Sefton is the Head of the Intelligence Center Analytics unit at UEFA. This group (newly formed in the last year) provides strategic data insights supporting top-level policymaking and decision taking in football. For the last decade he has been the author and responsible for: "The European Club Footballing Landscape" (considered an annual "bible" for senior football stakeholder executives) which documents ‘off-pitch’ trends in club football across the length and breadth of Europe. He is also a regular contributor to various European football benchmarking reports (Netherlands, Italy, France etc) and ad hoc publications including "Licensed to Thrill". Sefton had a key role for almost a decade in the creation and development of the UEFA Club Licensing and Financial Fair Play projects supporting UEFA’s 55 National Associations. In the past he held a broad range of roles, from door-to-door encyclopedia selling to project leading EY due diligence and business valuations on cross- border deals. He is a chartered accountant with a bachelor of Economics from Loughborough University and an MBA in Football Industries from Liverpool University., Presenter: Mark Kassis, Sefton Perry - UEFA