MBA graduate researches how to attract more minority ethnic supporters into football


24-year-old Tom McGovern graduates today, having completed a Master's in Business Administration with distinction.

Tom pictured in cap and gown holding up newspaper.

As part of his degree, Tom (24) carried out research into how football clubs can attract more ethnic minority supporters to attend live matches. He worked with Premier League football club Huddersfield Town to identify how the club could attract more ethnic minority supporters to its matches.

Tom, who is from Bradford, said: "I grew up in a very multicultural environment and have lots of black and Asian friends, and I've seen first-hand how much they love football. I know they watch it religiously on TV, but when you look at the number that actually attend live matches it is so few. I wanted to help make a difference for them, as well as the club, so that they too can enjoy the game through the live match experience.

"It has been a project that has allowed me to combine my ambitions of pursuing a career in marketing with my passion for football, and I hope this research will allow me to work with other football clubs, and potentially pave a career for myself in the football industry."

Tom graduates with a distinction Master's in Business Administration, having managed his studies alongside working full time.

Andy Gilliland, Academic Group Leader for Business, Management and Marketing at Leeds Trinity University, said: "Tom is an exceptional student who in his recent management consultancy project has been able to combine an advanced theoretical knowledge of business with research into one of the most sensitive and practical issues currently facing the sport that he loves. His solutions show a comprehensive grasp of the situation on the ground, providing a nuanced and carefully evaluated road map to future progress which is of potentially immense commercial value to his client and the industry as a whole. The entire Leeds Trinity Business team are proud of both him and his work."

Tom will join 119 students graduating today from the School of Social and Health Sciences and the Institute of Childhood and Education with degrees in: Early Childhood Studies; Professional Practice: Education; Professional Practice: Supporting Young People, Children and Families; Business Administration; Accounting and Business; Business; Business and Management; Business and Marketing; Health and Wellbeing; Nutrition, Food and Health; and Sport, Health, Exercise and Nutrition.

Students will be addressed by Vice-Chancellor of Leeds Trinity University Professor Margaret A House OBE, Pro-Chancellor John Battle and students Dale Triggs and Tom Protheroe who will deliver a Vote of Thanks to their classmates.

The University will also award Honorary Fellowships to Tim Hodgson and Canon Keith Madeley MBE.

Tim, an alumnus of the institution who graduated in 1997, receives an Honorary Fellowship for his continued commitment to the University and its students by supporting them to achieve success in their future careers. Brand ambassador Canon Keith Madeley MBE will also receive an Honorary Fellowship for his passion of connecting business and education.

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