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From Birmingham to Horsens: Clubs across Europe strengthen their off-pitch leadership
This week’s update features a mix of internal promotions and new appointments across several European clubs and organisations. From strategic leadership in Germany to commercial growth roles in the UK and Scandinavia, clubs continue to reshape their structures to support long-term development.
Clare Avery joins Birmingham City FC
Clare Avery has taken on the role of Head of People and Culture at Birmingham City FC. She most recently served as Director of People & Culture at Nottingham Forest FC, where she was part of the executive leadership team with responsibility across the men’s first team, academy, and women’s programmes. Prior to that, she held senior HR positions at Wattbike and Spark44, bringing with her broad experience in talent development, organisational culture, and people strategy.
Roosa Kumpulainen joins HJK Helsinki
Roosa Kumpulainen has started as Sales Manager at HJK Helsinki. In her new role, she is responsible for new client acquisition and key account management, while also contributing to VIP guest services and the club’s matchday experience. Prior to joining HJK, she held commercial roles in the healthcare sector, with a focus on B2B sales and client portfolio management.
Maggie Murphy joins Aston Villa Women
Aston Villa Women have appointed Maggie Murphy as their new Managing Director. She brings over 15 years of experience in football and sports governance, most recently serving as CEO of Lewes FC. Murphy was also a board member of the FA WSL and Women’s Championship and was named among BBC Woman’s Hour’s 30 Most Influential Women in Sport in 2023. She will officially begin her new role in early October.
Marcel Frei joins Sportec Solutions AG
Marcel Frei has started a new role at Sportec Solutions AG. He previously spent eight years at the DFL Deutsche Fußball Liga, where he most recently served as Advisor to the Board / Corporate & Business Strategy. His earlier experience includes roles in international affairs, digital product management and brand consulting with Lagardère Sports and the DFL.
Jacob Jørgensen named CEO of AC Horsens
Jacob Jørgensen has been appointed Chief Executive Officer of AC Horsens. He joins the club following over a decade at FC Midtjylland, where he spent ten years as Commercial Director. At AC Horsens, Jørgensen will be tasked with strengthening the club’s administrative and commercial operations as it looks to build a sustainable future off the pitch.
Edo Keuning takes on expanded leadership role at FC Utrecht
Edo Keuning has stepped into a new leadership position at FC Utrecht after more than five years as the club’s Chief Financial and Operating Officer. Before joining Utrecht in 2020, he held several senior roles at ABN AMRO Bank, including Managing Director of Retail Banking, bringing extensive experience in operational and financial management to the club.
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