In 2013, after three years of leading the Global Sponsorship portfolios for Emirates Airline based in Dubai, James Bisgrove moved to Switzerland to work as a Sponsorship Lead for the UEFA Champions League (UCL) and UEFA Europa League (UEL). As a member of the management team, James had accountability for driving the strategy and execution of the UEFA Champions League sponsorship programme, growing revenues, fan engagement and managing relations with UCL and UEL competition sponsors such as: Heineken, PepsiCo, MasterCard, PlayStation, Nissan, FedEx, Kia Motors, adidas and Gazprom.
James played a key role in the delivery of UEFA’s broader marketing and brand objectives, working closely with partners to grow the strength of the UCL competition brand.
In 2016, he became Head of Sponsorship Partnership Management for TEAM Marketing AG. Responsible for managing partner relations for 15 brands across UEFA Champions League and UEFA Europa League club competitions; ensuring continued revenue growth for UEFA’s club competitions and best in class industry standards are delivered for all partners.
In June 2019, James joined the Rangers FC board as Commercial and Marketing Director, to oversee the commercial growth and modernisation of the club’s marketing and digital activities. He has responsibility for Commercial, Marketing, Digital, Hospitality, Rangers TV, Soccer Schools, Events and Partnerships teams, with a core focus on driving deeper fan engagement, growing the fan base, developing the Rangers brand (globally) and revenue growth.