AELTC Appoints Gus Henderson As Commercial Director
April 23, 2021
The All England Lawn Tennis Club (AELTC), which stages The Championships, Wimbledon announced the appointment of Gus Henderson as Commercial Director, effective 1 August 2021.
Gus joins the AELTC with over 20 years’ experience working across commercial partnerships and media distribution in sport, music and entertainment throughout Asia Pacific, Europe, the Middle East and North America. Currently based in Singapore, his most recent role was Head of New Business & Brands, South East Asia & Korea for Universal Music Group.
As Commercial Director, he will be responsible for driving revenue growth in line with the values, brand vision and philosophy of the AELTC. This includes continuing to build and foster authentic partnerships, alongside the commercial exploitation of the marketing and brand vision for Wimbledon. He will work closely together with Alexandra Willis, who also takes up her role as the AELTC’s Communications & Marketing Director from 1 August.
Sally Bolton OBE, AELTC Chief Executive, commented: “I am delighted that Gus will be joining us in this important role, as we look ahead to an exciting period of growth. Gus brings with him a truly global outlook, and a wealth of experience in driving revenue growth through working with brands, rightsholders and athletes”.
Gus Henderson commented: “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.”
Prior to joining Universal Music Group in 2017, Gus was Vice President, Head of Sales, Asia Pacific, for WME / IMG, based in Hong Kong, and before that with WWE as International Sponsorship Director based in London.
The appointment concludes the extensive external recruitment process for these two roles further to the announcement that Mick Desmond, the AELTC’s Commercial & Media Director, will be retiring following the conclusion of The Championships 2021. The period of handover will begin in late May 2021, alongside the current team’s broader focus on delivering a successful Championships in 2021 under Desmond’s leadership.