Sally is Chief Executive Officer at the All England Lawn Tennis Club, having previously held the roles of Strategic Planning & Operations Director and Head of Corporate Affairs at the Club. Prior to this Sally spent two years as Managing Director of the Organising Committee for the London double header of World Athletics Championships in 2017.
Sally assumed this role having led the team that delivered a highly successful Rugby League World Cup in 2013, a role for which she was recognised with the award of an OBE.
Prior to this Sally was the Rugby Football League’s Director of Projects & Planning and played an integral part in the Rugby Football League team that won the rights to stage the 2013 tournament. Prior to joining the RFL, Sally held a number of other roles in sports administration at club and Governing Body level including a period as Chief Executive of Wigan RLFC and Orrell RUFC. In addition, Sally has worked in the highly regarded sports consulting group at Deloitte and run her own sports consulting business.
Founded in 1868, The All England Lawn Tennis Club is a private members’ club and organises and stages The Championships, Wimbledon. Ever since the first Championships in 1877, we have worked hard to build a tournament that has become the pinnacle of the sport and one that every player wants to win.
We are very proud of what we have achieved. We have worked hard. We have kept our heads. And we have upheld the belief that if we are going to do a job, we should do it properly. We don’t always get it right. But we always strive to do things with our core values of heritage, integrity, respect and excellence in mind.
This belief has resulted in a tournament that captivates the world. A place where people value etiquette and fairness, and have come to expect greatness. So we will continue to evolve in line with our principles, and inspire the world with qualities that we think are not just important in sport, but in life. In Pursuit of Greatness.
The Wimbledon Championships, commonly known simply as Wimbledon, is the oldest tennis tournament in the world and is widely regarded as the most prestigious. It has been held at the All England Club in Wimbledon, London, since 1877 and is played on outdoor grass courts, with retractable roofs over the two main courts since 2019
Our vision is ‘Tennis opened up’, and our mission is to grow tennis by making it relevant, accessible, welcoming and enjoyable. We’re here to govern and develop tennis in Britain, from grassroots participation through to the professional game. Tennis is an amazing sport. Anyone can play; whatever their motivation or ability, from all communities and backgrounds. At any age and for a whole lifetime, tennis provides physical, social and mental rewards both on and off the court. We want tennis to be open to as many people as possible, across the whole of Britain. Volunteers, coaches, officials, clubs and venues all play an essential role in the future of our sport; without them, tennis can’t exist. We’re committed to providing them with the right investment and support, and celebrating their wonderful work. We want to engage with thousands of fans so that we can bring them closer to the sport, offering new ways for them to enjoy and get the most out of tennis. We will continue to deliver a standout calendar of major tennis events; from Fed Cup and Davis Cup ties, to grass court tournaments. We want to take tennis to new areas, so as many people as possible can watch world-class tennis action.
We are here to help many more people pick up a racket, whether it’s for the first time, or the first time in a while. We want to enable men and women of all ages and abilities to play more often, all year round. Starting early is crucial to playing for the long-term. We need more children to start playing and will do what it takes to make it as easy as possible for parents and kids across the whole of Britain to choose tennis. We will also build new and develop existing relationships with schools and local communities, so more kids and young people than ever before are able to pick up a racket.
We are committed to delivering a clearer route for players to develop – from starter sessions with our brilliant accredited coaches, to first-class support at our National Academies. Our Player Pathway is designed to find and nurture the next generation of champions, with a particular focus on enabling young players to break into the top 100, win medals at the Olympics and Paralympics, and in turn, inspire fans across the nation.