Scottish Rugby appoint former Carlsberg UK boss as Chief Commercial Officer

Julian Momen will join Murrayfield's executive team in early January 2022

Julian Momen will take over as Chief Commercial Officer at Murrayfield in early January. Image: © Craig Watson -
Julian Momen will take over as Chief Commercial Officer at Murrayfield in early January. Image: © Craig Watson -

SCOTTISH RUGBY has added to its executive team with the appointment Julian Momen, former CEO of Carlsberg UK, as its Chief Commercial Officer.

Momen spent seven years at the brewing giant, initially as Chief Financial Officer from 2012-2016, before taking on the top role for the UK operation until 2019. The 58-year-old will take up his new position in early January 2022.

He will report directly to CEO Mark Dodson and have responsibility for Scottish Rugby’s commercial, ticketing and marketing functions. These areas previously fell under departed Chief Operating Officer Dominic McKay‘s remit.

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“Rugby both in the UK and internationally has emerged from the Covid pandemic with a number of exciting new business and sporting opportunities which will transform the sport in the coming years,” said Dodson.

“It is vital Scottish Rugby continues to play a major role both as a sporting governing body which has a strategy in place to support the game at every level in Scotland and to keep pace with the speed of change rugby is embracing.

“We are therefore delighted to welcome Julian to our senior executive team and the experience he will bring in managing change, developing business models and ensuring Scottish Rugby continues to be a commercially attractive brand for its partners to enable investment throughout the Scottish game.”

A statement issued by Scottish Rugby said: “Over a three-year period as CEO [at Carlsberg UK], he led the implementation of the company’s transformational strategy which included the revitalisation of the brand portfolio, the major overhaul of the Carlsberg Pilsner brand and a cultural change programme, which resulted in a significant shift in profitability and a simplified reshaped UK business model.

“While at Carlsberg UK Momen also developed significant business partnerships with global events promoter LiveNation, Glastonbury Festival and, closer to home, with its local Premiership Rugby Club, Northampton Saints.

“In a 20-year career before joining Carlsberg, Momen worked across the UK’s FMCG [fast-moving consumer goods] sector including roles with Haagen-Daz, Pillsbury UK, General Mills and Adelie Foods (a private equity backed business at that time).

“He has a remit to develop the Scottish Rugby brand proposition and secure ambitious financial targets through new and existing commercial partners.

“Momen’s appointment follows that of new Chief Financial Officer Hilary Spence, who joined in August 2021, as Scottish Rugby begins to work through its 2021-2024 Strategy focussing on ‘Wellbeing, Women and Winning’.

“The arrival of private equity into both the United Rugby Championship – which Scotland’s two professional teams Edinburgh Rugby and Glasgow Warriors compete – and the Six Nations is expected to change the financial landscape of the sport and provide Scottish Rugby with a platform to evolve its business operations to generate consistent revenue growth for the sport across the game in Scotland.”


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Momen said: “I am super excited to be joining the organisation and am full of admiration for all those past and present who have made Scottish Rugby such an attractive and powerful proposition, both on and off the field.

“I am looking forward to working with Mark and the whole organisation in developing the Scottish Rugby brand on a global basis, driving the new strategy, and creating a successful and valuable legacy for the benefit of community development and social change.

“Throughout my career I’ve loved the challenge of something new and as a fan of rugby, and all sports, this feels like a great moment to be able to bring my experience to Scottish Rugby as it moves into a fundamental phase of its growth and expansion.”

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About David Barnes 3959 Articles
David has worked as a freelance rugby journalist since 2004 covering every level of the game in Scotland for publications including The Herald/Sunday Herald, The Sunday Times, The Telegraph, The Scotsman/Scotland on Sunday/Evening News, The Daily Record, The Daily Mail/Mail on Sunday and The Sun.


  1. Welcome to Scottish Rugby

    I wonder if he is being lined up for the CEO job when Mr Dodson’s contract is up?

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