Cloudathlete Announces Strategic Partnership with Keely Armitt
Sheffield, UK – 12 January 2026
Cloudathlete, the digital infrastructure platform built to support modern governance and growth and engagement of sport globally, has today announced a strategic partnership with Keely Armitt, who joins the business as a Strategic Adviser.
Keely brings extensive experience from across the sport sector, spending five years with England Netball and most recently serving as Director of Engagement at Table Tennis England where she led digital transformation, customer engagement, stakeholder relationships and major projects. In her new advisory role with Cloudathlete, Keely will support the platform’s ongoing growth in the market by engaging with senior leaders and key decision-makers across sport, while also advising on marketing strategy and sector positioning.
Cloudathlete has experienced strong momentum over the past year, partnering with national and international governing bodies to modernise digital infrastructure across membership, events, communications and data. Keely’s appointment reflects Cloudathlete’s commitment to deep sector insight and meaningful relationships as it scales its impact.
Commenting on the partnership, Marc Rocca, Founder and CEO of Cloudathlete, said:
“Keely brings a rare combination of strategic thinking, sector credibility and hands-on experience of how national governing bodies really work. Her understanding of engagement, communications and growth within sport will be hugely valuable as Cloudathlete continues to expand. We’re delighted to be working with her.”
Keely Armitt added:
“Cloudathlete is genuinely exciting, and hugely important for the sports sector. It’s not just another tech system, but a digital infrastructure that enables organisations to work smarter, connect better and innovate with confidence. It’s been developed with the customer at the heart and its modular design makes it affordable for sports organisations of different sizes and maturities. I’m delighted to support and advise the Cloudathlete team through this period of rapid growth and implementation”
As Strategic Adviser, Keely will work closely with Cloudathlete’s leadership team to shape engagement strategies, support partnerships, and strengthen the platform’s visibility and relevance across the UK and international sport landscape.
About Cloudathlete
Cloudathlete is a modular digital infrastructure platform designed for sport. Trusted by national governing bodies, clubs, universities and federations, Cloudathlete supports membership management, competitions, communications, learning, payments and insight – helping sports organisations reduce complexity and focus on growth, engagement and impact.
For more information, visit www.cloudathlete.org
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