One of the leading lights behind Heineken’s heavy involvement in sports sponsorship has left the company to take over as the new Commercial Director of the British Olympic Association.
Tim Allerton has spent the last eight years as the Global Sponsorship Manager at Heineken where he had overall responsibility for the brand’s involvement in Rugby through the World Cup, Champions’ Cup and previously Heineken Cup; in soccer through the UEAFA Champions’ League and in Formula 1.
Ellerton will start in his new post in the new year and will head up the BOA’s commercial operations and revenue generating activities including commercial partnerships, sponsorship, licensing, fundraising, and retail.
No announcement has been made on a replacement at the Danish brewing giant but it is possible that there will be a greater role again at European level for Irish executives including Karl Donnelly and Jo Donnellan who played a key role in the Rugby sponsorship programme in particular.
Whoever steps up will be a key contact for the sponsorship arrangements around the irish Rugby World Cup bid.
“It’s an exciting time for Olympic sport in the UK and I’m delighted to be joining the BOA,” said Ellerton.
“Following on from the success both on and off the field of the play over the past few years, there is a fantastic challenge to build on those accomplishments and one I’m really looking forward to.
“I’ve enjoyed my time at Heineken hugely and hope that experience will serve me well in the new role. It’s a privilege to be joining a successful and winning team in all regards and working with an outstanding portfolio of existing partners.”
