Joëlle Watkins takes up Head of Commercial role at BSUK

Mon 21 May 2018

BaseballSoftballUK is pleased to welcome its latest recruit with the news that Joëlle Watkins has recently taken up the newly-created role of Head of Commercial.

The role will involve driving commercial and supplier relationships to ensure the playing community has access to the most competitive products and services, as well as identifying new revenue opportunities through partnerships, sponsorship and advertising which will ultimately help reduce BSUK’s reliance on Sport England funding.


Joëlle’s professional background is predominantly in the travel industry, with 15 years spent working for major airline brands including looking after marketing for Emirates Airline in the UK.  This included activating high-profile sponsorships in sports such as football, cricket and rugby, and managing commercial partnerships and campaigns within the travel trade.

Most recently, Joëlle managed global airline marketing for Travelport, the NYSE-listed B2B travel tech provider.

Joëlle is also a longstanding member of the softball community, having played for over 20 years with teams across the South East including the Windsor Knights, Monkeys, Rocket, Coyotes and more recently with the London Raiders, the UK’s largest softball club.  During this time, Joëlle has built up a sound knowledge of the game and how it’s run, both as a player and as an administrator of teams, leagues, clubs and tournaments.

BaseballSoftballUK CEO John Boyd said, “I’m delighted to welcome Joëlle to the team at this critical juncture for our organisation.  Specifically, her extensive experience outside our industry will bring a fresh commercial perspective and dynamic to our operations and to the Senior Management Team here at BSUK.”

Joëlle said, “With baseball/softball back on the table for the 2020 Olympics and the announcement earlier this month that Major League Baseball [] is ‘bringing home’ the world’s most high-profile teams next June, the momentum around our sports will continue to ramp up, creating valuable participation and revenue opportunities.  The chance to turn a passion into a profession is all too rare and it couldn’t be a more exciting time to join the team at BaseballSoftballUK.”


Key responsibilities in Joëlle’s new role will include:

  • Managing corporate relationships through an organised and system of relationship management.
  • Seeking new partnerships with private sector organisations and managing all aspects of the journey, from identification through scoping, pitching and contract phases.
  • Creating and delivering on a corporate relationships strategy in line with BaseballSoftballUK’s organisational aspirations.
  • Managing relationships with key suppliers, advertisers, sponsors and corporate partners, and developing new opportunities to partner with service suppliers.
  • Developing new revenue streams within the business, e.g. new events, new approaches, membership schemes etc.
  • Supporting the CEO in the development of BaseballSoftballUK’s business.

In a climate where funding for sport is expected to reduce in the near future and all publicly-funded sports are expected to become more self-sustaining, Joëlle’s new position as Head of Commercial will have a key bearing on how our sports progress in the UK over the next few years.

Back to news listing


Commenting is not available in this channel entry.

In this section


Get in the Game

Sign-up with the BSF to PLAY SOFTBALL

Hot Corner Signup Form
TBS + TSS 2021 Softball Advert
Follow Us