About the Author

Sally Freedman is an international sport industry expert. She received the only full academic scholarship to study a Masters in Business (Sport Management) at Griffith University in Australia. Since graduating, Sally has worked at an array of major sport events including the 2015 AFC Asian Cup, the 2018 Gold Coast Commonwealth Games, the UEFA Champions League and UEFA EURO 2020. Sally has worked in different areas including marketing, communication, fan engagement, protocol, ticketing and spectator services.