Add value for your key partners
Improve your engagement with local businesses
Develop your people’s leadership and selling skills


Add value for your key partners
Improve your engagement with local businesses
Develop your people’s leadership and selling skills

Add Value

 We offer business skills seminars and training programmes for key partners of the club which combine the structured focus of skills development and motivation from sport with proven business tools and skills. Many of these are offered free of charge to the club and the partners as part of a larger engagement strategy.  

Improve Engagement

Boost your non matchday revenue by becoming the venue for training events which attract decision makers from local businesses. We deliver high quality, proven, development programmes which will expose an increased number of the business community to the benefits of a relationship with your club.

Develop Your People

We are experienced in sales and commercial development, key partner management, leadership and business coaching skills. We can develop the skills of your staff and help you increase revenue in all areas.

Sporting Difference is based on a very solid but simple principle, business leaders continually look to the sports world for inspiration. However, the view that most business managers get of successful sports managers is the one filtered by the press and, often, third party agendas, they don’t get to hear how the manager really works with their team on a day to day basis, how they develop and motivate to deliver outstanding performance.

We work with sporting organisations to attract businesses to the club to attend training programmes on management topics such as coaching, leadership, motivation and management styles. We also offer develpment programmes for sales teams looking to take their performance to a higher level. The programmes are delivered in the club stadium showcasing the hospitality offering of the club, and so provide a revenue stream as well as attracting senior members of the local business community. In addition to the training programmes offered to key partners we assist clubs with skills development including sales and commercial skills, key partner management, leadership skills and business coaching skills.

Why should your club get involved?

We offer a unique way of attracting local business managers to the club. They get to understand how high performing teams work in an environment that is conducive to learning. Existing sponsors and partners gain added value from their established relationship with the club and new companies are exposed to the benefits of working with you. Programmes are presented by our Managing Director who has extensive experience in management and leadership training as well as experience of working with sports clubs. 

He has previously been the principal contact for a shirt sponsorship agreement with a Championship football club, has worked with clubs to improve commercial performance, presented to members of the Football League on how to maximise partnership agreements with sponsors and spoken internationally on sales, motivation, management and people development. Our progressive approach to working with you to engage with local businesses offers your clients and partners a practical experience which will benefit their business on a day to day basis by improving the quality of their managers. 

In short, the club generates an ongoing revenue stream as well as increased interaction with local businesses at a management level.

If you would like more information please call us on 02392 007025 or email

Ask us about our experience with other clubs

The programme Steve designed and delivered to our staff was the most successful in my 6 years as National Sales Manager. The 15% uplift in company performance was due to his innovative content and impactful style. Even our most experienced and cynical staff bought into the attitudes, concepts and skill improvements presented. I would have no hesitation in recommending Steve as a sales or management trainer. SB

National Sales Manager

Excellent. Everything we went through was transferable and applicable to many levels of management in any industry. LB

Group Marketing Manager

Steve is an accomplished leader in his own right, who also has the rare ability to help others uncover their leadership qualities. He has a clear, intelligent and entertaining style which builds confidence and inspires action. AW

Divisional Director

This was the best course I have ever attended. SM

Operations Manager