Tim Ellerton announced as BOA’s new Commercial Director

The British Olympic Association (BOA) has today announced Tim Ellerton, asthma former Global Sponsorship Manager at Heineken, as its new Commercial Director.

Ellerton, who will start in the post in the new year, will head up the BOA’s commercial operations and revenue generating activities including commercial partnerships, sponsorship, licensing, fundraising, and retail. He will also be part of the BOA’s Senior Leadership Team.

Joining after eight years at Heineken, he was responsible for the company’s main sports properties including the UEFA Champions League, Rugby World Cup and Formula 1.

Prior to working for Heineken, Ellerton was the Sponsorship Manager for Coca-Cola Great Britain working on the company’s global assets such as FIFA World Cup and Olympic Games as well as their domestic sponsorships with the Football League and RFU. 

“It’s an exciting time for Olympic sport in the UK and I’m delighted to be joining the BOA,” said Ellerton. 

“Following on from the success both on and off the field of the play over the past few years, there is a fantastic challenge to build on those accomplishments and one I’m really looking forward to.

“I’ve enjoyed my time at Heineken hugely and hope that experience will serve me well in the new role. It’s a privilege to be joining a successful and winning team in all regards and working with an outstanding portfolio of existing partners.”

Bill Sweeney, CEO of the BOA said: “Tim’s track record in the sporting commercial sector is highly impressive and he joins the BOA with a wealth of experience managing the commercial activities around some of the world’s largest sporting events and understanding the needs of brands investing in sports.

“Over the past three years we have built strong, successful partnerships and developed a thriving licensing programme. Tim’s appointment will help us grow these operations, explore new opportunities and allow us to invest further into the future of Team GB.”

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