About the Directors

James Ashworth - Managing Director

As Managing Director of Velocity Brand Management (VBM), James Ashworth has been at the forefront of driving the evolution of licensing within the Australasian landscape and evokes a spirit of entrepreneurship, creativity and professionalism to all facets of his business.

James has developed a team at VBM who have become experts in building quality bespoke licensing programs, with a specific focus on sport and major events. Under James’ leadership; VBM, established in 2004, has been responsible for some of the most iconic sports program such as Rugby World Cup 2011, Cricket World Cup 2003 & 2007 and the upcoming CWC 2015 as well as the continued management of Australian Open Tennis, National Basketball Association (NBA) (Asia Pacific), National Rugby League (NRL), State of Origin, Football Federation Australia (FFA), V8 Supercars, All Blacks and Hyundai A- League. Additionally, he and his team have conceived and implemented ground breaking practices and retail exclusive programs devoted to specific licensed properties including developing a retail business specialising in venue and online retail called VBM Retail.

Prior to establishing his own agency, James was Senior Vice President, Licensing for International Management Group (IMG) and responsible for licensing clients including Sydney Opera House, Rugby World Cup 1999 and 2003, the Australian Rugby Union/Wallabies, Johnnie Walker Classic and numerous other motorsport, golf, tennis, and Ironman event programs. Over 2002/2003 James spent 18 months as Director of Motorsport for IMG overseeing all motorsport operations including events such as Indy 500, prior to establishing VBM.

Prior to IMG James was the Director Sales and Marketing Licensing, at the Sydney 2000 Olympic Games.

James has a Bachelor of Education in Physical Education from the University of South Australia.

Paul Bouttell - General Manager Licensing

Paul is responsible for management and direction of strategy across all VBM licensing programs.  This includes brand marketing and facilitation of coordinated marketing campaigns in conjunction with key licensors. As well as identifying and developing key sales opportunities and building strong relationships with key retailers.  Paul has been instrumental in the appointment of a variety of licensees in various categories that have resulted in turnover of retail sales in excess of $100 million across VBM’s licensing programs. Paul has already brought a number of licensees to VBM and he will continue to bring new licensees and promotional partners onboard.