The Creative Side of Sport: Dual Career in Football & Sports Marketing

Balancing a degree in Sports Performance Analysis and Coaching, elite football and the beginnings of a creative career is no easy feat. For Essex alumna Teni Charles, those years of juggling the pitch and the classroom became the start of an exciting journey in sports marketing, all while continuing to play international football. 

Introducing ... Teni Charles 

Life at Essex

When Teni joined the University of Essex in 2018, she was already playing for Charlton FC. Living her first year at the Colchester campus meant sprinting from lectures to the train station, then commuting to London for training.

“It was hectic, but I loved it. Those years taught me how to balance everything - studies, sport and life.

Despite the challenges of Covid, and in her final year moving back to London, making life a little easier not having to travel, her time and graft at Essex had implemented the skills she needed to navigate a dual career.

A Life-Changing Mentorship

Through the Essex football team, Teni connected with then-coach Sarah Dooley (former athlete and now Head of Business and Operations at Ipswich Town Foundation), who introduced her to the FA Women’s Leadership Programme, a mentorship development programme run by the FA and BUCS. It was a moment that would prove pivotal.

“That programme was life-changing. It gave me the courage to step back, find my ‘why’ and explore different paths."

From participant to mentor, she now supports the next generation of young women in sport.

From Data to Creativity

After graduating, Teni entered the world of brand analysis before realising she wanted to be hands-on in shaping campaigns. She moved into agency life, working on projects spanning Formula One, athlete stories, and community events.

Both her sport and creativity fuelled one another. Now, alongside her three brothers, she has launched her own business in sports marketing and brand activation, helping clubs and organisations, like the FA (in a full-circle moment) bring fans closer to the game.

“Sometimes it’s not about the sport itself. It’s about creating connections through music, beauty or community. That’s what excites me.”

Still Playing, Still Dreaming

Football remains central. Last season she played club football in London and continues to represent St Vincent and the Grenadines at international level, with her next games in November.

“Playing for my national team is indescribable. It’s such a proud moment every time I step on the pitch.”

Reflecting on Her Journey

Looking back, Teni sees clear links between her degree, her career, and football.

“There are a lot of elements I learned from my degree, especially in performance analysis and the time I spent in the labs that definitely come into play now. At the time, you wonder ‘Did I need to do that degree?’ But in hindsight, I see how valuable it was to understand the fundamentals. I use them every day, for my own performance and in my work.”

Words of advice

“It’s totally fine not to have it figured out straight away. Keep exploring, keep learning - your path will come.”

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