Joel is a senior strategic advisor with over 30 years of experience specialising in strategic partnership development, major event strategy, and policy leadership regionally and nationally in sport.

He is widely recognised for his ability to design and deliver impactful strategies that leverage sport commercial investment and major events to drive economic, social and community outcomes.

Most recently as Strategic Lead for Major Sporting Events at the West Midlands Growth Company, Joel built the region’s global sporting profile, shaping the sports hosting strategy for the £24m Birmingham 2022 Business & Tourism Programme, which aimed to use the Commonwealth Games to drive trade, tourism and investment in the region and helped secure the first Commonwealth Esports Championships in 2022. 

Joel also sits on the Executive Board of the International Association of Event Hosts, is a steering board member for the IWG Global Conference on Women & Sport 2026, and is a regular guest speaker at international conferences. He is also a former British Heavyweight Taekwondo Champion and GB Team member.

Current Role & Contributions: British Esports appointed Joel Lavery as VP of Strategic Partnerships and Major Events in September 2025.

Joel looks forward to working with the board, colleagues, players, and wider stakeholders to take British Esports to the next level.

Focus Areas: International federations and national governing bodies of sport, major events, policy and strategic partnerships, commercial investment

Favourite sayings: “Talent is nothing without opportunity. The true voyage to discovery isn’t in seeking new horizons, but seeing the old ones through new eyes.”

If Their Life Was a Movie Title: Me. We.

“Together with our partners and the wider ecosystem, I’m excited to help shape the future of British Esports — championing talent, driving innovation, and ensuring Esports continues to thrive across the UK and beyond.”