He is the latest of three recruits to join the BOA this month, following chief executive Andy Hunt and chief commercial officer Hugh Chambers.

 

Parsons, 38, has been at the BBC for seven years, following a spell as motor racing correspondent at the Sunday Times having started his career at the Watford Observer.

 

He has fronted the BBC News television coverage of the Olympic Games in Athens and Beijing, as well as reporting widely on London's 2012 campaign.

 

Parsons has also reported on the leading events in world sport, including the football World Cup, the Rugby World Cup, the Formula One World Championship, Wimbledon tennis, Ashes cricket and Ryder Cup golf.   

 

Prior to joining the BBC, Parsons was sports editor of the Sunday Business newspaper.

 

The Oxford history graduate replaces Graham Newsome who left the role after the Beijing Olympics.

 

Hunt said: "This is a key appointment for the BOA, and we are delighted to have secured someone of Adam’s calibre.

 

"He is one of the best known sports journalists in the country and I know he is totally committed to helping us achieve our ambitions.

 

"Communications are at the heart of what we do, and Adam will give us priceless expertise and leadership in that area.”

 

Parsons said: “Joining the BOA at this time is a fantastic opportunity.

 

"I am passionate about the role of the Olympic Games in British sport and determined we do as much as possible to help our Olympians, and their governing bodies, to fulfil cherished ambitions.

 

“I’m convinced we can do even more to spread the Olympic ideals, and the BOA can play a big part in uniting British sport during this crucial period in the run-up to 2012.

 

"We have a unique chance to change the sporting landscape of this country, and it’s an opportunity we need to embrace.”

 

Chambers said: “Now that we have pulled together all commercial aspects of the BOA under one umbrella, including communications, there is a great opportunity for Adam to develop a truly integrated media and public affairs strategy that can benefit all of our stakeholders.

 

"Adam has an exceptional track record and we are most fortunate to have him joining our team.”