M+C Saatchi Consulting Taps Head of Commercial Innovation at Manchester United

M+C Saatchi Consulting today announces the appointment of Alex Henderson as senior vice president, commercial innovation at M+C Saatchi Fluency, a specialist division within the agency’s consulting arm, focusing on data-led marketing effectiveness.

Based in London and in role since April 22, Alex will lead the growth of a new global offering focused on helping rights holders and brand sponsors unlock greater value through commercial innovation, marketing science, and strategic advisory services.

Previously head of commercial innovation at Manchester United, Alex brings a proven track record of transforming commercial strategies through innovative, data-led approaches. His career has spanned the worlds of elite athletic performance technology, commercial consultancy, and sports marketing science — with key leadership roles in Australia, the UK, and North America.

Alex started his career as an R&D engineer at VX Sport, developing high-end wearables to maximise athlete performance and optimise recovery. He then led major accounts for global sports and entertainment strategy consultancy Futures Sport + Entertainment in Sydney.

His leadership at the consultancy propelled him to the role of VP head of Americas, where he delivered growth for clients including the NFL, MLB, and ESPN, before moving to Manchester United, who sought his expertise to lead a newly created Marketing Science function at the heart of its commercial operation.

Whilst at Manchester United he spearheaded the development of bespoke analytics tools and econometric models, enabling the club’s partners to better understand and maximise their marketing ROI. His role ultimately evolved to lead sales enablement and commercial strategy initiatives, revolutionising United’s operating model for partnerships and revenue generation. Alex played a key role in multi-million deals at Manchester United including adidas’ record-breaking renewal, securing Snapdragon as the new shirt front partner, and unlocking significant Malaysia Airlines investment with the club.

Alex Henderson said, "The rights holder market is crying out for expertise at the intersection of commercial deal-making and sports marketing ROI. I was so impressed by the depth of offer at M+C Saatchi; we are uniquely positioned to make an impact on an industry I care passionately about."

Tim Spencer, CEO of M+C Saatchi Fluency, continued, "Alex is an industry leader in rights holder commercial innovation and tier one sponsorship deals. By connecting M+C Saatchi’s deep domain expertise in brand, data, strategy, and activation, we’ll change the way value is understood for rights holders and brand sponsors alike."

Robin Clarke, global CEO, M+C Saatchi Sport & Entertainment, added, “Along with M+C Saatchi’s deep strengths in Sport & Entertainment, our Group’s strategic Cultural Power positioning gives us unique perspective on the true value of partnerships between rights holders, fans, and brands. Alex’s arrival is another major unlock in helping our clients realise that value.”