Roger Duthie,
Senior Contributor

Roger Duthie is the founder and president of BearFish Sports Marketing, a strategic sports sponsorship consultancy advising global brands and rights holders on how to structure, negotiate, and activate high-impact partnerships. He brings more than three decades of experience across the sponsorship ecosystem, including 19 years at Emirates Airline, where he served as Global Head of Sponsorship and managed an annual portfolio exceeding $300 million.

During his tenure at Emirates, Duthie led some of the world’s most recognizable sponsorships across football, golf, and major international sporting events, working with elite clubs, leagues, and global properties. His role spanned strategy, negotiation, activation, and long-term value creation, giving him deep insight into how sponsorships perform from the brand side at scale.

At BearFish Sports Marketing, Duthie applies this experience to help clients on both sides of the table design commercially sound partnerships that align brand objectives with audience engagement and measurable returns. His work is grounded in practical execution, disciplined valuation, and a clear understanding of what brands truly need to justify investment.

Duthie is also the founder of BearFish Sports Apparel, reflecting his broader interest in sport, performance, and brand-driven product development. His approach is defined by strategic clarity, global perspective, and a focus on partnerships that deliver tangible business outcomes rather than superficial exposure.

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