Webinar
Changing the game: Lessons in internal comms from elite sport
with Scottish Rugby and UK Sport
Streamed live on 30th April 2026
15:00 – 16:00
/
10:00 – 11:00
Online Event
Speakers
Bethan Christensen
HR & Employee Engagement Officer, UK Sport
Sarah Bell
Internal Communications Lead, Scottish Rugby
Mark Cockroft
Customer Success Manager, Oak
Elite sport is high octane – not just for spectators, but equally for the teams behind the scenes making it all happen. High performance athletes are powered by high performance organisations and without effective communication, even the best teams can fall short.
With dispersed workforces, unpredictable shift patterns and a huge mix of roles – from Performance advisors in the field to coaching staff, events teams and head office – reaching and engaging everyone, every day, is no small task.
Catch up now on our behind-the-scenes conversation with UK Sport and Scottish Rugby as we unpack how they’ve tackled this challenge head-on.
You’ll hear how they:
- Deliver critical updates to hard-to-reach, deskless teams
- Streamline communication processes to move at the speed of elite sport
- Bring the energy of global events like the Winter Olympics and Six Nations into everyday employee experience
- Align colleagues across vastly different roles, locations and priorities
Whether you’re working in sport or managing a complex, distributed workforce, you’ll leave with practical ideas, proven approaches and fresh inspiration to elevate your internal communications.
Speakers
Bethan Christensen
HR & Employee Engagement Officer, UK Sport
Bethan is a People Experience specialist focused on employee engagement, inclusion, and internal communication.
Her career spans remote mining in Australia, major international events, and high‑performance sport, giving her a unique blend of strategic insight and hands‑on delivery. She’s passionate about creating inclusive, high‑performing cultures where people feel connected, motivated, and able to thrive.
Sarah Bell
Internal Communications Lead, Scottish Rugby
Sarah is a sports media and communications professional having worked at National Governing Body level in Scotland for almost a decade.
Her career spans sportswear sales, digital marketing, strategic communications in running a tournament, media management in high-performance sport and more recently leading on internal communications at Scottish Rugby which is not only the governing body for the sport, but who own and runs the largest stadium in Scotland, Scottish Gas Murrayfield.
She’s passionate about sport, the people within it and ensuring audiences feel connected to the impact sport can have on everyday lives.
Mark Cockroft
Customer Success Manager, Oak
Mark works with regional and national brands such as UK Sport, Scottish Rugby, River Island and Majestic Wines.
He works closely with internal comms and HR colleagues running their company employee engagement platform, providing support, guidance and insights that help them achieve their internal communication objectives.
Speakers
