Red Tiger Marketing Officially Launches, Led by Former Man Utd CEO Richard Arnold

Red Tiger Marketing, a specialist growth consultancy focused on elevating the commercial performance of sports teams, leagues, and federations, has officially launched operations, the company announced on Thursday.

Founded by seasoned sports industry executives — former Manchester United CEO Richard Arnold and Laurence Miller, co-founder of Advantage Sports — Red Tiger Marketing has already delivered over US$27 million in revenue for clients since it began operations in October 2024, operating in stealth mode before its formal debut.

Richard Arnold, one of the most influential figures in global football business, takes on the role of Chairman at Red Tiger. During his tenure as CEO of Manchester United, Arnold oversaw the club’s transition through a period of commercial evolution, expanding its global partnerships and growing its revenues across multiple verticals. His expertise is expected to bring both strategic insight and high-level access to Red Tiger’s growing portfolio.

Laurence Miller, who will serve as Managing Director, brings deep experience in sports marketing, fan engagement, and digital innovation. At Advantage Sports, Miller was instrumental in designing performance-driven growth strategies for clients across football, motorsport, and Olympic sports. At Red Tiger, Miller will lead day-to-day operations, ensuring that each project delivers measurable results and aligns with the company’s philosophy of data-backed growth.

“We’ve built Red Tiger Marketing to be a true performance partner for rights holders,” said Miller. “There’s often a gap between ambition and execution when it comes to commercial strategies in sport. We bridge that gap with senior-level insights, digital precision, and executional rigor.”

Red Tiger Marketing positions itself as a plug-in commercial growth engine, helping organisations in sport unlock new revenue streams through smarter use of data, creative fan engagement strategies, and strategic partnerships. The company’s early clients span multiple continents and sports — from European football clubs to emerging leagues in Asia and Africa.

Their areas of focus include:

Strategic commercial planning

Sponsorship acquisition and optimisation

Fan data and CRM architecture

Digital and media monetisation

Market entry for global brands into sports

The consultancy’s model is built on agile, project-based deployments — often working closely with internal teams on interim strategy execution — rather than long-term retainers. According to the founders, this allows Red Tiger to be highly responsive to industry trends, from the fast-moving world of OTT and digital content to the transformation of live event experiences post-COVID.

Global ambitions underpin Red Tiger’s launch, with offices and active projects already in Europe, the Middle East, and Asia. Arnold’s strategic leadership and Miller’s operational expertise reflect a shared vision to redefine how commercial value is extracted and delivered in sport.

“Modern sports organisations need more than legacy sponsorship models and passive digital content. They need growth strategies that work across borders, platforms, and cultures,” said Arnold. “Red Tiger is built to make that happen — with both the network and the capability to deliver.”

As the global sports industry enters a new phase marked by evolving fan behavior, increased scrutiny on ROI, and a hunger for innovation, Red Tiger Marketing arrives at a pivotal moment — promising to be a results-driven ally for rights holders navigating this complexity.