Michelle Tierney

Michelle is the Chief Revenue Officer at B-Engaged, a global football marketing agency helping brands connect authentically with the sport’s most passionate audiences. Co-founded by Creative, Environmentalist & Football Player, Héctor Bellerín, B-Engaged delivers 360° brand solutions, building athlete identities and guiding companies to engage meaningfully with football culture.
With football’s biggest events, the Club World Cup and FIFA World Cup, coming to the U.S., brands have an unprecedented chance to reach millions of fans. Michelle and her team help brands break into this space with strategies that cut through the noise and drive real impact.
Previously, Michelle spent 14 years at Arsenal FC, playing a key role in the club’s transition to Emirates Stadium and securing landmark sponsorships. She later became Chief Commercial Officer at Guild Esports, co-owned by David Beckham, where she built the commercial division and secured multimillion-pound partnerships.
Beyond corporate roles, Michelle has advised Gen Z-focused startups in gaming, music, and sports, helping them scale authentically. A dedicated football fan and advocate for both men’s and women’s sports, she is passionate about helping brands leverage the world of sport to forge deep cultural connections.