Welcome, Stuart!
Join me in welcoming Stuart James, our new Executive Director!
Stuart Stoneman James has spent his career working at the intersection of sports, entertainment, media, and community impact. He began in the global sports and entertainment industry, where over 25 years he helped organizations and brands operate across international markets and connect with audiences in meaningful, culturally relevant ways.
As Head of Asia Pacific for Helios Partners, Stuart worked on sponsorship and marketing initiatives tied to global properties including Arsenal Football Club, the Women's Tennis Association, and Major League Baseball in China. His role focused on building partnerships, managing cross border activations, and supporting major events such as Manchester United’s tour of China, Whitney Houston’s final world tour, and The Rolling Stones’ Asia performances.
He also served as Executive Director of China Team Sailing, leading the organization through the commercial, operational, and international partnership demands of competing in the America’s Cup. The role required balancing elite sport, national representation, and global sponsorship in a high pressure, high visibility environment.
Later, as co-founder of WheelsPlusWings, a media company based in China, Stuart focused on using storytelling to explore disability and inclusion in everyday life. Working with partners such as GoPro, DHL, and Porsche, the emphasis was on authenticity and changing perceptions without relying on advocacy driven framing.
Across his work, Stuart takes a practical approach to leadership, emphasizing clarity, sustainability, and follow through. He values collaboration over spotlight, steady progress over grand gestures, and believes lasting impact usually comes from doing the fundamentals well, consistently, and with respect for the people involved.
We are excited about the leadership and direction that Stuart is bringing to Bridge II Sports. Stay tuned for updates on future programs and new partnerships as BIIS grows and shifts into our future!
