The BAC has expanded its Board with the appointment of two new Non-Executive Directors.

Milan Sud and Simon Freedman will both join the organisation’s Board this month, and thereafter will share responsibility for overseeing the organisation’s commercial strategy and progress.

Milan’s current role is Senior Manager for International Strategic Partnerships at Peloton, where he helped to oversee growth of the brand’s popularity in the UK. Before this, Milan held roles at AXA (Head of Innovation) and Barclays (Global Open Innovation Project Manager).

He said:

“I am delighted to have joined the BAC. The work that the organisation does is vital to ensure the wellbeing of athletes, who many people in society look up to, but historically have not been given the support they need in navigating the complex world of elite sport.

“I am excited by the opportunity to work with the BAC to grow their funding from new sources so that the organisation can continue to provide the highest level of support to the athlete population whilst growing in scale to support a greater number.

“Additionally I will continue to represent the BAME community as we strive for greater diversity at board level positions within UK sports, to ensure that everybody is represented appropriately.”

In his current role as Strategy Director at CSM, Simon works across the agency’s business with one of its largest global clients across a range of sports partnerships. 

Previously, Simon has led Brand teams for Coca-Cola, Lucozade and Science in Sport, and spent four years at The Football Association, where he led the Group Marketing function, seeking to grow the commercial success of the FA Cup and England teams, as well as boost participation at a grassroots level. 

He said:

“I feel really honoured to be joining the BAC. My personal purpose is to help people and organisations to thrive and I’ll be seeking to utilise my commercial experience in enabling the BAC to achieve its long-term vision.”

Vicki Aggar, BAC Chair, added:

“The BAC’s engagement, and support to Britain’s elite athletes has grown markedly in recent years, yet our commitment remains to continual improvement of the services that we offer. In bringing Milan and Simon on board, we are considerably strengthening our ability to develop and evolve in-line with our athletes’ needs.

“Both Milan and Simon have hugely impressive track records, and share the BAC’s determination to truly make a difference to the lives of Britain’s athletes. I’m delighted to welcome them to the team, and look forward to working alongside them.”

Further information about the BAC’s Board is available here.


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