David Sugden
The surname Sugden has resonated across the vale of Huddersfield for generations. Simply, in this lifetime, Colonel John Bairstow Sugden was a leading military figure during and after the Second World War, commissioned into the 5th Battalion of the Regiment in 1931, and rising to be the Commanding Officer in 1951. Together with his wife Helen Sugden, they raised four Sugden boys – Robert, James, Andrew and Tim, all of whom played hugely influential roles in Huddersfield, across Yorkshire and even in national life and civic society. Most notably James Sugden was awarded an OBE in 2010 for his services to the textiles industry over a 40-year period. The life of these four Sugden boys who contributed so widely, proudly and always so humbly to Huddersfield life – including in sport to Armitage Bridge Cricket Club, Fixby Golf Club and Huddersfield’s rugby and cricket leagues – merits its own book. However, it is the current generation that are the focus of this spotlight. Even there, the careers of the Sugden clan could take up volumes in themselves – spanning senior roles in law, accounting, fashion, energy, property; and with two of James’ children, John and Rosie, already at such a young age shaping the textiles industry through their businesses Campbell’s of Beauly and Rosie Sugden, respectively. But it is the theme of sport that has always resonated most with the Sugdens, and where David – son of Andrew and one half of a power twin duo (twin sister Vicky, senior lawyer at EY) – now firmly finds himself at the centre.
Brought up in Birkby but now living between Geneva, Paris and Doha, David is one of the closest advisors and confidants of Nasser Al-Khelaïfi, widely regarded as the most powerful man in sport. David’s official CV reads like Huddersfield Town’s all-conquering accolades in the 1920s: corporate lawyer at Freshfields Bruckhaus Deringer for nearly a decade, including a senior role in the London 2012 Olympics & Paralympics legal team; and today General Secretary of Qatar Sports Investments (owner of Paris Saint-Germain football club) alongside being Chief of Corporate Affairs of beIN Media Group (one of the world’s leading media groups) and CEO of Premier Padel (the professional men’s and women’s global padel tour and world’s fastest growing sport). Not that you might know any of this, as in-keeping with the modest Sugden way, lights are hidden under bushels rather than being paraded to the gallery – proven by the time it took to convince him to do this very spotlight! Behind the scene, not seen to be seen.
In short, David has an insane life, one that we can fairly safely say is pretty far removed from what life in Birkby and running for the Holmfirth Harriers looks like.
David, thank you for doing this, as the goddaughter of Tim Sugden (one of the very best…) it is an absolute pleasure to have you on Huddle today.
Firstly just give us a quick insight into what you do…..
So – who do you work for?
I find this question hard as it’s really not in my nature to talk about work; I genuinely try to avoid and almost hide it. Also practically speaking (as ridiculous as this sounds) my job changes day by day. But the simplest answer is that I work for one of the leading groups in world sport, entertainment and media – and the senior executives who lead its companies, including beIN Media Group, Qatar Sports Investments, Premier Padel and European Football Clubs (EFC).
What’s the most exciting thing you have done as part of your job?
The most recognisable would be supporting in a very small way Paris Saint-Germain’s record breaking 6-trophy clean sweep of European football, including winning the Champions League, in 2025. But being part of the unit that stopped the Super League happening in 2021, and rebuilding the ECA (now called the EFC) to represent today the 800 biggest football clubs in Europe – and being one of the most influential organisations in world football alongside UEFA and FIFA – has also been an incredible challenge. I was very proud to have been responsible for all the contracts to create the Olympic and Paralympic torches in 2012, and the stunt where The Queen and James Bond jumped out of the helicopter for the Opening Ceremony – receiving a letter of thanks from the then Prime Minister.
What are you most proud of?
I’ve been so privileged to work for the most visionary, hard-working and humble leaders in Nasser Al-Khelaïfi and Yousef Al-Obaidly, and all the transformation they’ve driven in sport for over 8 years. Keeping up with their ambitions and direction is endless, but endlessly rewarding. It really requires great resilience and durability, constant adaptability and a strategic mindset. In that context, and even if this is cliché it is 100% true, upholding the happiest home and family is what I think about more than anything.
Can you tell us about someone from Huddersfield who has had a profound impact on you?
My parents, grandparents, my sister and whole family more than anything and anyone – the best of me is a reflection of them. Externally, I would say my schooling at QEGS Wakefield was exceptional in so many wonderful ways, and holds some of my fondest memories – I was so proud when I was part of the Olympic torch convoy when it drove all through Yorkshire in 2012, and came past QEGS and my Mum’s school WGHS. Running for Holmfirth Harriers between the ages of 13-18 years old also taught me about discipline, the importance of mental determination and working harder than your competitors (training runs on Christmas Day). But the most profound phrases I’ve always had engrained in me – and what I say to my children all the time: “Sugdens never give up” as my Dad always says; and what his mother, my grandma, always said: “Focus on what you have, not what you don’t have – and be grateful for everything”.
Where did you grow up and what did you love about it?
On sports fields and in music halls across Huddersfield, Wakefield and Yorkshire. I love the Pennine air; I love the Yorkshire people. When we moved to France just outside Geneva last year, I really thought I’d miss the city life of London where I’d been for 18 years. But after one week, I realised that after all this time, I’d actually missed Huddersfield. The peace of the countryside; the less pretentious way of life; the space – but within that space a closer sense of community.
Where do you live now and what do you miss?
We live in between Geneva and Annecy, in the foothills of the French Alps. It is just idyllic, Sophie and I are so lucky – with Violette and Louis skiing every weekend in the winter, camping in the South of France in the summer; fully bilingual at a fantastic international school. Life is much simpler and a perfect contrast to my working life. Most things I miss can be provided by Amazon…Yorkshire Tea, Yorkshire Puddings, Lucky Charms cereal, Have I Got News For You… I miss playing cricket at Armitage Bridge – I even managed to get Sophie there a few years ago. She immediately started talking about moving back to France the day after, from memory. One thing you can’t import is the Yorkshire accent, which I do miss – I keep telling the kids it’s “grass” not “grarce” (or “la pelouse” these days).
What is your favourite childhood or teenage memory from Huddersfield?
Working at the Yorkshire Sculpture Park all summer, Easter and Christmas holidays – including manning an ice-cream trolley bike riding, around the park all day – I think I used to give away as many Magnums to friends as I sold. When I was younger, working on the turnstiles at Huddersfield Town with Vicky my sister and cousins Chris and Liz – I’m very proud to have been part of the club at its roots. When I was 14, I “set up” my first business – I saved to buy a power hose and cleaned drives and garden paths all around Huddersfield for £5 an hour (I always made sure I over-ran by 10 minutes to get the extra fiver)…I called it ”Under Pressure”, which is not a bad name for my world today.
Your best night out – what happened, where did you go?
Post-cricket match gatherings at Armitage Bridge cricket club, in the pavilion with live music surrounded by families and friends that have been part of the Sugden family life for generations. Nothing better.
What does a working day look like for you now?
Wake up, check the 100 WhatsApp’s and emails, then go to whichever airport or sports venue I need to go to. Sleep and eat when opportunities present (I’ve recently discovered Huel – a meal in a drink, which keeps me on the road)! Then repeat the next day.
Your ideal weekend?
This will (rightly) make people a little jealous – hiring a tugboat on Lake Annecy or Lake Geneva, swimming, fishing and picnics with the kids, then home for one of Sophie’s soups, a fondue, and finishing with Match of the Day when Sophie is asleep.
Your favourite Huddersfield restaurant?
If you brought all your family to Huddersfield for a weekend, how would you show it off?
A morning walk around Castle Hill or Fixby Golf Club. Lunch at Bertie’s in Lindley with some local brews. If my French family were the guests, a train to York in the afternoon from Huddersfield station, followed by dinner at home and playing Yorkshire Monopoly or the Great British Railway board game as a family.
Lastly – please can you give me three words that sum up Huddersfield to you?
Terriers. Yorkshire. Home.
David – wow, thank you so much for sharing this all with us. What an inspiration. We wish you and PSG all the luck for the rest of the season – although not in the Champions League as my son will be grumpy all summer if Arsenal don’t win that.
An actual Huddersfield Legend – as all Sugden’s are.
