Meet the new first lady of football
MINUTES after it was announced that she will become boss of the Premier League next year, Susanna Dinnage got a quick taste of what lies ahead when she becomes the most powerful woman in football.
Football fans on social media were branding the appointment “political correctness gone mad” and wondering how her years in the glamorous world of TV had prepared her for the plum job.
While little is known about the 51-year-old Fulham fan outside professional circles, the soccer supporters berating her online would do well to remember that this is one lady who isn’t phased by a bit of scrapping, albeit of the executive kind.
Nor is she unaccustomed to handling slippery creatures thanks her to role as global president for Discovery’s Animal Planet, home to shows such as Crikey! It’s The Irwins and Mountain Monsters.
In the ferocious environment of commercial television Dinnage even earned the soubriquet “the digital disrupter” after attacking Sky for its dominance.
In January last year, she demanded the broadcaster pay a fair price for carrying Discovery’s channels and did not hold back in her analysis of the business.
In a withering assessment, she commented: “We believe Sky is using what we consider to be its dominant market position to further its own commercial interest over those of viewers and independent broadcasters.
“The vitality of independent broadcasters like Discovery and plurality in TV is under threat.”
It’s this straight talking that has no doubt landed her the Premier League appointment with a salary that will more than soften the blows of keyboard warriors. and I have yet to tick off one item but remain positive that this week is going to be THE week when I get through everything.”
The only glimpses into her life away from work were her dreams of being a zoologist – naming her biggest inspiration as “mother nature”… and “a good steak”!
The mysterious outsider has also received the full backing of the powerful figures in football.
Bruce Buck, Chairman of Chelsea and the Premier League’s Nominations Committee, said: “We are very pleased to appoint such a capable leader.
“We had a very strong field but Susanna was the outstanding choice given her track record in managing complex businesses through transformation and digital disruption.
“She is a leading figure in the broadcasting industry, a proven business executive and a great developer of people.
“She is ideally suited to the role and we are confident she will be able to take the Premier League on to new heights.” Football Association Chairman Greg Clarke said: “We are delighted that Susanna Dinnage will be appointed Chief Executive of the Premier League in early 2019. The FA and the Premier League have a strong and successful relationship and we look forward to building on that under Susanna’s new leadership.
‘‘As part of the selection process The FA was required to ratify the appointment – and the FA Board was unanimous.”
EMMA Hayes, Chelsea Ladies Manager, believes the appointment is good for women’s football as well as the men’s game.
“We are going to get more and more recognition with the more success we have,” she said.
Dinnage herself has said: “I am excited at the prospect. The Premier League means so much to so many people. It represents the pinnacle of professional sport and the opportunity to lead such a dynamic and inspirational organisation is a great privilege.”
When she starts in January, she’ll be facing a mountain of controversies in her in-tray, including the rumoured £5million golden farewell from predecessor Richard Scudamore. Top of the pile will almost certainly be the impact of Brexit.
Clubs will want to know how many foreign players they can buy and if they will need visas.
Another headache is the growing demand for a Super League of Europe’s top clubs that could be catastrophic on the Premier League. The fallout of the collapsed Wembley Stadium sale is another potential problem too.
But she’s likely to be surefooted doing TV deals, which could be bad news for Sky.
He career has given her a certain toughness. In one interview she sounded just like a football manager, admitting: “You have to be bold, your ideas have to be bigger and you have to be first.”