Howden appoints new director of sponsorships

Howden has appointed Rachel Woodward as its new director of sponsorships.

In her new role, Woodward will lead broker’s global sponsorship team and oversee the selection, activation and evaluation of the portfolio of sponsorships and partnerships. 

Howden’s sponsorship portfolio spans multiple sports, including its role as the Series Title Partner for the inaugural Howden British and Irish Lions Women’s Tour to New Zealand in 2027.

Woodward will be responsible for ensuring these partnerships deliver measurable impact across brand building, client retention, new business development and stakeholder engagement.

She will also lead the development of a sponsorship strategy looking ahead to 2030, including the identification, assessment and negotiation of new opportunities, as part of Howden’s wider corporate affairs strategy.

“I’m proud to be taking on this great role at such an exciting time for the group as we step up our global ambitions,” she said.

”We have so many fantastic partnerships, from Ascot and the Jockey Club of Saudi Arabia to the Bahrain Turf Club and Victoria Racing Club. From Sail GP to the LTA to the Goodwood Festival of Speed.

”And I’m especially excited about the upcoming British and Irish Lions Women’s Tour in 2027 – since championing women in sport is something that’s long been close to my heart. Best of all, I get to work with a fantastic team of truly inspiring individuals, each experts in their field. Together I’ve no doubt we’ll make a real difference.”

Experience

Woodward brings more than 25 years of experience in strategic sponsorships and partnership activation.

Since joining Howden five years ago, she has played a role in strengthening the group’s approach to sponsorship. Her previous experience spans global media businesses such as ESPN, agency-side roles at Octagon, rightsholder organisations including the Rugby Football Union (RFU) and English Premier League football club West Ham United.

Brigitte Trafford, group chief corporate affairs officer at Howden, said: “Her promotion reflects her proven leadership, deep expertise and the impact she has made in our sponsorship activities across Howden.

“As we continue to build out our sponsorship portfolio, she is exceptionally well placed to lead our sponsorship strategy as we enter into the next phase of Howden’s growth. She will help us articulate our story, build our brand and engage our clients in a fun, distinctive and authentic way, remaining true to our founding spirit as we grow.”