Co-op Live appoints director of booking
The UK’s largest arena Co-op Live has announced that NEC Group veteran Ben Sharman is joining the Manchester venue as its new director of booking.
Sharman’s arrival coincides with Co-op Live director of strategic programming, Katie Musham’s move into Oak View Group International, where she will continue to grow Co-op Live’s programme of bespoke events and support OVG in its expansion across Europe and the rest of the world.
With over a decade of experience in the live events and entertainment industry, Sharman’s achievements include account managing British Athletics’ commercial partners in advance of the London 2012 Olympic Games and securing major sponsorships for Aston Villa Football Club in the Premier League.
He joined the commercial partnerships department at the NEC Group in 2014, transitioning into arena programming in 2017. In late 2022, he was promoted to head of programming for Utilita Arena Birmingham and bp pulse LIVE.
Sharman led the arenas to record-breaking financial success including programming tours such as Genesis’ The Last Domino? Tour and Peter Kay’s Better Late Than Never tour, as well as delivering the 2022 Concert for Ukraine, which raised £13 million for the Disasters Emergency Committee.
“When the opportunity to work with the UK’s largest arena came, it was impossible to turn down”
“Joining Oak View Group and Co-op Live marks an exciting new chapter in my career after an incredible 11 years at the NEC Group, for which I’m deeply grateful,” says Sharman.
“When the opportunity to work with the UK’s largest arena came, it was impossible to turn down. I’m eager to bring my experience in venue programming and strong industry relationships to cement Co-op Live’s status as a must-play venue in the global live events industry.”
Gary Hutchinson, executive vice president global touring and content, Oak View Group International adds: “We are delighted to welcome Ben Sharman to Co-op Live. His impressive career trajectory, unmatched expertise, and industry relationships make him the perfect choice to lead our booking strategy. We’re confident that Ben’s vision will further elevate Co-op Live as a premier destination for world-class events, and continue our established record for hosting the world’s most exceptional artists.”
Sharman’s appointment comes after NEC Group veteran Guy Dunstan was enlisted as Co-op Live’s new general manager and SVP.
Dunstan took the helm on 21 October as the interim general manager Rebecca Kane Burton became EVP of venue management for OVG International.
In 2025, Co-op Live is set to welcome a host of global talents such as Sabrina Carpenter, Tyler, the Creator, Bruce Springsteen, Lionel Richie, Hans Zimmer, and more.
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NEC Group hires arena sales manager
Ben Sharman has joined NEC Group Arenas as venue sales manager.
Sharman – whose background in commercial marketing has seen him work on naming-rights agreements for both NEC arenas (the 16,000-cap. Genting Arena and 15,800-cap. Arena Birmingham, formerly Barclaycard Arena), as well as for Aston Villa Football Club and British Athletics – is tasked both with working with the arenas’ existing client base and bringing new business and event concepts to market.
Sharman comments: “This is a fantastic opportunity to take what I’ve learnt in my three years with the [NEC] Group, and support the arena venue sales team to drive sales and deliver the best service possible. I’m eager to join such an established and unique team that can offer the full package – not just event space, but a wealth of additional services through other NEC Group brands including ticket sales via The Ticket Factory, Amplify hospitality and in-house marketing support.”
“I’m eager to join such an established and unique team that can offer the full package”
“Ben will be a great addition to the team,” adds NEC Group Arenas head of sales Ian Congdon. “He’s already had exposure to the arenas industry in his previous group role, and I have no doubt that his enthusiasm and ambition will shine through in the quality of business he will deliver to our venues.
“I’m delighted we are expanding our team to support the successful management of two arena venues in one city. Our ability to do this relies on the strength of Birmingham’s market, with demand from both ticket buyers and promoters at an all-time high. As a team, we strive to exceed the expectations of our arenas’ clientele, so we hope this positive business trend continues throughout 2018 and beyond.”
Birmingham-based NEC Group, whose other venues are the National Exhibition Centre (NEC), International Convention Centre (ICC) and Vox Conference Centre, grew turnover 17.9% and profits 58% in a successful 2016–17.
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