From left to right: Charlotte Jacques, James Tollington, Luke Bliss

8th May 2025, London: Global sport and entertainment agency, Fuse, has announced a trio of promotions as it looks to strengthen and expand its Executive Leadership team. Luke Bliss has been promoted to Managing Partner, PR & Creative, James Tollington to Managing Partner, Client, and Charlotte Jacques to Managing Partner, Events & Live Experiences.

Previously Head of PR, Luke Bliss steps into the newly created role of Managing Partner, PR & Creative. Since joining the business in 2017, Luke has grown Fuse’s specialist PR division into an award-winning service that supports several Fuse clients across their sport and entertainment sponsorships, including Google’s partnerships with Arsenal F.C. and Liverpool F.C., Vodafone’s Rugby, Tennis and Music partnerships, and Panini’s football collections, amongst others. Luke will remain focused on the continued growth of the division, with an expanded remit to unify and lead the agency’s creative capabilities into 2026.

Group Director James Tollington has been promoted to Managing Partner, Client, with a remit focused on delivering industry leading consultancy across Fuse’s largest international clients, as well as driving client growth and new business. With over 15 years at the agency, James has led major accounts such as Vodafone, Google Pixel, Nissan and Santander, and has been instrumental in negotiating some of his clients’ most high-profile sports partnerships, including Vodafone’s deals with the Welsh Rugby Union, Scottish Rugby and Wimbledon. Internally, James will be responsible for strengthening Fuse’s consultancy offering and talent, and will help shape the agency’s broader strategic direction.

Charlotte Jacques has been promoted from Partner to Managing Partner, Events & Live Experiences, where she will oversee the strategic growth and execution of Fuse’s live event and experiential offerings. With 14 years of experience in the sports and major events industry, Charlotte has worked for local organising committees, specialist event and hospitality agencies and worked with numerous governing bodies such as UEFA, FIFA, IOC and the ICC.  At Fuse, Charlotte has delivered standout brand experiences for clients such as HTC, Carlsberg, UniCredit, Nissan, PepsiCo, Enterprise, Santander, and Just Eat Takeaway.com.  Her work spans some of the world’s largest sport and entertainment properties and events.

The new Managing Partners will report into Louise Johnson, Global CEO of Fuse. They will be instrumental in delivering Fuse’s global proposition – Culturally Connected, Seriously Effective – using their deep expertise to connect brands to culture and drive meaningful results.

Louise Johnson said: “These promotions reflect Fuse’s commitment to career progression and development, as well as our ongoing ambition to deliver best-in-class campaigns and partnerships for brands in sport and entertainment. Luke, James and Charlotte have already significantly contributed to the growth of the business over a number of years and will now bring a wealth of experience to their new roles.”

Luke Bliss said, “Fuse is an agency with wonderfully talented people and a roster of brilliant clients and we’re immensely proud to have played a part in its growth over the past decade. Our focus now is to make sure that success continues long into the future by retaining the very best of what we do now, while evolving our products and services to consistently meet our client’s needs. There’s never been a more exciting time to work in Sport and Entertainment at one of the world’s leading agencies.”

About Fuse

Fuse is a global sport and entertainment agency offering marketing and commercial services for brands and rights holders. It has offices in the UK, Europe, the Americas and Asia with over 400 employees internationally, recently opening hubs in Spain, India and Brazil. Its global CEO is Louise Johnson – one of Sports Leaders Under 40 and last year’s Jury President of the Entertainment Lions for Sport at Cannes Lions. Current international clients include PepsiCo, Vodafone, Nissan and Philips. Fuse’s work has been recognised across industry leading awards including Cannes, The Sports Industry Awards and the UK Sponsorship Awards. https://fuseint.com/