Sarah Batters is Director of Marketing & Partnerships at Southampton Football Club, with more than 15 years in the marketing and commercial industry, Sarah has worked at some of the world’s biggest brands across Europe, Asia and Australasia.
Sarah’s long-standing expertise has produced fantastic results. Within her role, Sarah is responsible for four teams at the south coast club, her primary responsibility is to attract new and retain existing Saints fans, ultimate growing the club’s commercial revenue through ticketing, hospitality, events and retail. During her time at Southampton FC Sarah and her team lead the way to securing a record front of shirt sponsorship deal with Sportsbet which was later renewed. Despite the hardship of COVID-19, partnership revenue increased by more than £2 million under her leadership. The fanbase of Saints has also grown enormously in the last year with overall growth of 24% in all customers.
A football fan from a young age, Sarah took her passion into the workplace when she won the Manchester City Hackathon with ideas for how to engage international fans with club using technology and robots! Her passion extends her work into the community where she coaches Chipstead Wildcats U8’s girls’ team and is studying for her level one FA coaching badge. Sarah has an unmatched commitment to the community and as a female in a male dominated industry, she has taken a leading role in promoting women’s football and promoting greater diversity both in Southampton FC and the industry as a whole.
