Six Nations Rugby has today announced details of two new senior strategic appointments with Sarah Beattie joining as Chief Marketing Officer from 2nd November 2020 and Craig Maxwell joining as Chief Commercial Officer in the new year.

Both appointees will report to Ben Morel, Six Nations CEO, at a key time in the present and future of the tournament as it begins negotiation on the next round of media rights and looks to welcome investment from outside the sport.

Beattie is a marketing and communications expert with 15 years in the sports and technology industry. She joins Six Nations having worked at global sports media organisation DAZN Group for the past four years, most recently serving as VP of Marketing and Expansion.

With a digital-first focus on global fan engagement, she helped launch the OTT streaming service into nine markets. Sarah has previously worked in senior marketing and communications roles across the energy, telecoms and automotive sectors, including with Three and Ford in England.


Maxwell joins Six Nations Rugby from his position as Commercial Director at the Welsh Rugby Union. He has been an integral part of the WRU’s Executive Board for the last ten years and has overseen the most successful commercial period for the Welsh Rugby Union, joining in 2010 from American sports and leisurewear group Under Armour, where he ran the UK and Ireland sports marketing operation.

The Six Nations Commercial and Marketing operations were previously overseen by Rupert Hunter, and these appointments are made following his decision to step down from his interim position as Chief Commercial Advisor at the end of the year. He had been filling that role since the departure of Dave Kavanagh for Munster Rugby a year ago.

“The current external environment presents undoubtedly significant challenges for the game of rugby but equally fantastic growth opportunities,” said CEO Ben Morel.

“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.”

Sport for Business Partners