JJ Irukwu
Strategy and Business Development Manager
Bio:
“JJ Irukwu is a Strategy & Business Development Manager at Sky Sports, where he operates at the intersection of commercial strategy, rights valuation and fan innovation. He is the strategic lead for the 2025/26 Premier League season, guiding the business through a c.70% increase in live inventory while aligning teams around long-term growth priorities. His work includes forecasting the value of premium sports rights to inform acquisitions, identifying and launching new products and revenue streams, and building partnerships that extend reach across broadcast and digital platforms. He led in the creation of the Sky Sports New Focus Fund, a business initiative to support underrepresented voice in sports media and leading to the creation of new content series’ such as Rising Heat with England Rugby international, Beno Obano. A 2024 Sport Industry Group NextGen honouree and two-time cancer survivor, he brings bold, commercially grounded thinking and resilient leadership to the evolving sports media landscape. JJ is a passionate Baltimore Ravens fan, an avid Premier League “neutral” and a loyal Giannis Antetokounmpo follower, embodying the varying ways sports fandom is expressed in 2026. Outside of sports, he is proud follower of Jesus Christ and credits his faith as the foundation for everything he’s privileged enough to be a part of.”