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Brand Ambassador
Rugby League Legend, James Roby Appointed Brand Ambassador
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CBS Appoints James Roby as Brand Ambassador
FEBRUARY 2026
CBS is proud to announce the appointment of James Roby as the company’s official Brand Ambassador, bringing together business expertise with proven leadership and community dedication.
“We are thrilled to welcome James to the CBS team,” said Andrew Somerville, CBS Managing Director. “His values align perfectly with ours, and his commitment to excellence embodies everything we stand for as an organisation.”
In his new role, James will champion programmes benefiting St Helens residents, focusing on youth development, education, and community infrastructure. He’ll also help develop CBS’s apprenticeship and talent programmes while representing the company at industry events and client engagements.
“Leadership isn’t about individual glory, it’s about elevating everyone around you,” said James. “I’m excited to bring these principles to my work with CBS and help build something truly special together.”
The partnership represents a powerful combination of business success and community commitment, creating new opportunities and programmes for the next generation.
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