London Mavericks have announced former Saracens’ Managing Director of Women’s Sport and Environmental, Social and Governance, Kieran Crombie, as CEO, as the club prepares for a new era of professionalism in the Netball Super League 2025 (NSL).
Crombie brings with him a decade’s experience in the sports industry, specifically leading teams to deliver on social impact and women’s sport.
As Saracens MD of Women’s Sport, Crombie significantly increased the live audience for matches at StoneX Stadium, with attendances growing by more than 70% over the last season for women’s rugby.
Formerly Head of Saracens Sports Foundation, the charitable arm of Saracens Rugby Club, Crombie played an instrumental role in restructuring the charity before going on to lead the organisation for four years. Under his leadership, the charity almost doubled in size, and impacted over half-a-million people.
The charity’s vision focuses on inspiring local communities through the values of sport, physical activity and social opportunities, using them as a catalyst for positive change and fulfilment of potential. During his tenure, Crombie successfully delivered a social return on investment (SROI) of £6.60 for every £1 invested. By comparison, the average SROI across sport as a whole is estimated at £3.28.
In addition to his netball and rugby experience, Crombie has also worked in Premier League football at Fulham Football Club and tennis at the Lawn Tennis Association.
Speaking about his new position, Crombie said:
“I am so excited to continue my journey with London Mavericks in this new role.
“We have an ambitious plan for the club over the next ten years. At the heart of this vision are our communities; we want to show that a club can perform exceptionally well on the court, while doing incredible things off it to provide long-lasting positive impacts on netball and women’s sport.”
Highly regarded for his strategic thinking, leadership skills, team ethos and knowledge of how to promote and grow women’s sport, London Mavericks’ co-owners Lucy Wray and Olivia Hall are thrilled Crombie has joined them as Mavericks embark on a new chapter.
“Olivia and I are delighted that Kieran agreed to come on board as CEO of LDN Mavericks,” said Wray.
“We know that Kieran shares our values of a people first culture whilst balancing our desire to have a hugely positive social impact and building a long-term successful team.
“Kieran has a proven track record of inspiring and managing teams and delivering strategically. He will always go above and beyond and push the boundaries of what is possible. Most importantly he is just a brilliant person and is values driven. Thank you for joining us Kieran.”
London Mavericks’ Director of Netball, Tamsin Greenway, also understands the positive impact Crombie will have on the club, having worked alongside him during her time at Saracens.
“It’s fantastic news for London Mavericks to have Kieran as CEO,” she said: “I don’t jump two-footed into a project unless it has the right people behind the scenes. Having two strong leaders in Lucy and Olivia was already a massive a pull for me, but Kieran moving across from Sarries and fully committing to London Mavericks made my decision even easier.
“It’s so important to have the right people leading the club. Kieran has always been a huge advocate for women’s sport and has experience across a range of sports. He totally understands its landscape and potential and is keen to push the boundaries and try something different.
“Kieran will be key to Mavericks’ stability and has a strong vision for how to achieve commercial and sporting success.
“Alongside his drive to succeed on and off the court, Kieran is also one of the calmest people I’ve ever worked with in performance sport. He genuinely cares about the club and wants to create an environment where people are treated well, are valued and supported, so it’s a perfect blend for us.”