Welcome to Yorkshire appoints new Chief Executive to replace Sir Gary Verity

Welcome to Yorkshire has appointed a new Chief Executive.

Monday, 2nd December 2019, 9:22 am
Updated Monday, 2nd December 2019, 9:24 am
New Welcome to Yorkshire Chief Executive James Mason.

James Mason, 41, who was born and raised in Bradford, will join the organisation early in the New Year. He replaces former CEO Sir Gary Verity who stepped down earlier this year amidst bullying and expense spending allegations.

The father of two is the former Chief Operating Officer of Bradford City Football Club and more recently Chief Operating Officer of global sports agency, First Point USA. He was previously a Broadcast Journalist at the BBC and has established and grown a number of businesses.

He said: “I have been fortunate during my career to fulfil so many of my childhood dreams, from broadcasting on national radio and television, to running my beloved Bradford City Football Club.

“To lead an organisation responsible for putting Yorkshire on the world map is an honour. As anyone who knows me will tell you, I am enormously proud of my Yorkshire roots and I have continued to live in the county even when work has taken me around the globe.

“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. Welcome to Yorkshire, and Yorkshire as a whole, has a hugely exciting future. I really can’t wait to get started.”

Mr Mason lives in Guiseley, Leeds, with his wife and two children. Earlier this year he founded a new café for dementia sufferers in Bradford (Bradford Memories) in association with the Sporting Memories charity, where he is a trustee.

Peter Box, Chair of Welcome to Yorkshire said: "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."