Cheltenham Town is set to welcome James Watts as their new managing director in a strategic move aimed at driving the club’s growth. Watts will be joining from League Two rivals Swindon Town, where he currently serves as chief commercial officer.
With a strong background in football administration, Watts has previously held roles such as general manager at Hereford FC and commercial manager at Newport County AFC. He began his tenure at Swindon in 2022 and is expected to start at Cheltenham Town’s Whaddon Road stadium this June.
The managing director role was newly created as part of Cheltenham Town’s ongoing expansion efforts. When advertising the position in April, the club emphasized their ambition: “As the result of an ongoing period of expansion, we now have a need for an equally ambitious managing director to join the team on our journey.”
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This appointment follows the departure of the club’s head of commercial operations, Linton Brown, in March after nearly two years. Luke Saunders was appointed as commercial manager shortly after Brown’s exit. Additionally, Cheltenham Town has bolstered their off-field team with new hires including a commercial executive, marketing manager, and media assistant to support the club’s evolving business operations.
Watts’ arrival signals a new chapter as Cheltenham Town continues to invest in leadership and infrastructure to strengthen their position both on and off the pitch.