DR SUE BRIDGEWATER is Associate Professor in Marketing and Strategy and Director of the Centre for Management in Sport at Warwick Business School. Sue graduated from Trevelyan College, Durham University with a BA in German and, after working in marketing with Nairn and Unilever, joined the faculty at Warwick University in 1991. She has an MBA and a PhD from Warwick University where she teaches marketing, international marketing and more recently has become a specialist in sports marketing. Since 2001, Sue has directed the Professional Footballers Association and League Managers Association Certificate in Applied Management for Football Managers. Her past students include Mark Hughes, Stuart Pearce, Brian Laws, Aidy Boothroyd and Alan Irvine. She also teaches and researches in cricket and rugby. Sue has authored books and articles in a range of leading international journals. She co-authored Innovation in Marketing with Professor Peter Doyle and International Marketing Relationships with Professor Colin Egan and, in recent year, has published a number of articles in the areas of international marketing, sports marketing and leadership. A frequent media contributor, Sue also maintains and analyses football manager statistics for the League Managers Association.