James has over 14 years’ commercial experience within the Sports industry in a variety of rights holder, media and agency roles.
James joined the AELTC in 2011. He oversaw the global pitch process that saw the appointment of McCann London and Universal McCann as the AELTC’s first creative and media agencies in 2015. He is responsible for the global development of The Championships brand and the AELTC’s commercial and media partnership programme. He has also played a key role in developing and establishing the AELTC’s digital strategy. In 2014 Wimbledon was crowned brand of the year at the BT Sports Industry awards.
In other roles he has led award winning sponsorship campaigns for brands including Ariel (LTA and Tim Henman), Evian (The Championships, Wimbledon), Sony (The FIFA World Cup), Specsavers (SFA, Super 12 and Test Cricket), Wrigleys (Premier League) and MasterCard (FIFA World Cup and Champions League).