British Esports expands senior team ahead of British Arena opening

Alice Whorley, Kalam Neale and Zuhrah Samim have moved into VP roles as the federation hires for venue, hospitality and marketing posts in Sunderland.

Alice Whorley, Kalam Neale and Zuhrah Samim have moved into VP roles at British Esports ahead of the British Arena opening. Image: British Esports

British Esports Federation has promoted three staff members into VP roles as it prepares to open the British Arena in late summer 2026 and expand its Sunderland operation.

Alice Whorley has been promoted from Head of Operations to VP of Operations, Kalam Neale from Head of Education to VP of Education, Skills and Innovation, and Zuhrah Samim from Group Human Resources Manager to VP of People and Culture.

The appointments were announced as British Esports grows activity around its National Esports Performance Campus, gaming houses, The Place accommodation and office space in Sunderland.

The reshuffle gives the federation additional senior oversight across venue operations, education, coaching, staff culture and support services before the British Arena opens later this year.

Senior roles tied to campus growth

Whorley’s new role gives her operational oversight of British Esports facilities, including the British Arena.

She has been with British Esports for nearly a decade, after first volunteering in 2018 on the initial Student Champs pilot. She moved into a full-time role in early 2019, later helping to run British Esports at senior level and co-founding the Women in Esports initiative.

Whorley says: “Having seen the growth of British Esports over the years and with the upcoming opening of the new British Arena, there are so many exciting developments underway – and I’m thrilled to continue to be a part of shaping what is to come.”

Samim, who has been with British Esports for one year, has worked on HR processes, culture and employee wellbeing. Her new VP of People and Culture role is intended to support staff as the federation scales its venue and campus activity.

Samim adds: “I’m proud to have found an organisation that values contribution, recognises potential and provides opportunities to grow. I look forward to supporting our people, strengthening our culture and helping shape the next chapter of the organisation’s success. I’m excited for what comes next.”

Kalam Neale takes wider education brief

Neale first worked with British Esports on a part-time basis in 2019 before moving into a full-time role in 2022. He has spent almost four years as Head of Education.

British Esports says Neale has helped grow esports education nationally and globally through partnerships with Pearson, the Leadership Skills Foundation, UK Coaching and other organizations.

His wider professional profile includes roles as Director at Strategic Esports Group, Trainer at Pearson and Governor at Barnsley College.

Neale comments: “I’m extremely proud to stepping into the role of Vice President. From first starting to work with British Esports on a part time basis in 2019, and after almost four years in the role of Head of Education, it’s been an incredible journey so far, of which I’m proud, continually, of the impact we have across education and our work with young people. Our education department and programmes continue to grow – a constant reminder and inspiration as we endeavour to impact future generations both in the UK and around the world.‎”

The promotion moves Neale’s role beyond education delivery alone. Coaching and education support services now sit within his brief, as British Esports continues to position competitive gaming as part of skills development, student engagement and progression into esports, creative, digital and STEM-related sectors.

British Esports builds out Sunderland operation

British Esports describes its work as covering grassroots amateur esports tournaments, esports curriculum and pathways for young people. Its competitive gaming activity spans secondary schools, further education colleges and alternative provision schools.

The federation says it is also delivering esports facilities within primary education to improve engagement and attendance. British Esports is part of the collective representing Great Britain at the Esports Nations Cup and says the British Arena will bring international esports events to the UK.

The latest promotions follow other additions to the British Esports team, including content manager James Richardson and business development manager Veronica Graham earlier this year. Joel Lavery was appointed VP of Strategic Partnerships and Major Events, and Stephen Gallagher was appointed Commercial VP late last year.

Applications are open for venue support roles across the British Arena, The Place accommodation and gaming houses, with a British Esports marketing executive post also live as the federation builds out its Sunderland operation.