Tash Carpenter has been the Director of Communications at the UK Sports Institute since May 2018, with responsibility for leading on the EIS’s marketing, communications, brand and digital strategy.
She joined the UK Sports Institute from her previous role as Head of Communications at Premiership Rugby, where her successes include introducing the Stonewall Rainbow Laces campaign into top flight rugby and the development of the Premiership Rugby brand.
Prior to this, she spent eight years at the British Paralympic Association in several media and communications roles, including three years and two Games as Chief Press Officer as part of the BPA’s Games Leadership team. This included heading up a team of over 30 media and communications professionals working between Rio and the UK to deliver ParalympicsGB media services, working closely with the two host broadcasters including Channel 4, and ensuring the delivery of two ‘homecoming’ media operations. Her campaign work at the BPA included working on the BPA’s Supercharge campaign, joining up Chanel 4 and the Last Leg with the ParalympicsGB team, and supporting the BPA’s overall messaging of the Paralympics as a way to shift perceptions of disability in the UK. In total she worked for ParalympicsGB at five Games, including London 2012 and Rio 2016.
She has over 12 years’ experience in sports communications and has worked on or at over 50 major sports events, including Olympic and Paralympic Games, World and European Championships, and the Boat Races. She studied at Durham University and the University of Oxford, is an Associate of the Chartered Institute of Marketing and a member of Women in PR.
Tash is available to talk about the importance of women in leadership and in sport, the ongoing relevance of sport to society and building an impactful communications campaign.