ASM Global appoints James Taylor as Sales Director for Sports and Alternative Content for UK venues

ASM Global, the world’s leading producer of entertainment experiences, venue management and event strategy, has announced the appointment of James Taylor (pictured right) who joins the company in the newly-created role of Sales Director for Sports and Alternative Content for UK venues.

In his new role at ASM Global, James will be exploring and implementing new and diverse content in sports and entertainment. Using his expertise, he will focus on securing more high calibre sporting, e-sports and championship-level events, pushing the boundaries for new and alternative events for ASM Global’s portfolio of venues in the UK, including AO Arena in Manchester, OVO Arena Wembley, Olympia London, P&J Live Aberdeen, first direct Arena Leeds and more.

Marie Lindqvist, SVP Operations Europe of ASM Global said:

I am very pleased to have James joining our team with his background in sports and high profiled events. It’s a great appointment that will complement our UK programming team with James Harrison heading up the touring music shows. This new role is an important addition to grow and develop the most exciting, relevant and diverse calendar for the growing portfolio of stadiums, arenas, theatres and convention centres in the UK.

James Taylor, Sales Director for Sports and Alternative Content (UK) at ASM Global said:

I’m really excited to be joining ASM Global in this brand-new role at such an exciting time for the business given the major investments taking place across ASM properties. I look forward to working with the team to bring world class events to ASM venues across the UK.

James joins ASM Global from a nine-year stint at Wembley Stadium. Over the past five years, James has managed the stadium sponsors and bookings for the venue across sports, entertainment and music. James’ role also included managing long-term stadium partners the RFL and EFL. During his time at Wembley Stadium, James has secured major sporting events including Tyson Fury and Anthony Joshua boxing fights, as well as national and international Rugby and Football matches.

ASM Global’s Chris Bray and Tom Lynch will both be speaking at the 2022 edition of ALSD International being hosted at Tottenham Hotspur Stadium this September 19-20. The main focus of this high-level event is optimising revenue through New Builds, Renovations & Service Expansions, with Architecture & Design, Fan Experience, Hospitality, Premium Seating, Sales & Service, Sustainability and Technology some of the key pillars.

Prior to Wembley Stadium, James worked for the Football Foundation managing Barclays’ main CSR programme associated with its sponsorship of the Premier League. James project managed over 200 sports sites and projects across the UK funded by Barclays, working with leading Premier League clubs, Local Authorities and Governing Bodies.

James Taylor starts his new role from early September 2022.

About ASM Global

ASM Global is the world’s leading producer of entertainment experiences. It is the global leader in venue and event strategy and management – delivering locally tailored solutions and cutting-edge technologies to achieve maximum results for venue owners. The company’s elite venue network spans five continents, with a portfolio of more than 350 of the world’s most prestigious arenas, stadiums, convention and exhibition centers, and performing arts venues.

For more information, please visit

Sports Venue Business organises and delivers ALSD International – the one & only event dedicated to the Premium Seat & Sports Hospitality sector outside of North America, with a focus on optimising revenue through New Builds, Renovations & Service Expansions – on behalf of the ALSD (Association of Luxury Suite Directors)…

…the 2022 event will feature a high-level conference, an exhibition showcasing industry-leading products & services, networking events and a behind-the-scenes tour of Tottenham Hotspur Stadium, sponsored by THFC and Levy UK + Ireland, plus a networking app to ensure engagement pre, during and post event.

#ALSDInternational – Europe’s leading event for the Premium Seat & Sports Hospitality sector

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