Senior Commercial Lead – London

Closing date for this position is June 2024


54 is a global leader in sports strategic advisory, consultancy, event management and activation, driving positive change through sport. With offices and a client base across Europe, the Middle East, Asia, US and Australia the Performance54 team boasts unrivalled experience across sponsorship sales and activation, tournament promotion and management, digital communications and marketing and is trusted by some of the world’s best-known brands, rights holders, governing bodies, major investors and non-governmental organisations.


The opportunity exists for an experienced, passionate and entrepreneurial Senior Commercial Lead to join the 54 team, playing a pivotal role in the delivery of commercially aligning to the company’s asset portfolio, including LIV Golf, Aramco Team Series, the Saudi International, the Aramco Saudi Ladies International, E1 powerboat series and a host of football clubs across the Saudi Pro League.

The ideal candidate will have experience in securing and managing partners for sports rights holders, adhering to best practice and utilising insights and creativity to deliver against partner objectives.

The candidate must be comfortable working on multiple projects and to tight deadlines. They will need to be well-versed in creating eye catching and memorable partnership proposals, using creative commercial thinking, as well as an ability to build and deliver comprehensive rights and benefits matrixes. They should also have experience presenting to C-Suite decision makers and managing partners. Strong organisational and interpersonal skills are required, as is excellent attention to detail.

The candidate will be based in the 54 offices in Wimbledon (UK), although international travel will be necessary for both client meetings and to be present at events throughout the year.


The role requires a varied skillset and the ability to ensure existing client satisfaction whilst always having one eye on future partners.

  • Pitch and proposal building with creative, commercial thinking applied to all opportunities presented
  • Pipelining and conversion of revenue generating opportunities across all assets: LIV Golf, Aramco Team Series, Asian Tour Golf, E1 series, Saudi Pro League + others as and when they come online
  • Enhance current sales process to ensure consistent delivery & achievement of KPIs
  • Negotiating major commercial partnerships with corporate stakeholders
  • Leading and creating growth opportunities, and fostering long term relationships to shape and drive revenue growth
  • Building and executing new business development and account management plans for all events
  • Taking a lead role in drafting wider group commercial partnerships with partner events or businesses, supporting the Commercial Director with business development initiatives
  • Building and executing high impact sales strategies for the P54 assets and franchises
  • Managing CRM to keep Customer information/records up to date such as interactions, transactions, pipelines, new business account plans
  • Managing sales and KPI reporting, whilst working closely with key stakeholders to ensure financial forecasts remain accurate.


In addition to skills commensurate with the above, the successful candidate will display the following:

  • Experience in managing and delivering brand partnerships on behalf of major rights holders
  • Experience in proactively pitching to brands within sport
  • Interest in professional golf is required; experience of the golf industry is desirable
  • Stakeholder management experience, dealing appropriately with C-Suite individuals internally and externally
  • Brand management experience, ensuring key narratives and brand elements are protected throughout all activity
  • Proven ability to collaborate across divisions and levels of seniority to get partners onboard and to deliver against contracted requirements
  • Creative-thinker who is able to come up with impactful solutions to client needs
  • Entrepreneurial spirit and ability to identify where previously unforeseen partnerships may stem from

Strong working knowledge of Microsoft Office, especially Excel and Powerpoint, preferable


  • Competitive salary based on experience
  • Commission based Incentives
  • Discretionary annual bonus of up to 8%
  • 25 days annual leave (+ public holidays)
  • Employee Assistance Program (EAP)
  • Cycle to work scheme
  • Hybrid working
  • International travel


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