Sarah Farrar is a senior commercial and operational leader with more than two decades of experience across elite sport, venue development and community engagement. A former professional tennis player, she has built a career shaping high-performing commercial functions, leading major organisational transformations and developing inclusive, sustainable sports environments.
Sarah has held leadership roles at Bristol Sport, where she oversaw multi-venue commercial operations, revenue growth, partnership development and customer engagement across football, rugby and basketball. She is now the founder of Farrar Consulting, advising professional clubs, governing bodies and venue operators on commercial strategy, brand development, pricing, fan experience and long-term business planning.
She is currently leading the commercial and operational development of the Lansdown Racket Centre, a flagship indoor tennis and padel facility designed to transform access to racket sport in Midlothian. Her work spans business modelling, project development and management, community engagement, brand identity, stakeholder management and sustainable venue design.
She has also recently been appointed as the Chair of the new RFU Regional Growth Partnership Board for the Southwest, with the aim of growing the game and reaching new audiences in communities across the region.
Alongside her consultancy work, Sarah is a Trustee of Pledgeball, where she champions sustainability in sport and is driving the creation of a Community Energy Society to help clubs reduce energy costs, generate local renewable power and strengthen community ownership. She brings a unique blend of commercial acumen and sustainability insight, helping professional and grassroots clubs unlock new revenue streams while delivering meaningful environmental impact.
