With more than 15 years of experience in sports marketing and sponsorship, Sher’s unique skillset will assist the ESA in its role to inspire, unite and grow the sponsorship industry. At MediaCom, he has built an award-winning global business working with some of the world’s most admired brands and talent, including Toyota, Shell, American Airlines, Allianz, Pelé, Brian Lara, Mesut Özil and Eniola Aluko.

An existing member of the ESA Awards steering committee, Sher has also served as a Cannes Lions juror and co-authored a book on branded entertainment. He lectures on sports marketing to leading MBA programmes and his thought leadership has featured in the New York Times, CNN, the Drum, Bloomberg, BBC and many more.

“I have had the privilege to have been at the heart of this industry for the past two decades and have experienced it from all sides of the table. With the impact of traditional advertising continuing to decline, the role of partnerships that encompass media, technology, entertainment, sport and gaming, will become even more critical,” says Sher.

“The future is all about connecting through culture and I’m very much looking forward to working alongside my ESA board colleagues to provide our members across Europe with the very best resources to excel in this dynamic industry.”