A University of Lincoln graduate who has worked with many of the top names in football, he is the UK PR agent for Sven-Göran Eriksson and was involved in a new film about the former England manager.

Dean Eldredge, 41, from Leicester, graduated in journalism in 2004 before working in communications for Lincoln Students’ Union, later becoming its president. He was also editor of the university’s Bullet Magazine.

After working as Head of Media at his beloved football club Leicester City, Dean set up his own company called Oporto Sports in 2012 with childhood friend and business partner Gary Webster, and Sven is one of his clients. Oporto provides management, media and marketing support to individuals and organisations from the world of sport, with Dean focusing on football managers and coaches.

About three years ago, Dean, who now lives in Weston near Spalding with his wife Sarah and their two daughters, came up with the idea for a film that is now called “SVEN”. Dean has been working with Swedish-born Sven for 14 years, who has coached Benfica, Roma, Lazio, Manchester City and Leicester City, among others.

He said he was “completely overwhelmed” when he met Sven, describing it as the “craziest few days” since the Swede was appointed to Leicester in 2010. “It’s been a most surreal week and you’re maybe overwhelmed for a few seconds but then you’ve got a job to do,” he added.

“SVEN” will be released on Amazon Prime Video in the UK, Ireland and the Nordics from August 23, following a premiere with media and invited guests in London on August 19.

It comes at an emotional time as Sven was diagnosed with terminal cancer in January 2023 and announced it publicly a year later. Dean says the former England manager is still “as in love with football as ever and has watched every game of the Euros.”

The film is described as “an incredibly gripping story about the most unpredictable figure in football. It follows the rise (and tabloid-celebrated fall) of the former England manager, interwoven with the heartbreaking and moving reality of Sven’s diagnosis of terminal cancer.”

It features personalities from throughout his life, including David Beckham, Wayne Rooney, Roberto Mancini, Kasper Schmeichel, Nancy Dell’Olio and Faria Alam.

The film is produced by Whisper and Up&Away Film Entertainment, directed by Claudia Corbisiero and produced by Chris Grubb and Drew Master – Watch the teaser trailer here.

“I spoke to Sven about it and he was open to the idea but warned me that he had experienced a few false starts with some companies in the past,” Dean recalled. “When I think back to my time at university, that era and the England national team, Sven was on the front and back pages.

“I approached a few selected groups that were suitable for Sven.

“Whisper worked fantastically with Sven, very empathetic and supportive. Sven and his family were open to access and got to know him and his family well.

“I wanted it to be a definitive account of his life, and people will be surprised at how much access they get to him.

“The appeal of the film is that it brings football into pop culture. I’m looking forward to seeing it in cinemas on the 19th and then seeing other people properly from the 23rd.”

Dean added: “It’s my first experience working on a major film and when we all look back on our lives, we all have salaries to earn and deals to move forward, but these are the things you remember.

“It is emotional because of Sven’s health and the friendship we have built over 14 years.

“I actually only played a small role, as I didn’t make the film myself or was the creator behind it, but I feel honored personally and for Sven that he has something like this to show his family. It’s certainly a highlight.”

He added about Sven: “We get on well and have built up trust. He has supported me a lot. He has been a great support and help to me and my company on our journey. I will be eternally grateful to him and his family.”

In his second year at university, Dean wrote online comedy reviews for BBC Radio Lincolnshire, which he said “gave him the confidence to apply to run Bullet and look for further opportunities”.

After his time at the SU, he worked as General Manager of Garforth Town Football Club before moving to De Montfort University in Leicester.

He founded the marketing and PR agency Soar Media with his business partner Gary Webster and also worked as press officer and media director and later as a consultant for Leicester City Football Club.

Dean and Gary founded Oporto Sports in 2012, which works with managers and players, helping them with their CVs and media opportunities. Dean later specialised in his role as agent for football managers and coaches, while Gary looks after their work with the Football Association and county associations and is responsible for all design and branding.

Oporto Sports has worked with many people from the football world, including former Lincoln manager Michael Appleton. He was in charge of Appleton’s PR when he was at Lincoln and has been his agent since, helping him get jobs at Blackpool and Charlton. Grimsby assistant manager Shaun Pearson is another Lincolnshire name on the books at Oporto.

Dean’s first client as a football agent was Nigel Pearson and he helped him and his assistant manager Craig Shakespeare get a job at Watford. Dean is also the football agent for the likes of Darrell Clarke, Steve Evans, Steve Cotterill, Stephen Clemence, Jason Euell, Ian Barraclough, Curtis Fleming and Ryan Garry.

He also handles media appearances for the likes of Sven, Francis Benali, Paul Heckingbottom, Trever Steven, Chris Powell, Sol Bamba, Matty Fryatt, Paulo Sousa and Andy King. He has also written books featuring former England footballers Emile Heskey and Darius Vassell, and rugby star Neil Back.

Dean still has fond memories of Lincoln and tries to return every year.

He added: “It’s incredible to see how the place has changed. I know some of the Lincoln City lads well, like Jez George and Liam Scully, and I’m always interested to see how the club and the city develop.

“I also met Sarah at university, so it will always be a special place for me and my family.”