Dynamic pricing’s history in English football began with the Derby County Football Club. As ticket office manager for three years during that period, Edward Liddiard saw first-hand the effect of variable pricing on the marketplace and with fans. Liddiard talks about the positive and negative ways in which dynamic pricing changed, as well as how the practice had to adapt to the UK employment system in a working class community such as Derby. Liddiard explains his role in developing and administrating the pricing playbook, which allows football clubs to see what other clubs are charging in order to price their product accordingly. Twitter: @ELiddiard25

The dynamic world of CRM and its capabilities within sport franchise revenue streams is examined with Fiona Green, who has worked with the top European football clubs in the world. Green talks about why CRM capability and customer informational control is so huge for even the largest football clubs such as Manchester United or Arsenal, helping teams and sponsors better understand who is watching and why. Twitter: @Fionagreen66

Kelley Walton has worked in professional sports hiring for over 10 years, as the director of human resources for the Columbus Blue Jackets. Now a practicing lawyer and instructor with Ohio University’s Sports Administration program, Walton has authored a book on breaking into the industry called Prepare for Opportunity: A practical guide to applying for a job in sports. Walton talks about the reasons why she felt the book was necessary, what Gen-Y has to offer the industry, and how lawyers are talking over not only the world as a whole, but especially athletic departments where the legal and analytical issues are beginning to grow larger daily. Twitter: @HRLegalConsult