Adam Malcolm appointed as Commercial Director

Wales Rugby League is pleased to appoint Adam Malcolm to the Non-Executive Board of Directors.

Adam is a seasoned professional in the financial services sector, who currently serves as the Chief Executive Officer of Hastings Financial Services Ltd. The company is an agile, digital, data driven lending business that aims to offer lending products in a simple, transparent, and convenient way for their customers.

Adam has a variety of skills and knowledge across different businesses, products, and roles, including being the Chief Risk Officer for Future Finance, Commercial Director for Admiral money and 118 118 money and various credit risk and pricing roles within Lloyds Banking Group. He enjoys working in innovative start / scale up organisations who aim to deliver sustainable or disruptive innovations to their customers. For instance, he was a credit risk subject matter expert that contributed to the first ever digital car finance journey within the Halifax app, which is still used today.

Adam is originally from Liverpool, but has lived and worked in South Wales for the last ten years, and is eager to help the growth of Wales Rugby League in his role as Commercial Director. This role will focus on developing the WRL commercial strategy, growing and optimising revenue streams, and contributing to the overall business strategy, ultimately to support the development of the sport at all levels, from grassroots to senior international sides.

“Wales is a proud sporting nation, and I am excited to be part of an organization that is dedicated to the growth and development of rugby league throughout the community,” said Adam.

“I am joining at an extremely exciting time for the sport. Progression on the playing front is evident, with World Cup qualifiers and tournaments are on the horizon,plus positive signs of developing domestic competitions and grassroot pathways that are continuing to build.”

“All this fantastic work to date needs sustainable ongoing financial support and I am looking forward to building upon our foundations, developing a strong commercial proposition, and working with partners, the wider WRL team and the community. Together, we can build a brighter future for the sport and inspire the next generation of players and fans.”

“I’m delighted to welcome Adam to the Board, and I believe his appointment is a very significant one for us,” said James Davies, Chair of Wales Rugby League.

“Adam’s track record of building businesses is evident and to have someone of his calibre supporting the growth of Wales Rugby League is a real asset at what we feel is an exciting time for the sport.

“Whilst we’ve made significant progress within the game on the playing front which will we believe will go from strength-to-strength, the major challenge for us is to grow the bottom line to allow us to invest further in the growth opportunity we see.  

“We’re working hard to be an attractive commercial proposition for potential partners to be working alongside us, for the benefit of both the sport in Wales, and their own ambitions as organisations.

“From our first conversation with Adam we knew he was the right person to support our journey. Having Adam’s experience and expertise on our Board of Directors and our newly appointed CEO can only help make that proposition even stronger.”