Louise Johnson

Global CEO

As the first female UK CEO in the sports marketing industry – and the only global female CEO in the category – Louise Johnson is redefining modern leadership. Transforming Fuse into one of the most influential agencies, doubling its size to 450 people, delivering over 20% year-on-year growth, and achieving industry-leading client satisfaction of 8.6/10. Her philosophy centres on progress with purpose: commercial performance built alongside inclusion, innovation and cultural influence.

Louise has spearheaded landmark partnership strategies across UEFA, Glastonbury, F1 and the Women’s Euros, elevating fan experiences and standards for how brands intersect with sport, music and culture. Under her leadership, Fuse has been recognised as a creative and strategic authority, winning market-defining briefs and shifting client behaviour toward long-term, culturally-rooted investment. Her leadership style is people-first, values-led and genuinely challenging industry norms. She has built a majority-female leadership team and workforce, strengthened leadership pathways, diverse progression and inclusive recruitment: embedding representation into performance rather than policy. She has earned recognition as an industry authority and named in FT Weekend’s “Women of the Year”, regularly contributing to broadcast media and thought leadership on the growth trajectory of women’s sport. Beyond commercial achievements, Louise is advancing social change. She founded the Fertility Futures Project, an organisation challenging the lack of early fertility education in the UK, tackling taboos and influencing policy to empower the next generation. Louise represents a modern chapter of leadership: commercially exceptional, culturally influential and socially driven, and is redefining what success looks like for the sector.