British Eventing (BE) has appointed Mike Barnes as its new commercial and marketing director. The appointment is the final stage of the organisation’s strategic restructuring programme.

By restructuring, BE aims to strengthen the organisation over the next five years, to enhance membership value and grow the sport.

Mr Barnes joins BE from the Direct Marketing Association where he was director of marketing and business development for 10 years.

BE chief executive Mike Etherington-Smith said: “BE is now ready to develop into a new era and Mike’s appointment will help cement that through concentrating our marketing, branding and commercial activities.

“Mike is highly qualified and experiences in membership, sponsorship and consumer markets and has deep understanding of the outdoors, country and sports markets. We are looking forward to him joining us.”