Led the Dolphins NRL Bid strategy and operations from August 2020 as Bid Director. This process culminated in the Dolphins NRL bid being awarded the new 17th NRL license on October 13, 2021 before moving into the role as CEO of the new Dolphins NRL team on November 1, 2021.

MakeSport provides more effective connection between sports, their commercial and social elements, and activities beyond the traditional system.

With over 20 years’ experience in the global sports industry, Terry Reader Consulting specialises in strategy, partnerships, business optimisation and commercial & brand management for clients.

Established for over 50 years, Norths Devils is an important hub for community support and rugby league growth.. The Devils Leagues Club venue is spaciously designed to incorporate the 240 seat restaurant, sports bar, function rooms, kids play area and 93 gaming machines. The Norths Devils have a Queensland Cup team competing in QRL major competitions with U16, u18s and u21 teams.

Responsibilities:•The CSO was a newly created role in 2019 to work with the CEO and Board on longer term strategic projects.•Key focus in 2019 was to identify and define business development strategies to devise project plans for initial key areas in Infrastructure, Business Diversification, International Reach and Data Management.Achievements:•Collaborated with key internal and external stakeholders to oversee the complete construction project, from inception to completion to renovate and upgrade the original Broncos training facility to be fit for purpose for both the NRL Women’s team and the Broncos NRL Elite Player Development Academy players.•Identified a new opportunity to expand internationally through a successful new partnership with the Department of Foreign Affairs which funded a program to host both the Broncos NRLW and Men’s Legends games in Port Moresby and provided community messaging and activities around women empowerment and gender equality in Papua New Guinea.•Led a data management project to review needs and select a system to roll out a completely new Customer Management System that streamlines all communication and data management processes across all commercial business functions.

Responsibilities:•Leading all Commercial and Marketing functions with a team that grew to 30+ staff responsible for generating and retaining $34M+ in annual commercial revenue.•Responsible for New Business, Sponsorship, Sales, Membership & Ticketing, Marketing, Events, Game Day Operations, Merchandise, Community Services, Comms, Multi Media and Research and Development projects with Universities to achieve and exceed budgets.•Deliver club Performance Management Contract process within the Commercial team, including department and individual KPI setting, performance reviews and staff recruitment and development.Achievements:•Streamlined the business units through a new strategy and restructure in 2010. This included a product redesign, refocused goals with new targeted sales and marketing orientation that led to increased staff satisfaction and major year on year revenue growth for the club to increase from $26.5M to $46.6M in 2017•Negotiated over $100M in total sponsorship revenue for Broncos with sponsorship revenue almost doubling from $6.7M in 09 to $13M+ in 2018 with an average sponsor retention rate of 80%+ for the eight year period.•Senior negotiations with governing bodies, government and stadium management (including the double header, season draw, World Club series and the Suncorp Stadium hiring renewal agreement).•Part of small executive project team who delivered the Broncos new $27m training and administration facility.•Set up a full-time multi-media department to aid business growth, efficiency and lead the Broncos to be the industry benchmark in website and social media metrics when compared to all other Australian sporting clubs across all codes.•Established in-house Membership operations to grow members from 11K in 2009 to over 36K 2017 & reach a record average home crowd attendance of 35K.•Established in-house Merchandise department to see sales grow from $1M in year one to over $3M annually in 2017.

Responsibilities:•Secondment from the Broncos to overhaul Norths entire day to day operations. This included restructuring the football and commercial operations with the required processes and procedures to allow the club to operate with compliance, appropriate business acumen, high performance and professionalism.•Led the change management process to implement the appropriate structural changes to meet the NRL/QRL transition plans and ensure compliance with all rules and regulations. •Analyse the affiliate club agreements to determine the right model for the Broncos and Norths in developing our elite younger players.Achievements:•Norths Devils awarded the 2018 Queensland Rugby League “Club Champions” Award as the best performing club in the QRL major competitions in 2018 with the U18’s finishing 1st, U20’s Colts winning the State Grand Final and the ISC 1st grade team finishing 8th.•Restructure of the club, introducing new processes, structures and staff to drive cultural change and deliver improved results in the football and administration operations.•Overhauled all commercial activities which included growing total club sponsorship from less than $50K in 2017 to $350K to start the season in 2018•Negotiated and contracted almost the entire playing squad for the 2018 season as well overseeing the overhaul of the elite junior pathway program and high performance processes for the academies, U18, U20’s and our ISC 1st grade squads. •Reinvigorated game day to see match day revenue reach record levels and crowds more than double•Created and built a club website and introduced a communications strategy using new social media channels•Introduced a merchandise sales program with the creation of an on-line store for the first time in modern club history.

Responsibilities:•Streamline and manage all commercial areas including Sponsorship, Corporate Sales, Ticketing & Membership, Marketing, Events, Merchandise, Victorian Office Operations and New Business which included budget profit & loss responsibility for revenue in excess of $24M annually.

Responsibilities:•Overall management and development of the sponsorship portfolio including proposal writing, contract writing & negotiations, servicing, budgeting, reporting and new sponsor generation.•Management and development of additional commercial revenue streams including the club stadium signage and website sales.•Management experience of game day operations including run sheet preparation, sponsor game day events, promotions, competitions & advertising sales.•Development and management of team apparel Achievements:•Renewed and renegotiated with nine of the club’s 11 largest sponsors/sponsorship categories in 2006, restructuring club agreements into new and improved agreements that saw Broncos sponsorship revenue reach a record level in 2007 – including the negotiation of a new principal sponsors after Ergon finished their 10 year partnership.•Working with sponsors to provide initiatives and leveraging concepts to help partners meet their objectives and aid in further promoting the Broncos brand (TV advertising/NRMA Insurance Broncos campaigns).•Reviewed and restructure of Broncos stadium signage, introducing scrolling and then LED signage which produced sales of signage to external companies as a new revenue area that generated seven figure increases year on year

Worked on the Anheuser Busch account representing their Budweiser & Michelob beer brands in the UK. The roles I worked in at Consolidated started my sponsorship journey and provided me with the opportunity to learn from some of the best PR and Sponsorship professionals in the industry. Responsibilities:•Public Relations, Sponsorship, Event Management, Market Research and Launches.•Brand Strategy: Brand positioning, identifying and researching market opportunities, developing and implementing marketing and PR plans, proposal writing and evaluation.•Project Management: Concept creation, briefing and liaising with external agencies and suppliers, event organisers and handling budgets.•Media Relations: Working on all press office functions, writing press materials, identifying target media and ‘selling in’ news stories and developing strong relationships with key media and suppliers to ensure brand awareness and profiling.•Plan and implement PR exploitation strategies in support of Budweiser’s sponsorship of the 2002 FIFA World Cup, Manchester United FC, Chelsea FC and Manchester City FC.•Implementing Michelob’s sponsorship launch and leveraging activities of the 2001 Ryder Cup; introducing Budweiser as the beer of the re-scheduled 2002 Ryder Cup •Account experience also on Cadbury, Disney and Zurich).Achievements:•Developing and implementing the successful ‘Budweiser Cup, a national UK 6 v 6 football tournament developed to leverage Budweiser’s sponsorship of the 2002 FIFA World Cup.•Planning and carrying out Budweiser’s UK tour event of the FIFA World Cup trophy and achieving significant TV & Print coverage.•Establishing an important network of media contacts which led to significant print and television coverage.•Planning and implementing Budweiser’s screening events surrounding England’s World Cup qualification and World Cup matches