Olympia Events, managed by ASM Global and Legends, has appointed Gareth Lloyd as the venue’s new business development director, strengthening its senior leadership team and strategic commercial offering.
In his new role, he 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 £1.3bn regeneration launching in the latter half of 2025.
Lloyd has over 26 years of experience in the live entertainment, sport, and events industry. He has served as head of partnerships for the Birmingham 2022 Commonwealth Games and previously held the role of head of commercial media at the NEC Group, where he specialised in media sales, partnership sales, and oversaw the group’s partnership management function.
Chief executive officer at Olympia Events, Andy O’Sullivan, said: “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.”
