YAE Ticketing and Hospitality Lead

The YONEX All England Open Badminton Championships is the world’s oldest and most prestigious badminton tournament. First held in 1899, it unites the world’s top athletes with passionate fans, showcasing elite performance, rich heritage, and electrifying competition, in a global celebration of the sport. Winning the All England is seen as a career defining moment, connecting today’s champions to legends of the sport. As the event evolves into an ambitious 11‑day format, we are transforming our approach to drive growth, innovation and world‑class fan and athlete experiences.

Owned and delivered by Badminton England, the sport’s national governing body, the Yonex All England Open is a flagship event that showcases the very highest level of our sport while creating inspirational moments on and off the court. At the centre of a thriving national badminton community, we bring together players, coaches, clubs, officials, volunteers and fans to inspire lifelong involvement and celebrate the sport. Guided by our values, we focus on what matters, include intentionally, play for each other and strive to do today brilliantly, challenging the status quo and delivering excellence, both on and off the court.

Role Summary

We are seeking an ambitious, strategic, and innovative Ticketing & Hospitality Lead to shape the future of ticketing and premium experiences at the YONEX All England. You will lead the design and implementation of a new ticketing approach aligned with the expanded event structure, oversee the creation of new hospitality products and packages, and work closely with the Marketing team to achieve attendance and revenue targets. This role is central to our commercial success and offers the opportunity to own high impact projects from concept to delivery.

Ticketing Strategy & Management

• Develop, and deliver a new ticketing strategy for the 11 day event format.
• Build ticketing products, pricing models, and fan propositions that drive revenue, attendance, and market growth.
• Implement segmentation, bundling, and early access initiatives to maximise yield.
• Work with our venue partner to oversee ticket platform management, sales setup, reporting structures, and operational delivery.
• Lead sales forecasting, data analysis, and weekly performance reporting to the Commercial Director during on sale.
• Work with our venue partner and the wider marketing team to optimise the customer journey across all touchpoints.

Hospitality Development & Delivery

• Create and launch a refreshed suite of hospitality experiences, including premium seating and F&B packages.
• Work with venue partners, suppliers, and internal teams to ensure high quality hospitality service delivery.
• Develop sales strategies, pricing architecture, and inventory management for all hospitality products.
• Produce compelling sales collateral and ensure hospitality propositions are effectively marketed.

Collaboration & Stakeholder Engagement

• Work in close alignment and partnership with the YAE Marketing and Commercial function and the YAE Operations Lead.
• Work closely with the Marketing team to deliver targeted ticketing and hospitality campaigns based on insight and segmentation.
• Manage relationships with external ticketing providers, agencies, and event stakeholders.

Other Responsibilities

• Undertake other duties as reasonably required, consistent with the purpose of the post.

Essential

• Proven experience in ticketing strategy development and implementation, ideally within a sport event context.
• Demonstrable experience delivering or exceeding ticketing and/or hospitality revenue targets.
• Strong understanding of ticketing models, pricing strategies, and customer journeys.
• Excellent analytical and forecasting capabilities, with confidence in using data to drive decisions.
• Strong stakeholder management and relationship building skills.
• Highly organised with the ability to manage multiple projects and deadlines simultaneously.

Desirable

• Experience with large-scale or multi day sporting events.
• Knowledge of ticketing platforms, CRM systems, and audience insight tools.
• Understanding of premium customer expectations and VIP experience design.

Office Location: National Badminton Centre, Milton Keynes (Hybrid working with minimum 2 days in the office to include Thursdays)

Term: Permanent

Hours: Full-time (35.58h)

Salary: £45,000 - £50,000

Diversity & Inclusion: We positively celebrate Diversity & Inclusion at Badminton England. Our aim is to become the UK’s most inclusive National Governing Body - for our staff and members, reflecting and connecting with the diverse communities that we serve. We want people from all walks of life to feel valued for their individuality, thrive in our business and share a sense of belonging.