Former Sports Minister Tracey Crouch MP is to join sports communications agency The Playbook as a senior advisor, it has been announced.
The MP, who resigned from government last year in a principled stance over attempts to delay her fixed odd betting terminals reforms, will help the agency advise client organisations in areas such as building resilience using sport, CSR and the loneliness agenda.
One of Crouch's key achievements in government was launching the UK Loneliness strategy as part of a brief that covered Sport, Civil Society and Loneliness.
Commenting on her new role, which has been approved by the Advisory Committee on Business Appointments, Crouch said: “I am delighted to be joining a young and vibrant agency alongside some hugely talented people and look forward to helping develop their client’s CSR opportunities."
Andrew Baiden, MD of The Playbook added: "Tracey is an inspirational and principled leader in the world of sport and society and we think she has a lot to offer clients about balancing business imperatives with social responsibility.
"As an agency we are growing fast and developing a wider offer, and this is where Tracey will play a pivotal role.”
Playbook clients include major rightsholders such as The NFL, England & Wales Cricket Board (ECB) and Ultimate Fighting Championship (UFC).
The agency was established in July 2016 with founding clients the NFL and ECB.
Since 2018, The Playbook has refocused to Sport, Consumer Brands and Business & Tech and won a number of high-profile accounts including brands and sports rightsholders.
The agency, whose mantra is ‘Resist Ordinary’, is shortlisted for its work with the ECB at the BT Sport Industry Awards 2019.