Transforming Global Fan Engagement with Patrick Jenkinson, Commercial Director Venue & E-Commerce, Manchester United & Thomas Peyer, SCAYLE

In this special bonus episode, we delve into the innovative intersection of sports and e-commerce with Patrick Jenkinson, Commercial Director for Venue and E-commerce at Manchester United, and Thomas Peyer, Director, Growth, SCAYLE, a leading enterprise e-commerce platform.

Patrick shares insights into Manchester United's remarkable global fan base, boasting over 270 million social followers and viewership that rivals global sporting events like the Super Bowl. Highlighting the club's transition from an outsourced to an in-house e-commerce model, Patrick emphasizes the importance of providing a seamless, unified shopping experience that caters to fans worldwide, regardless of location or language.

Thomas discusses SCAYLE's unique approach to enterprise e-commerce, rooted in modern architecture and API-driven platforms. He explains how Scale enables organizations like Manchester United to integrate diverse digital offerings, from merchandise to content subscriptions, fostering deeper fan engagement and loyalty.

The conversation also explores broader retail trends, emphasizing the significance of loyalty programs, unified commerce, and agile technology to meet evolving consumer expectations. With a record-breaking Black Friday and ambitious plans for international growth, Manchester United and SCAYLE exemplify the potential of combining heritage with cutting-edge technology to deliver unparalleled customer experiences.

Tune in for a compelling discussion that showcases how innovative partnerships are reshaping the business of sports and retail.

This episode is brought to you by SCAYLE, the world's fastest growing enterprise commerce platform.

Patrick Jenkinson

Manchester United

Commercial Director Venue & E-Commerce

Patrick Jenkinson is responsible for revenue across direct-to-fan products at Manchester United. He oversees a broad range of business units across the physical and digital realms including retail, content, and subscriptions, serving one of the biggest fan audiences in sport. Patrick joined the club from Leeds United where he served as Head of Business Development and prior to this he was a VP at DAZN, the world's largest live sport streaming service. At DAZN, he held in-market leadership roles in Japan and Spain as well as overall responsibility for international expansion. He began his career in TMT M&A followed by sports & media private equity.

Thomas Peyer, SCAYLE

Director of Growth

Thomas is Director Growth and part of the Management Team at SCAYLE. He is tasked with growing SCAYLE's business beyond its home market Germany. Before joining SCAYLE, Thomas worked at adidas as VP Advanced Analytics, where he was responsible for all AI / ML products for the brand. Thomas spent his formative years as a McKinsey consultant and in Private Equity. He holds a MSc in Economics from the London School of Economics and an MBA from INSEAD.

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About Us

Steve Dennis is a strategic advisor and keynote speaker focused on growth and innovation, who has also been named one of the world's top retail influencers. He is the bestselling author of two books: Leaders Leap: Transforming Your Company at the Speed of Disruption and Remarkable Retail: How To Win & Keep Customers in the Age of Disruption. Steve regularly shares his insights in his role as a Forbes senior retail contributor and on social media.

Michael LeBlanc is a senior retail advisor, keynote speaker and media entrepreneur. Michael has delivered keynotes, hosted fire-side discussions hosted senior retail executive on-stage in 1:1 interviews worldwide. Michael produces and hosts a network of leading retail trade podcasts, including The Remarkable Retail Podcast, The Voice of Retail The Food Professor, The FEED powered by Loblaw and the Global eCommerce Leaders podcast. He has been recognized by the NRF as a global Top Retail Voice for 2025 and 2025 and continues to be a ReThink Retail Top Retail Expert for the fifth year in a row.