The Six Nations has moved to hire the former DAZN vice president of marketing Sarah Beattie and Welsh Rugby Union (WRU) commercial director Craig Maxwell.
The employment of both Beattie and Maxwell follow Rupert Hunter’s resignation as Chief Commercial Advisor at the end of the year, a role which oversaw the commercial and marketing activity for the tournament, which has now been split into two separate roles.
Beattie is vastly experienced in the world of sports marketing, having worked with the online streaming service DAZN and successfully establishing the newcomer to sports broadcasting across nine markets and is now set to go global in December this year.
Prior to this, Beattie, who will join the Six Nations in a Chief Marketing Officer capacity, has worked in senior marketing and communications roles across the energy, telecoms and automotive sectors.
Maxwell will join as the tournaments Commercial Director as of 2021, having previously been a part of the WRU’s Executive Board over the last ten years, where he joined from sportswear company Under Armour, heading the UK and Ireland sports marketing operation.
Ben Morel, the Chief Executive Officer of Six Nations Rugby said: “I am delighted to confirm these appointments today and would like to take this opportunity to welcome Sarah and Craig on board.
“The current external environment presents undoubtedly significant challenges for the game of rugby but equally fantastic growth opportunities and to navigate these challenges and ensure long-term success, we need to have the very best people.
“Sarah and Craig both possess deep expertise in their respective areas and will add tremendous value to our organisation and play pivotal roles in helping us achieve our strategic objectives in the years’ ahead.
“I would like to take this opportunity to thank Rupert Hunter for his outstanding work and support this past year as Chief Commercial Advisor. Rupert’s contribution in these particularly challenging times has been, and continues to be, invaluable.”
Author: Jake Wilkin