Farrar joins the Bristol-based group from Chelsea FC where she spent five years as Senior Commercial Partnership Manager.

“It is great to have Sarah join the team this week, and I’m excited to see her lead our commercial strategy and drive it forwards,” said Mark Kelly, Bristol Sport Managing Director.

“Sarah will be responsible for the Group’s commercial strategy and will oversee our commercial partnerships; ticketing; retail and marketing departments. We remain focused on growing our international and domestic footprint and she joins us at an exciting time as we embark on our planned £150m development of the Sporting Quarter at Ashton Gate Stadium.”

Bristol Sport, which is owned by Steve Lansdown CBE, includes Bristol City men and women, Bristol Bears men and women and Bristol Flyers Basketball team. Headquartered at Ashton Gate Stadium, Bristol Sport is the “team behind the team” and uses the collective power of its sporting group to drive sustainable success.

Sarah Farrar said: “Bristol Sport is a unique proposition and when the opportunity arose to join, I couldn’t wait to get started.

“My experience at Chelsea, combined with more than a decade working with clients like Goodwood Estate, Qatar Airways, the RAC and the London Legacy Development Corporation will stand me in good stead for such a varied role as this.

“Having responsibility for our commercial partnerships and strategy across three sports, and multiple venues – like the Bears and Robins High Performance Centres along with all that is being planned for Ashton Gate is tremendously exciting.”