Tyrell Squire
Tyrell Squire
*
Tyrell Squire *
Meet Tyrell
Tyrell has worked behind the scenes of some of global sport’s biggest moments, from Manchester United’s commercial operations to supporting the 2025 PepsiCo UEFA Champions League finals in Munich. Driven and razor-sharp under pressure, he’s building a career where culture, sport and storytelling meet.
You’ve already worked with some huge names in sport. What’s been a standout moment or project for you so far?
Working with Manchester United’s Commercial Operations team has been a massive highlight. Being part of the process that helps activate partnerships with some of the world’s biggest brands has been surreal. But it was at Fuse where I truly got to understand the work that goes into large sporting campaigns as part of the planning team for this year's 2025 PepsiCo UEFA Champions League Finals in Munich, especially seeing how global campaigns come to life behind the scenes. One standout moment was helping coordinate key partnership activations around matchdays while in Munich, where you really feel the scale and impact of the commercial side of sport. It gave me a deep appreciation for how much detail and collaboration go into delivering an elite fan and partner experience.
What first inspired you to pursue a career in sports and entertainment marketing?
I’ve always seen sport as more than just competition. It’s storytelling, culture, and emotion all rolled into one. My studies in both Sports Management and Sports Science helped me understand both the business and human sides of sport, and I became fascinated by how brands connect with fans through shared passion. Being part of #Merky FC, a programme designed to open doors for ethnic minorities in football, really reinforced that I wanted to be part of shaping the future of how sport is marketed and experienced.
Working in live events and sponsorships can be fast-paced. How do you stay calm and focused when things get busy?
I try to stay process-driven and proactive — planning ahead while staying adaptable. Working in commercial operations and during live match environments taught me that clear communication is key. When things get hectic, I focus on the controllables: staying organised, keeping stakeholders informed, and maintaining a calm, professional presence. I’ve learned that your composure sets the tone for everyone around you.
You studied and worked both in the UK and the US. How has that international experience shaped the way you approach your work today?
Studying and working across both countries gave me a real appreciation for how sports culture and fan engagement differ globally. In the US, there’s a big emphasis on entertainment and experience, while in the UK, tradition and authenticity play a huge role. I try to bring a blend of both into my approach, combining creativity and innovation with respect for the sport’s heritage. It’s helped me think globally while executing locally.
In your eyes, what makes a sporting event really great? Any examples that come to mind?
A truly great sporting event leaves you with a feeling. Whether it’s pride, excitement, or connection - it’s when everything aligns: the crowd energy, the brand activations, the storytelling, and the execution. For example, watching the way UEFA and club partners bring fan zones, hospitality, and matchday experiences to life. It shows how powerful a well-run event can be. It’s that mix of emotion and organisation that creates lasting memories.
What’s one skill or mindset that’s made the biggest difference early in your career?
Adaptability. In sports no two days are the same. Things change fast, and being able to pivot while staying composed has been crucial. I’ve also found that being curious and willing to learn from everyone around you makes a big difference. The best people in this industry stay humble and hungry.
For graduates dreaming of working in sports marketing, what’s your best piece of advice for getting started?
Start by building genuine connections and staying close to the industry. Whether that’s through volunteering at events, networking on platforms like LinkedIn, or joining initiatives like #Merky FC. Be proactive, stay informed about brand partnerships and campaigns, and don’t be afraid to start small. Every opportunity, even behind the scenes, teaches you how the machine works. The key is consistency. keep showing up, learning, and adding value.