Iain joined IER as a Senior Consultant in early 2024, specialising in the sports & entertainment sector. In his role, he is responsible for managing IER’s size & scope portfolio, delivering research studies that measure the economic and social impact of key sports and entertainment sectors. Iain has conducted in-depth research for high-profile projects including national studies of the AFL, major racing jurisdictions and sporting precincts such as Sydney Showground. His expertise has also been invaluable to IER’s events division, where he manages studies for major events like the AFL’s Gather Round the AFLW season, Australian Open and major music festivals such Beyond the Valley. 

As the lead in Size and Scope Studies, Iain oversees every aspect, from data collection to report writing and production, ensuring that each study is comprehensive, accurate, and actionable. His work supports various clients in the major sport, cultural and entertainment sectors. Iain’s approach is both meticulous and collaborative, ensuring that clients gain a clear view of their industry’s impact and opportunities. 

Before joining IER, Iain worked for two and a half years in the Commercial Strategy team at the AFL, where he provided data-driven insights that supported the wider commercial team’s strategic decisions. His work ranged from sponsorship measurement to fan insights, contributing to the AFL’s understanding of their audience and partnerships. Prior to that, Iain spent six years at Nielsen Sports, leading the Sports Analytics team. There, he managed the delivery of syndicated products and consulting projects, including economic impact reports, establishing a solid foundation in the data-driven side of sports and entertainment. 

For Iain, working in the sports and entertainment industry is not just a career – it’s a passion. He believes that sports and live events possess an unparalleled power to unite people and create memorable experiences. Reflecting on his experience at two Grand Finals, where he witnessed the energy of 100,000 fans supporting their teams, Iain is motivated to help clients maximise the potential of these electrifying events. 

Iain holds a Bachelor of Business from Monash University.