Sunderland AFC

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Sunderland AFC
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Football .

• and how to handle the stress

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Key Themes

• Anticipation
• Honesty
• Real partnership

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Whats special about football?

• High Public Profile
• Uncertain product and results
• Media influence
• Clubs exist over and above the business

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Sunderland Football Club

• PLC
• Vision
• Ethos
• Investment
• Financial basis
• Player profile

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Emerging Events

• Impact in the Premiership
• A slight stutter
• Close season action
• Danger approaches

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Relegation looms

• Recognition
• Two key actions
• Dramatic roll of the dice
• Tough business decisions
• Financial
• Organisational

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Turnaround Actions

• Leadership
• Restructure
• Redundancy
• Contracts
• Press
• Change in priorities
• Ethos
• Team dynamics

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Impact at the Club

• Stabilising the business
• Drain of assets
• Survival mode
• Personal hurt
• Real partnerships
• The long haul

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Learning Points - 1Future business

• Rethink those contracts
• Stick to strict KPI management
• Trust the financial partnerships
• Restate the vision and commitment

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Learning points - 2The process

• Be prepared for unexpected opportunities
• Use the corporate culture
• Respect the emotional responses
• Follow the path through change
• Value the people experts
• Lead from the front
• Keep all channels of communication open

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Key themes

• Anticipation
• Honesty
• Real Partnership

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Hugh RobertsThe Interim Experience Limited