W Series announces the appointment of Tracey Keenan to the new board director role of Chief Commercial Officer.

Tracey joins W Series with a wealth of commercial experience, most recently with WWE (World Wrestling Entertainment), where she was Vice President and General Manager of WWE’s UK and Ireland business (its largest and most successful business outside the USA) and was responsible for the monetisation of broadcast, digital and OTT platforms, live events, sponsorship, licensing and marketing.

Prior to joining WWE, Tracey has worked in commercial roles in a number of sports, entertainment and media organisations, where she led partnership, sales and business development programmes. She has worked for the BBC and News Corporation, led the commercial partnership programme at Tottenham Hotspur FC, advised the UK Government on its Trade and Investment sponsorship strategy, and helped finance major international events such as Robert Redford’s inaugural Sundance London Movie and Music Festival.

At W series, Tracey will sit on the main board and will lead commercial strategies and revenue generation across multiple business lines including global sponsorship, broadcast rights and licensing.

“I’m thrilled to be joining W Series, which in its first season is already democratising motorsport and adding a compelling new competition to the rapidly growing roster of women’s sports globally.

“I’ve been impressed with what W Series has accomplished so far, and firmly believe that it can build on its early achievements and attract investment and sponsorship on an international scale. Women’s sport is undoubtedly a growth area for fans, investors and sponsors alike, and it’s already clear that W Series is about great racing as well as diversity.”

Tracey Keenan, W Series’ Chief Commercial Officer

“Tracey is a key hiring for W Series, and will bring energy, enthusiasm, expertise and experience to our commercial operation, which she’ll be leading from June 3 onwards.

“She understands the rapidly changing face of sponsorship and commercial sport, and will work well with our marketing, events, communications and social media teams to optimise W Series’ partnership offering and tailor its assets and brand to a wide variety of brand and business partners.

“She has an impressive record as a commercial and strategic high achiever in sport, and has done a lot to drive gender equity for female athletes.”

Catherine Bond Muir, W Series’ Chief Executive Officer