A LEADERSHIP TRANSITION AT IT’S A PENALTY
Founding CEO Sarah de Carvalho passes leadership of It’s a Penalty to Deputy CEO Phillippa King.
After more than a decade leading It’s a Penalty, founder Sarah de Carvalho MBE is stepping down from her role as CEO in September and reflects on a journey that began with a simple but powerful idea: to use the visibility of major sporting events to raise awareness of human trafficking and exploitation.
“Founding It’s a Penalty and growing the organisation over the past decade has been an incredible privilege,” Sarah shares. “What began as an idea has grown into a global movement.”
That movement has created real, measurable impact. Over the years, It’s a Penalty campaigns have helped to protect more than 17,000 survivors, supported the recovery of 106 missing children in the United States during the Super Bowl campaigns – reflecting the wider reality that 1 in 7 missing children are at risk of being trafficked – and trained over 12,500 hospitality professionals to recognise and respond to the signs of exploitation.
“This work has always been about people,” she says. “The survivors we aim to protect, the communities we work alongside, and the incredible team and partners who have brought energy, expertise and commitment to this mission across the world.”
“It wouldn’t have been possible without the amazing It’s a Penalty team and our partners across continents. I’m deeply grateful to everyone who has been part of this journey.”
As she steps away from day-to-day leadership, Sarah leaves behind an organisation shaped by collaboration, ambition and a shared commitment to ending exploitation.
“I am delighted that Philippa King will step into the CEO role – having previously served on our Board before joining the organisation as Deputy CEO a few years ago. We look forward to continuing collaboration as It’s a Penalty enters its next chapter under Philippa’s leadership.”
Following a short sabbatical in September–October, Sarah will return in a part-time strategic advisory role.
Christianne Williamson, Chair, said:
“We cannot thank Sarah enough for the vision and commitment with which she has led and grown IAP over the last 12 years. The impact speaks for itself. This feels like a fitting moment for this transition, as It’s a Penalty prepares for its largest campaign yet during the FIFA World Cup across three countries and multiple cities, an exciting step forward for the organisation and our mission. The board and I have every confidence in Philippa’s leadership as the organisation continues to grow its impact.”
Deputy CEO, Philippa King will take on the role as the new CEO from 1st September 2026. She brings extensive leadership experience and a strong commitment to the organisation’s mission. Philippa will lead the organisation into its next chapter, building on the strong foundations already in place and supporting the continued growth of its global impact.
The next chapter for It’s a Penalty continues this mission, building on a global community determined to make change happen and to strengthen protections for those most at risk.
