Dugout appoints Shaun McAllister from Copa90 as its first commercial director

Dugout has appointed Shaun McAllister as its first ever commercial director to head up revenue-driving media and brand partnership activity.

Shaun in his current role will be responsible for amplifying Dugout’s story by increasing the platform’s work with brands, driving innovative use of social media and maximising the exclusive content created by Dugout’s partner clubs, players and leagues.

Prior to this, Shaun McAllister served as the EMEA sales director for Copa90, where he led the regional sales for the agency.

McAllister said: “Dugout was founded on the premise that the way the average football fan consumes football content has fundamentally changed. For today’s digital-first, millennial football fan, it’s more than just 90 minutes – they want unparalleled, behind-the-scenes access to their favourite clubs and players, and they want to be the first to share great content with their friends.”

Matthew Baxter, Dugout president, said: “Shaun brings with him fantastic experience of both football and media and we’re thrilled to have him on board. I believe that Dugout offers a great opportunity for brands to do something totally unique, and Shaun’s role in recruiting and supporting these partners will play a big part in building on the success we’ve seen since launch. I look forward to seeing Shaun’s commercial expertise develop the business further over the years to come.”