Tosin Gbaja
Where Sport Meets Culture.
Exploring how sport connects people, shapes culture, and creates experiences.
Sport. Culture. Experiences. People.
Sport
Operations · Events · Governance · Strategy · Leadership
Culture
Fans · Media · Fashion · Music · Travel · Trends
Experiences
Fan experience · Student experience · Events · Hospitality · Participation
People
Careers · Mentorship · Leadership · Partnerships · Professional development
I build the moments where people feel connected to sport and I use my platforms to explore why those moments and cultures matter. On Premier League matchdays and university campuses, that means designing the experience itself. Through Sport Shifts, it means building community and events around sport. Through writing, speaking and documentary work, it means exploring the culture, identity and stories that shape how sport is experienced. Different formats, same throughline: build it, or explore it sometimes both.
THE STORY
The throughline
ON THE PITCH
Selected work
Sport-first, roles across 9+ years
Sport Shifts: Founder
4 years building and running a sports community and events platform, including a cricket hospitality day at The Oval with ACE, plus panels, grassroots workshops and networking, sustained through funding and partnerships.
Events Lead
Football Black List. Delivered the annual celebration at Village Underground, backed by the Premier League, the FA, the PFA and Kick It Out. the first year with equal representation across all award categories.
Matchday Family Liaison Officer
West Ham United FC. Player Care team at London Stadium, delivering VIP matchday experiences for players' families across Premier League, EFL Cup and FA Cup fixtures.
Saracens RFC Pioneer
Saracens RFC. Matchday stadium operations across three seasons at StoneX Stadium; spectator safety, fan experience and crowd management.
RECOGNITION
2025/26
Women in Sport Scholarship
Birkbeck, University of London
Recognised nationally
2020
Ones to Watch
Football Black List
2023
Top 30 Nationally
We See You x Chelsea FC x Three: Business of Sport
2018/19
Game Changer
Kick It Out. UEFA Foundation-funded mentoring programme
THE PUBLIC VOICE
Writing, Podcast & Speaking
WRITING
Her Football Hub, Thiiird Magazine & SEASON zine
Opinion writer for Her Football Hub since April 2025, with pieces published in Thiiird Magazine and two contributions to SEASON zine (on navigating neurodiversity in football, and on Black joy as a Chelsea fan) plus an ongoing Substack.
PODCAST
Guest Appearances
Above the Knee, Offside Outlet, the Shirtless Plantain Show and others; on football culture, career journeys and building Sport Shifts.
A solo show is in planning.
SPEAKING
Panels & workshops
Adidas, Arsenal in the Community, Chance to Shine, Fair Game UK, Birkbeck Sports Business Centre, Manchester City's Sports Business School, momentum.on, and Different Pathways at Charlton Athletic: on sport, culture and career pathways.
DOCUMENTARIES & VIDEO
THE EVIDENCE
See it for yourself
WRITING
PODCAST