New man to direct Wasps’ commercial strategy at The Ricoh

Wasps have appointed a senior sports and live events industry figure as their new commercial director to help drive the club forward and increase usage of the Ricoh Arena’s event facilities. 

Stuart Cain has joined the Aviva Premiership club after seven years at the NEC Group (NEC, ICC, Barclaycard and Genting Arenas) as managing director – commercial marketing.

During that time he built The Ticket Factory in to one of the UK’s leading music, sport and entertainment ticketing agents, selling over 2.5m tickets per annum and brokered multi-million pound naming rights deals with brands such as Barclaycard and Genting.

Cain also has extensive experience of developing global sales and marketing strategies in sport. As managing partner (sport) at Mindshare/WPP, he worked internationally with brands such as Castrol, BP, Nike/Umbro and Ford on their involvement with the FIFA World Cup, NFL, MLS and London 2012.

He was also commercial director at Glasgow Rangers FC, where he managed their international expansion strategy and the launch of an online TV channel, as well as at Wolverhampton Wanderers FC where he introduced a range of initiatives making sport more accessible to the city’s diverse communities at a local level and internationally through the Indian sub-continent.

 Cain, who played rugby union at club level for 20 years, said: “I’m looking forward to drawing on my commercial, marketing and media experience within sport and live events to help develop Wasps’ and the Ricoh Arena’s talented, driven commercial team.

“Wasps have laid down very strong foundations in the community since they moved to the Midlands two and a half years ago and can only continue to go from strength-to-strength.”

Nick Eastwood, chief executive of the Wasps Group, said the appointment was key to ensuring the continued development of the Wasps and Ricoh Arena brands and its business performance.

He added: “We look forward to welcoming Stuart to our established, thriving team as we build upon a successful 2016/17 season. We are excited by the expertise and extra leadership Stuart will bring to the business as we approach our third year in the West Midlands and our 150th anniversary season as a club.”

The appointment follows a top management shake up which saw Ricoh MD Andy Gibb leave the business as Wasps and Ricoh merged their management structure.

Paul Colston


Paul Colston

Managing Editor, Conference News & Conference & Meetings World.

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