At the heart of Cricket Australia’s operations, Sarah Pragnell ensures the organization’s commercial programs, Big Bash League, and high-performance initiatives run efficiently while planning for the sport’s long-term sustainability. “Cricket Australia is a complex organization…day to day, we’re managing the commercial program and commercials of our international content,” she says, highlighting the scope of her CFO role.

Pragnell joined Cricket Australia in 2024 from H&H Group (Swisse Wellness), where she served as ANZ/Asia Regional CFO and Group Corporate Finance Director, bringing nearly 20 years of experience in investment banking, corporate advisory, and FMCG. Her transition from corporate finance to sport allows her to apply structured financial oversight to a federated, high-performance organization. “A lot of where we invest is built up year on year…coming in fresh, I’ve had to adapt to that,” she reflects, describing her approach to capital allocation and strategic investment in the game.

Her work extends to navigating the evolving media and revenue landscape for cricket. With broadcast consolidation and digital platforms reshaping income streams, Pragnell emphasizes adaptability: “Preparing for alternative channels is one important way to mitigate that risk of media revenue…what does the consumer want?”. She also looks to T20 products and fan engagement initiatives as opportunities to diversify revenue and future-proof Cricket Australia’s operations.

As one of three senior female executives at Cricket Australia, Pragnell brings a measured perspective to governance. “Having a woman at the board table…doesn’t necessarily mean I will slant a certain way in decision making. It just means that I will bring a different perspective,” she notes, underscoring the value of diverse viewpoints in strategic decision-making. Balancing her professional responsibilities with family life—she has two young children—she models how leadership can be inclusive and pragmatic.

Holding a Masters of Finance from INSEAD and with extensive global finance experience, Pragnell now shapes Cricket Australia’s strategy and investment decisions. Her focus on careful resource allocation, revenue diversification, and organizational sustainability positions her as a key driver in the sport’s current and future development.