Applying research methodology to fuel innovation and inclusion at TEAM

Louise Cullinan, Director of Insights, Innovation & Inclusion

Envisioning the future of TEAM and how we can better harness innovation and fully embrace a culture of inclusion are central to TEAM’s corporate vision. They are also the areas for which Louise is a passionate advocate and driving force.

Keenly observant and ready to ask the hard questions, Louise jumps wholeheartedly into finding solutions. Her ability to respectfully challenge the status quo has been instrumental not only to TEAM’s research-focused Insights department, but to the launch and development of the Innovation and Inclusion department earlier this year.

With an aim to “be the best place to develop a career in the sports marketing industry”, TEAM has made innovation and inclusion strategic priorities. Louise, Director of Insights, Innovation & Inclusion channels her background in research to spearhead data-driven approaches to cultivating a community where all staff can thrive.

Insights – helping to create one of the most sophisticated research programmes in the sports industry

During her university days, as a Business Administration and Sociology major, Louise applied her natural curiosity to better understand communities and people. She excelled in research methodology, regularly receiving the highest marks in her class, and knew this was an area where she could add significant value.

Louise’s career began at a research company in London, first focused on the media/broadcast industry and later the sports industry. She saw there was a huge appetite from sport’s governing bodies for more data and better information – something she found extremely exciting, as a long-time football and netball player herself. It was during this time that one of her projects – a pitch for the 2015-18 UEFA Club Competitions research programme – introduced her to TEAM Marketing, UEFA’s global marketing partner. Coincidently, the current research manager at TEAM was looking to build out the Insights team and Louise was a perfect fit. She embraced the opportunity to move abroad and help shape UEFA’s research programme.

Over the years, Louise helped expand the Insights value proposition and team. From developing a consistent view of digital and social media analytics, to creating a multi-platform audience methodology, she has helped to make UEFA’s research programme amongst the most sophisticated in the sports industry.

“I’m really proud of how TEAM’s Insights department continues to evolve and the depth of valuable data we can provide UEFA’s commercial partners.”

Innovation – translating curiosity into tangible business value

The topic of innovation at TEAM has long been a focal point, but as of early 2023, it became a strategic priority. Many ideas from across the business were circulating, but there was no central place to take them or processes to drive those ideas forward. Building off her “Future Lab” initiative, which took key topics and investigated how they would look in the future, the Innovation department was a natural fit for Louise to lead.

Since its inception, Louise and her team have supported and helped drive forward several key projects surrounding internal communication, staff development and staff recognition.

Alongside these bigger projects, the Innovation team has been supporting staff and departments improve overall effectiveness and productivity, by addressing capacity/time planning and introducing more effective project management processes.

Inclusion – cultivating a TEAM community that allows all staff to thrive

Simultaneously, Louise and others were questioning how they could tackle Diversity, Equity, and Inclusion (DEI) at TEAM. What started as a passion project, led to the formation of TEAM’s DEI working group in 2021, and the formation of the Inclusion department in 2023. Guided by the commitment to drive positive change, Louise's conviction drove her to lend her voice and effect tangible transformation.

Through the DEI program, TEAM ensures voices are heard, individuals continue learning, and pride in TEAM’s work flourishes. Employee resource groups span six key areas:

Life Stage: Nurturing support through cross-generational mentoring and parental projects.
Ethnic Excellence: Celebrating diversity with initiatives such as black history month and cultural cooking.
Mental Wellbeing: Fostering awareness with mental health initiatives and talk tables.
Female Empowerment: Championing women's development through mentorship and events.
LGBTQ+ Community: Creating an inclusive space through education and initiatives such as Pride month.
Inclusive Leadership: Cultivating inclusive behaviour and cross-border integration through workshops.

“I’m a firm believer that small, positive rippling effects can result in major change in the future. It starts with having conversations that might seem uncomfortable, but after enough repetition, the uncomfortable becomes comfortable”.

Bringing everything together under one roof

With research and insights driving many of the innovation and inclusion initiatives, it was natural to bring all three together, with Louise at the helm.

Her curious nature and natural talent to see what could be, has already helped drive noteworthy progress across all three units. And while many might be overwhelmed by the sheer number of projects and focuses, Louise thrives on it.

This past year has been one of the most rewarding; I love the opportunity to collaborate across so many departments and topics, bringing together diverse strengths to create truly game-changing solutions.