Wright, who left Barclays in July after a five-year stint at the bank, will begin her new role on 17 January and oversee events in BSH’s two core businesses - the Sport Industry Group and Beyond Sport.
Wright told C&IT the role was "a complete change", that brought her full circle from her University of Birmingham sport and recreational management degree, after which her first event was working on Euro 96.
"I will be more actively hands on and creative," said Wright. "It is a small team and just what I wanted."
The inaugural Virgin Active Sport Industry Awards in South Africa on 17 February will be among Wright’s events in 2011, before the Sport Industry Awards 10th anniversary celebrations at Battersea Evolution in London on 11 May.
"I am delighted to be joining such an entrepreneurial and innovative company at such an exciting time of growth - one that will allow me to draw on my corporate and agency experience to deliver exceptional events, whilst influencing positive change at the same time. It is the perfect next move for me," added Wright.
Wright will also play a prominent role in the third staging of the annual Beyond Sport Summit and Awards, which brings together global leaders from across politics, government and industry to address sport's role in driving positive social change.
Following on from successful events in London and Chicago, the Summit will move to Cape Town in South Africa in the summer of 2011.
BSH chairman Nick Keller said: "We are delighted to have secured someone of Sarah’s experience in such a pivotal role and we look forward to the immensely positive contribution she will make in ensuring that our business continues to develop and meet the highest possible standards."