May 9 - James Tombs has been appointed as the new head of commercial and business operations by British Basketball, a new role created to maximise the opportunities presented by the London 2012 Olympics.



Tombs is joining British Basketball from the Youth Sport Trust, where he held the position of corporate business development manager and assisted in the deal which recently saw Sainsbury’s become title sponsor of the prestigious UK School Games.

Tombs, who is due to take up his new position next month, said: "Basketball is a dynamic and engaging sport which enjoys high levels of youth participation across both sexes.

"For me, there exists genuine potential to take the sport to the next level in terms of its marketability and sustainable growth.

"There is significant scope to build on the existing framework of GB competition and events through strategic partnership marketing and inclusion activity to promote and develop the sport further, and make our mark on both the European and International stage.

"London 2012 presents an opportunity for the sport and I couldn’t resist the chance to play a central part in that."

One of Tombs immediate roles will be to manage the relationship with title sponsors Standard Life who came on board just before last year’s Game on at the O2.

He said: “It is essential that the profile of the sport and its commercial future are leveraged in accordance with its anticipated growth over the coming years and around the Olympic and Paralympic Games.

"The establishment of closer relations with the NBA and other European federations will be upmost in securing high profile events to drive interest and enthusiasm for the game and its players.

"Implementing diverse and innovative marketing activity will be key in identifying and communicating with the future ambassadors of the sport, whilst assisting in the commercial growth of the sport."

British Basketball’s Performance Director Chris Spice said: "The position is another example of our sport moving in the right direction, the board felt it was the correct time to bring in someone who could oversee our ever growing commercial portfolio and day to day business operations.

"The interest in the position was high, but James with his experience at British Triathlon and the Youth Sport Trust, was the outstanding candidate."