Institute for Sport Business Advisory Board

Eddie comes with a wealth of experience from across a variety of industries, including roles in higher education, the media, the voluntary sector, sport coaching and professional football. Eddie has also provided senior academic leadership in the areas of learning, teaching and assessment, curriculum development and quality management and enhancement in higher education.

Miles Jacobson OBE is Studio Director of Sports Interactive, which is the video games studio most well known for the best-selling game Football Manager. Miles has been involved in Sports Interactive, based next to the campus in Here East, for over 20 years, and has seen the studio grow from a start-up to a major player in the video game industry. 

Highlight of working in the sports industry: 

The fast-paced, ever-evolving nature of sport keeps things exciting, and being surrounded by people who genuinely love what they do makes it a uniquely rewarding environment. Being in the data space, I have been able to work on a lot of varied projects, both on and off the pitch and in multiple countries around the world, which I don't know if I would get so easily in any other industry.  

Reflections on the ISB advisory board: 

Serving on the ISB Advisory Board has been a gratifying experience, offering valuable insight into strategic decision-making and providing input into the education of the next generation of those working in the sports industry. It has deepened my understanding of institutional priorities and the importance of aligning initiatives with long-term goals. It's also been a great chance to connect with my peers in the industry.

Highlight of working in the sports industry:

The sports industry offers a uniquely dynamic professional landscape. My experience ranges from cultivating significant commercial partnerships and driving revenue growth within international media and technology companies to strategically building relationships across diverse global sports markets. My involvement with the Loughborough University London Institute for Sport Business Advisory Board allows me to contribute to the development of future industry leaders. This includes leveraging my network to facilitate impactful internships and opportunities at organisations, such as Octagon and Sportradar, whilst supporting the emergence of talented individuals within the sports ecosystem, including those who have become FIFA Accredited Agents.

Reflections on the ISB advisory board:

Serving on the Loughborough University London Institute for Sport Business Advisory Board, whilst also being an alumni, has been a rewarding opportunity to contribute to the future of the industry I am passionate about. It is inspiring to help shape the curriculum and connect talented students with real-world opportunities through initiatives with companies I represent. Being able to bridge the gap between academic theory and practical application, while also giving back to the institution that played a key role in my own career trajectory, is a privilege. The collaborative environment and the commitment to fostering diverse talent within the sports ecosystem are invaluable.  

Will Lloyd founded Global Sports in 2010 and has seen it provide people solutions across federations, clubs, leagues, events and growth operators. 

Highlight of working in the sports industry:

My career highlight is happening right now. Through Sponsor View, I am working with the world's leading rights holders to improve their commercial programmes. Using a unique methodology, developed in partnership with Loughborough University, we provide a deeper understanding of their sponsors' needs, expectations and perceptions. This independent, robust and reliable approach is helping to deliver truly world-class sponsorship programmes. It was also a pleasure and an honour to teach the whole of the University’s Strategic Sports Sponsorship module in 2024. Seeing the progress of the students' learning and their increasing enthusiasm for a career in sponsorship as the module progressed was incredibly rewarding.

Reflections on the ISB advisory board:

The Institute for Sport Business (ISB) Board at Loughborough University plays a vital role in bridging academia and industry. It is a forward-thinking group dedicated to ensuring the University's educational programmes are cutting-edge, meeting student needs, and producing well-equipped future leaders. This diverse board brings together extensive experience and expertise, directly shaping the University's strategy and helping to solidify its position as the top institution for sports-related studies.

Highlight of working in the sports industry:

Tim is passionate about the positive role sport can play in people’s lives and society more generally. He is driven by tackling the root causes of physical inactivity and making the benefits of living an active life available to everyone. As Director of Physical Activity & Sport Development at London Sport, Tim works across health, active environments and community sport, developing and implementing approaches that lead to systemic change.  Tim previously worked at Sport England, overseeing national programmes and managing a range of National Governing Bodies. Tim is also a trustee for Disability Sports Coach, a charity that uses sport to enhance the lives of disabled people.

Reflections on the ISB advisory board:

I am interested in the interaction between academic and practitioner-led approaches and how greater integration between them can enhance the development of sport. This is really what the Advisory Board is all about – helping students learn about and work on the topics that matter to the sport industry. Through my experience, I can bring knowledge on the more societal aspects of sport and also a London-focused perspective.

Highlight of working in the sports industry:

I have now worked in the sports industry for the best part of 10 years, and my overall ‘highlight’ is actually reflecting on how lucky I am to work in an industry that I truly love, which doesn’t happen for many people. It makes work feel less like work and connects you with a broad range of people who share the same passion. 

Reflections on the ISB advisory board:

It is a privilege to be involved with the leading academic institutions for sport and to give back to Loughborough, which truly cemented my passion and desire for sport in my three years at the main campus. It’s also been a brilliant opportunity to challenge myself in how I can support the growth of the future stars of the industry – I never expected to be in a position where I would be a guest lecturer or supporting students as they work on their dissertations. And of course, it is fascinating to hear about the breadth of research, insights and innovation coming from the students and staff, and exploring how I can take this back into the Two Circles space.

Highlight of working in the sports industry:

Beyond the amazing places sport has taken me (Champions League Finals, World Cups, Olympics), the highlight of working in sports has been being a part of truly elite organisations. Working with the most talented players and staff creates incredible focus, drive and alignment. Getting out of bed for work has always been exciting, contributing towards something great that really matters to people. My contribution has been small, but consistently working at the cutting edge of sports innovation (new tools, processes and organisational development), and shaping the ongoing development of high-performance sport has been incredibly rewarding!

Reflections on the ISB advisory board:

Guiding the development of the next generation in sports and creating opportunities for development and growth has always been fulfilling. Doing it with the world's best sports educational institution is a privilege! The advisory board is full of exceptional individuals who care deeply about the development of young people, so being amongst their company is hugely enjoyable, with countless opportunities for personal learning and networking across elite sport.

Highlight of working in the sports industry:

After nearly 25 years' experience working with globally renowned, blue-chip professional services organisations spanning financial advisory, accounting, legal services and management consulting, I founded Treize Consulting in February 2025 to act as a platform to incubate disruptive and transformative ideas across the sports ecosystem. In 2015, I founded EY’s Sports Industry Group, and over the decade I led the growth and development of that business. I was fortunate to work on some of the highest-profile transactions the sector has seen and with some of the most significant sports organisations in the world. If I had to pick one single highlight in that time, I would say the exponential growth of women’s sport has been the most important. Whilst undoubtedly with some way to go, to have been part of the industry during this period of change certainly sticks out.

Reflections on the ISB advisory board:

The talent pathway into our industry is absolutely critical, and so to be able to have an involvement in helping shape the faculty to be able to continue developing the next generation of business leaders is an enormous privilege. Working with fellow advisory board members and also the students themselves, both in the lecture rooms and as a mentor, is also great fun.

Highlight of working in the sports industry:

As a former athlete, I’ve been privileged to serve “my sport” for 22 years as Secretary General of the International Ski and Snowboard Federation, shaping the global evolution of winter sports. From working closely with athletes, national associations, event organisers, media and commercial partners, the IOC and other institutions, to staging great events, advancing inclusion, innovation, and sustainability on the world stage, the role offered a front-row position. It is incredibly rewarding to see how sport can unite cultures, push boundaries, and inspire the next generation.

Reflections on the ISB advisory board:

Serving on the Loughborough University London Institute for Sport Business advisory board is a rewarding experience, offering the chance to help shape the future of sport leadership and innovation. The Institute’s commitment to research, industry collaboration, and developing future talent aligns closely with my own values. I often find myself wishing this kind of opportunity had existed when I was transitioning from being an athlete - it’s exactly the kind of support and vision that can make a real difference in shaping meaningful careers in sport.

Highlight of working in the sports industry:

Alastair has worked with and advised international sports federations, national governing bodies, investors, broadcasters, production companies and digital businesses. He has worked with many leading global brands and has served on the boards of several sports, media, and charitable organisations. He is Managing Partner of Ludorum, a specialist major events consultancy and Principal of Waddington Media, specialising in Board & CEO advisory and consultancy work. He was previously Director of Sport at ITN, Managing Director of World Athletics Productions and Executive Vice President of IMG.

Reflections on ISB Advisory Board:

Understanding the link, and sometimes the differences, between theory and reality is vital to the next generation of sports leaders. I’ve been privileged to spend a career working all over the world in this wonderful business, and the advisory board offers a great opportunity to share some of those experiences with students as they set out on their career paths. There aren’t many mistakes I haven’t made over 40 years, so hopefully I can help break down some of the theory into practical advice.

Highlight of working in the sports industry:

Working in a sustainability role in the sports industry has provided me with a unique opportunity to combine a passion for sports with meaningful environmental advocacy, driving change both within organisations, across the sports sector and beyond, reaching global communities. It has given me diverse experiences across sport, encompassing event management, facilities operations and community engagement to create positive lasting impacts on the environment and communities, as well as providing me with a unique, global platform and a vast audience to promote sustainability, influencing fan behaviour and inspiring broader societal change in sport

Reflections on the ISB advisory board:

Being part of ISB’s Advisory Board extends beyond institutional influence – it allows for the integration of practical sustainability strategies into academic curricula, ensuring that future sports professionals are equipped with both the knowledge and the tools to implement sustainable practices, whilst also providing a platform to advocate for and develop innovative solutions that address environmental challenges within the industry. I am thrilled to be able to share my knowledge and best practices in a capacity that combines academic collaboration, industry innovation and community engagement to foster a more sustainable future for sports worldwide.

Highlight of working in the sports industry:

Ashley Shaner is the Vice President of Strategy and Operations at Seven League, the digital sports arm of IMG, a global leader in sports, fashion, events and media. With 15 years of experience, her career brings together ground-breaking digital work with clients, as well as a commitment to knowledge-sharing, mentorship, championing women in sport and educating the world on Web3.

In her current role, she is responsible for driving change, growth and the future outlook of the business, and oversees client relationships with some of Seven League’s most trusted, high-profile partnerships.

A love of culture and travel, combined with the desire to refine her expertise and round out her international experience, inspired Ashley to relocate to the UK in 2018 to pursue an Executive MBA.

Previously, during her time in the US, she has also held roles at Major League Baseball (MLB) and Bloomberg Media. At MLB, she led strategic digital sponsorship for the Southeast territory and created innovative sponsorship deals with some of MLB’s biggest sports partners, including Pepsi, Citi, United, and Under Armour. During her time at Bloomberg Media, she was also instrumental in running and growing the Southeast region in the US, working with B2B brands to devise multi-platform marketing and advertising programmes for the likes of Audi, CISCO, Lenovo, Brand USA, Marriott, Workday, and VW.

Ashley is a true champion of women in the industry, using both her personal and professional time and energy to help usher in meaningful change and improve the narrative of women working in sport.

I started my journey at Loughborough in 2018 as a geography undergraduate and member of the high-performance swimming team. Since my undergraduate degree, I completed a Master's degree in Climate Change, Politics and Policy, before moving to the London campus in 2023 to start a doctoral programme. My research investigates the trade-offs, tensions, and synergies between addressing environmental sustainability with the commercial and sporting performance objectives of Professional Sport. I also have a keen interest in the way water pollution is affecting sport and physical activity. 

The ISB advisory board offers me a unique opportunity to meet members of the sports industry and gain an understanding of the key challenges facing the sector. The insights from the board members contribute to the formulation of new research areas that can have a positive impact on the sports industry.