At the MAD//Up North event recently, Gary Neville sat down with NDA Editor Justin Pearse for an in-depth on-stage conversation about his transition from football to entrepreneurship, the rise of digital media, and what the future holds for his growing business empire. From his ventures in hospitality to his ownership of Salford City FC and his work in media, Neville offered candid insights into leadership, resilience, and staying ahead in an evolving digital landscape.
The on-stage interview was just one of the many highlights of a triumphant inaugural event in Manchester from Madfest.
I’ll admit it upfront, I know or care nothing about football.
But there’s much more to Gary Neville than his legendary football career. I first saw him speak on stage at MAD//Fest in London a couple of years ago, and I found his views on things like leadership, team building and entrepreneurship totally fascinating.
So he’s about far more than football. Backstage before we went on, he even showed me the AI app that had been built for his to boost his analytical abilities in TV punditry, enthusing about the technology’s potential.
How did your journey from professional football to entrepreneurship begin?
The transition was both natural and unexpected. During my playing career, I was always fascinated by what happened off the pitch. I took an interest in the commercial side of football, media rights, sponsorships, and how clubs operated as businesses. But at the time, I never thought I’d move into entrepreneurship so actively.
Retiring from football is a big moment in any player’s life. You’ve spent 20 years in a structured environment, where every day is planned for you. Suddenly, you have to create your own structure. I had a lot of energy and curiosity, and rather than step away from the game entirely, I wanted to build something meaningful.
It started with punditry at Sky Sports, but then quickly grew into business opportunities in hospitality, property, and media production. Each step along the way, I’ve taken lessons from football, teamwork, discipline, leadership, and applied them to business.
What inspired the creation of Hotel Football, and what challenges did you face entering the hospitality industry?
Hotel Football was born out of our shared experiences as players. We wanted to create something that encapsulated our love for the game and the camaraderie of football culture. The idea was to build a place where fans could gather, celebrate, and immerse themselves in the sport, even on non-match days.
The biggest challenge was moving into an industry we had no experience in. When you enter a sector like hospitality, you’re competing with people who’ve spent their entire careers in it.
We had to learn fast. We surrounded ourselves with experts, chefs, hoteliers, operations managers – people who had built and run successful hospitality businesses before. We had to listen, adapt, and be willing to take risks.
Then, of course, COVID-19 hit. That was an existential crisis for hospitality. We had to rethink everything, how we operated, how we kept staff and customers safe, how we survived. It was a reminder that in business, like in football, you can never take success for granted.
How has the rise of digital media impacted your approach to business and brand building?
Digital media has completely changed the landscape. When I was playing, your personal brand was whatever journalists wrote about you. Now, athletes, business leaders, and brands have direct access to their audiences through digital platforms.
In my businesses, we use digital channels extensively to communicate, market, and engage. Whether it’s promoting Hotel Football, telling the Salford City FC story, or growing our media production company, digital is at the core.
I’ve also become more involved in content creation through Overlap, our media platform.
We saw an opportunity to produce in-depth, authentic football content that mainstream broadcasters weren’t offering. The way people consume media has changed, they want more direct, raw, unscripted content, and that’s where digital platforms excel.
What are your thoughts on the evolving relationship between sports and technology?
Technology is reshaping everything, from how clubs analyse performance to how fans interact with the game.
Data analytics have become critical in football. Clubs now use AI and machine learning to assess player performance, predict injuries, and optimise strategies. We’re seeing wearable tech that tracks biometrics in real-time, VR training for players, and even digital scouting tools that can identify talent globally.
On the fan side, digital media has made the sport more accessible. Whether it’s interactive experiences, live stats, or second-screen engagement during games, technology is bringing fans closer to the action.
The challenge for clubs and brands is to use these innovations in a way that enhances the game without overcomplicating it.
What qualities do you think define great leadership, both in football and in business?
Great leaders are adaptable, honest, and willing to make tough decisions. In football, leadership is often about setting standards and leading by example. In business, it’s about vision and execution.
One thing I’ve learned is that leadership isn’t about knowing everything, it’s about surrounding yourself with people who know more than you in specific areas. In my businesses, I work with experts in property, finance, media, and hospitality because I know I can’t be the best at everything.
But the core of leadership remains the same, communication, trust, and resilience. Whether you’re captaining a football team or running a company, people need to believe in your vision and trust that you’ll guide them through the challenges.
What’s next for you? Where do you see yourself in the next 5–10 years?
I’m always looking for the next challenge. Right now, I’m focused on growing our businesses—expanding Hotel Football, developing more content with Overlap, and pushing Salford City FC to the next level.
I also want to continue learning. Business is evolving so quickly, especially with AI, digital transformation, and changes in how people consume media. Staying ahead means constantly adapting, so I don’t plan to slow down any time soon.
What advice would you give to aspiring entrepreneurs?
Surround yourself with good people. You can’t do everything alone. Build a network of smart, experienced individuals who can guide you.
Be prepared for setbacks. In football, you lose games. In business, you’ll have failures. The key is how you respond.
And finally, be passionate. If you don’t love what you’re doing, you won’t have the drive to see it through the tough times. Find something you truly believe in, and go all in.
