SailGP has hired Fiona Morgan to lead its purpose and impact initiative, Race for the Future.
She will be responsible for placing purpose at the heart of the sport’s pinnacle league to “accelerate change to a cleaner and more inclusive future”.
Morgan brings more than 20 years of experience of shaping social impact strategy and campaigns for high-profile sports brands.
She was the driving force behind Sky’s corporate and social purpose team, The Bigger Picture, and led the Sky Ocean Rescue consumer campaign, which reached nearly 50 million people across Europe and resulted in consumer behavioral change towards plastics.
Morgan is also an ambassador for Meaningful Business – a global community of leaders focused on the United Nations' Sustainable Development Goals by 2030 – and an advisory board member at 17 Sport.
At SailGP, she will take up the new role of director of purpose and impact to lead its purpose agenda internally and externally, reaching teams, fans, sponsors and host cities.
“We have a hugely exciting opportunity as a global platform to not only transform the sport, but at the same time, drive a purpose-led agenda that inspires and delivers real and meaningful change and focuses on a better future for all,” Morgan said.
“We will make decisions with a better future in mind, and that's a new and progressive way of thinking for sport.”
SailGP chief executive Sir Russell Coutts said: “We have a responsibility and purpose that goes beyond our entertainment proposition, and we are really excited to have Fiona on board to take SailGP from intention to action, and deliver our ambitious goals to affect environmental and social impact within and outside of the sport.”
SailGP is the pinnacle annual competition in sailing, raced with supercharged F50 catamarans that can reach speeds of up to 100kph. Last season, Australia won the title from Japan.