Sian Lawrence appointed as Franchise Director of Birmingham Panthers

Birmingham Panthers have bolstered their operations by bringing in Sian Lawrence as Franchise Director.

Sian joins following a successful career holding leadership positions within the financial services sector. Sian will now take the helm at Panthers and bring her astute analytical eye to operate the newly formed franchise. This new hire will enable the ambition of the club to be fully realised through the development and delivery of a commercial and operational strategy that will ensure the continued growth and long-term success of the organisation.

Sian will oversee all aspects of the franchise, ensuring seamless integration between the club’s commercial and community initiatives.  She will work to tie all the different threads of the Panthers together to ensure cohesion and consistency across the organisation. Her remit will encompass a wide range of areas including ticketing, merchandise, game day experience, facilities, broadcast, marketing, and much more. Sian will span across all essential aspects to ensure that Panthers can thrive in its inaugural Netball Super League season.

Netball has always been a huge part of Sian’s life.  From early years playing at school, then community clubs, before gaining umpire qualifications and coaching accreditations.  She has been at the sharp end of the game and has learned from the grassroots level thanks to roles as Treasurer, Junior Development Officer, and Chair at her long-term community netball club.  This new opportunity with Panthers was unique as it allowed her to bring her decades-long professional skillset and marry this with her passion for netball.  Her love of netball extends throughout her family– with her daughters having played since primary school and competed in performance pathways, while her husband known to don a bib and take to the court in mixed leagues.

Sian said: “This is a dream come true.  Netball has been my life beyond work for such a long time, and now it gets to be all-encompassing!   I am thrilled to be a part of Birmingham Panthers and help drive this franchise forward.  We have an incredible opportunity to grow the sport and inspire the next generation of female athletes in Birmingham and the West Midlands. I aim to help shape the franchise so that the girls on the court can excel, the community thrives, and at every juncture, you will see the values of what we are trying to communicate: teamwork, resilience, and female empowerment.”

Sian’s vision for the franchise extends beyond the court or training room. She intends to cultivate a community of support where elite and pathway players get all they need to thrive in life. “I want our players to feel supported in every aspect of their lives,” she explained. “It’s not just about winning; it’s about building well-rounded individuals who can succeed both on and off the court.”

As she embarks on this new professional chapter, Sian emphasises the importance of representation in sports leadership. “Young girls must see women in positions of influence within the sporting world,” she stated. “When they look at a franchise director, I want them to see someone who reflects their dreams and aspirations. We need more girls aspiring to get involved in sports management and operations so that we can take things forward as a netball community.”

Sian has already commenced her role and is focused on finalising the franchise’s preparations ahead of the upcoming season.

Sian joined the team last month and is finalising the franchise’s preparations ahead of the upcoming season. As she builds a team that spans administration, community engagement, pathway support, and operations, the task ahead excites instead of phasing her: “We will learn together as a team, and the fans will be a huge part of that. This is the first time the city has had its own Super League Team – so the opportunities are endless – those young girls watching the team be created right now might be taking to the court in the next few years.  That is an incredible legacy for the local area and will show just how incredible this sport is.”