James Swanson

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James is driven by opportunities to launch initiatives that support organisational change, create a holistic fan experience, and cultivate world-class customer service. His other areas of industry expertise include: stakeholder relationship management, membership engagement, event delivery, staff training, and market research. At his core, James is relationship-centric, culturally aware, and a focused nonconformist.

In his present role at Harlequins FC, James delivered professional rugby’s inaugural LGBTQ+ Pride Game in February 2020 and launched the sport’s first LGBTQ+ Supporters Association in February 2021. He also worked with the Harlequins Foundation to introduce an Equality, Diversity, and Inclusion series of academic webinars and panel discussions tackling the barriers minority groups face within the sports landscape.

James has an undergraduate degree in Marketing from the University of Stirling, UK, as well as an MBA in Sports Business and MSc in Sports & Entertainment Management from the University of South Florida, USA. He presently resides in London, UK.

Fan Experience

Customer Service

Membership Engagement

Diversity and Inclusion

Training Development