B is a digital strategist with 10 years’ experience of working in the sports industry. Having worked for both British Cycling and Rugby League World Cup 2021, they are currently the digital engagement lead for UK Sport – the UK’s strategic funder of Olympic and Paralympic sport and major sporting events.

Their role involves ensuring UK Sport maximises the use of digital communications and technology, in order to deliver on the organisation’s mission to create the greatest decade of extraordinary sporting moments; reaching, inspiring and uniting the nation.