Our latest edition of Industry Insider sees us dive into the world of partnerships and agency life as we sit down with Conor Nolan from CAA to talk about his role, his career to date, and more.
Tell us about yourself, what do you do in your current role and what roles have you done previously?
I’m Conor Nolan, Senior Account Manager for CAA Brand Consulting, a division of CAA Sports, where I lead the management of OKX’s global partnership with Manchester City Football Club.
My role involves transforming contractual partnership assets into creative campaigns and experiences that go beyond sport. I help solve commercial challenges by crafting and executing culturally relevant moments.
The most effective partnerships today are authentic, meaningful, and measurable, and that’s exactly what we strive to deliver for our clients.
One example is our recent campaign for OKX, “A New Alternative: Manchester City,” which blends football, culture, and blockchain innovation to showcase their expanding presence in newly licensed markets across Europe and the Middle East.
Prior to CAA, I was Partnerships Manager at West Ham United, where I delivered commercial rights for both the men’s and women’s teams. Before that, I worked at United Entertainment Group (UEG), managing sports and entertainment partnerships for brands like BMW, Jameson Whiskey, and Ball Corporation.
What three words would you use to describe your role?
Creative. Commercial. Strategic.
“Normal” isn’t a thing in sport so what does an “average” week look like for you?
A typical week balances strategy, planning, relationship management, and creative ideation, punctuated by the occasional fire drill. On matchdays we often host influencers or media, building relationships and networking.
Whether presenting to clients, launching campaigns, managing talent appearances, or planning global activations, no two days are ever the same, so adaptability is essential.
The reality is that much of the work we do is behind-the-scenes, and the best professionals understand how to be a good middleman. You need to be an operator, pulling the strings to make it all come together.
How did you end up where you are right now? When did you know you wanted to work in sport?
I’ve always had a love of sports, but limited knowledge of the types of roles that existed beyond being an athlete, physiotherapist, or sports agent (that last one courtesy of Jerry Maguire). During the pandemic, I graduated with an MSc in Sports Management from University College Dublin and began my journey into sports partnerships with a sports agency in Dublin.
I then moved to London and joined UEG, where I worked across BMW’s Film & TV integration activities, Ball Corporation’s partnership with Arsenal, and global talent campaigns for Jameson Whiskey.
West Ham United became my first foray into working for a rightsholder. Working for a football club, you deeply feel the responsibility to leave a positive impact and contribute to the club’s continual growth. Each player and staff member is a guardian of the club and feels that positive pressure, and I’ve taken this mindset with me to CAA Brand Consulting.
What is your number one focus when it comes to your work?
Delivering measurable ROI is essential, but I’m equally focused on building effective partnerships that resonate authentically with fans, to create lasting impact. People might forget the words, but they’ll never forget the feeling. That’s the true power of cultural resonance.
Iconic partnerships become part of the club’s fabric and that is my ambition for OKX – to become part of Manchester City’s legacy in a way that endures.
On a personal note, as a proud Irishman, I look to people like Padraig Smith and President of CAA Sports International Matthew O’Donohoe as the standard bearers in this industry. If I can help inspire others too, I would call that a success.
What’s the most important lesson you’ve learned in your career so far?
The people you surround yourself with shape everything. Culture beats credentials. You’ll move further and faster with teammates who challenge and support you in equal measure. Find those people and invest in them. At CAA Brand Consulting and beyond, I’ve been fortunate to work with brilliant people and build lasting relationships.
Our recent campaign exemplified this, bringing together an exceptional team – director Tom Day, DOP Arthur Lok, Pulse Films’ Chris Harrison – alongside our Manchester City counterparts. When the right people come together, the results speak for themselves.
What are you excited about in your industry at the moment?
Fan experience is undergoing a renaissance and evolving rapidly with new technology, making all sports more accessible, immersive, and interactive than ever before.
For rightsholders, new opportunities to bring global audiences into the fold are unprecedented and I am excited to see how Web3, VAR and AR impact fandom, both IRL and virtually.
Separately, women’s football represents the single greatest sporting growth opportunity, particularly the WSL. With a new governance structure and broadcast deal, now is the time to invest. Watch this space!
If you could change one thing about your industry, what would you change?
Too many partnerships are treated as short-term campaigns rather than long-term brand-building opportunities. By shifting mindsets from transactional to transformational, you unlock far greater creative and commercial value.
Sport is a hectic industry, what do you do to switch off?
Hurling has always been my first love, and I now play for Tomas MacCurtains GAA in London. When the season ends, my interest shifts to running, boxing and of course, the occasional pint of Guinness. Life is all about balance!
If you were to give a piece of advice to someone wanting to do your role, what would you say?
Patience is an underrated quality. Trust the process but give yourself the best opportunity for success by building your network and mastering the art of storytelling. Above all else: be kind. Character is currency.
How to connect with Conor Nolan…
You can reach me on LinkedIn or Instagram: @mrconornolan and check out our latest work for OKX here.
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