BACKGROUND
Professional Sports Experience
With over 25 years’ experience in professional sports, Steve Livingstone has worked in all areas of the sports industry, on both sides of the Atlantic, contributing to an impressive career with some of the world’s leading sports brands and organizations, including the National Football League, United States Soccer Federation, Scottish Football Association, Scottish Rugby Union, North American Soccer League, United Soccer League, Copa America, Jacksonville Jaguars, Jacksonville Armada FC, Scottish Claymores, Louisville City FC, Glasgow Celtic FC, Dundee United and Hibernian FC.
Steve is extremely well connected within the sports industry on both sides of the Atlantic and is uniquely positioned in possessing a critical understanding of sports business operations, sales and marketing from the team and league side of the business in the United Kingdom, Europe, and the United States.
Previously, Livingstone helped guide the USL’s Louisville City F.C. to significant growth in attendance, ticket sales and sponsorship revenue as Consultant/COO during the club’s USL Championship-winning season in 2017. He also assisted in the development of Lou City’s new 14,000-seat downtown stadium project while also advising several USL expansion franchises. He continues to consult with several Scottish Premier League clubs including Glasgow Celtic FC and Hibernian FC and retains strong connections within the U.K. soccer and rugby industry.
Prior to consulting with the USL, Livingstone was part of the Copa America Centenario USA tournament in 2016 as the managing director of the Florida venue at Camping World Stadium, Orlando. Livingstone directed the conversion of the Citrus Bowl in Orlando from an artificial pro turf surface to a FIFA/CONCACAF compliant grass surface for the Copa America tournament. He recruited and led a 20-strong staff and coordinated over 150 volunteers in record time, working closely with the City of Orlando, Florida Sports Commission, the Host Committee and Orlando Venues to produce a successful host venue which featured three international matches played in five days, and the management, organization and security of six visiting men’s national teams from Bolivia, Brazil, Costa Rica, Haiti, Panama and Paraguay.
From 2013 to 2016, Livingstone established and built one of the NASL’s most successful expansion clubs, Jacksonville Armada F.C. At the Armada, he directed the brand and competitive launch of the club, which debuted in front of over 14,000 against the MLS’ Philadelphia Union at EverBank Field on February 7, 2015; and set a modern-day NASL regular season attendance record of 16,164 against FC Edmonton on April 4. During the Armada’s Inaugural season, the club attracted an attendance of over 160,000, (averaging over 8,000 per match for 20 matches) and successfully partnered with over 70 local, national and international sponsors including Nike, Coca Cola and Winn-Dixie. He was also instrumental in organizing a mid-season friendly at EverBank Field in Jacksonville with the storied Argentinian club, Boca Juniors – a match that was broadcast to over 11 million on FOX Sports Latin America. Operationally, he successfully directed over a dozen turf conversions of the Baseball Fields at Jacksonville from baseball field to soccer pitch.
Livingstone emigrated to the United States at the end of 2004, settling his family in Jacksonville, Florida, before beginning a nine-season appointment with the NFL’s Jacksonville Jaguars. With the Jaguars, he helped direct the club’s business development and marketing efforts from 2005-2013 and was responsible for generating over $50M in sales revenue annually. Livingstone led staffs that set record attendances and revenues for the Jaguars in the 2005, 2006, 2009 and 2011 seasons, despite indifferent performances on the field and a tough economy off it. The Jaguars were also recognized consistently as the #1 team in the NFL for Fan Experience from 2005-2013.
Born and raised in the East End of Glasgow, Scotland, Livingstone began his professional sports career in media and journalism, where he was a soccer writer, producer and editor with several national media outlets from 1990-1996 covering the Scottish and English Premier Leagues, the Champions League and the NFL. He “jumped” the football fence in 1997 to join the NFL Europe (formerly World League) Scottish Claymores, moving up through the organization to become the youngest general manager/managing director in the NFL in 2000 at the age of 32.
Most recently, Steve has been working as a consultant/chief revenue officer with Chicago's new NISA pro soccer club, Chicago House Athletic Club, where he is responsible for driving all revenue generation in partnerships development, ticket and hospitality sales and merchandising. He also serves as a senior consultant with leading survey software, consumer research and customer experience company QuestionPro. Prevously, Steve headed up the global sports division of leading international consumer science and market research firm, Nepa, spearheading the Swedish-based company’s launch into the U.S. marketplace. He launched Nepa’s sports vertical, Nepa Global Sports, in 2018 developing all of the company’s products and marketing to the sports business, initiating a 200+ book of business and bringing 20 new clients to Nepa from the sports world in a 12-month span.
leadership highlights
Leadership Profile
An innovative and high impact executive leader with a proven track record of delivering positive organizational change by introducing and implementing best-practice strategic approach across sales, marketing and operations for leading sports organizations in North America and Europe. Drives business growth through research and analytical approach, fostering teamwork and collaboration across the organization and creating strong external partnerships to optimize channel pipeline and maximize revenue generation. Conceptualizes, develops and delivers new outreach in marketing, sales, and branding programs while motivating cross-functional teams to excel beyond expectations. Highly experienced and dedicated with NFL and leading global sports brand background.
Core competencies & skills
Professional Sports Management Leadership ~ Comprehensive Knowledge and Experience in Sports Team Management, Sales, Marketing & Operational Best Practice ~ Sports Franchise/Club Establishment, Development & Management ~ Team Building & Collaborative Approach ~ Board of Director Presentations ~ Marketing Management, Research & Analysis ~ Global Team Communication ~ Contract & Vendor Negotiation ~ Stadium Development ~ Partner & Client Relations ~ League & Government Liaison ~ Brand Marketing, Merchandising, Hospitality, Data Management, Ticketing, CRM & Fan Experience ~ Media Communications & PR ~ Event & Gameday Management
· Helped establish and then directed NFL Europe franchise driving all brand strategy, organizational and revenue growth over 10 seasons heading up all administration, sales, marketing, sponsorship, operations, government & public relations, youth/fan development & engagement efforts for the NFL in Europe. Worked in matrix system with NFL International headquarters in London and New York and all 32 NFL teams in managing coaching and player personnel while driving the club’s business development, operations and logistics across Scotland, the UK and Europe.
· Led sales, marketing and business development for NFL franchise in Jacksonville, Florida, over eight seasons with strategic responsibility for generating $50M+ annually in ticket sales revenue while overseeing all sales & marketing activity. Under new team ownership, headed up successful organizational rebrand of Jaguars in partnership with Nike in 2012. Achieved record season ticket sales through innovative community-based ticket sales programs called Team Teal and Jaguars Champions Club supporting substantial ticket sales regeneration in the Jacksonville community following economic recession.
· Recognized by NFL for developing several best practice models in sales, marketing and business development that significantly and consistently improved market and revenue performance in one of the NFL’s toughest markets.
· Initiated and executed most successful North American Soccer League franchise expansion in Jacksonville Florida from 2013-2016. Developed full strategic business plan and managed multi-million dollar annual operating budget directing staff of 50 to drive areas of administration, operations, stadium & city negotiations, business development, sponsorships & partnerships, marketing, public and community relations, media broadcasting, contracts, ticket sales, soccer operations and HR.
· Reporting to US Soccer and Copa America, directed Florida venue for Copa America Centenario tournament in 2016, hosting three group-stage International matches featuring six South American international teams at the Citrus Bowl including Brazil and six pre-match events in downtown Orlando. Recruited and led a team of 20 staff and 150+ volunteers while liaising with and directing the local host committee including the City of Orlando, Central Florida Sports Commission, and Orlando City Soccer Club, USSF, CONCACAF, and COMNEBOL.
· Restructured and turned around business performance of United Soccer League franchise, leading organization to its first USL Championship and record attendances and revenues in 2017. Initiated development of new 14,000 capacity, soccer-specific stadium. Reduced expense budget by $800K while increasing revenues by restructuring and increasing staff to 18 full-time team members allowing for business growth; led coaching and training initiatives to introduce more efficient sales, sponsorships and customer service departments to the club; assisted in introducing new youth development structure to club.
testimonials
Jim Criner, former NFL and NFL Europe head coach
Rollin Isbell, Head of Partnerships, Jacksonville Jaguars and Jacksonville Armada FC
Adrian Filby, Head of Commercial, Glasgow Celtic FC
"Everyone that was associated with our team - staff, players, coaches, front office - had great respect for Steve because of his leadership style and ability to work with everyone. He is very organized and communicates extremely well. He understands the big picture and has the skills to game plan a solution to any challenge.
"Steve is honest, loyal and perceptive and with him, the team always comes first. He made the Claymores office a great place to work and directed an extremely smooth-running sports management organization that was an asset to the NFL and to Scotland."
Adrian Filby, Head of Commercial, Glasgow Celtic FC
Rollin Isbell, Head of Partnerships, Jacksonville Jaguars and Jacksonville Armada FC
Adrian Filby, Head of Commercial, Glasgow Celtic FC
"We have worked with Steve Livingstone as a consultant and advisor to our US operations where he has been a consummate professional throughout, assisting us with strategic and financial planning and preparing reports for our board.
"I trust Steve implicitly and he has a fantastic attitude to life and work, and particularly football. He leads in a quiet, but assured way, but he is also a tough and respected negotiator. Steve is absolutely the type of person I would want running my professional football organization."
Rollin Isbell, Head of Partnerships, Jacksonville Jaguars and Jacksonville Armada FC
Rollin Isbell, Head of Partnerships, Jacksonville Jaguars and Jacksonville Armada FC
Rollin Isbell, Head of Partnerships, Jacksonville Jaguars and Jacksonville Armada FC
"It is very easy for me to give Steve Livingstone my highest recommendation. Steve possesses that rare combination of style and substance that allows him to be a successful leader. His staff respects him, his co-workers turn to him for help, and his superiors rely on him to get the job done. And he comes through for all of them.
"Steve's role in leading the Jaguars sales and marketing efforts gave us the opportunity to maximize our effectiveness in a tough market and economy. His knowledge of sports management and passion for his job, staff and team are infectious. Steve always dealt with me honestly and fairly and after his departure, many of us talked about how we missed his leadership and drive. In short, Steve knows how to lead and grow a professional sports team!"
John Neace, Chairman, Louisville City FC, USL
Eric Scott, Jacksonville Armada FC Director of Public Relations
Rollin Isbell, Head of Partnerships, Jacksonville Jaguars and Jacksonville Armada FC
" Steve was an integral part of our Championship-winning effort and culture and through his revised business strategy our ticket sales team was able to realize a 20 percent increase in attendance during our 2017 season. He spearheaded new ticket partnerships, which supported an increase in ticket revenue and operational efficiency, and championed improvements in our customer data capture efforts and CRM strategy. Steve also assisted our partnerships department by more clearly defining and increasing our club’s sponsorship inventory and valuation, helping us to identify, renew and increase several partnerships including an existing shirt sponsorship agreement with GE Appliances and a new major multi-year partnership with Toyota.
"In addition to his leadership role within the club, Steve provided invaluable assistance and advice externally as we initiated the development of our new stadium in the Butchertown district of Louisville. He was a key member of our stadium development committee working with our board, real estate developers, architects and stadium development analysts such as HOK, CSL and Legends. He was our point of contact with the league office and, in conjunction with the USL, helped organize the Championship Final which we hosted in Louisville in November, 2017.
"Steve is a thoughtful and driven leader who gets results. At all times I have found him to be professional, dependable, hard-working, conscientious, respectful and courteous. He was proficient and competent in reporting to our board and led his staff to exceed all their goals during the 2017 season. He also worked well with, and was extremely supportive of our head coach, coaching staff and players."
Eric Scott, Jacksonville Armada FC Director of Public Relations
Eric Scott, Jacksonville Armada FC Director of Public Relations
Eric Scott, Jacksonville Armada FC Director of Public Relations
"Under Steve's leadership, our club's front office operations set the standard in our league of how to perform at an elite and highly professional level -- from our media relations and broadcasting to our marketing, ticket sales, corporate partnerships and supporter engagement, we were consistently regarded among our peers as the best. He made the Armada a place I was honored to be a part of and created an environment that commanded maximum effort and bred success.
"I considered Steve not only as a leader, but also a mentor who made me a better professional. He was a terrific boss who always encouraged us to put forth our very best efforts but at the same time, he made sure we had everything we needed to be successful. He was always respectful and I found him to be open to listening to my points and very reasonable. He was also very thoughtful when it came to the personal needs of his employees. "
Jeffrey Stonebreaker, Major League Soccer, Head of Security
Eric Scott, Jacksonville Armada FC Director of Public Relations
Eric Scott, Jacksonville Armada FC Director of Public Relations
"I worked with Steve when he was the venue director of Copa America in Orlando. He is a gentleman in the true sense of the word, knows his work and was able to lead a team to success in a very challenging environment. I was incredibly impressed with how he built a diverse team in a short period of time, each exceptionally talented in their specific areas.
"Steve maintained a professional demeanor even at the most challenging of times and created a positive and collaborative atmosphere that allowed his team to deliver their best. He understood the importance of information sharing and good communication across the group and routinely put his team ahead of himself. I would attest to Steve's very solid leadership skills. He is a consummate professional who displays personal and professional integrity at all times."
Cole Pepper, former Jacksonville Armada FC, Head of Broadcasting, Sports Anchor WJXT Jacksonville
Cole Pepper, former Jacksonville Armada FC, Head of Broadcasting, Sports Anchor WJXT Jacksonville
Cole Pepper, former Jacksonville Armada FC, Head of Broadcasting, Sports Anchor WJXT Jacksonville
"Steve is extremely dedicated to his job, tireless in his efforts, creative in his approach to problem solving and highly effective in his planning and execution. At the Armada, he led a startup effort that truly made a huge impact on the Jacksonville sports scene.
"Steve's ambition to go a little further, work a little harder and go the extra mile was a guiding principle of his time with the Armada. Steve's knowledge and passion for the game, ability to lead and simply get the job done provide an outstanding asset for any organization that would be smart enough to hire him."
Joe Browne, NFL Executive Vice President, Communications & Public Affairs
Cole Pepper, former Jacksonville Armada FC, Head of Broadcasting, Sports Anchor WJXT Jacksonville
Cole Pepper, former Jacksonville Armada FC, Head of Broadcasting, Sports Anchor WJXT Jacksonville
"Steve Livingstone was an outstanding employee for the NFL. He distinguished himself as GM/Managing Director of the Scottish Claymores in NFL Europe and as a Senior Director of Sales, Marketing & Business Development with the Jacksonville Jaguars. Steve demonstrated extraordinary abilities and achieved significant national and international recognition for the NFL in his roles, establishing the Claymores franchise as one of the premier sports organizations in Scotland and leading a revival in ticket sales and enthusiasm for the Jaguars. He was responsible for the initiation and development of a unique and highly successful fan-driven grassroots marketing program in Scotland which he replicated in Jacksonville. Under his direction, the Claymores and Jaguars established record increases in ticket and sponsorship revenues and customer retention.
"Steve also played a key role in organizing World Bowl XI, the NFL Europe's Championship Game in Scotland which was broadcast to over 100 million in 80 countries around the world. Through his extraordinary efforts as a leader and liaison between the City of Glasgow and the NFL offices in London and New York, the game was a huge success, gaining significant international exposure for the NFL."
Marc Kolin, SVP NFL Club Services
Cole Pepper, former Jacksonville Armada FC, Head of Broadcasting, Sports Anchor WJXT Jacksonville
Danielle Heceta McArdle, Group Sales Representative, New Jersey Jackals
"Steve developed a sports marketing program called the "Champions Club" which provided a major contribution to the National Football League and sports marketing business. The program has been recognized by both the NFL and an independent analysis conducted by McKinsey and Company, nationally and internationally, as one of the NFL's 'best practice' programs.
"It is of considerable distinction that we have recognized the Jaguars Champions Club, and the efforts of Steve Livingstone in conceptualizing and directing this program, as one of the best in our League and by extension, professional sports. We believe this program and Steve's efforts to be a leader in its field that can assist the NFL in improving its sales and marketing efforts further."
Danielle Heceta McArdle, Group Sales Representative, New Jersey Jackals
Danielle Heceta McArdle, Group Sales Representative, New Jersey Jackals
Danielle Heceta McArdle, Group Sales Representative, New Jersey Jackals
"Steve and I worked together as a part of the Orlando Venue Team for the 2016 Copa America Centenario that was held in the United States. He served as our Venue Director and I served as the Workforce Administrative Manager for the tournament. In his role, he oversaw everything that was involved with making the event a success. Whether it was selling tickets, monitoring field implementation, or logistics, no task was ever too small or too large for Steve.
"I would have to say that it was an honor to work with such a seasoned professional. He was much like a mentor to me as we worked together. He shared many insights with me on leadership, on the sports business management industry, and on life in general. I would work with him again in a heartbeat because he was humble and he never asked any of our team members to do a task that he was not willing to do himself.
"I really learned what it takes to be a leader in the sports industry from Steve, and as such I would recommend him to any organization."
Russell Patmore, Nike Soccer, Senior Director Business Development, North America
Danielle Heceta McArdle, Group Sales Representative, New Jersey Jackals
Russell Patmore, Nike Soccer, Senior Director Business Development, North America
"I have worked with Steve both in the NFL and NASL. I have been with Nike for 25+ years and would commend Steve on his character, integrity, leadership, professionalism and loyalty. He clearly understands the meaning of partnerships and creating a win-win relationship for both team and sponsor. When negotiating with Steve, he was always professional, open-minded and always worked towards solutions that would benefit our partnerships.
"He embodies the type of relationship I seek in my business development role with Nike and has been a real pleasure to work with."
Thad Bostic, CFO, Jacksonville Armada FC
Danielle Heceta McArdle, Group Sales Representative, New Jersey Jackals
Russell Patmore, Nike Soccer, Senior Director Business Development, North America
"Steve’s level of knowledge surrounding the business side of sports is unmatched. At the Armada, he was extremely dedicated to ensuring not only that the front office was in top shape, but that the organization as a whole, from the team to the coaches, was connected as a group and to the community.
"Steve demonstrated his business acumen by overseeing all aspects of the organization’s impact in the greater Northeast Florida/Southeastern Georgia region. His thought process included fans, sponsors, city leaders, venue operators as well as league governance.
"Keeping lines of communication open, Steve worked closely with departments to develop goals, budgets and performance indicators and hold staff accountable as we reached our goals. Steve’s creativity showed up in our match-day experience, where no details went overlooked. From the flag raiser to the cannon trigger, he ensured our brand dovetailed into the City of Jacksonville’s history. Steve was able to draw upon his significant experience which led to his wealth of knowledge about the sports industry as a whole."
Peter Wilt, Head of Fan Engagement, USL
Farrukh Quraishi, Former President MLS Tampa Bay Mutiny and NASL Tampa Bay Rowdies
Farrukh Quraishi, Former President MLS Tampa Bay Mutiny and NASL Tampa Bay Rowdies
"I have worked with Steve in his roles at Jacksonville Armada and the USL. His qualities of leadership, knowledge, calmness and friendly demeanor have made him successful and a person I respect and have complete faith in leading a professional soccer club. Steve is a team builder and a revenue generator. He has all of the technical requirements for building a pro soccer organization from scratch and he is able to lead the execution of it because he has personal experience of virtually every position on a professional sports organization.
"Steve's humility endears him to his staff and motivates them to work hard and work together in a unified team environment. He is skilled at creating a positive organizational culture in the front office and is extremely knowledgeable on the sport of soccer, which when given the proper resources, enables him to assemble the pieces to create a successful team on and off the pitch."
Farrukh Quraishi, Former President MLS Tampa Bay Mutiny and NASL Tampa Bay Rowdies
Farrukh Quraishi, Former President MLS Tampa Bay Mutiny and NASL Tampa Bay Rowdies
Farrukh Quraishi, Former President MLS Tampa Bay Mutiny and NASL Tampa Bay Rowdies
"I have known Steve since 2015 when our teams competed against each other in the NASL. We then worked together on Copa America Centenario - he as the head of the Orlando venue while I was a competition advisor based in Chicago, working with all the venues.
"I have tremendous respect for Steve and his knowledge of both the technical and business sides of the sport.
"He is a true leader who inspires and mentors his staff. He has great experience working with startups and has an extensive network throughout the sports industry. He is very down to earth and a team player who is humble and collaborative.."
Bill Peterson, former president NFL Europe & Commissioner, NASL
Farrukh Quraishi, Former President MLS Tampa Bay Mutiny and NASL Tampa Bay Rowdies
Bill Peterson, former president NFL Europe & Commissioner, NASL
" Steve is an incredible professional who has achieved vast amounts of success and experience in many areas of professional sports. He is a very detailed planner who understands his customers and the tools needed to grow and activate a fanbase.
"Steve is a true pro sports professional who has dedicated and sacrificed to deliver exciting fan experiences and value in both start-up and more mature situations. He has managed large teams of people and has been responsible for large budgets. I have had the pleasure of working with Steve in numerous capacities since the '90s and would welcome the opportunity to do it again in the future. "
Eric Kistler, Manager of Premium Sales, NFL On Location
Doug Quinn, CEO of ISBI 360 Digital Training Network & 30-year sports vet with the NFL and MLS
Bill Peterson, former president NFL Europe & Commissioner, NASL
"During my time with the Jacksonville Jaguars, I worked alongside Steve while he headed up Business Development for Sales & Marketing.
Steve is a person I have a tremendous amount of respect for. His career speaks for itself, but where I feel he separates himself from his peers within the sports industry is his unique ability to work cross-departmentally while assisting everyone in achieving their goals.
Steve has very high business acumen, however, the trait that stuck with me the most was his kind and generous approach with everyone he came in contact with. His open-door policy makes colleagues feel welcome regardless of longevity within the organization. "
Doug Quinn, CEO of ISBI 360 Digital Training Network & 30-year sports vet with the NFL and MLS
Doug Quinn, CEO of ISBI 360 Digital Training Network & 30-year sports vet with the NFL and MLS
Doug Quinn, CEO of ISBI 360 Digital Training Network & 30-year sports vet with the NFL and MLS
" I have known Steve for nearly 20 years and during his time working with me at the NFL, he was a tireless and creative professional with a keen knowledge of a wide range of skills related to building and managing a successful sports club.
"His positive attitude makes him a pleasure to work with and his Scottish perseverance provides anyone around him the comfort that things are simply going to get done.
"Steve would be a great asset to any Club that he joins or manages. "
Ryan Moore, Corporate & Financial Communications, Facebook
Doug Quinn, CEO of ISBI 360 Digital Training Network & 30-year sports vet with the NFL and MLS
Doug Quinn, CEO of ISBI 360 Digital Training Network & 30-year sports vet with the NFL and MLS
"Whether it’s public relations, sports marketing management, sales or logistics, Steve entrenched himself in it all as General Manager of the Claymores. He was known as 'Clark" around the office (in reference to Clark Kent) because every day he came to work, he performed like Superman.
"Steve’s extensive business knowledge, leadership and overall work ethic make him the ultimate professional. No task is ever too big or small, while his attention to detail puts him in a class of his own."