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Freddie Sassoon

Senior Marketing Manager, England Men’s and Lionesses, The FA

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Best pitch presenter you’ve ever seen:

James Kirkham, Copa 90


Best sports marketing campaign (that wasn’t yours):

Nike: Secret Tournament

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Best agency (that isn’t yours):

Wieden + Kennedy


Best young industry talent:

Alex Groom (when he was young). Oh and Lee Warner.


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Best sporting event attended:

Super Bowl in New York.


Best sporting event on TV:

The Olympic Games

Best brand ambassador:

Kenny Powers for K Swiss


Best industry event or conference:

Sport Industry Awards

Best film containing a scene depicting the sports business:

Goal II: Living the Dream. Still can’t believe it went straight to DVD.


Best book recommendation:

Fever Pitch, Nick Hornby.

It’s not how good you are, it’s how good you want to be, Paul Arden.

Best bar or pub:

Pig & Butcher, Islington

Best restaurant:

Trullo on Highbury Corner. Or Meat Liquor when the stars align.

Best holiday resort:

Menorca. Or anywhere in southern Italy.

Best box set:


Best influence on your career:

Gary Fenton, Aussie media chief. Gave me my first break in the sports world at the 2006 Commonwealth Games. Hooked since.


Best dinner companions (min 4, max 6):

Ian Wright, Dina Asher-Smith, Jodie Comer, Robbie Williams, Emmanuel Eboue.


Best job in the sports biz:

Being an Honorary Steward at Wimbledon


Best professional regret:

Sneaking into Harry Styles’ hotel room with the London 2012 torch and having a photo with all of 1D. Only to discover the photo never actually ‘took’.


Best skill you most covet:

Staying calm


Best trait you admire in others:



Best overrated virtue:



Best ambition:

To live long enough to see England win a major football tournament. Next year at Wembley would be nice.

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