Jonny spearheads YouTube’s UK&I sports business, managing pivotal relationships with the world’s largest sports organisations. He drives strategy and partnerships with rights holders like the Premier League, Women’s Super League, and Formula 1; broadcasters including Sky Sports, DAZN, and TNT Sports; and develops crucial projects with agencies, athletes, and tech providers.
His career began by securing a freelance production runner role at Sky Sports in 2011. Over the following years, he immersed himself in the industry, honing his craft in editing and production. Transitioning into strategic partnerships, Jonny was instrumental in revolutionising Sky Sports’ approach to social media. He led the groundbreaking initiative to distribute Premier League highlights on YouTube and Snap – a first for both a Premier League broadcaster and the platforms themselves. Central to this was Jonny’s vision for audience development and off-platform commercial success.
Under his influence, Sky Sports became a trailblazer in digital sports content distribution and commercialisation, achieving another first as the first EMEA broadcaster to sell content inventory on YouTube, Snap, and Facebook. Jonny’s unique ability to educate, inspire, and bridge the critical gap between content, production, and commercial teams proved essential, accelerating audience and revenue growth.
Recognizing his transformative impact, YouTube recruited Jonny in 2022 to lead its UK&I Sports division, guiding the industry through a period of significant transition. His deep knowledge and experience are highly valued both within Google and across the sector, evidenced by his role as a judge at Sports Industry Awards and his contributions as a leading voice at industry events and podcasts, including Leaders summits.
Jonny’s journey to Google fuels his commitment to creating pathways for others. He actively leverages his position as a mentor and volunteer with the social mobility charity LTSB, with some of those students later becoming apprentices at Google.
