A FORMER leading figure at Darlington Football Club has switched sports for her latest role.

Christine Balford has been appointed as commercial director of rugby union club Newcastle Falcons, it was announced yesterday by chairman David Thompson.

Ms Balford left a similar role with the Quakers in September.

Mr Thompson said: “Christine’s appointment represents a major coup for the club, and I am delighted she is now on board in a full-time capacity.

“The role of the commercial director is central to maintaining the club’s current position, and cultivating future growth.

“Christine has invaluable experience that will help us to uphold our reputation for being innovative, creative and successful.”

Ms Balford will oversee all of the club’s commercial plans from sponsorship to media, commercial services and marketing.

She said: “Newcastle Falcons is an important part of this community, and I believe there are real opportunities where we can develop and strengthen relationships with both fans and local business.

“Obviously, my priority is to increase revenues from all areas, but I am really looking forward to getting our brand out there in the region and opening lines of communication with the whole of the North-East.”