Senior Executive · Sport Technology
Delivering cutting-edge products and services for the world's most prestigious sports events and organisations.
With over 25 years of experience in the sports industry, I am a senior executive and sport technology expert, delivering cutting-edge products and services for the world's most prestigious sports events and organisations.
I have a strong track record of leading and growing global businesses, developing and launching innovative solutions, and creating strong partnerships with key stakeholders across every level of sport.
Currently, I am Managing Director, Global Professional Sports at Personar — a London-based AI sports technology company specialising in audio analysis and real-time decision intelligence. Personar's flagship products, TrackSwift and CoachScribe, leverage advanced speech-to-text and AI categorisation to deliver actionable insights for Formula 1 teams, Premier League, A-League, and other elite sports organisations. Personar was recently recognised as "Best Technology in Sports" by the Sports Industry Awards.
Leading the deployment of AI-powered audio analysis and real-time decision intelligence platforms for elite sports organisations across Formula 1, football, and beyond.
Delivering match-critical technology — VAR, Goal Line Technology, player tracking, television graphics, and data services — to the world's biggest football leagues and events including the FIFA World Cup.
Building and scaling global teams and commercial operations. Running £80M+ business units serving the world's most recognised sporting events — from FIFA and UEFA to the NFL, MLB, and Olympics.
Overseeing strategic direction, commercial performance, and operational excellence for Personar's Professional Sports division. Responsible for AI-powered audio analysis products serving Formula 1 teams, A-League, and other elite organisations across global markets.
Led the global football business at Hawk-Eye — responsible for end-to-end technology strategy, commercial strategy, and operational delivery across the world's biggest leagues and tournaments. Managing £80M+ ARR, a team of 350+, and a client list that spanned the very top of the game, delivering match-critical technology including VAR, Goal Line Technology, player tracking, and a wide range of officiating, digital, and media services.
Responsible for a €70M/year business unit generating €165M in total revenue. Managed 350+ employees delivering services to FIFA, UEFA, Premier League, Bundesliga, Olympics, NFL, MLB, MLS, and ATP. Led the team across Commercial, Technology, and Delivery; part of the senior leadership team for the successful PE sale in 2022.
Ran the Hawk-Eye European business — delivering VAR and Goal Line Technology to the Bundesliga, Serie A, Ligue 1, and Eredivisie. Led the successful delivery of VAR and GLT at the FIFA World Cup Russia 2018.
Bridged technology and business verticals, defining a product and service suite aligned to client goals. Contributed to group strategy across digital and broadcast products, coordinating cross-company best practice and technology reuse. Led technology teams in defining roadmaps and advising on build vs buy decisions.
Responsible for running Deltatre's broadcast and results business in EMEA, serving high-profile clients including federations and broadcasters. Covered the full remit of strategy, business planning, new business development, budgeting, account management, project management, and technical and operational delivery.
Responsible for identifying new sales leads, developing client relationships, and generating new business. Prepared comprehensive proposals based around technical and operational deliveries, put together complex pricing structures, and ensured revenue and profitability targets were met.
Responsible for the technical delivery of Deltatre's broadcast projects. Key technical lead on many projects and operated graphics on venue for some of the world's largest sporting events. Implemented data-driven graphics solutions across football, rugby, motor racing, athletics, basketball, and golf.
Responsible for the graphics output on the Formula One world feed. Graphics operator at every F1 race for 6 seasons, working with international broadcasters and developing semi- and fully automated graphics systems across a multi-channel broadcast environment.
If you're working on something interesting at the intersection of sport and technology — I'd like to hear about it.