Golf’s Ladies European Tour (LET) yesterday (November 9) announced the appointment Fiona Harold as its new commercial director.
She joined the LET in September from England’s Football Association (FA) where she served as partnerships manager for three years.
During her role at the FA, Harold led relationships with headline partners and managed a team responsible for activation across key properties including the England men’s and women’s teams, the men’s and women’s FA Cup knockout competitions, the Community Shield game, the top-tier Women's Super League, and several grassroots initiatives.
Harold’s background lies predominantly in soccer where she has also held various roles agency-, rightsholder-, and brand-side, including with international sports marketing agency IMG and global bank Barclays.
Her longest stint was with the Sport England sports administration and funding body, where she spent almost six years as senior partnerships manager.
Alexandra Armas, chief executive of the LET, said: “We’re delighted to have Fiona on board and she is already making progress with the strategic review. The timing is good and she has been able to bring in her existing network, which can open up opportunities and create fresh thinking.
“As everyone knows, women’s sport is on an exciting journey and, like other major sports, we want women’s golf to be visible around the world, we want to continue growing the investment and prize money for our members and in the process inspire and develop the next generation.”
Harold added: “The LET is a small but passionate team of people, achieving a great deal with limited resources. I’ve taken the opportunity to consult with a number of stakeholders and kicked off with a strategic review of our broadcast rights.
“I will also be looking at how we currently work with our valued group of partners and how we can develop this area. I can already see how much opportunity there is.”