Network with purpose, not presence.

Most people go to events hoping something valuable will happen.

But, as I’m sure you’ll appreciate, hope isn’t a strategy.

In the sports industry, as in most businesses, the people who make real progress at events do one thing very well: they have goals for the function, and they prepare.

Before the doors open, they’ve already made a list of who they want to get in front of and why.

They’ve studied the attendee list, evaluated where there are business synergies, and done a quick background check to understand where a genuine conversation (and future relationship) could start.

Example: if your goal is to work in football, study who the people at the event in the industry are, make a list of the people you want to start a relationship with in order of priority, and have some common ground to discuss.

Your preparation has turned a crowded room into a mapped opportunity. Every conversation becomes deliberate.

And that’s where preparation really pays off: the 30-second pitch.

“Hi Andy, I’m Nick. I saw you worked on the deal with Puma and Man City. I think it was great because of x, y, z. Do you have any more deals you’re working on ahead of 2026?”

Study where you might be able to add some value to them (and think on your feet from information you’re gleaning from your conversation). Finish by exchanging details and asking if they mind you reaching out next week, when you can propose the value exchange. Follow-up: 24 hours later: thank-you, 2-3 days later: promised idea you’ve come up with.

Yes, it’s awkward. Yes, it can be cringey. But what is more disappointing is someone shuffling around an event, drinking 5 coffees, eating a few biscuits, flashing a few smiles, and leaving saying “that was a pointless event”.

The ones who succeed quicker are the ones who get over themselves, put themselves into the awkward zone, and make progress towards their own agenda.

Remember, five meaningful discussions beat fifty passing introductions every time.

When the event ends, you don’t leave with a handful of business cards you’ll never look at again; you leave with the start of real connections.

Ones that you can follow up with a plan.

Networking is about being in the right places with the right people, and making it work for you.