Tom Hughes
Director, Premium Experiences @SPORTFIVE
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WORK HISTORY
Director, Premium Experiences @SPORTFIVE
Manchester, GB
Founded and scaled SPORTFIVE’s UK Premium Experiences division from zero, creating the commercial model, GTM strategy and team that became a core contributor to UEFA EURO 2024 Official Hospitality- Built UK Premium Experiences into a major revenue driver for UEFA EURO 2024 against aggressive regional targets- Led full UK GTM strategy for EURO 2024 Official Hospitality — positioning, segmentation, pricing and multi‑channel revenue capture- Curated, sold and delivered UHNW hospitality products, including £1.25m+ Super Platinum experiencesRevenue & P&L Ownership- Delivered record EURO 2024 revenues in the UK- Drove 600% year‑one revenue growth post‑EURO through business restructuring- Achieved 340% gross margin expansion via cost‑base redesign and sales efficiency- Full ownership of UK P&L: forecasting, pricing architecture, commercial risk and financial outcomesGlobal Scale & Transformation- Post‑EURO, reshaped the UK unit into a global premium experiences workstream, integrating sales, production, travel services and athlete‑led experiences- Delivered six‑ and seven‑figure programmes for global corporates and UHNW private clients across elite sport- Championed AI and automation to materially increase outreach velocity, lead coverage and operational efficiencyLeadership & Stakeholder Management- Supported and aligned international SPORTFIVE markets through shared GTM frameworks and delivery standards- Led complex, high‑profile sales and delivery environments end‑to‑end- Built trusted executive relationships across rights holders, partners and internal leadership
EDUCATION
King's College London
MA, Sports Law
University of Leicester
LLB, Law
The University of Salford
CEBA, Business Administration and Management
ABOUT TOM HUGHES
Currently leading the strategy, build and delivery of the Premium Experiences sales division for Sportfive in the UK.This follows 15 years of commercial experience and growth with Manchester United, being privileged to work with some incredible people, helping me to grow and develop alongside one of the most successful and recognisable brands in the world.My experience in the sports industry is vast and I view my success as being built on my ability to forge strong and meaningful relationships, both internally and externally.
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