Sam Fray

Sam Fray is a Workforce Architect for the Creative Industries and the founder of BPSB (Building Professionals in Sports Broadcasting). She builds the pathways and accountability mechanisms that open sports broadcasting to talent the industry has long overlooked.
Her position is deliberately unsentimental: representation is not a values exercise, it is workforce infrastructure, and it can be measured. When 43% of Premier League audiences are set against a sports broadcasting workforce of 2.7%, the gap is not a question of goodwill. It is a question of who the industry builds in and who it leaves out.
A Breakthrough Leader for 2024, Advisory Board Chair at Reframe VP and a trustee at Leeds Playhouse, Sam spent six years at ITV before founding BPSB. On this panel she brings the workforce and talent lens to what the industry should be prioritising now, and why real progress has to be more than a headline