Cheltenham Town have confirmed the appointment Swindon Town Chief Commercial Officer James Watts as the club’s new managing director.
Watts has experience with multiple clubs around the South West and Wales, taking on roles with Hereford and Newport County before his stint with Swindon, where he was appointed in 2022 as their commercial manager before taking on the role of CCO. His previous roles saw him as the general manager for both County and the Bulls.
Really looking forward to joining Cheltenham Town as Managing Director in June. A huge opportunity for me in my career and one I’m really looking forward to. https://t.co/mDFboycYUZ
— James Watts (@mcwotsee) May 11, 2026
In a statement released via club channels, club owner and former Burnley chairman Mike Garlick was delighted to welcome the commercial department’s latest recruit.
“We conducted a thorough recruitment process, and James was the standout candidate.”
“Not only does he bring a comprehensive understanding of all the commercial aspects of the game but also excellent communication, man-management skills and experience.”
“I’m confident he will be a valuable asset to Cheltenham Town Football Club, and I look forward to working closely with him in order to drive the club forward.”
Watts himself is also excited to start in his new role after his notice period of mid-June ends with Swindon.
“I am delighted to be joining Cheltenham Town Football Club.”
“This is a club on the up, and it is an exciting time to be joining.”
“There is huge potential here and a strong sense of community; I can’t wait to get started and look forward to working with the fans, Board of Directors, staff, partners and sponsors to help drive this club forward.”
The club has seen some major moves in their commercial department in recent times, with the head of commercial operations Linton Brown leaving in mid-March with Luke Saunders taking over as commercial manager.
Watts is among a new set of faces at Whaddon Road, with the Robins appointing a new commercial executive, marketing manager and media assistant, all being added to the club in recent weeks.
