Guy Hedderwick

I’ve led through crisis with bomb squads outside the venue and through growth with budgets rising by tens of millions. From turning around financially broken stadiums to reimagining mega-projects in Saudi Arabia, my focus is simple: build bold, people-first venues that generate emotion, revenue, and impact. I’m a global venue strategist with 25+ years of experience across Australia, the UK, NZ, South Africa, and now the Gulf. I partner with public and private sector leaders to transform underperforming assets into commercially sustainable destinations — integrating technology, culture, and world-class fan engagement. Currently consulting on multi-billion-dollar venue and entertainment projects across Saudi Arabia, including Qiddiya, SEVEN, NEOM-Utoma, and the Red Sea Project. Whether leading major sports teams, unlocking $50M+ in capital, or delivering 300+ event days a year, I’m known for making the complex operationally executable — while building inclusive, high-performing teams people want to be part of.

✅ Qiddiya Large Festival Ground – Developed the comprehensive business plan, shaping the vision and strategic framework for this groundbreaking entertainment hub.

People & Culture – Led staff performance, leadership development, career pathways, and high-impact training initiatives. Cutting staff churn rate from 40% p.a. to less than 5%.

300% increase in sponsorship revenue and 150% growth in event revenue, including securing a prestigious Head Naming Rights Sponsor.

✅ Secured $500,000 in Women in Sports funding to support facility and programming enhancements.

✅ Led major venue upgrades, including new state-of-the-art change rooms and installation of a cutting-edge LED central cube.

✅ Revitalized the Stadium's reputation as a premier entertainment venue, attracting significant music events such as RnB Fridays after a 20-year hiatus.

✅ Led a South Australian sports delegation to Shandong, China in honor of a 30-year sister-city relationship.

✅ Under my leadership, the Adelaide 36ers achieved record sell-outs, won a minor premiership, and reached a grand final. Adelaide Lightning home game attendance grew by an astounding 700%.

My tenure was defined by dynamic commercial innovation, venue transformation, and elevating South Australian basketball and entertainment to new heights.

Revenue Generation & Commercial Strategy – Spearheaded a comprehensive marketing, fundraising, and sponsorship strategy, delivering record-breaking commercial success.

✅ $50 Million Revenue Growth – Over a 10-year period, drove unprecedented revenue through sponsorships, memberships, and suite sales.

✅ High-Profile Event Acquisition & Delivery – Secured sold-out concerts that contributed over $8 million in economic benefit to the city in their first year.

• Live Nation, Consultant (Stadiums & Mega-Venues), 01/01/23, Present, Remote / KSA-Focused, Advising on stadium and arena strategy for giga-projects including Qiddiya, Red Sea Project, SEVEN, and NEOM-Utoma, Supporting venue positioning, operational planning, event simulation modelling, and digital experience design, Collaborating with stakeholders across PIF-funded projects to ensure world-class, culturally grounded venue ecosystems.
• Novatech Creative Industries, Consultant (Strategy, Operations, People & Performance), 01/01/21, Present, Adelaide, Australia, Rebuilt internal culture and operations, reducing staff churn from 40% to 10% across 108+ team members., Delivered Novatech’s most profitable year on record in 2022–23 through integrated strategic planning., Designed and launched the Novatech Academy, a national-first training platform supported by AV Alliance, Oversaw 280+ live event days/year across touring, festivals, sport, and corporate sectors.
• Shango Consulting, Principal Consultant, 01/01/20, Present, Global, Providing strategic direction, turnaround advisory, and stakeholder alignment for sports, venue, and entertainment organisations, Clients include Venue Pro (UK), Adelaide Lightning, and venue leadership across AU, NZ, UK, Delivering brand repositioning, financial turnaround, and sponsorship structuring
• Titanium Security Arena / Adelaide Basketball, CEO & Executive Director, 01/01/13, 12/31/20, Adelaide, Australia, Grew sponsorship by 300%+ and event revenue by 150% through strategic restructuring., Delivered central LED screen, venue technology upgrades, and women’s sport facilities (secured $500K grant), Scaled venue to 200+ events/year and achieved multiple sell-out seasons for Adelaide 36ers and Lightning.
• Dunedin Venues / Otago Rugby / Carisbrook Stadium Trust, Commercial Director / GM, 01/01/08, 12/31/13, Dunedin, NZ, Delivered $50M+ in commercial revenue across sponsorship, naming rights, and event acquisition., Brought in Rugby World Cup, FIFA U20 World Cup, All Blacks, and Elton John, Rebuilt Otago Rugby from financial collapse to community-backed stability
• New Zealand Knights FC (A-League), CEO, 01/01/04, 12/31/06, Auckland, NZ, Raised $4M+ in funding and re-secured FFA license post-Kingz collapse., Built full operating team, negotiated Sky NZ broadcast deal, and restored national competition status.
• Hellenic FC & Black Leopards FC, CEO, 01/01/00, 12/31/04, South Africa, Led club restructuring, grew fan base by 300%, and secured major broadcast sponsorship., Delivered youth development pathways and successfully exported talent to 1860 Munich (Germany)

• IAVM / VMA / EVANZ Member – Global Venue Industry Associations
• Co-author – Arena & Stadium Handbook (IAVM)
• Mentor – Women in Sport Leadership Programmes (AU & NZ)
• Certified Venue Manager – In Progress (VMA/IAVM Pathway)

• Saudi Arabia
• United Kingdom
• Australia
• New Zealand
• South Africa

• Director – Big Al Foundation (Youth Suicide Prevention)
• Chair/Board – Otago Nuggets, Otago United, Woodville Rugby, Southern Suburbs Rugby
• Past Chairman – Institute of Credit Managers, South Africa
• Head Coach – Berkshire Cricket (U12–U14s)
• Member – Hine Manawa Rau (Allies for Women in Sport Leadership, NZ)

• Leading Live Nation's consulting strategy across Qiddiya, Red Sea, and SEVEN projects
• Tripled sponsorship revenue at multiple clubs and venues
• Delivered over $50M in capital revenue across two major new stadium projects.
• Created Australia’s first venue academy for live production and venue ops.
• Successfully turned around failing organisations in NZ, AU, and SA