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ASM Global taps James Taylor from Wembley Stadium

The national stadium's outgoing music bookings chief will join ASM in September as sales director for sports and alternative content

By James Hanley on 19 Jul 2022

James Taylor

ASM Global has hired Wembley Stadium’s outgoing senior commercial manager James Taylor for the newly-created role of sales director for sports and alternative content for UK venues.

Taylor will be exploring and implementing new and diverse content in sports and entertainment, with a focus on securing more high calibre sporting, e-sports and championship-level events for ASM’s UK venue portfolio, which includes AO Arena in Manchester, OVO Arena Wembley, Olympia London, P&J Live Aberdeen and First Direct Arena Leeds, among others.

Taylor, who has run bookings across sports, entertainment and music at London’s 90,000-cap Wembley Stadium since 2017, recently revealed he will depart the venue later this year after overseeing a record summer of live music.

“It’s a great appointment that will complement our UK programming team”

“I am very pleased to have James joining our team with his background in sports and high profiled events,” says ASM’s SVP operations Europe Marie Lindqvist. “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.”

Taylor, who starts his new role in September, served a nine-year stint at Wembley overall and was also responsible for managing the stadium’s sponsors and long-term stadium partners the RFL and EFL.

“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,” says Taylor. “I look forward to working with the team to bring world class events to ASM venues across the UK.”


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