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James Curleigh is the President of Levis Brand and responsible for managing the strategic direction and execution of the brand worldwide. He is focused on building on the brand’s strong heritage by identifying innovative ways to connect with consumers around the world and masterminded the 20-year naming rights deal for the San Francisco 49ers’ new stadium in 2013, which is the largest NFL naming rights deal for a single team. James’ efforts ensure that the Levi’s brand will receive premium exposure when San Francisco hosts the Super Bowl in February. He also established and led TaylorMade-adidas’ golf division in Europe.
In this intimate Q&A at The Leaders Sport Business Summit London 2015, James is asked whether he believes sports across the board are thinking big enough in their strategies?