|Managing Director, Commercial, Right Formula
|Position Last Year
Luke Organ has a plethora of experience in global markets and started his career with Sir John Beckwith’s family office, Pacific Investments.
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An early-stage investor in the leisure and media sector, Luke was assigned various roles within the investments, including sports marketing agencies, digital agencies and media owners, before taking up senior positions in primary sports rights holders worldwide. After leaving Pacific Investments, Luke joined the Women’s Tennis Association in China. He cemented their first ever Asia Pacific partner, leading and participating in the conclusion of many other regional and global deals for the Tour.
He then joined Lotus Formula 1 Team and was responsible for onboarding Avanade, EMC, Juniper Networks, Henri Lloyd, and Lutwyche. He played vital roles in securing Coca-Cola and Unilever, and renewing Total. From Formula 1 to Rugby, Luke took up the post of Commercial Director at Wasps. Under his guidance, sponsorship revenues increased from almost nil. He cemented relationships with some of the leading brands in the world, including Jaguar Land Rover, DellEMC, Ericsson, Heineken, Under Armour and many others.
The next move was made into football and Aston Villa, where the task was to rebuild the club after relegation and restore its commercial strength. Operating at the board level with significant P&L responsibility and a team of more than 50, he reviewed, restructured and rebuilt revenue-driving departments and drove the teams to award-winning status in hospitality and was seven times nominated and awarded for the use of technology in marketing. He was promoted to COO of the club and played a leading role in driving a majority equity sale in 2018, having devised short-term lending facilities and managing legal, accounting, governing and tax authorities through the process.
Today at Right Formula, having been with the company for over four years, Luke Organ is responsible for driving the agency’s growth via the engagement of brand relationships with whom Right Formula consults on sports marketing investments. Luke leads the agency’s strategy, commercial and research & insights function to ensure pivotal solutions are deployed at the correct times, enabling brands to invest in the most efficient manner possible in their sports marketing programmes.prev View full list next