Alex joined us in December following a successful 15 years working in the sports industry, most recently following a spell as Head of Commercial and Retail at Walsall Football Club, guiding both departments through the Covid-19 pandemic ensuring the club continued to generate income and engaged with sponsors effectively despite a full season being played behind closed doors.

Prior to that, he spent seven years at the League Managers’ Association (LMA), the representative association for football managers in the professional game, the last five years of which, was as Commercial Director. The role involved working closely with the game’s stakeholders like the FA and Premier League, alongside many leading brands within the sport such as Barclays, Cadbury and Budweiser and not to mention getting to know the odd football manager too!