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Podcast: Sport for Business
Episode: Inside Ulster Rugby's Commercial Evolution with Keith Shorten
Description: Let us know what’s on your mindKeith Shorten invites us inside the commercial engine room of Ulster Rugby, revealing how his unlikely path from KPMG accountant to global entertainment executive with AEG perfectly prepared him for the challenges of provincial rugby. The Head of Commercial shares candid insights about arriving at Ulster during a perfect storm of change - the conclusion of their long-standing Kingspan partnership, a head coach departure, and CEO transition all within his first three months. Rather than being deterred, Shorten's background working with iconic venues like the O2 Arena and...