Bruce BundrantDuring this year’s business day at the International University of Monaco, students of Bachelor and Master Programs had the opportunity and the pleasure of  meeting Bruce Bundrant, Commercial Director of the AS Monaco Football Club. After asking everyone to introduce oneself, the 40 year old manager started to share his life and career experiences in the football industry with us.

The native Texan began his career as an intern for Washington D.C. United, a club from the Major Soccer League in the United States of America. After four years he left the club as head of the sponsorship department for GMR marketing, a highly recognized sports agency. There, he learned to understand, as he said “the other side of the business”, where companies are searching for channels to promote their products. Seven years later in 2008, he found himself at Liverpool FC as head of the commercial partnership department. He helped to increase sponsorship sales from €16 to €64 million within four years but then decided to accept a new challenge and move to Monaco. With innovativeness he intends to increase ticket and sponsorship sales in the city of luxury and glamour – a tough challenge.

He explicitly advised the students to show courage on their career path and be willing to take some risk. Sometimes it is necessary to make a detour to get where you want. For him, personally, it was a highly valuable experience to see the sponsorship and licensing business from both the seller and the buyer side. Eventually he emphasized that “it is good when you (students) already know, where you want to go and make your career. However you should not be too focused on a particular area of the sports industry but take the best opportunities as they come.” According to Mr. Bundrant you usually realize during your actual work experience which sectors fit you best.

Reported by Stefan Lettner & Louis Thiers, Students of the Master in Sports Business Management



If you would like more information about this program, please look on our website:

Feel free to also contact directly the Admissions Team at