He is a touring lecturer for the Manchester-based World Academy of Sport, a lecturer on the FIFA Master’s programme and was previously Academic Director of the IE University’s Sports Management Masters Degree Course. But in addition to these formal roles Patrick makes time to accept invitations from universities and colleges worldwide to share four decades of knowledge and insight gained at the forefront of sports marketing. Drawing on an extensive catalogue of archive material collected over many years Patrick calls on his experience and privileged access to the power brokers of the sports, media and brand worlds to provide context for future challenges and ensure that students are grounded in the realities of the business he did so much to shape.

A fresh approach for a fast-moving world

Critically, Patrick Nally is not simply a sports marketing historian. His concern is to provide students with the sound knowledge base they need to understand and operate effectively in a fast-moving world. It is a world in which a radical new media landscape, changing consumer habits and preferences and the fresh marketing priorities of global and local brands demand new thinking and a fresh approach.