02 December 2019

The former chief operating officer of Bradford City has been named as the new chief executive of Welcome to Yorkshire.

James Mason will join the organisation early in the New Year and brings experience in business growth, finance, marketing and public relations.

Most recently, he was chief operating officer of a global sport scholarships business, and he has also held senior leadership roles at Bradford City and Rochdale football clubs.

Mason began his career in sports journalism, becoming a familiar face on the BBC's Final Score programme.

He set up his first company at 21 years of age before selling this prior to joining Bradford City in 2014, where he spent four years as chief operating officer.

Mason said: "I'm looking forward to working with the team at Welcome to Yorkshire to continue to build this country's reputation as the best place in the world to visit, live and work.

"I know the organisation has been through a challenging period and I understand the need for transparency going forward.

"I have every confidence that by working together, and with the support of our partners and stakeholders, we can regain trust and rebuild relationships.

"Looking forward there are opportunities for digital growth and to engage with the Yorkshire community across the world to really showcase the county's modern-day diversity."

Peter Box, chair of Welcome to Yorkshire, added: "James is a passionate and proud Yorkshireman. He'll be a hands-on CEO with strong values and integrity who brings with him a wealth of experience in business, marketing and public relations and will be a huge advocate not only for the organisation but for the county.

"This is a new start for Welcome to Yorkshire, and as chair, I'm very much looking forward to working with James to build on the organisation's fantastic foundations and together, with the team, lead us into a new and exciting future."