Fresh out of graduating from GIS’ MSc Football Communications & Digital Marketing programme, Hayley Carson landed her dream role at Premier League club Brentford FC. Here she tells us how a module from her Master’s degree was specifically linked to the role she applied for, and how that helped her land the job…

Tell us about your role in Fan Relations at Brentford FC and what it involves.

I am part of a busy team who strive to strengthen the relationship between club and fans. Fan engagement is at the core of what I do, putting the fans at the forefront of all club activities and ensuring everything is carried out in line with the core values of the club. My responsibilities include enhancing matchday activation activities, including mascots and our family zone and liaising with different fan groups.

What have you brought into the role from your MSc Football Communication & Digital Marketing programme?

During my studies, our Programme Leader Shana Doyle-Axcell, with the help of Andy Patterson, led a Fan Engagement module which was a great benefit going forward into this role. It enabled me to develop a firm understanding of the importance of fan engagement within a football club, as well as introducing new, innovative methods clubs and other industries are implementing when it comes to engaging fans and customers. It allowed me to come into Brentford with new ideas of how to develop what they already have and obviously the ability to acknowledge what fans want and demand of their clubs.

During your Master’s you worked at the FA in the Customer Engagement Team. How important do you think this experience was in securing your current role?

I actually got this role through attending a careers event organized by GIS. It meant I could work alongside my studies in a field relevant to the job I wanted to go into post my degree. Having this experience definitely was a great advantage. Everyone tells you how important getting experience is within this industry and I would agree. It also means you can go into a job interview confident that you have the necessary skills and attributes required for the job and the ability to draw upon previous experience provides employers with confidence.

What is your favourite thing about working for a Premier League Club?

Definitely the opportunities and experiences you gain. I only started working at Brentford at the end of August and I have already learnt and experienced so much. Every day is so different and when you work in a field you are passionate about it barely feels like work! In addition, being around others who all share the same interests is amazing. Obviously watching home and away games too is incredible and one of the best things about the job.

How did you find your time at GIS?

I really enjoyed being somewhere that specializes in the industry I wanted to go into. Again, being around people who share the same interests also means you can form great friendships. It definitely opened up way more opportunities to me than I would have got without attending GIS. You are introduced to so many industry experts who provide insightful information.

Did you enjoy being a student in London?

I moved from Northern Ireland to London to study my Master’s at GIS and found the student experience incredible. London has so many opportunities and things to do. I support West Ham so obviously I go to the London Stadium every game now! But me and my friends loved the London life outside studying, going to sports matches, watching theatre shows and eating in incredible places!

What advice do you have for anyone looking to study at GIS?

If you want to work in the sports industry- it is the best place to be! Lecturers are very helpful and will be more than willing to help you further your career. However, you have to put yourself out there! Speak and network to as many people as possible. The sports industry is so competitive so you definitely should try and get as much experience as possible and network as much as possible as you never know when these people could come in handy!