Harriet Eastham

Image of alumna, Harriet Eastham.
Country / region
United Kingdom
Graduated from
Loughborough University
Dean's Award for Enterprise

Harriet completed her MSc in Sport Digital and Media Technologies in 2017 after completing her undergraduate degree at the Loughborough campus.

She now works as a Performance Data Analyst at Southampton Football Club - a team she played for as a youngster, and now for the Women's team!

What were you doing before you joined Loughborough University London?

Before I joined Loughborough University London, I studied English and Sports Science at the Loughborough campus for my bachelor's degree.

Why did you choose to study at Loughborough University London?

I wanted to experience living in London at some stage within my life and felt it was a perfect opportunity to do so whilst studying for a masters. I also want to continue the great experience I'd had with the University and with the courses on offer - it was the only place considered!

How has Loughborough University London inspired you and helped you to progress in your career?

Loughborough University London can be credited hugely with where I am today. The opportunities and networking that I've been exposed to have been invaluable. Many of the modules that I took during my course inspired me to work within a setting that utilises the skills and knowledge I acquired. Also, in the Loughborough environment everyone is of the same mindset that they want to be the best that they can be - this certainly pushed me to want to excel.

Tell us about your most memorable experience on your course.

There's to many to list! It was honestly one of the best years to date, having made an incredible set of friends as well as being able to experience events like the Rugby Sevens at Twickenham, the NBA at the O2 and attend some of the best industry insights summits in London. If I had to list one though it would be the guest lecture that we had from Russel Scibetti from KORE software. The lecture that he gave formed part of an assignment in data analytics, which ultimately sparked my interest in the area and led me to the position that I am in today.

What benefits does a postgraduate programme offer to individuals aspiring to work or progress in the sport business industry?

The ultimate benefit is the network that you create. It's invaluable! The name Loughborough carries it's weight with anyone that you meet in the sports industry; couple this with the knowledge that you acquire on the course and it's an unbeatable combination.

What was your favourite module and why?

New Media and Analytics for Sports Business - It's the module that sparked my passion for data analytics in sport and esentially sums up the field that I'm currently working in.

Did you take part in any extra-curricular activities during your studies? If so, how did this impact upon your Loughborough experience?

I made friends for life at Loughborough University London - we created our own extra-curricular activites, which benefitted us in the classroom as we became a really tight-knit group who weren't afraid to challenge and question each other in order to make the most of our experience.

How did you fund your studies?

I was very grateful to have been awarded the Deans Award for Enterprise which funded 90% of my course fees. This really helped in taking some of the stress out of funding my studies in the city.

Describe what it is like to be a postgraduate, and how this differs from undergraduate studies.

At postgraduate level you're expected to ask more questions and create new ways of reasoning in order to generate knowledge. In comparison to undergraduate, instead of challenging someone else's opinion you're asked to provide your own opinion and defend it.

Would there be one piece of advice that you would give to prospective students?

Take every opportunity given to you, as well as create your own opportunities. If there's an area that you want to explore more of on the course go and find a way to make it happen.

Are there any hidden gems on the campus or in London that you would recommend to future students?

Crown and Shuttle! You'll find it in Shoreditch, just down the road from Liverpool Street - which is only a few stops on the Central Line from Stratford!

Tell us about your career journey so far.

A few weeks following my MSc Dissertation hand-in I found myself working at a sports digital media company as a Marketing Analyst. Despite it being a short tenure, I learnt a lot within a fast paced environment which came in handy when I was offered a role at Southampton Football Club as a Research and Insight Executive.

Where do you work?

I currently work for Premier League team Southampton FC as a Research and Insight Executive. The club is in its 8th consecutive season within the top tier of the English football pyramid. My role entails supporting the Digital, Sponsorship and Marketing teams in their efforts to boost commercial revenues and ensure that the match day experience for our fans is the best that it can possibly be. My role that fits with my MSc in Sport Digital and Media Technologies perfectly and makes the most of the data analytics experience that I accumulated during my studies.

What do you love the most about your job?

No two days are the same! One day I could be analysing data sets to aid the creation of reports for sponsors or internal departments, and the next I could be on the phone with someone that works in the NFL discussing the best methods to engage fans. I also love that I'm constantly learning new things. My role requires me to know about the industry and where it's heading in order to inform others and the strategic decisions - so I'm constantly staying up to date with publications and talking to others in the industry about what's happening.

What has been the proudest moment of your career so far?

Getting the job at Southampton was a proud moment. It's a club I've followed for the majority of my life as I played for the girls team when I was younger and now for the Women's team under Marieanne Spacey-Cale MBE. It felt like a homecoming and proved that the hardwork I've put in has paid off!

What does the future hold for you?

You never know in the world of sport as it moves so quickly! However, I hope to still be working in the industry in some capacity.