Boswell joins AO Thunder

AO Thunder Appoint Ex-Wales Netball CEO Sarah Boswell as Their New CEO,

AO Thunder are delighted to announce the appointment of Sarah Boswell as the club’s new Chief Executive Officer, as the current Netball Super League champions embark on an ambitious new chapter of growth.

Boswell joins AO Thunder with extensive leadership experience within elite netball, having previously served as Chief Executive Officer of Wales Netball and Netball Super League (NSL) side LexisNexis Dragons, bringing a wealth of knowledge across the professional game, commercial development and the continued growth of women’s sport.

At the heart of the club’s next phase will be three key ambitions: to strengthen its position as one of the leading netball brands globally, both on and off the court; growing attendances, audiences and commercial revenues; and creating an even stronger connection between the elite team, AO Thunder’s performance pathway and its work within communities across the region, and Boswell’s appointment represents a significant step in helping to achieve these.

As CEO, Boswell will lead the strategic direction of the organisation, working across the club’s elite programme, commercial operations, fan engagement, community activity and performance pathway.

Growing audiences, attendances and commercial opportunities
A major focus for the organisation will be accelerating AO Thunder’s commercial growth and bringing more people closer to the club.

That will include continuing to grow matchday attendances, reaching new audiences, developing the AO Thunder fan experience and creating exciting opportunities for existing and future commercial partners.

With women’s sport continuing to experience significant growth, AO Thunder believes there is a major opportunity to introduce professional netball to new audiences and establish matchdays as must-see sporting events within the region.

Connecting elite netball, pathway and community
AO Thunder will also continue to strengthen the connection between its elite NSL team, renowned performance pathway and growing community programmes.

The club wants young players across the North West to be able to see a clear journey through the AO Thunder system – from their first experiences of netball in schools and communities through to the performance pathway and, ultimately, the opportunity to represent AO Thunder at the highest level.

Alongside developing future players, AO Thunder is committed to using the power of its brand, players and programmes to inspire more people to play, watch and engage with netball.

Sarah Boswell said:
“I am incredibly proud to be joining AO Thunder as CEO at such an exciting moment for the club and for women’s sport.

“AO Thunder is a premier, five-time Super League championship club, with an extraordinary history, a powerful identity and a community that expects ambition. That legacy gives us an incredible platform, but what excites me most is what we can build from here.

“I am particularly looking forward to building on the work that David Jennings has led as owner and Managing Director. His ambition for Thunder, and his belief in what this club can become, have created a strong platform for its next phase of growth. I am hugely grateful for the trust and belief he has placed in me to lead that next chapter.

“My focus now is on taking that ambition forward: building a bold, modern and commercially successful women’s sports organisation that competes at the highest level on and off the court.”

AO Thunder owner, David Jennings, has stepped down as acting CEO to pursue other opportunities including becoming a member of the Netball Super League board, as well as remaining an active board member at AO Thunder.”

David Jennings said:
“We are delighted to welcome Sarah to AO Thunder. Sarah has always stood out for me through her leadership at Wales Netball, as well as her experience and clear vision for the future of the club and women’s sports in general.

“We are immensely proud of what AO Thunder has achieved so far, but we believe the potential of this organisation is even greater.

“Our ambition extends beyond success on the court. We want to grow attendances, significantly increase the reach of the AO Thunder brand, develop new commercial opportunities and strengthen our position as one the leading netball brands globally.

“Just as importantly, we want to ensure there is a powerful connection running throughout the entire organisation – from our professional team to our performance pathway and the thousands of people we engage with through community netball.

“Sarah shares that ambition and understands the opportunity ahead of us. We believe she is the right person to lead AO Thunder through this next phase.”

The appointment comes at an exciting time for AO Thunder as the club continues to build its presence across Greater Manchester and the North West while remaining proud of the history and success that has made AO Thunder one of the most recognisable names in English netball.

From its elite NSL programme and renowned performance pathway to its expanding community activity, partnerships and passionate supporter base, the club’s ambition is to create an organisation capable of delivering sustained success while helping to drive the continued growth of netball and women’s sport.

Sarah concluded:
“I believe we are at a defining point for women’s sport. We should no longer be talking simply about its potential; our responsibility as leaders is to turn that potential into sustainable growth, investment, visibility and opportunity. That means being ambitious about our audiences, our partnerships and our performance, while never losing sight of the communities who sit at the heart of why we exist.

“We have the heritage, the brand, the people and the ambition to make AO Thunder one of the leading women’s sports organisations in the UK. It is a privilege to be entrusted with that opportunity, and I cannot wait to work alongside David, our players, staff, partners, volunteers, supporters and the wider Thunder community to write the next chapter together.”

Boswell will take up the role of Chief Executive Officer immediately.