Fiona shares her F1 and corporate sponsorship experience with budding Sports Marketers at the University of Northampton

​​The appointment of a new Associate Lecturer at the University of Northampton is providing a major boost to the commercial world understanding and employability of Sports Marketing students.

With a wealth of experience working in motorsport, including positions with two Formula One teams, as well as marketing and sponsorship activation across a range of high-profile sports over the last two decades, Fiona Cole is keen to share her wealth of knowledge with undergraduates at the University’s Northampton Business School (NBS).

“There is no doubt I’ve been able to relate much of what I learned from a theoretical basis during my business degree, to my working life over the last 20 years,” said Fiona.

“However, being able to apply this learning to a greater extent in a commercial context back then would have also really brought things to life.

“Supporting young people to progress into their professional lives after university and strengthening the relevance between the academic and commercial worlds can only have positive effects.

“I’m delighted to have the opportunity to share my experiences and knowledge with the students and really pleased they seem to be enjoying this approach as well.”

Fiona’s first step on the career ladder saw her appointed as marketing and PR officer with Silverstone Circuits, before moving on to marketing and communications roles with Arrows and Jordan Formula One teams.

She then spent five years with Malaysia petrochemical giant Petronas, working on their global sponsorship activation and R&D programme with a World Superbike team headed by ace rider Carl Fogarty, before heading to Honda where she spent the next six years. In 2013, Fiona decided to take a break away from corporate life and set up her own marketing consultancy, Mission Marketing and Communications, and counts Porsche and some major national sporting events among her clients.

Justin Lance, Subject Leader in Leisure Management & Languages at NBS, said: “We were delighted when Fiona agreed to join the University as an Associate Lecturer – she has swiftly become an asset to the learning and teaching within Northampton Business School.

“Her marketing experience, gained from working in some of the world’s most respected motorsport championships and with global and household brands, is second-to-none. Fiona brings an engaging and fresh approach to Sports Marketing, and our undergraduates are receiving the very best insights in to how to succeed in this highly competitive field.”

NBS’s commitment to an exceptional student experience and exposure to industry is paying dividends, with 96% of its graduates employed or in further study within six months*.

* 96% of our graduates are employed or completing further studies within six months of graduating. Source: HESA Destination of Leavers from Higher Education (DLHE) Survey 2012/13. July 2014, compared to full HEI’s for full time study first undergraduate degree leavers.  (96% for the last three years)