James Sherston-Baker serves as the Managing Director at Nicoya Consulting, where he leverages his extensive experience in sports marketing to spearhead innovative commercial projects across diverse sectors, including esports, automotive, and live events. With a proven track record in building and leading high-performing teams, James...
James Sherston-Baker serves as the Managing Director at Nicoya Consulting, where he leverages his extensive experience in sports marketing to spearhead innovative commercial projects across diverse sectors, including esports, automotive, and live events. With a proven track record in building and leading high-performing teams, James is adept at navigating the complexities of international sales and sponsorship sales, ensuring that each project aligns with client objectives while maximizing revenue potential.
At Nicoya, James is currently overseeing several key initiatives that highlight his expertise in feasibility studies and customer experience enhancement. His strategic approach to business development has been instrumental in forging partnerships with high net worth individuals and organizations, driving growth within the sports and entertainment landscapes. Under his leadership, Nicoya Consulting has successfully delivered impactful projects that resonate with audiences and stakeholders alike, reinforcing the company's commitment to doing things the right way.
James’s deep understanding of mixed-use venues and stadia operations allows him to create tailored solutions that not only meet client expectations but also elevate the overall experience for attendees. His passion for sports marketing, combined with his ability to adapt to the evolving demands of the industry, positions him as a key player in shaping the future of commercial projects in sports, culture, and entertainment. As Nicoya Consulting continues to expand its footprint, James remains dedicated to fostering innovation and excellence in every endeavor.
