London Legacy Development Corporation appoints Chief Commercial Officer

The London Legacy Development Corporation (LLDC) has today appointed Joanna Adams as its first Chief Commercial Officer.


Joanna, who joins from her role as Chief Executive at England Netball, will help realise the commercial potential of the Park and venues – including London Stadium – at the stage where, just five years after the Olympic and Paralympic transformation, it is welcoming more than six million visitors a year, providing London’s best recreational sport facilities and is hosting a world-beating programme of elite sporting and entertainment events throughout the venues.


At England Netball, Joanna professionalised the sport by bringing in major sponsors – including the biggest deal for a women’s team sport – and television agreements, whilst growing grassroots participation and media coverage including on digital channels. She also led in expanding the Vitality Superleague franchise system, which attracts thousands of fans every season, including a sold-out finals day held at the Copper Box Arena on the Queen Elizabeth Olympic Park every year. Her time at England Netball has concluded this summer with the hosting of the most successful Netball World Cup in history. Before her role with England Netball, Joanna was Commercial Director for the Football Conference and a Director at Notts County Football Club.


The role is a new one, and the opportunity benefits from the restructuring of London Stadium following the announcement in January that its operating company LS185 had been brought in-house by Stadium owner E20 (a wholly owned subsidiary of LLDC). Joanna will work alongside teams at the Park and venues maximising the commercial opportunities from the events and assets and joining up the potential across all parts of LLDC’s offer.


Lyn Garner, Chief Executive of London Legacy Development Corporation, said:

We are delighted to have someone with Joanna’s track record and experience joining the team. This is an exciting time for the Park as we welcome events that attract world attention including Premiership football, Major League Baseball, Federation Cup tennis, top class netball, FINA World diving and para swimming. Combined with the building of East Bank on the Park which, from 2022, will be home to the likes of University College London, the V&A and the BBC and we have an incredible opportunity to secure the legacy for generations to come.


Joanna said:

I am delighted to be involved in the greatest Olympic legacy. The Copper Box Arena became the home of England Netball and I have seen first-hand what the Park has to offer –  it is exciting to be part of that. Every month there are millions around the world watching events at the Stadium and Park venues on television and through digital channels. That, in addition to the millions of visitors coming here every year, present incredible opportunities.


Queen Elizabeth Olympic Park

Spread across 560 acres of stunning parklands, Queen Elizabeth Olympic Park is home to beautifully landscaped gardens, historic waterways, famous sporting venues, a vibrant arts and events programme and the ArcelorMittal Orbit visitor attraction.


Queen Elizabeth Olympic Park opened in April 2014 following the 18 month transformation programme of the London 2012 Olympic Park. It is now home to six former Olympic and Paralympic venues, the Copper Box Arena, Lee Valley Hockey and Tennis Centre, Lee Valley VeloPark, London Aquatics Centre and London Stadium, where visitors can take part in sport, enjoy watching world-class athletes compete or experience concerts or arts and culture events.


Visitors can also enjoy a birds-eye view of the Park from the two viewing platforms of the ArcelorMittal Orbit, the UK’s tallest sculpture, before experiencing an exhilarating ride on The Slide, the world’s tallest and longest tunnel slide.


As the new heart of east London, the Park is still transforming and will soon provide future homes, jobs and an unrivalled education and cultural district housing Sadler’s Wells, V&A East, UAL’s London College of Fashion and UCL East.


The London Legacy Development Corporation promotes and delivers physical, social, economic and environmental regeneration in Queen Elizabeth Olympic Park and the surrounding area by maximising the legacy of the London 2012 Olympic and Paralympic Games.


ALSD International – Europe’s one and only event dedicated to the Premium/VIP/Club Seat & Hospitality sector – is coming to Croke Park Stadium this October, where speakers from across Europe and North America will be providing insights on how to increase revenues through new builds, renovations and service expansions, as well as via the latest F&B and technology offerings.



#ALSDInternational – Europe’s one & only event dedicated to the Premium/VIP Seat & Hospitality sector




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