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The appointment follows the recent joint announcement from the BHA, Racecourse Association (RCA) and Thoroughbred Group (TG) that horseracing will work together on the development of a new industry strategy.
In the new role, Enticknap will be the BHA’s Executive lead on the coordination of industry strategy.
Following a structural review, and in line with discussions related to the sport’s governance structures, the BHA is currently in the process of creating a new Strategy and Change department.
“I see this role as a huge opportunity for racing to work together to address our biggest challenges and to seize important opportunities,” said Enticknap. “The prize is enormous if we can collaborate as an industry and get this right.
“I look forward to working across racing, with its wealth of knowledge and expertise, and helping to secure the outcome we all want – a thriving and sustainable sport.”
Enticknap joined the BHA in 2018 as Head of Stakeholder and Internal Engagement, and since Autumn 2021 had been working in the role of Interim Director of Communications and Corporate Affairs. Previously, she held a range of communications, public affairs and programme management roles, including positions at T-Mobile, Virgin Atlantic, Powergen, the Natural History Museum and the RSPB.
BHA Chair Joe Saumarez Smith commented: “The creation of the new Strategy and Change department will be crucial for our sport’s agreed plans to develop a new industry strategy.
“I am delighted that we have appointed Alison to lead this department. Her proven leadership ability and capacity to build relationships and drive change will be integral to the success of this work.”
