Michael James
Head of Revenue & Engagement @Edinburgh Rugby
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WORK HISTORY
Head of Revenue & Engagement @Edinburgh Rugby
Edinburgh, GB
I oversee Edinburgh Rugby’s commercial growth and audience strategy - driving revenue through ticketing, sponsorships, marketing, and fan engagement.I lead the teams responsible for all commercial income, including sponsorship, ticketing, and hospitality, alongside the club’s marketing, communications, content, and fan engagement functions.My focus is on uniting these disciplines into a high-performing, collaborative Revenue & Engagement team, ensuring we align tactical revenue generation with long-term fan growth and experience.I’m accountable for hitting commercial and engagement-driven revenue targets, and for managing budgets to support those goals. This includes leading sponsorship strategy, developing integrated marketing campaigns, and driving digital, ticketing, and brand initiatives that deepen fan loyalty and deliver value for partners.The role requires a blend of strategic thinking and creative execution, fostering innovation, alignment, and continuous improvement to grow both the business and the community around the club.
EDUCATION
Glasgow Caledonian University
BA (Hons), Communications and Mass Media
University of Strathclyde
MLITT, Masters in Journalism
Loughborough University
International Sports Management, MBA
SKILLS
ABOUT MICHAEL JAMES
I thrive at the intersection of revenue generation, fan engagement, and brand growth - leading teams to drive commercial success while building lasting connections with fans, partners and stakeholders.With a career spanning two decades in professional sports, I’ve led transformational commercial and marketing strategies that have increased revenue, expanded audiences, and strengthened brand equity. My expertise covers sponsorship, ticketing, digital media, content strategy, and integrated marketing, underpinned by a passion for innovation, collaboration, and storytelling.
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