Luke Byrne Email & Phone Number

Sydney, New South Wales, Australia

Growing live event production revenue growth across the Asia-Pacific region. Leading an international sales team to achieve revenue & profitabilty targets.Building and leveraging strong partnerships to grow market share with key stakeholders including State and Federal Government agencies.Develop and lead the sales strategy for continual revenue/market.

Sydney, New South Wales, Australia

Helping brands build successful, measurable and profitable partnerships in the world of sports.

Sydney, New South Wales, Australia

• I oversaw the Commercial and Operations portfolios to expand our stadium infrastructure market share acros Australia and New Zealand.
• Successfully led a 50-person team to adapt to COVID-19 disruptions, implementing a new project plan to deliver uninterrupted service for rescheduled AFL and NRL Finals series. This resulted in a 45% revenue increase.
• Increased the national events portfolio to over 350 annual live sporting events through successful partnerships with government, AFL, NRL, stadiums, and event organisers.
• Strategically led a company rebrand to position the organisation for future growth and success under new private equity ownership

Sydney, Australia

• I supported the transformation of commercial operations by establishing an internal capacity to increase revenue from media and sponsorship assets.
• Established and led a high-performance sales team, surpassing sponsorship revenue targets by 30% and outperforming the previous in-house agency.
• Developed and implemented a strategic sales plan, resulting in a 45% increase in revenue from key corporate sponsors.
• Led complex negotiations and secured lucrative sponsorship renewals with prominent brands such as Hankook Tyres, Coke, and Youi Insurance

Sydney Area, Australia

• I worked briefly with the Manly Warringah Sea Eagles, a rugby league club in Sydney's Northern Beaches, before transitioning to the National Rugby League.
• Pioneered a tiered sponsorship framework, revolutionizing the club's approach to securing corporate partnerships and driving a 55% increase in revenue within a year.
• Hired, trained, and equipped a highly skilled sales team, empowering them to attract and secure lucrative sponsorship deals.
• Orchestrated a comprehensive sales strategy, expanding the club's sponsor portfolio to include prominent brands such as Volvo and Coke.
• I was then headhunted into the NRL role.

Sydney, New South Wales, Australia

• Inaugurated into the role a mere 14 months before the tournament with a mandate to overhaul the marketing campaign.
• Revamped the ticketing sales market plan, resulting in an 87% increase in ticket sales revenue, exceeding the initial budget by $13 million.
• Leveraged data insights and strategic planning to achieve a significant 38% brand recognition increase within just three months.
• Implemented innovative marketing campaigns, effectively engaging with target audiences and driving ticket sales.

Sydney, New South Wales, Australia

• Led a team of 10, consistently achieving a 95% renewal rate for existing sponsors while expanding the sponsor portfolio through strategic acquisitions and new partnership categories.
• Secured significant partnerships with renowned organizations such as Crown Casino, Kenwood, De Longhi, Coca-Cola, Lion, and Fujitsu.
• Successfully negotiated the award-winning Colgate sponsorship, bringing in substantial revenue and strengthening the company's market position.

Sydney, New South Wales, Australia

I designed and executed a multi-channel marketing plan to increase membership and ticket sales for a club under new private ownership. As a result, I drove a 100%+ increase in membership and achieved a consistent membership churn rate of under 16% for three consecutive years

Working across the spectrum of Australia’s national sporting bodies and concert promoters, this role incorporated the day to day management of Ticketek’s largest account (ANZ Stadium). Worked closely with external stakeholders to leverage Australia’s largest event and entertainment customer database to drive attendance and increase pre-paid and casual.

Bachelor Of Commerce, Sports Management

Bachelor Of Commerce - Bcom, Sports Studies