Who's Who

Learn more about the people behind the website with this handy guide to who the our staff are.


Edward Freedman with Lionel Messi.
Edward Freedman with Lionel Messi.

Name: Edward Freedman

Job Title: Non-Executive Chairman

Job Role: Edward brings his vast retail and football knowledge to the Icons operation and is involved in all the major deals, initiatives and decisions.

Background: Edward has over 40 years of experience in the retail industry and in the late 1980s was Managing Director of Tottenham Hotspur. He then moved to Manchester United and became Managing Director of Manchester United Merchandising from 1992 onwards. Over the next six years he transformed the commercial side of the club's operation and built Manchester United into the biggest brand in world football. He was also a key player in the formation of the Premier League and was hailed by The Economist as "football's merchandising guru".

Team: Manchester United

Favourite current player: Cristiano Ronaldo

Favourite ever players: Pele, Johan Cruyff, Eric Cantona

Greatest player ever seen live: "Pele at the 1966 World Cup when Portugal kicked him off the Goodison Park pitch."

Favourite footballing moment: "It has to be England winning the World Cup in 1966."

Playing record: "I played for London School Boys but eventually had to go on an actually earn a living."

Contact: Email: [email protected]


Dan Jamieson with Lionel Messi.
Dan Jamieson with Lionel Messi.

Name: Dan Jamieson

Job Title: CEO

Job Role: As Icons CEO, Dan runs the business day to day, overseeing the marketing and supply operations, negotiating third-party deals and planning the growth of the company.

Background: Graduating with an Economics degree from Cambridge University, Dan worked in media marketing for 13 years. He enjoyed stints at the Guardian & Observer newspapers, Channel 4, and was Head of Marketing for Capital Radio. He then worked at Zone, Icons' former parent company, for three years as a digital strategist, developing the plan for the Icons website re-launch in 2008.

Team: Growing up in the city in the glory years of the 1970s and 80s, it was inevitable that he would become a dedicated Liverpool fan.

Favourite current player: Luis Suarez

Favourite ever players: Diego Maradona, Ian Rush, Paul Gascoigne

Greatest player ever seen live: Kenny Dalglish

Favourite footballing moment: The 2005 UEFA Champions League final in Istanbul.

Playing record: Dan is player-chairman of Grantchester Road, a Sunday League football team entering its 14th season and is dreaming of a return to the top flight and a possible cup run.

Contact: Email: [email protected]


Ben Soley with Gareth Bale.
Ben Soley with Gareth Bale.

Name: Ben Soley

Job Title: Sales Manager

Job Role: As Sales Manager, Ben is responsible for delivering Icons' various ranges to the football-loving world.

Background: Ben joined the Icons team fresh out of the University of Essex with a degree in Psychology. He also previously ran two radio shows and a weekly club night. The skills he gained in doing so – as well as his strong work ethic – help him in his current role, managing Icons' many official licenses with FIFA, UEFA, Messi and The FA.

Team: Liverpool. As a lad from London, Ben still manages to get to Anfield on a semi-regular basis. "There have been ups and downs," he says, referencing his trip to see the infamous slip from Steven Gerrard as well as the Red's run to the UEFA Europa League final in 2016.

Favourite current player: Philippe Coutinho and Trent Alexander-Arnold.

Favourite ever players: Robbie Fowler, Ronaldo Nazario and Zinedine Zidane.

Greatest player ever seen live: Steven Gerrard, Xabi Alonso and Dennis Bergkamp.

Favourite footballing moment: "Undoubtedly Liverpool winning the UEFA Champions League in 2005. And, though it pains me to say it, Eric Cantona's iconic chip against Sunderland."

Playing record: Ben's finest hour came when he won an FA Cup final without a goalkeeper on Championship Manager 2011. In terms of actual playing record, Ben was awarded 'Player of the Day' and later the illustrious 'Player of the Week' at some of Queens Park Rangers' youth training sessions.

Contact: Phone: 07380 118 110 Email: [email protected]


Jozef Zbranek with Eden Hazard.
Jozef Zbranek with Eden Hazard.

Name: Jozef Zbranek

Job Title: Finance Director

Job Role: As Financial Director of Icons Shop Limited, Jozef's role is to manage all aspects of the company's finances, from credit control right through to audit and compliance and cash flow management. Jozef's main goal is to develop new internal processes and implement efficient changes to improve margin and overall performance.

Background: Having completed a degree (Slovak equivalent to MSc.) at the University of Economics in Bratislava, Jozef lived in Dublin for four years and has now lived in Tottenham for eight years. With nearly a decade of experience in finance, Jozef spent the last six years in senior management positions for finance teams across various industries.

Team: Jozef doesn't follow football – or any sports, for that matter – so does not have a team, per se.

Favourite current player: "Ask my wife!"

Favourite ever players: "I'll have to pass on this one, too!"

Greatest player ever seen live: "I've only ever seen three matches in person and I don't know who the players were..."

Favourite footballing moment: Zinedine Zidane's headbutt in the 2006 FIFA World Cup final and Rene Higuita's scorpion kick at Wembley.

Playing record: "15 pints."

Contact: Email: [email protected]


Alistair Hunter with Andrés Iniesta.
Alistair Hunter with Andrés Iniesta.

Name: Alistair Hunter

Job Title: Senior Editor

Job Role: As Senior Editor of Icons.com, Alistair's main role is to create multimedia content for Icons.com and its social media channels. Alistair is also a crucial part of the Icons signing team, regularly travelling around the world to conduct private signing sessions with the world's best footballers.

Background: Alistair graduated from the University of Sunderland with a degree in Sports Journalism in 2013. During his three years in the North East, Alistair was the Sports Editor of a campus magazine, Football Editor of a local sports news website and presenter of two community radio sports shows. Alistair has had work published by the Guardian, Independent, FourFourTwo and the UEFA Champions League’s official magazine, among various others. He joined Icons in late 2015 having worked for six months in the Editorial department of a corporate communications company in his home town of Cambridge.

Team: Born to a Glasgow Rangers-supporting father, Alistair is a dedicated follower of the Gers but his main passion is his local team, Cambridge United, where he has been a season ticket holder since 2014. He is regularly found moaning in the Newmarket Road End at the Abbey Stadium.

Favourite current player: "Without doubt, the magnificent and incomparable Lionel Messi. Or perhaps Cambridge United's Harrison Dunk."

Favourite ever players: Johan Cruyff, Roberto Baggio, Ally McCoist and Michael Owen.

Greatest players ever seen live: Lionel Messi, Andrés Iniesta and Cristiano Ronaldo.

Favourite footballing moment: Seeing his beloved U's win twice at Wembley in one glorious season, culminating in a play-off final victory that ended a nine-year exile from the Football League.

Playing record: A once-promising goal-hanger for his local Cambridgeshire Mini League team, Alistair now prefers to manage, and took his 2014 World Cup Fantasy Football team to the nosebleed heights of seventh overall.

Contact: Email: [email protected]


Matt Hardy with Anthony Joshua and Floyd Mayweather.
Matt Hardy with Anthony Joshua and Floyd Mayweather.

Name: Matt Hardy

Job Title: Photographer

Job Role: As our resident photographer, Matt is responsible for shooting all the products that we have on our website, making each item look the best it can be. Matt is also a key figure at our signing sessions, shooting clear, high-quality photos of our icons signing products.

Background: Matt is a professional photographer from Dorset. He is based on the south coast of England at Icons.com's sister brand, A1 Sporting Memorabilia, but regularly travels to attend signings and other Icons events. He runs his own photography business and has developed personal relationships with some of the biggest names in sport, working on both private and commercial projects.

Team: FC Barcelona

Favourite current sportsperson: Anthony Joshua

Favourite ever sporting icons: "Eric Cantona, Steven Gerrard, David Beckham and Paul Gascoigne for his banter!"

Greatest players ever seen live: Lionel Messi

Favourite footballing moment: "David Beckham's free-kick against Greece was alright!"

Playing record: In his early years, Matt played left-back for local side Wareham Rangers. Now though, he plays Tuesday night six-a-side with his friends for Carlton Unathletic.

Contact: Email: [email protected]

Website: www.matthardyphotography.co.uk


Name: Scott Hutchison

Job Title: North America Business Development, Central & East Coast Region, Icons.com

Job Role: To expand the profile of the brand and the sales across North America and to forge strategic partnerships with media, retail and brand partners.

Background: After earning his MBA in Marketing from Loyola University of Chicago, Scott has spent 14 years working for global marketing services agencies like Leo Burnett Worldwide, Ogilvy & Mather and Draftfcb. From a soccer perspective, Scott has helped to develop Stateside media sponsorship strategy for SiriusXM Satellite Radio, World Football Daily, FourFourTwo magazine and more.

Team: "As a clueless American visiting London for the first time in 1997, I bought a ticket to to see Chelsea vs Arsenal at Stamford Bridge and instantly fell in love with the game. Have followed the Blues ever since... boy, did that decision turn out well for me!"

Favourite current player: Frank Lampard

Favourite ever players: Gianfranco Zola, Alan Shearer, David Beckham, Damien Duff

Greatest player ever seen live: Wayne Rooney

Favourite footballing moment: John Terry's late header to put Chelsea into the UEFA Champions League quarter-final in 2005, eliminating Barcelona.

Playing record: "Being 6 foot 4, you'll either find me in goal for a local rec league or ­preferably out on the basketball court."

Contact: Phone: 1-773-504-7788 Email: [email protected]

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