Developing and empowering staff for TEAM’s next chapter

A mindset built on continuous improvement

Growing up in England, Amy studied Spanish at university with ambitions of working internationally and using her language skills in a global business environment.

Her early career focused on sports marketing, fulfilling her desire to work across cultures, organisations and teams united by a passion for sport.

That path eventually led her to TEAM, where she spent nearly a decade supporting UEFA’s men’s club competition commercial partners through a series of increasingly senior account management roles.

But while the roles evolved, one constant remained: a drive to improve.

“I’ve never been someone to settle,” Amy explains. “Whether creating platforms to support commercial partners or improving internal processes, I’m always looking at how we can enhance the way we work.”

Rethinking TEAM’s people processes

In October 2022, alongside her role at TEAM, Amy began a Master’s degree in Organisational and Business Psychology, a long-held ambition that TEAM actively supported. The timing proved especially relevant. As AI began reshaping the future of work, Amy focused her thesis on AI through the lens of human motivation, exploring how organisations can embrace technological progress while keeping people, purpose and performance at the centre.

That academic work soon became directly connected to TEAM’s own evolution. In a newly created Head of Innovation role, Amy led an ambitious project to rethink TEAM’s people processes and approach to talent development.

Working with external specialists in psychology, neuroleadership and HR, the project challenged traditional approaches to performance management, exploring how TEAM could better unlock potential and strengthen capability.

The work helped reshape TEAM’s approach to performance and talent development, introducing clearer learning pathways, a structured Learning & Development programme and more consistent feedback processes to support long-term career growth.

The success of the project also highlighted Amy’s ability to connect business strategy and behavioural science, leading to the creation of her current role as Head of Talent & Development.

Aligning staff development with business strategy

Today, as part of the People & Culture team, Amy focuses on helping TEAM build the foundations for long-term growth.

Her strategy is built around a simple but powerful belief: “To lead the evolution of sport, we must first lead the evolution of our people.”

That philosophy is already driving initiatives across TEAM, including leadership development, technical upskilling, AI experimentation, regular performance check-ins and internal Lunch & Learns designed to share expertise across the business.

Amy also draws real energy from being part of the wider People & Culture community. Through conversations with other practitioners, industry events, research, podcasts and thought leadership, she actively seeks out different perspectives on how organisations are evolving their people strategies. That curiosity helps her bring fresh insight back into TEAM, translate best practice into practical action and ensure the company’s approach to talent development remains ambitious, relevant and future-focused.

“Ultimately, the goal is not simply to deliver training programmes, but to shape cultural direction and ensure workforce initiatives support business strategy and commercial objectives,” she says. “If we can help individuals thrive while also helping the business evolve successfully, then that’s meaningful work.”

Expanding capabilities, shaping careers

Amy’s journey was never part of a predefined career ladder. It developed through trust, curiosity, performance and a willingness — from both Amy and the business — to embrace change.

As TEAM continues building its next chapter, that mindset remains central to its identity: creating an environment where ambitious people can grow, contribute and continually expand what they are capable of.

And for Amy, that is exactly what makes the journey worthwhile.