Craig Maxwell has been appointed as the new Chief Commercial Officer of Six Nations Rugby, and will assume the position at the start of 2021.

Welsh Rugby Union’s Maxwell will take over the role from Rupert Hunter, who joined Six Nations from the International Cricket Council 12 months ago.

Sarah Beattie will also join the governing body as Chief Marketing Officer, leaving her position of Vice-President of Marketing and Expansion at OTT streaming service DAZN Group. Beattie previously held the role of Global Director of PR and Social at DAZN.

Six Nations’ Chief Executive, Ben Morel, explained: “The current external environment presents undoubtedly significant challenges for the game of rugby but equally fantastic growth opportunities and to navigate these challenges and ensure long-term success, we need to have the very best people. 

“Sarah and Craig both possess deep expertise in their respective areas and will add tremendous value to our organisation and play pivotal roles in helping us achieve our strategic objectives in the years’ ahead.”

Hunter, who was Head of Media Sponsorship at IMG Media and replaced Dave Kavanagh at Six Nations, has opted to step down from his interim position.