Securing Sponsors Key Priority for New British Olympic Association CEO

(ATR) Bill Sweeney, the former Adidas and Puma chief, is tasked with recruiting new partners for the BOA in addition to overseeing Team GB preparations for Sochi 2014 and Rio 2016.

Sweeney will lead a staff of 50 professionals from the organization’s London headquarters. His appointment follows a three-month recruitment process led by the global executive search firm Odgers Berndtson.

The 55-year-old Briton, who worked with brands across Olympic sport, rugby, cricket and America’s Cup sailing, starts in the position in mid-November. His appointment comes eight months after Andy Hunt stepped down as CEO, the latest departure in a shake-up of the BOA that followed the London 2012 Olympics.

BOA chairman Sebastian Coe today made clear that Sweeney had been chosen because of his potential to improve the financial welfare of the association and Team GB brand, as well as supporting athletes through the next two Olympics, the 2015 European Games in Baku and other international sporting events.

"Bill’s business and sport experience, and his impressive record in developing global sports brands, makes him the right choice for this role," Coe said.

"Bill has worked in the Olympic environment and he understands the needs of athletes who compete at the highest levels of international sport. Through his leadership positions at adidas, he has a clear understanding of Team GB and our values.

"Importantly, Bill knows how to build brands, reach consumers and generate the revenues that are necessary to support our operations."

Sweeney has been head of business development at Puma for three years. He was responsible for designing and directing the company’s business strategy for London 2012, including directing the commercial programs with Jamaican track superstar Usain Bolt.

He also directed Puma’s marketing activities in support of the 34th America’s Cup and Oracle Racing Team USA across all global regions.

Prior to Puma, he spent seven years as senior vice president of the Adidas Reebok Group. In this role he was responsible for Adidas’ support of Team GB for the Beijing 2008 and London Games.

He also re-negotiated the agreement that led to Stella McCartney being named as creative director for Team GB for the 2012 Olympics, which resulted in record-breaking sales of Team GB licensed apparel prior to and during the Games.

Sweeney has also held senior-level global sales, marketing and brand development positions with companies such as Ellesse Ltd., Jordan Grand Prix and Reebok International.

"It is a privilege to have the opportunity to work with the dedicated team at the British Olympic Association in making certain the United Kingdom’s finest athletes have the resources and support they need to excel on the international stage," he said.

"With managerial experience across Europe, the U.S. and Asia with some of the sports industry’s leading brands, I look forward to working with all our partners and stakeholders to ensure we have the best-prepared, best-supported teams competing at their highest levels in the summer, winter, European and Youth Olympic Games."

He promised to call on his experience overseeing programs to meet the equipment needs of Olympic athletes, and developing business initiatives at both the Beijing and London Olympics, to build on Team GB’s performance at the 2012 Games.

Liz Nicholl, CEO of UK Sport, welcomed the appointment.

"The BOA's unique and important role leading Team GB in the Olympic Games environment is key to realising the ambitions for our National Lottery funded sports and athletes to re-create those special moments that inspired the nation in London last year," she said.

"I look forward to working with Bill to ensure the partnership between our organizations continues to go from strength to strength. Working together we can build a stronger, more sustainable high performance system to support our athletes on their journey to future Olympic success."

Reported by Mark Bisson.

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