Sarah Massey has been appointed as Director of Sport for the British Olympic Association (BOA) and will join the organisation in January 2026 following the conclusion of her current role as Managing Director of the Women’s Rugby World Cup England 2025.
Sarah will join the BOA’s senior leadership team ahead of the Milano Cortina 2026 Olympic Winter Games, before moving onto preparations for the Los Angeles 2028 Olympic Games. She will take responsibility for Team GB’s Sport and Athlete Services teams, as well as the operational teams that optimise the preparation and performance strategies for Olympic events. She will work closely with the NGBs (National Governing Bodies) of each sport to ensure the delivery of world-class support and resources to Team GB athletes on their journey towards and during the Olympic Games.
Her appointment is a continuation of an already extensive and impressive global sports’ leadership career. Sarah has operated within elite sport in a variety of roles across numerous Summer and Winter Olympic Games, Commonwealth Games and World Cups. Before joining World Rugby in her current role, she was the Chief Executive Officer (CEO) of the World Athletics Championships Oregon22, USA. Prior to this she was based in Switzerland and held senior positions with the International Hockey Federation and International Tennis Federation.
Andy Anson, CEO of the British Olympic Association, said: “Sarah is an exceptional leader, and her experiences across a range of organising committees and international federations – particularly in Olympic sport – has equipped her perfectly for this role at an exciting time for Team GB, with Milano Cortina and LA on the horizon.
“Much of the work we do to support the athletes at an Olympic Games goes unseen, but it is grounded in the highest standards of strategic planning and execution. In Sarah, we recognise we have someone who matches those high standards, and we look forward to her joining us after a successful Women’s Rugby World Cup this year.”
Sarah added: “I am really excited about the opportunity to join the BOA and lead Team GB’s preparation and participation at future Summer and Winter Games. The ultimate success of Team GB is built on the support provided to the athletes and sports as they prepare for each Games. To be part of this is a privilege, and I am looking forward to working in collaboration with the NGBs and all our key stakeholders to further enhance Team GB’s reputation as a leader in Global sport.”
Led by Sarah, this summer’s Women’s Rugby World Cup, running from 22 August to 27 September across eight iconic host locations, will be a generational moment for rugby and provide a catalyst for global growth of both fans and players. Beyond the field the tournament will play a central role in empowering real change, championing gender equity and enriching local communities.
Image courtesy of Team GB
