Ali’s career spans almost 30 years in qualitative research. She held various roles in research agencies before forming her consultancy, Mint Research, in 2009.

In her new role, Ali will lead the Asian Sports Foundation at a key juncture as the charity looks to implement a new growth strategy.

Established in 2015, the foundation aims to increase participation and engagement of minority ethnic groups with sports across all levels.

Ali said: "I'm looking forward to bringing together core areas I work in, from engaging with and championing communities to curating events and partnerships and creating positive inclusive cultures through the power of sport.

"ASF’s core mission is to create positive social change through engaging marginalised communities to being more active. I'm delighted to take on this role at a pivotal moment of the charity’s growth strategy implementation."

Ali is also a member of the MRS main board and contributes to the industry through mentorship, webinars and supporting interest groups.