Olympia Events, managed by ASM Global and Legends, has announced the appointment of Gareth Lloyd as the venue’s new Business Development Director, strengthening its senior leadership team and strategic commercial offering.
The new role will be responsible for leading the venue’s commercial growth as well as identifying tactical opportunities within its holistic business strategy. The appointment supports the business ahead of its £1.3 billion regeneration launching in the latter half of 2025, placing its historic event venues at the heart of London’s newest cultural destination.
With 26+ years of experience in the live entertainment, sporting and events industry, Gareth joins the venue’s leadership team following a two-year tenure as UK Sponsorship Sales Director within ASM Global’s European division. In this role, Gareth was instrumental in delivering new commercial partnerships, securing long-term collaborations and naming rights deals for ASM Global venues across the UK.
Chief Executive Officer at Olympia Events, Andy O’Sullivan, said that Gareth’s comprehensive understanding of sponsorship sales and event management will be key to driving revenue growth and strengthening Olympia’s position within the events industry.
“Gareth will be primarily responsible for securing new and exciting events that not only complement our existing line-up but also enhance and diversify our calendar, supporting the business’s growth objectives as we continue to establish ourselves as a renowned cultural destination,” said O’Sullivan.
"I’m thrilled to join Olympia at this formative time in its redevelopment and help shape its transformation into an iconic global destination. Since joining ASM Global in 2022, I’ve been following the exciting progress at Olympia closely and am proud to now play a key part in elevating its guest experience by attracting top-tier, innovative events to the destination.”
Gareth Lloyd, Director of Business Development, Olympia Events
Before joining Olympia Events, Gareth also served as Head of Partnerships for the Birmingham 2022 Commonwealth Games where he played a key role in developing and leading innovative, successful partnerships. Before that, he was Head of Commercial Media at the NEC Group, specialising in media sales, partnership sales, and overseeing the group’s partnership management function.