John Allert joins UK Government's Sports Business Council

John Allert, Chief Marketing Officer of McLaren Technology Group, has been announced as part of the UK government’s newly formed Sports Business Council. 

The Sports Business Council is focused on supporting growth for the sports sector, improving access to finance and developing skills. It looks to exploit the UK’s reputation as a global sporting power with expertise in hosting major events and developing international brands, driving exports abroad and seeking opportunities at home.

It also provides an important channel for representatives from the sports business world to work with the UK government and helps to make decisions quickly that have public and private sector buy-in.

The Council meets quarterly and Allert will use his expertise to focus on intellectual property rights, supporting the group in the mission to unleash untapped potential in Britain’s sporting economy.

Bringing more than 10 years of experience driving the direction of McLaren’s marketing, Allert joins a committee including Premier League Executive Chairman Richard Scudamore and Sports Minister Tracey Crouch.

Allert was selected to join the Council alongside other leading sports figures from both the private and public sector to ensure the sports economy continues to grow and prosper.

Tracey Crouch, Sports Minister, said:

“Sport makes a major contribution to the economy with major events, sports equipment and media rights generating billions in spend and the sector employing around a million people in the UK. But there is more that we can do to support the sector and spread jobs, prosperity and opportunity around the whole country. The Sports Business Council will bring together key players in the industry to help us do just that.”

John Allert, Chief Marketing Officer, McLaren Technology Group said:

“I am delighted to join the Sports Business Council, and specifically to contribute on the topic of intellectual property rights – a critical area of both challenge and opportunity for British sports franchises and brands. My role further substantiates McLaren’s commitment to bring British sports and business interests closer together, and to bring British technology and innovation to our outstanding sporting culture, for the benefit of all.”