Lucy Hughes | Fan Engagement Coordinator at Everton Football Club

Our latest Industry Insider sees us head over to the blue side of Merseyside as we chat with Lucy Hughes about her role as Fan Engagement Coordinator for Everton Football Club!

Tell us about yourself, what do you do in your current role and what roles have you done previously?

I am currently the Fan Engagement Coordinator at Everton Football Club. Prior to this I have done various different roles within football, from coaching to ticketing, but have always had an interest in event type work.

What three words would you use to describe your role?

Fun, exciting and fast-paced.

“Normal” isn’t a thing in sport so what does an “average” week look like for you? 

There’s definitely no such thing as a normal week when working in football, but typically, my week is a mix of planning, coordinating, and delivering memorable fan experiences.

I manage all communication and logistics for our matchday mascots and Toffee Lady, making sure everything is arranged and safeguarded properly. I also look after our Junior Fans’ Forum ensuring they have their say,  and help plan campaigns and activations generally for our fan base. Primarily my role is about activating our engagement for all our junior fan base.

I also coordinate the sourcing and distribution of signed merchandise, making sure everything is tracked, processed, and sent out on time, and the appropriate item is donated to the fundraising causes.  Part of my role is to identify any content that needs to be captured from any experiences we give and share with the Clubs PR and Content teams.

Matchdays are a little different and are a lot more hands-on. On a matchday I help run our fan engagement activities, ensuring deserving fans get memorable experiences. Including delivering the mascot and Toffee Lady experience.

Throughout the week, I manage our fan inbox, log and respond to feedback and enquiries, looking for suitable experiences to offer our fans.

It’s a busy and varied role, and while no two days are the same, everything I do is focused on creating lasting memories for our fans, and ensure that any PR opportunities are captured and shared.

How did you end up where you are right now? When did you know you wanted to work in sport?

I’ve been sporty from a young age and always had an interest in sport, so it has always made sense to me to pursue a career in the industry. At 16, I chose to study at Everton Football College because sport was something I was passionate about, studying here gave me opportunities to experience the industry firsthand, not only in the UK but abroad as well. That’s when I realised, that this was the path I wanted to pursue.

From there, I went on to study Sport Business at university, where I combined my studies with hands-on experience- coaching with the LFC Foundation and working as a Matchday Events Coordinator at Everton FC. After graduating, I secured a full-time role in Everton’s ticketing department. That role gave me a strong foundation in the operations side of the Club, and after a few years, I transitioned into my current position in Fan Engagement, where I now get to work closely with supporters and help shape memorable experiences across the Club.

What is your number one focus when it comes to your work?

My number one focus would be to make sure that everything I do, I do it the best I can and that it is done to a high standard – I don’t believe in doing things half-heartedly. If an opportunity arises, it’s not just about getting it done, it’s about doing it well.

What’s the most important lesson you’ve learned in your career so far?

The most important lesson I’ve learned is not to be afraid to put yourself out there, even if it means stepping outside of your comfort zone. Some of the most rewarding experiences and opportunities in my career have come from saying yes to things that initially felt uncomfortable.

What are you excited about in your industry at the moment?

For me, it is a very exciting time as our football club prepares to move from Goodison Park to a brand new stadium. It’s a privilege to be part of this historic transition and help to create lasting memories for our fans in our final moments at Goodison, while also looking ahead to the opportunities the new stadium will bring.

If you could change one thing about your Industry, what would you change?

I would want Everton to play in the Champions League… the truth is I genuinely enjoy the fast-paced, on the go nature of football, it’s what makes exciting, and I wouldn’t change it.

Sport is a hectic industry, what do you do to switch off?

I love running, so at the moment often after work I will go on a run or to the gym. Or I like to spend some time with family and friends, and of course my dog.

If you were to give a piece of advice to someone wanting to do your role, what would you say?

Put yourself out there and be proactive. Don’t hesitate to reach out to people in the industry, ask questions, and gain experience.

How to connect with Lucy Hughes…

LinkedIn

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