The Sports Consultancy (TSC), the London-based commercial advisory firm, has appointed Jonathan Steel as its new associate director for major event partnerships. 

He joins the agency from E1, the global all-electric motorboat racing series, where he served as director of host cities, responsible for the acquisition and management of all commercial hosting relationships with cities across the world.

Steel spent almost two years at E1 after joining the series from a long stint at the Team Marketing agency.

During 10 years with Team Marketing in Switzerland, he managed a commercial portfolio valued at over €350 million for European soccer’s governing body UEFA, working with numerous global brands as partners for the Champions League, Europa League, and Conference League Club competitions.

Since 2007, Steel has worked internationally with brands, destinations, and rightsholders in the UK, Ireland, and Switzerland, including the British & Irish Lions, Heineken Cup, FIA World Rally Championship, FEI Classics, and the HSBC Sevens World Series.

TSC said Steel “joins at an exciting time in the growth of TSC, as we continue to work with the world’s largest events and most innovative destinations to curate impactful hosting partnerships.”

Earlier this month, TSC was hired by the World Netball governing body to identify hosts for three major international events, between 2028-2035.