Football Australia marketer joins TEG as commercial chief

Luke Bould becomes chief commercial officer at the live entertainment, ticketing and data company

Former Football Australia marketing chief, Luke Bould, has become the new chief commercial officer for live entertainment, ticketing and data provider, TEG.  

The role sees Bould overseeing TEG’s group commercial activities, working with all business units to drive growth globally as well as overseeing communications and corporate affairs. He reports to CEO, Geoff Jones and is taking up a newly created position.  

CMO understands Bould will also be working closely with TEG’s South by Southwest (SXSW) Sydney team. The debut of SXSW in Sydney in October 2023 was announced last week and is a collaboration between the NSW Government, Destination NSW, TEG and SXSW.

Bould has more than 25 years’ experience in sport and entertainment. For six years, he worked with Football Australia, commencing as head of commercial and media rights before rising to chief commercial and marketing officer in July 2018. His efforts saw him recognised in the 2019 edition of the CMO50 of Australia’s most innovative and effective marketing leaders.  

Credit: Luke Bould


He’s also held commercial and marketing roles at Cricket Australia and Athletics Australia and is an experienced non-executive director. More recently, he founded alacria, where he remains a director. Bould has a background in music and filmed entertainment with Polygram in the UK.

“We are excited to welcome Luke in this vital role as we continue to demonstrate the power of the live experience to connect brands with consumers and generate ROI,” Jones stated. “Luke is a highly experienced executive with a strong track record of delivering commercial growth, digital innovation and creative deals in sport, events, and music. He is a great addition to our senior leadership team.”  

Bould said he was delighted to join TEG. “This a great Australian success story that has become one of the world’s top integrated live entertainment businesses,” he said.  

“It is an exciting time for TEG, with enormous growth opportunities, so I am looking forward to leading the commercial development of the business.”

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