: superset tennis ceo
Credited with creating a merchandising revolution
in English football, Edward Freedman is widely seen as Europes
pre-eminent expert in football branding. In a career spanning
30 years, Edward has acquired an encyclopaedic knowledge of sport
and entertainment brand extension. He regularly speaks at conferences,
contributes to newspapers and has recently been the subject of
a BBC documentary The men that changed football.
Expertise summary :
Brand creation and development, retail and wholesale network expertise,
product development and licensing.
Career history : 1997 to date :
Since leaving Manchester United, Edward has overseen
many merchandising success stories, including the Spice Girls,
with whom he broke all sales records for pop band merchandise.
Edward advised a number of European football clubs, such as AS
Roma, where he transformed the operation and presided over the
opening of a city centre store, Athletic Club Bilbao and Shakhtar
Managing Director, Manchester United Merchandising.
Hailed by Martin Edwards as the clubs most
important signing of 1992, Edward transformed the merchandising
operation, taking it from turnover of £1.2 million to £28
million in five years. Edward dramatically expanded the domestic
retail operation and created de novo domestic wholesale, mail
order, publishing and international networks. Under Edwards
leadership, Manchester United became the most powerful brand in
Managing Director, Merchandising Division, Tottenham
Hotspur Football Club.
When Edward left Tottenham in 1992, the clubs
merchandising turnover was the highest in England and 50% above
that of Manchester United. During his career at the club, Edward
overhauled the retail operational structure, reviewed licensing,
strengthened branding. Edwards other responsibilities included
the overview of subsidiary companies and the sale of Hummell Distributorship
(Denmark) and Martex Textile Company (Hong Kong).
Prior to his departure for Manchester United,
Edward was offered a position on the Tottenham Hotspur board of
Managing Director, Retail Division, Intercity
Ran the retail division of a public company.
: Executive Director of the Wiener Institute, avid
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