Scottish Rugby Strengthens Leadership Team with Key Commercial Appointment

EDINBURGH, SCOTLAND - APRIL 09: New Scottish Rugby Union Chief Customer Officer Olaf Gueldner is pictured at Scottish Gas Murrayfield, on April 09, 2025, in Edinburgh, Scotland. (Photo by Paul Devlin / SNS Group)

Scottish Rugby has taken a significant step toward accelerating commercial growth and securing a sustainable future with the appointment of its first-ever Chief Customer Officer, announced today (9 April 2025).

The Edinburgh-based governing body, which owns Scottish Gas Murrayfield Stadium, has appointed Olaf Gueldner to oversee its commercial, brand, marketing, digital, and content strategies following an extensive recruitment process.

A highly experienced commercial leader, Gueldner joins Scottish Rugby with a proven track record in revenue growth, fan engagement, and digital transformation. Most recently, he held senior marketing leadership roles at The Jockey Club, the UK’s leading horseracing operator, where he was instrumental in driving the commercial success of iconic events such as The Cheltenham Festival, The Randox Grand National, and The Derby. Prior to this, he spent five years with the Goodwood Group, spearheading customer engagement, digital transformation, hospitality innovation, and partner activations.

His career also includes serving as Chief Marketing Officer and General Manager at Sands China in Macau, where he led marketing operations for the world’s largest integrated leisure resort and casino, a £10bn revenue enterprise. Additionally, Gueldner has held senior roles at major global brands, including DHL Express, AVIS, and Sportingbet.

Driving Innovation and Growth

In his new role at Scottish Rugby, Gueldner will lead a comprehensive commercial strategy aimed at achieving financial sustainability and long-term growth. His focus will be on three core pillars:

• Digital & Content: Enhancing fan experiences through innovative, digitally empowered engagement strategies.
• Marketing & Brand: Strengthening Scottish Rugby’s brand presence on a local as much as on a global scale.
• Commercialisation: Expanding revenue opportunities through partnerships, customer-driven innovation, and venue maximisation.

A further key priority will be leveraging the full potential of the Scottish Gas Murrayfield campus, home to international Test matches, A-list concerts, and top-tier sporting events, to drive new revenue streams and commercial success.

Leadership Perspectives

Commenting on his appointment, Olaf Gueldner said: “An opportunity like this at Scottish Rugby is rare, and I am thrilled to step into this role. The passion and profile of rugby were huge draws for me, and I see immense potential to deepen our connection with fans, enhance our commercial offering, and drive the financial growth needed to support the future and success of the game in Scotland.”

Scottish Rugby CEO, Alex Williamson, who previously worked with Gueldner at Goodwood, added: “This is a pivotal moment in our commercial journey. Sustainable growth is essential to the future of Scottish Rugby, and Olaf’s experience across sport, entertainment, and global brands makes him the perfect fit for this role. He is a values-driven leader who will help elevate our fan and partner experiences to world-class standards.”