Alex Henderson, Manchester United’s head of marketing sciences, has been appointed senior vice president of commercial innovation at M+C Saatchi Fluency.
He will focus on assisting rights holders and brand sponsors to grow through commercial innovation, marketing science and strategic advisory services.
“The rights holder market is crying out for expertise at the intersection of commercial deal making and sports marketing ROI,” he said.
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“I was so impressed by the depth of offer at M+C Saatchi, we are uniquely positioned to make an impact on an industry I care passionately about.”
Prior to working for Manchester United football club, Henderson held roles at VX Sport as a research and development engineer.
He also led accounts for global sports and entertainment strategy consultancy Future Sport + Entertainment in Sydney.
During his time at the consultancy, Henderson was promoted to the role of VP, head of Americas, where he worked on client accounts including NFL, MLB and ESPN.
“Alex is an industry leader in rights holder commercial innovation and tier one sponsorship deals. By connecting M+C Saatchi’s deep domain expertise in brand, data, strategy, and activation, we’ll change the way value is understood for rights holders and brand sponsors alike,” said Tim Spencer, CEO of M+C Saatchi Fluency.
