Ross Antrobus

Enigma
DISC Type : dic

SVP Insight and Analytics at LIV Golf

United Kingdom

Overview

Ross is a senior executive specializing in insight and analytics within the sports industry. He has held leadership roles at The Football Association and most recently served as SVP, Insight and Analytics at LIV Golf, focusing on leveraging data to understand fan behavior.

His career demonstrates a deep passion for the business of sport, particularly football, evident from his long tenure at The Football Association. He is actively engaged in the sports tech community and speaks publicly on customer and fan engagement.

He was part of LIV Golf from its early days, a venture he describes as a "vision that many said was impossible" that "truly changed the game. "

Personality Overview

Challenger

Persuasive & Assertive

Fast Follower

They are generally strong communicators and are not easy to convince.  They can sound friendly and charming but can quickly change gears to become inquisitive and probing  They are likely to ask many questions and look heavily for supporting proof as well as information.

Topics They Care About

Fan Data Capture
He is a public speaker on enhancing fan and brand data capture beyond basic transactions and demographics to drive deeper insights.
Customer Engagement
A key professional focus, highlighted by his speaking engagements at events like the Customer Engagement Summit.
Sports Technology
Actively involved in the sports tech industry and has participated in events with organizations like Sports Tech HQ.

Media Appearances

LIV GOLF – Ross Antrobus, VP Insight, Analytics & Loyalty – Part 2: How Insight Fuels Intuition, Launching an Insurgent Brand, Demonstrating Value to Sponsors, Optimising the Broadcast Experience, Advice for Agencies. Featured in FutureView Podcast (Buzzsprout)

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LIV GOLF – Ross Antrobus, VP Insight, Analytics & Loyalty – Part 1: Measuring Success in Sport, Shaking Up Golf with Consumer Insight, Encouraging Women’s Football at the FA, Balancing Commercial and Societal Priorities. Featured in Amazon Music Podcasts

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Ross Antrobus, VP Insight, Analytics & Loyalty, LIV Golf – Part 1. Featured in Insight Platforms

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Work History

10-2024
SVP Insight and Analytics at LIV Golf
7-2022 - 10-2024
VP Insight, Analytics & Loyalty at LIV Golf
2-2022 - 7-2022
Head of Research & Analytics at LIV Golf
1-2019 - 2-2022
Head of Behavioural Insight & Business Analytics at The Football Association
10-2015 - 2-2022
Head of Research and Insight at The Football Association

Education

Education details unavailable from University of Chester
Education details unavailable from North Leamington School

More Information

Social Presence :

Prographics :

Exp : 15 Location : United Kingdom Job Level : Leadership Designation : SVP Insight and Analytics at LIV Golf
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Insights For Selling To Ross

During A Call Or A Meeting

DO's

  • Be prepared for a mix of questions and inquisitiveness, answer them in the tone in which they have been asked
  • Use a combination of data as well as stories for your pitch, a ppt might not be necessary
  • Let them lead the discussion, create opportunities for them to speak if they are not very forthcoming

DONT's

  • Don’t try to rush them into a decision, provide all necessary information first
  • Avoid making offhand commitments, understand the root of their concerns first
  • Avoid long presentations and just 'high-level' value proposition, dive into the details

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Ross is

  • Proven value, strong objective evidence are important for them, rapport can impact decisions a little.
  • Will you ever get a clear answer from Ross

  • They are practical and friendly, but can give a clear response with a little prodding

Insights For Deal Planning

    How fast (or slow) will Ross move?

  • They like to be detailed, so unless they develop strong conviction, they can take their time to arrive at decisions
  • Can Ross take some risk or not?

  • They evaluate their decisions systematically and do not take risks that often, unless you can get them to develop strong conviction

You And Ross

Personality Compatibility


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