Alan McTavish: The Visionary Leader Behind Everton Women’s Rise
Alan McTavish is a respected figure in the world of football management, renowned for his strategic leadership and commercial expertise, particularly during his tenure at Everton Football Club. His career, spanning over two decades, reflects a blend of business acumen and sports passion, with a unique focus on elevating women’s football. This article explores Alan McTavish’s professional journey, his significant contributions at Everton, his educational background, and why he remains a pivotal personality in football administration.
Alan McTavish: A Football Executive with a Vision
Alan McTavish’s name has become synonymous with progressive leadership in football, especially through his recent role as Chief Executive Officer (CEO) of Everton Women. His strategic insight and operational excellence played a vital role in advancing the women’s team within one of the UK’s most prestigious football institutions.
Early Career Foundations
Before his high-profile roles in football, McTavish gathered extensive experience in various commercial sectors. Starting his career in sales and business development, he worked with leading companies including TAG Heuer and Wella. This early grounding in key account management and luxury goods marketing equipped him with a strong commercial foundation. His subsequent role in financial recruitment at Michael Page further honed his leadership and client management skills.
Transition to Football
Alan’s transition into professional football began with Rangers FC, where he served as Sales Manager. This role marked his entry into sports administration, providing an opportunity to apply his commercial expertise in the football industry. His tenure at Rangers set the stage for his future leadership roles.
Following Rangers, McTavish moved to Watford FC. He initially worked as Head of Partnerships before becoming Commercial Director. His successful tenure at Watford was marked by expanding commercial partnerships and revenue growth, solidifying his reputation as a capable sports executive.
Alan McTavish at Everton FC: Driving Growth and Innovation
Rising Through the Ranks
In 2015, Alan McTavish joined Everton Football Club, initially as Head of Commercial Partnerships. Over the years, he progressed through various senior roles including Head of Commercial, Commercial Director, Managing Director, and ultimately CEO of Everton Women.
His deep understanding of both the commercial landscape and sporting operations enabled him to develop innovative strategies that enhanced Everton’s brand value and financial stability. His leadership extended beyond revenue generation to fostering collaboration across the club and championing equality in sport.
Championing Everton Women
One of McTavish’s most notable achievements was his leadership of Everton Women. As Managing Director and then CEO, he spearheaded strategic initiatives to boost the team’s visibility, professional infrastructure, and competitive performance in the Women’s Super League.
His tenure was marked by a focus on sustainable growth, player welfare, and expanding fan engagement. Under his guidance, Everton Women gained greater commercial partnerships, improved training facilities, and increased media presence. This contributed to elevating the profile of women’s football not just at Everton but nationally.
Educational Background: The Foundation of Leadership
Alan McTavish’s educational journey underscores his commitment to continuous development and leadership excellence. He earned an MBA specialising as a CEO of a Sporting Organisation from the University of Salford, graduating with distinction between 2018 and 2020.
MBA in CEO of a Sporting Organisation
This unique programme is designed to prepare leaders to navigate the complex sporting industry, combining business theory with practical leadership skills. McTavish’s academic achievements in this area reflect his ability to marry commercial strategy with sporting governance effectively.
The knowledge gained from this MBA enabled him to implement cutting-edge management practices at Everton, ensuring the club’s sporting and commercial goals aligned strategically. His education empowered him to tackle challenges inherent in modern football, such as commercial diversification, stakeholder engagement, and gender equality in sports.
Core Competencies and Leadership Style
Alan McTavish is recognised for delivering results through innovative business development and key account management. His expertise spans sales, partnerships, and operational leadership across multiple sectors.
Collaborative and Empathetic Leadership
Colleagues and peers describe McTavish as a leader who prioritises empathy and teamwork. He believes in inspiring growth in others, fostering environments where innovation and accountability thrive.
Strategic Vision and Commercial Acumen
His ability to develop new business opportunities and build long-term partnerships has been instrumental in the growth of Everton’s commercial footprint. This includes securing sponsorships, managing stakeholder relations, and enhancing brand value.
Contributions Beyond Everton
Alan McTavish’s influence extends beyond club football. He served briefly as the Women’s Super League Representative on The Football Association’s (FA) Council in early 2025. This role placed him at the heart of women’s football governance in England, where he advocated for policies supporting the professionalisation and visibility of the women’s game.
His commitment to advancing women’s football highlights his broader vision for the sport’s future, one where equality and sustainability are paramount.
Alan McTavish’s Impact on Women’s Football
Alan McTavish’s tenure coincided with a critical phase for women’s football in the UK, a period marked by increased investment, media interest, and professionalisation. His leadership at Everton Women contributed positively to this evolving landscape.
Building Infrastructure and Visibility
Under McTavish, Everton Women invested in better facilities and youth development, ensuring a pipeline of talent and improved player welfare. He championed initiatives to engage fans through social media, matchday experiences, and community outreach.
Commercial Growth
He successfully attracted new sponsors and partners, bringing financial stability and resources to the team. This commercial growth was vital for competing against clubs with larger budgets and helped position Everton Women as a serious contender in the league.
Challenges and Resignation
In March 2025, Alan McTavish stepped down from his role as CEO of Everton Women amid a wider restructuring within Everton Football Club under new ownership. Despite his departure, his contributions left a lasting impact on the club’s women’s football programme.
Conclusion
Alan McTavish stands out as a visionary football executive who blended business acumen with a passion for sport, particularly in advancing women’s football. His leadership at Everton Women, supported by a solid educational foundation and broad industry experience, helped elevate the club’s status and contributed to the wider growth of the Women’s Super League.
As football continues to evolve, leaders like Alan McTavish are essential in driving professionalisation, equality, and commercial success. His career serves as a model for future sports executives aiming to make a meaningful difference both on and off the pitch.
