London-based agency The Sports Consultancy has appointed Fraser Houlder to the role of head of cycling sales.
The industry veteran joins The Sports Consultancy from Female Sports Group, a company he co-founded in 2014 that is dedicated to promoting female and mixed gender sport. During his spell there, Houlder helped secure a number of major sponsors for the Parkrun mass participation series, while he also played a key role in bringing in commercial partners for Table Tennis England, England Netball and Badminton England.
Houlder’s previous experience also includes 18 years at BDS Sponsorship, where he eventually reached the role of general manager, working with a range of rights holders to commercialise their sponsorship assets.
“Fraser is a highly experienced and effective industry professional who has delivered truly transformative commercial partnerships for a wealth of companies,” said Marc Hope, director of rights marketing at The Sports Consultancy. “His track record of generating revenue for clients and driving new business relationships is first class and we are delighted to welcome him to our team.
“Cycling is now one of the biggest sports in the UK and both participation and profile continue to grow. The appointment of Fraser represents the business’ growth into the cycling marketplace. Amongst other properties, Fraser’s initial focus will be working with the UCI to secure sponsors for the 2019 UCI Road World Championships, an event being held in Yorkshire that promises to become the greatest World Championships and the standout 2019 event in the UK.”