UK pay-television broadcaster Sky has named Jo Osborne as its first head of women’s sport.

Osborne has been promoted to the new role after previously serving as executive producer at Sky Sports where she was credited with playing a key role in shaping the broadcaster’s women’s sport strategy.

In the new position, she will report to Anna Kessel, executive director of development, and work collaboratively with Steve Smith, executive director of content.

Osborne will work across the wider Sky business to help drive interest in women’s sport and grow Sky’s audiences in this area.

Sky is seeking to establish itself as the UK’s largest broadcaster and investor in women’s sport.

The pay-TV giant’s portfolio of women’s sport includes English soccer’s Women’s Super League, cricket’s Women’s Ashes and The Hundred, golf’s Solheim Cup, Netball Super League, Netball World Cup, and US Open tennis.

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Osborne has spent 21 years at Sky and was promoted to executive producer in 2021.

Jonathan Licht, Sky Sports managing director, said: “At Sky Sports we are proud of our women’s sport coverage and strong portfolio of rights. We want to grow that investment with a clear strategy that helps tell our story and make Sky Sports famous for being the home of women’s sport.”

Osborne added: “I’m delighted to be taking on this role at such a pivotal time for women’s sport. I look forward to working with my colleagues across the business and our partners to grow and champion our women’s sport rights and bring this exciting content to an even wider audience.”