Meet the Team: John Ademokun

Let’s start with you. What was it that first drew you into sports hospitality, and what still excites you about the work today?

I first got into sports hospitality working at Wimbledon during my uni summer holidays. Experiencing one of the world’s biggest and most famous sporting events from the inside was amazing – I loved feeling that I was part of something that I’d watched as a fan for so many years.  I’ve always loved sport, and the novelty genuinely hasn’t worn off even after working for the best part of a decade in the industry.

As Senior Commercial Director, you work closely with Fulham. How would you describe your role and the kind of impact you get to make with the Club?

I manage the IMG team that supports Fulham on sales, marketing, and account management strategy for their new Riverside Stand. Our role is about helping the club reach audiences they haven’t tapped into before and helping to grow their brand internationally. It’s a chance to have a really meaningful impact on how the club connects with fans, both old and new.

Hospitality is about more than just matchdays. How do you strike the balance between creating an unforgettable one-off experience and keeping members engaged across the whole season?

Our account management team really gets to know the Fulham members. That’s what allows us to add those personal touches that make them feel special. For example, if a member is bringing their granddaughter to her first ever game, we’ll make sure there’s a kids’ shirt waiting on the seat with a message from her favourite player. These little moments to surprise and delight fans are what make The Riverside unique, and they’re at the heart of how we keep members engaged all season long, through the inevitable ups and downs that come with football.

Looking back on your time with Fulham so far, what are you most proud of? Any moments that stand out personally?

When I joined in April, it was immediately clear how much effort everyone involved in the project had already put in. They’d faced challenges but pushed through, and the whole team went on to deliver record hospitality sales for the 2024/25 season. To now see the programme fully operational ahead of hosting Manchester United for the first home game of the season feels like a huge achievement for everyone.

Fulham’s approach to hospitality has been described as setting a new standard in the Premier League. From your perspective, what makes the Club’s offering unique?

Beyond the personal touches our account management team look to deliver for members, what makes The Riverside stand out is just how different it feels compared to a typical football stadium. You still get the buzz of the match in the stands, but inside it has an atmosphere that’s exclusive and luxurious, and for me, it’s unlike any football hospitality I’ve experienced before. The views of the Thames are incredible.

What also makes it special is how flexible the space is. The Riverside Stand isn’t only about matchdays – it’s designed to be used in different ways by the community 7 days a week, whether offering wellness facilities, or providing top-quality dining, a hotel, and a members’ club. It’s a side of a Premier League ground you don’t expect to see.

Fulham has an increasingly international fanbase, especially in the US. How does hospitality help bring those fans closer to the Club, even if they can’t be at Craven Cottage every week?

When international fans do make the trip, the experience has to be perfect. We treat every visit like it’s someone’s first – because for many, it actually is. The goal is to exceed every expectation, so that when they go home, they’re telling their friends about it, spreading the word, and feeling even more connected to the club. Hospitality can help turn curious newcomers into lifelong fans – whether they’re from London or making the journey from overseas.

Your role involves working with a lot of different people, the Club, sponsors, members, and more. In your view, what does great collaboration look like in practice?

It’s about bringing everyone along on the journey from the start. At the end of the day, we’re all here for the same reason and working towards the same end goal, so when you have that mindset it’s difficult to not be collaborative.

If you look five years down the line, what changes or innovations do you think will have the biggest impact on the way fans experience hospitality in football?

The Riverside is an innovation in football hospitality in and of itself. You don’t often see a club look at their stadium as a year-round asset in this particular way – not just for matchdays, but as a driver of revenue, and more crucially, fan engagement even when football isn’t being played. I’d expect to see more clubs starting to follow that model in the years ahead. The challenge for us is making sure we keep evolving, staying ahead of the curve, and continuing to introduce new ideas that improve the experience for both fans and members.

And finally, for anyone aspiring to build a career in sports hospitality, what’s one piece of advice you’d give that goes beyond the usual “work hard and network”?

Stay curious. Listen to as many sports podcasts as you can, watch clubs you wouldn’t normally follow, and give new or unfamiliar sports a try. Read the articles, share the memes, take it all in – and keep learning from every bit of it. Knowledge will be your best friend.

Quick Fire Round

Most played track on your playlist right now?

Does the Guardian Football Weekly count?

Go-to matchday snack?

A couple of Leon sausage and egg muffins at Kings Cross en route to St James’ Park.

Favorite film of all time?

Is Goal! The Dream Begins too on the nose? Let’s go with Wimbledon.