Tombs will be assuming the position at the start of June and is looking forward to the opportunity the role offers:
"Basketball is a dynamic and engaging sport which enjoys high levels of youth participation across both sexes. For me, there exists genuine potential to take the sport to the next level in terms of its marketability and sustainable growth.
"There is significant scope to build on the existing framework of GB competition and events through strategic partnership marketing and inclusion activity to promote and develop the sport further, and make our mark on both the European and International stage. London 2012 presents an opportunity for the sport and I couldn't resist the chance to play a central part in that".
One of Tombs immediate roles will be to manage the relationship with title sponsors Standard Life who came on board just before last year's Game on at the O2, as well as this he has detailed his key priorities for what he wants to achieve in the role:
"It is essential that the profile of the sport and its commercial future are leveraged in accordance with its anticipated growth over the coming years and around the Olympic and Paralympic Games.
"The establishment of closer relations with the NBA and other European Federations will be upmost in securing high profile events to drive interest and enthusiasm for the game and its players.
Implementing diverse and innovative marketing activity will be key in identifying and communicating with the future ambassadors of the sport, whilst assisting in the commercial growth of the sport"
British Basketball's Performance Director Chris Spice is delighted that Tombs has accepted the position:
"The position is another example of our sport moving in the right direction, the board felt it was the correct time to bring in someone who could oversee our ever growing commercial portfolio and day to day business operations.
"The interest in the position was high, but James with his experience at British Triathlon and the Youth Sport Trust, was the outstanding candidate. We look forward to James starting the position and immediately playing a pivotal role in what will be a demanding but exciting summer across all our Great Britain programmes."
