Senior Partnership Strategy Manager, Real Madrid

Kendall Crean manages the Partnership Strategy team at Real Madrid, where she is responsible for driving commercial performance through insight-driven strategy and decision making. Kendall manages strategy and planning for current partners and new prospects, giving her a unique viewpoint into the business challenges faced by brands at each stage of the partnership cycle.

She frequently lectures at the Universidad Europea, leading Masters and MBA modules on Partnerships and Big Data in sport. Prior to joining Real Madrid in August 2019, Kendall project-managed the Primary Partnership sales cycle at Arsenal FC, resulting in club-record agreements with Emirates, adidas and Visit Rwanda.

As a keen coffee aficionado, she was proud to secure a partnership deal with Lavazza as Official Coffee Partner to the Gunners. Kendall's career has also spanned shirt sponsorship sales at Pitch International, following her introduction to the industry at Manchester United leading a first-of-its-kind partner outreach process as Commercial Analyst.