AELTC Appoints New Commercial Director

The AELTC has announced Gus Henderson as its new Commercial Director.

Beginning the role on 1st August 2021, Henderson joins from Universal Music Group, where he was most recently Head of New Business & Brands, South East Asia & Korea for the company. 

As the AELTC’s Commercial Director, he will be tasked with driving revenue growth ‘in line with the values, brand vision and philosophy’ of the organisation –  which includes building and fostering ‘authentic’ partnerships.

He joined Universal Music Group in 2017 having previously been Vice President, Head of Sales, Asia Pacific, for WME / IMG, based in Hong Kong. Before that, his previous role was in London as International Sponsorship Director, WWE.

He will work alongside Alexandra Willis, who was recently appointed the organisation’s Communications & Marketing Director. The Sport Industry NextGen Leader was previously Head of Communications, Content and Digital, and will also begin her new role on 1st August. 

The pair will take on their new roles having been appointed as part of the AELTC’s recruitment drive for two newly-created roles to replace currency Commercial & Media Director Mick Desmond, who will retire after the 2021 Wimbledon Championships.

“I am delighted that Gus will be joining us in this important role, as we look ahead to an exciting period of growth,” said Sally Bolton CEO, AELTC.

“Gus brings with him a truly global outlook, and a wealth of experience in driving revenue growth through working with brands, rights holders and athletes”. 

Henderson added: “I am honoured and excited by the prospect of working with Sally and the team at AELTC, and to help drive the global vision for The Championships. I also look forward to building on the success and legacy that Mick and the team have worked so hard to achieve. Wimbledon is one of the most revered and respected brands on the world stage and one that has always been close to my heart.”