In a significant move poised to reshape its global footprint in the live events and entertainment sector, Sela, the Saudi government-owned events agency, has announced two pivotal additions to its international executive team in London. Luke Lloyd-Davies, a seasoned veteran from Sir Elton John's Rocket Entertainment Group, steps into the role of Chief Growth Officer, while Ed Hepworth, with extensive experience from top-tier sports organizations including Six Nations Rugby and the NBA, joins as Chief Financial Officer. These appointments underscore Sela's ambitious global expansion strategy, aiming to fuse creative excellence, unparalleled entertainment expertise, and robust financial leadership to deliver spectacular experiences worldwide.
Strategic Leadership for a Global Vision
The new hires are expected to be instrumental in driving Sela's aggressive international growth. Stewart Hosford, CEO, International, Sela, emphasized the significance of these appointments, stating, “Luke and Ed bring decades of experience building some of the world's most successful entertainment and sports brands. Their combined track record – from global tours to international sports organisations and rights holders – will be instrumental as we expand Sela's international footprint and elevate the standard of live experiences worldwide.” This statement highlights Sela's commitment to leveraging world-class talent to achieve its strategic objectives.
Luke Lloyd-Davies: A Visionary in Growth and Development
Luke Lloyd-Davies brings a formidable background to his new role as Chief Growth Officer – International at Sela. For over two decades, he served as the Chief Operating Officer of Sir Elton John's Rocket Entertainment Group, accumulating more than 23 years of experience in the global entertainment landscape. During his tenure, Lloyd-Davies was a partner and shareholder in Rocket Music, playing a crucial role in developing and representing major musical talents such as Ed Sheeran, James Blunt, and Lily Allen.
His expertise extends significantly into the sports arena. In 2012, he co-founded Rocket Sports Management with Sir Elton John, an endeavor that carved out standout sporting moments for athletes and partners. Through this venture, he collaborated with prominent global brands including Ford, Vodafone, Lexus, and TAG, showcasing his ability to merge high-profile talent with commercial success in the sports industry. More recently, Lloyd-Davies demonstrated his executive prowess by winning an Emmy in 2024 as Executive Producer for the landmark Disney+ livestream of Elton John's final North American show at Dodger Stadium. He also oversaw the execution of the Farewell Yellow Brick Road Tour, which stands as one of the highest-grossing tours of all time, bringing in just under a billion dollars.
In his new capacity at Sela, Lloyd-Davies is tasked with spearheading the company's creative, entertainment, and event-production ambitions as it continues its global scaling. A key part of his mandate will be leading all of Sela's international IP development across both the sports and entertainment sectors. His recent involvement in supporting Sela's investment in "The Hunger Games: On Stage" further illustrates his diverse portfolio of experience and strategic vision.
Ed Hepworth: Financial Acumen for Global Expansion
Complementing Lloyd-Davies' growth-oriented role, Ed Hepworth joins Sela as Chief Financial Officer – International, bringing over 30 years of extensive experience in financial leadership. Hepworth's career is distinguished by senior financial positions held across a spectrum of high-profile international sports, media, and entertainment organizations. Notably, his previous roles include significant financial leadership at Six Nations Rugby, World Athletics, and the National Basketball Association (NBA).
Hepworth's profound experience will be crucial in bolstering Sela's ambitious global expansion strategy. He will be responsible for overseeing global finance and commercial operations, ensuring that the company's international growth aligns seamlessly with its long-term strategic objectives. His proven track record in managing complex financial landscapes within major sports entities positions him perfectly to guide Sela through its aggressive expansion phase.
Sela's Growing Presence in the Sports World
These strategic appointments come on the heels of Sela's increasing prominence in delivering high-profile sporting events. In 2025 alone, Sela played a pivotal role in delivering some of the biggest international boxing events. This included the highly anticipated clash between Terence Crawford and Saul “Canelo” Alvarez, staged in front of a sellout crowd at Allegiant Stadium in Nevada. Additionally, Sela was behind the historic British bout between Chris Eubank Jr and Conor Benn in April 2025, as well as their rematch in November, further solidifying its reputation in the combat sports arena.
Beyond individual events, Sela's impact on the sports industry has also been recognized through accolades. In 2025, Sela, in partnership with Newcastle United, proudly secured both The Partnership Award (in association with Evolution London) and The Tessa Jowell Community Award (in association with Wasserman Live) at the FEVO Sport Industry Awards. These awards highlight Sela's commitment not only to delivering spectacular events but also to fostering meaningful partnerships and community engagement within the sports ecosystem. The company, owned by the Saudi Public Investment Fund (PIF), is clearly positioning itself as a dominant force in the global sports and entertainment landscape.
With Lloyd-Davies and Hepworth now on board, Sela is poised to further enhance its capabilities, driving innovation and expanding its reach across a diverse portfolio of sports and entertainment ventures worldwide. The combined expertise of these new executives signals a strong future for Sela as it continues to elevate the standard of live experiences on a global scale.
