William Cadge

Observer
DISC Type : ic

Head of Sponsorship at Riyadh Air | طيران الرياض

Riyadh, Saudi Arabia

Overview

William is the Head of Sponsorship at Riyadh Air, bringing extensive experience from leadership roles in global brand partnerships at Warner Bros. Discovery and CSM Sport & Entertainment. He holds a Diploma from the European Sponsorship Association and has a background managing high-profile accounts like West Ham United FC.

He is passionate about the power of sport to drive societal growth and create a positive legacy. William also has a keen eye for sports media and visual arts, appreciating the craft of photography within the sports world and celebrating excellence in the field.

He is serving as a judge for the 2026 World Sports Photography Awards.

Personality Overview

Assertive

Curious

Example Seeker

They often ask many questions and rely heavily on information and documentation.  They are generally strong communicators and are not easy to convince. They can sound friendly and charming but can quickly change gears to become inquisitive and probing.

Topics They Care About

Sports Sponsorship
His career is built on sports partnerships, from managing Budweiser's FA Cup sponsorship to developing deals with organizations like LIV Golf and Mahd Sports Academy for Riyadh Air.
Aviation Brand Building
Focuses on establishing a premium guest experience for Riyadh Air, viewing partnerships and sponsorships as crucial touchpoints for the airline's brand identity.
Sports as Social Impact
He has stated his belief that sport is one of the strongest levers for societal growth and is proud of his portfolio's positive legacy.

Media Appearances

William has no verified media appearances

Work History

9-2024
Head of Sponsorship at Riyadh Air | طيران الرياض
3-2021 - 9-2024
Global Brand Partnerships Director at Warner Bros. Discovery
4-2018 - 9-2020
Account Director at CSM Sport & Entertainment
6-2015 - 4-2018
Partnerships Lead at West Ham United FC
3-2012 - 3-2014
Senior Account Executive at Octagon

Education

2012 - 2012
Diploma from European Sponsorship Association
2007 - 2010
2:1 BA Hons from Oxford Brookes University

More Information

Social Presence :

Prographics :

Exp : 13 Location : Riyadh, Saudi Arabia Job Level : Mid-senior Designation : Head of Sponsorship at Riyadh Air | طيران الرياض
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Insights For Selling To William

During A Call Or A Meeting

DO's

  • Ask them questions to understand their needs better while staying affable
  • Help them realize that there is no personal risk in making this decision
  • Share testimonials from known people and give multiple examples of product value

DONT's

  • Don’t try to rush them into a decision, provide all necessary information first
  • Don’t be too objective but make sure to pad your storytelling with data points
  • Don’t brush off any concerns, take all questions seriously

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with William is

  • Clear proof of product value matters to them, followed by others' testimonials and rapport.
  • Will you ever get a clear answer from William

  • They are practical yet friendly, don’t expect a clear no very often.

Insights For Deal Planning

    How fast (or slow) will William move?

  • They like to analyze well and can take their time to reach any decisions.
  • Can William take some risk or not?

  • They systematically evaluate all decisions and are unlikely to take many risks.

You And William

Personality Compatibility


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