Over the last 7 ½ years, Sam has been the IBM UK Sports and Entertainments partnership lead. This has meant responsibility for contract negotiations with significant UK sports relationships including Wimbledon and England Rugby. As well as day to day responsibilities for technical services that IBM delivers, Sam was also responsible for the execution of award-winning marketing programmes. The role has given him hands on experience in reviewing and forming commercial propositions between brands and rights holders and a strong understanding of how balancing value to both parties is at the centre of successful partnerships.
Sam’s current role at IBM is leading the Brand and Market Strategy for IBM across Europe, his remit including seeking out innovative new partnership models that bring together sales, marketing and joint client and IBM value propositions to bring the IBM brand to life and seize market share. In this role he continues to provide strategic oversight of European sports partnerships.
A sports enthusiast all of his life, as a spectator and participant, playing hockey to a high standard and more recently taking up obstacle race events, Sam is passionate about sport and exercise in general as a force for good both physically and mentally. On his appointment, Sam said:
“As we come out of the COVID-19 enforced lockdown the role of sport in helping individuals, communities and society recover will be incredibly important. There will be challenges and opportunities and I am very much looking forward to adding my support to help further strengthen such a fantastic sport as wheelchair rugby during this period.”