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David Murray
Founder of Ace Negotiation
At Ace Negotiation, we help individuals and organisations unlock transformative value through better negotiation. Founded by leading sports rights consultant David Murray, our mission is simple: to make world-class negotiation training accessible, actionable, and impactful — rooted in real-world experience, not theory.
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We believe negotiation is not just a skill; it's a strategic asset. Whether you're closing multi-million pound sports rights deals, restructuring a business, or influencing key stakeholders, the way you negotiate can define the outcome.
Company Overview
Our
Values
Guiding everything we do
We serve clients across sport, media, law and business - training leaders to negotiate not harder, but smarter
Clarity Over Complexity
We distil decades of deal-making into clear, applicable techniques
Integrity First
Championing fairness, transparency, and mutual value creation
Tailored Impact
Every course, consultation, or coaching session is bespoke - designed for your industry, your people, your goals
Learning That Sticks
We blend storytelling, real-life case studies, and experiential practice to ensure insights translate to action
Founders Story - David Murray
I’m David Murray, founder of Ace Negotiation and a lifelong student - and practitioner - of high-stakes negotiation.
My journey began not in a classroom, but across boardrooms, broadcast deals, and backstage politics. As the former Head of Sports Rights at BBC Sport, I led negotiations on some of the most complex and high-profile rights deals in the industry. From Six Nations to Formula One, I’ve sat at both sides of the table, working with governing bodies, federations, talent, and global broadcasters.
After leaving the BBC, I founded my own consultancy - EM Squared Limited - and began helping clients across sport and business navigate their own critical negotiations. Time and again, I saw a need: intelligent people undercutting their value, struggling to manage conflict, or walking into meetings without a plan.
Ace Negotiation was born from a desire to fix that. Not with off-the-shelf theory, but with practical tools, tested techniques, and straight-talking coaching grounded in what actually works.
I’m the author of the Essential Negotiation series, used by professionals across sectors. I’ve advised organisations like FIFA, the ECB, and the EFL, and I remain active in boardrooms, broadcast strategy, and sports governance. But the most rewarding part? Helping clients walk into the room with confidence - and walk out with better deals, stronger relationships, and more control.
Our Clients
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