.
The Ways Forward Podcast is hosted by James Pattinson, a global brand advisor and founder of The Strategy Shop.