Former Wimbledon communications and marketing director Alexandra Willis takes up the role this week
The Premier League has appointed Alexandra Willis as its director of digital media and audience development.
Willis has spent the past 11-and-a-half years at the All England Lawn Tennis Club (AELTC), starting as a digital content editor and spending the last year as communications and marketing director. Her time with the company included the launch of Wimbledon’s D2C video platform, and large growth across its digital and social output.
Willis also an advisory member on the board of production company Whisper, which works on sporting events such as The Paralympics, international cricket featuring England and India, and Formula One with The British Grand Prix.
At the Premier League, Willis will focus on its D2C strategy, and report to chief media officer Paul Molnar.
Speaking to Sport Business ahead of the move, she said: “The sports industry continues to navigate a pivotal period of change as fandom and consumption becomes more fluid, competition for attention more extreme, and yet the capacity of sport to engage and entertain through its great characters and stages even more powerful.
“To support the Premier League in this fascinating chapter and embrace the opportunities to broaden its appeal, relevance and ultimately audience, is a great next challenge.”
For an idea of how Willis approaches fan engagement as a rights holder, she featured on the Broadcast Sport Podcast last year to explain her strategy.
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