Be. is pleased to announce an exciting new partnership with UK Football Solutions.

UK Football Solutions founder JAMES WATTS will join the sports consultancy, advocacy, and athlete life management organisation, which champions athletes from under-represented communities, as its Head of Football.

The former commercial manager of Newport County AFC and General Manager of Hereford FC (photographed here with Be. co-founder Razi Hassan) will create a data-driven nationwide scouting network with a part focus on spotting young British Asian and female players, while also developing commercial opportunities for Be. and its roster of talent.

Be. co-founder RAZI HASSAN said: “After a year of successes since we first launched, we are delighted to welcome James into the Be. family.

“James has an impressive pedigree working in both the EFL and non-league, and as the founder of his own company, and brings with him a wealth of commercial expertise which will take Be. to the next level.

“He is also exceptional at spotting talent and will bring those skills to his role finding future stars of the game – particularly those from underrepresented backgrounds such as the British South Asian community and women – while also helping back into the Football League players who’ve been let go by Premier League and Championship academies.

“It’s an exciting tie-up and is already yielding fantastic results. We can’t wait to see where the partnership takes both Be. and UK Football Solutions.”

Be. is a British-Asian-owned organisation set up with one of its stated aims to help improve under-representation in sport – and particularly football, where British South Asians make up just 0.25% of all male professionals.

Its other clients include leading British South Asian MMA fighter Faisal Malik, European boxing title challenger Kay Prosper, and world-title challenger Dillan Whyte’s trainer Xavier Miller, the UK’s most eminent Black boxing coach.

Be. has also acted as consultants for several leading football clubs, and delivered communications support for Cardiff City manager Steve Morison, Newcastle United assistant Jason Tindall, and Aldershot boss Mark Molesley.

Founded by Watts in December 2020, UK Football Solutions has more than a decade’s experience in the football industry.

During his time as Newport County AFC’s commercial manager, Watts generated large revenue increases as the club moved to a new ground and won promotion back to the EFL.

Watts then joined phoenix club Hereford FC in 2017 as General Manager, during which time the club set a record attendance, record performance in the FA Cup, and were crowned Southern League Premier champions.

At both clubs, Watts set up academy structures and community departments, which included obtaining grants, generating sponsorship, and recruiting staff.