The Scottish FA hosted their third annual Convention at Hampden Park yesterday in front of around 200 delegates.
Hosted by Richard Gordon and Eilidh Barbour, the Scottish FA Convention allowed all members the chance to share best practice, discuss current trends, participate in workshops and learn things that could be related to them.
Robert Rowan, Head of Football Operations at Brentford FC, provided a case study on the mathematical model that now underpins the decision-making at the Championship club and explained the philosophy behind having a ‘B’ team instead of a youth academy.
The success of the Scotland’s Women’s National Team was also recognised, with a panel featuring national coach Anna Signeul, Head of Girl’s and Women’s football Donald Gillies, Susie Fraser, PR Manager for Scottish Women’s Football and James Docherty, Senior Sponsorship and Reward Manager from sponsors SSE.
They assessed how reaching the Women’s EURO 2017 Finals for the first time could be a catalyst for increased participation and attendance at all levels.
Sports Marketing was a key part of the day too with a particular focus on Hibernian’s William Hill Scottish Cup marketing campaign. Their Head of Marketing and Commercial, Greig Mailor explained the thought process behind their ‘Persevered’ trophy tour and how they have exploited their Cup winning success.
He then led a panel including Chris Samson, owner of the Sports Marketing Scotland blog and Andy McLaughlin, Commercial Director for Braehead Clan who spoke about their desire to put the game day experience at the forefront of their mind.
There was four workshops, focusing on Supporter Liason Officers, equality and inclusion, mental health support and building better relationships through improving relations and fan perceptions.
Scottish FA Chief Executive Stewart Regan said: “We’ve had some fantastic speakers over the last three years from other countries and other teams.
“Thursday was another great example of us covering some really interesting topics.
“We wanted to look internally and focus on Scottish people who are making a difference this year.
“We were treated to some really innovative presentations including one from Robert Rowan who is Head of Football Operations at Brentford.
“He gave us an insight to the models they use, utilising mathematical statistics and also closing their academy to focus on their B squad which is a different approach but interesting to hear about.
“We had so many people who attended the Convention, allowing us all to come together as a family to discuss a range of topics.”