Dugout names Shaun McAllister as commercial director

Dugout names Shaun McAllister as commercial director

Soccer content-sharing platform Dugout has appointed Shaun McAllister to the role of commercial director.

Joining from Copa90, where he led regional sales, McAllister will be responsible for increasing Dugout’s work with brands, driving innovative use of social media and maximising the content created by the company’s partner clubs, players and leagues.

Prior to his role with Copa90, McAllister started his career in the media, working for Associated Press and Express Newspapers. He was also as head of programmatic at Mode Media and sales director at LoveLive.

Dugout already has partnerships with 74 clubs and over 100 footballers around the world, including Welshman Gareth Bale, Italian legend Gianluigi Buffon and Paris Saint-Germain’s Edinson Cavani.

“Shaun brings with him fantastic experience of both football and media and we’re thrilled to have him on board,” said Dugout’s president, Matthew Baxter. “I believe that Dugout offers a great opportunity for brands to do something totally unique, and Shaun’s role in recruiting and supporting these partners will play a big part in building on the success we’ve seen since launch. I look forward to seeing Shaun’s commercial expertise develop the business further over the years to come.”

McAllister added: “Dugout was founded on the premise that the way the average football fan consumes football content has fundamentally changed. For today’s digital-first, millennial football fan, it’s more than just 90 minutes - they want unparalleled, behind-the-scenes access to their favourite clubs and players, and they want to be the first to share great content with their friends.

“With access and content that can’t be found anywhere else, Dugout is in a unique position to meet these demands from fans and I’m looking forward to working with the team to disrupt the football media landscape. We’re collaborating with brands, clubs, players and leagues to help them create the most engaging and entertaining content for fans - it’s an exciting challenge.”