The Gameplan™ Founder Success Story

Commercial Director, Leicestershire County Cricket Club

(2013-2017)

Elite Sport

Jim built a best-in-class commercial team to achieve record revenues at Leicestershire CCC.

As deputy to the CEO he provided strategic and operational leadership across all commercial functions including membership, ticketing, sponsorship, hospitality, advertising, conference and events, catering, merchandise, indoor school, and marketing & communications.

Key achievements included:

- Achieving record breaking revenues by almost doubling commercial income in only three years (despite minimal success on the field).

- Securing the Club's first ever naming rights partner in a 5-year deal.

- Managing the successful tender to stage the first ever concert at Grace Road with the Sir Elton John Wonderful Crazy Night tour in June 2016 (17,000 attendance and £70k profit).

- A 48% increase in our average NatWest Blast T20 ticket sales in 2015, second only to Yorkshire CCC.

- The set up and launch of a new conference and events business, Grace Road Events, which led to a 78% increase in catering and events income.

- 50% membership growth and social media ‘follows’ and ‘likes’ more than quadrupled.

- LCCC achieving the most improved score out of all 18 First Class Cricket Clubs in 2016 in the national ECB customer journey survey.

"Jim joined Leicestershire CCC to turn around an underperforming operation. Jim was instrumental in this process, he succeeded in securing the clubs first ever naming rights partner and the first ever concert Elton John’s Wonderful Crazy Night Tour with over 17,000 spectators.

"He also managed to double Leicestershire’s CCC commercial income in under 4 years.

"Jim is honest, up front, professional and he makes things happen. Trust him to turn your business around.”

Wasim Khan MBE, Former CEO Leicestershire County Cricket Club