Michelle Tierney

Michelle is the Chief Revenue Officer at B-Engaged, the global football marketing specialists at the forefront of driving football culture and building the brands of some of the world’s most adored players. Co-founded by player and trailblazer Héctor Bellerín, B-Engaged provides 360° brand solutions—working with athletes to craft their brands and guiding global companies to authentically engage with the sport. B-Engaged is defining the future of football marketing, and Michelle is leading the charge into its next chapter of growth.

With over 14 years at Arsenal FC, Michelle is no stranger to elite football. She played a key role in the club’s transition to Emirates Stadium, building out its global commercial operations, and helped secure landmark partnerships, including the long-term renewal of Arsenal’s sponsorship with Emirates.

Her expertise extends beyond traditional sports. As Chief Commercial Officer at Guild Esports, co-owned by David Beckham, Michelle built the commercial function from the ground up—securing multimillion-pound sponsorships, launching Guild’s prestigious London HQ, and creating a Path to Pro academy to nurture the next generation of esports and gaming talent.

Outside of her corporate roles, Michelle has advised numerous Gen Z-focused start-ups in gaming, music, and sports, helping them scale and connect with youth culture in meaningful, authentic ways.

An avid football fan, a mother of one, and a passionate advocate for both men’s and women’s sports, Michelle is committed to helping brands create long-term growth by engaging with sport in new and innovative ways.